Peran Riset Pelanggan dalam Mengurangi Churn dan Meningkatkan Loyalitas Pada UMKM Homelaundry: The Role of Customer Research in Reducing Churn and Increasing Loyalty Among Homelaundry SMEs

Golan Hasan (Program Studi Management, Universitas Internasional Batam-Indonesia)
Andre (Program Studi Management, Universitas Internasional Batam-Indonesia)
Vincent Kie (Program Studi Management, Universitas Internasional Batam-Indonesia)

Jurnal Kolaboratif Sains
Vol. 9 No. 7: July 2026

Penelitian ini bertujuan untuk menganalisis peran riset pelanggan dalam mengurangi churn dan meningkatkan loyalitas pelanggan pada UMKM homelaundry. Metode yang digunakan adalah pendekatan kualitatif dengan studi kasus melalui observasi, wawancara, dan dokumentasi pada usaha homelaundry yang telah beroperasi lebih dari satu tahun. Hasil penelitian menunjukkan bahwa riset pelanggan mampu mengidentifikasi faktor utama penyebab churn, seperti keterlambatan layanan, kualitas hasil laundry yang tidak konsisten, dan lambatnya komunikasi admin. Temuan ini kemudian menjadi dasar dalam penerapan strategi Customer Relationship Management berupa personalisasi layanan, promo repeat order, service recovery, dan digital engagement sederhana. Implementasi strategi tersebut terbukti mampu meningkatkan repeat order, memperkuat hubungan emosional pelanggan, serta mendorong loyalitas jangka panjang. Penelitian ini menegaskan bahwa customer insight berbasis riset pelanggan menjadi fondasi penting bagi keberlanjutan UMKM homelaundry di tengah persaingan jasa yang semakin kompetitif. ABSTRACT This study aims to analyze the role of customer research in reducing churn and improving customer loyalty in home laundry SMEs. The research applies a qualitative case study approach through observation, interviews, and documentation in a home laundry business operating for more than one year. The findings reveal that customer research successfully identifies the main causes of churn, including service delays, inconsistent laundry quality, and slow administrative responses. These insights then become the basis for implementing Customer Relationship Management strategies such as service personalization, repeat-order promotions, service recovery, and simple digital engagement. The implementation of these strategies has proven effective in increasing repeat orders, strengthening emotional customer relationships, and encouraging long-term loyalty. This study confirms that customer insight derived from systematic customer research serves as an essential foundation for the sustainability of home laundry SMEs amid increasingly competitive service industry conditions.