<![CDATA[Competition in the laundry service business in Palangka Raya is getting tighter, marked by the large number of businesses offering similar services and demanding each business actor to have a competitive advantage to retain customers. The main problem lies in how price and service quality contribute to customer loyalty in the context of Laundry Berkat Gawi Kasinta, which is strategically located near residential areas and campuses. This study aims to determine customer perceptions of pricing and its relationship to customer loyalty, as well as evaluate service quality in an effort to increase customer loyalty and satisfaction at Laundry Berkat Gawi Kasinta. This study uses a qualitative research method with a case study approach, conducting in-depth interviews with owners and customers, direct observation of service patterns, and documentation through business records and social media reviews to obtain a comprehensive picture of the relationship between price, service quality, and customer loyalty. The research findings indicate that pricing at Laundry Berkat Gawi Kasinta is carried out competitively by considering market surveys and operational cost efficiency without sacrificing service quality, so that customers feel the value they get is commensurate with their expenses. Consistent service quality, ranging from cleanliness, fragrance, punctuality, as well as additional services such as free pick-up and friendly service, helps strengthen customer loyalty and minimize complaints.]]>
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