An Exploratory Study: The Reasons Why People Use Laundry By The Kg Service and Why They Choose CYARA...

International Conference in Organizational Innovation (ICOI), 2012, Surabaya, Indonesia

An Exploratory Study: The Reasons Why People Use Laundry By The Kg Service and

Why They Choose CYARA Laundry?

Dini Turipanam Alamanda

TELKOM Institute of Management

Jl. Geger Kalong Hilir No. 47 Bandung 40152

[email protected]

ABSTRACT

This paper has two main objectives, first to explore the factors affect people in using laundry

by the kg, and the factors affect people in choosing CYARA Laundry as their laundry by the

kg. This research was conduct using CYARA Laundry’s customers, and use it population to

obtain the data. Using mix method research design, we combine qualitative and quantitative.

Qualitative using in-dept. interview is needed to receive basic information about laundry by

the kg from the respondent, and quantitative using questionnaire is needed to test

hypothesizes. Also triangulation is used to receive more explanation from the results.

Exploratory Factor Analysis (EFA) Is used to process the data and there is evidence that

variables of lazy, busy, suggestion, cheap, practice, weather, space and environment are the

factors that affect people in using the services of laundry by the kg. But there is no evidence

that variables of hygiene, perfume type, speed, neatness, service, machine brand,

appearance, price, location, assurance and promotion are the factors that affect people in

choosing the services of CYARA Laundry, because one variable removed (price).

Keywords: Laundry by the kg, CYARA Laundry, Exploratory Factor Analysis

I. INTRODUCTION

Laundry is a business phenomenon that currently becomes a trend in several major cities.

Call it in Jakarta, Bandung, Semarang, and Yogyakarta are the largest laundry service

provider in Indonesia. Even Pakula & Rainer (2010) state that washing laundry is one of the

most widespread housework in the world. People make a variety of reasons to use the laundry

service instead of washing clothes at their homes. Supported also by the choice of laundry by

the kg services are considered affordable with almost all walks of life. Laundry by the kg

makes the image of this service not only for the upper class as in years past, but also could be

enjoyed by various groups, especially students, and workers. Balubur, one of the densely

populated centers in Bandung city, became a favorite target of the newcomers to find a place

to stay on a while. The location is in the city center, 300 meters from Dago urban area, and

flanked by three major universities (ITB, UNPAS, UNISBA) as well as various other types of

businesses today make this area more and more dense. A good target market makes people

take advantage to make their homes as rooms for rent or boarding for newcomers. The

density of houses, make space for drying the clothes become narrower or almost no space.

These opportunities were then ogled by some entrepreneurs to make laundry businesses. It

mailto:[email protected]


noted there are about 72 franchised outlets of laundry by the kg in Bandung (Waralabaku,

2011). Non-franchised service laundry by the kg more in a number, noted there are 17

laundry By the kg outlets on Jalan Setiabudhi Hilir, 24 laundry by the kg outlets on Jalan

Dipati Ukur, 30 laundry by the kg outlets around Yayasan Pendidikan TELKOM Dayeuh

Kolot, 8 outlets around Balubur and hundreds of others are scattered over many places in

Bandung.

CYARA laundry is one of the laundries by the kg located in the middle of its competitors in

Balubur. Its existence is about 2 months and so far received good response from locals. It

proved in less than two months, has 250 customers. It was a shock themselves because there

are already 7 laundries by the kg outlets on there. We interested in researching on two things,

first the factors that make people use laundry By the kg services and second, the factors that

make people choose CYARA Laundry as their laundry by the kg. By using exploratory factor

analysis techniques with delivered 250 questionnaires to customers of CYARA Laundry, this

research was conducted as an explorative research to take up small and medium businesses.

II. LITERATURE REVIEW

2.1 CYARA LAUNDRY PROFILE

Laundry by the kg service, CYARA laundry established since March 17 2012, by five owners

(Chika, Yena, Alamanda, Ratih and Astri) with initial capital of 4 million per person. Located

at Jl Kebon Kembang 258 Gg Pancasila, just behind Balubur Mall, this laundry by the kg had

been targeting the market share around Balubur area since the beginning. CYARA laundry

offers regular laundry by the kg service at price of Rp 4500 per kilo and express service at a

price of Rp 5000 per kilo and includes free delivery package for Balubur area only. This

laundry outlet also offers different types of perfumes (fragrance) according to customer

tastes. There are 20 kilos orders averages per day, which is the most populous reaches 66

kilos in a day. There’s only one washing machine and one drier machine, so the maximum

order per day must be 20 kgs per day. In doing their promotion, CYARA laundry uses several

ways, including:

1. Create brochures for distribution to local communities as much as 8 RT. The aim is to

introduce the products to be offered to make the public aware of the products offered.

2. It gives some early stages of promotion to attract customers so that customers would use a

service company. Promotion has been done by the company is giving a discount if the bill

has garnered five of the previous laundry.

2.2 SERVICE AND QUALITY SERVICE

According to Kotler and Keller (2009:36) services is any acts that could be offered by one

party to another that essentially intangible and does not produce any ownership. Quality is

something that must be considered by a company in selling its products. Therefore, sales are

very influential in the company to achieve sustainable excellence either as a market leader or

as a strategy to grow and develop. Kotler and Keller have identified five determinants of

service quality indicators (SERVQUAL) in Table 1.


Table 1 Dimension and Indicators of SERVQUAL

Reliability

Providing services as promised

Reliability in handling customer service

issues

Implement the right service at the first time

Provide services at the promised time

Maintaining error-free records

Employees have knowledge to answer

customer questions

Responsiveness

Always tell the customer about when the

service will be held

Timely service to customers

Willingness to help customers

Readiness to respond customer requests

Assurance

Employees instill confidence in customers

Make the customer feel secure in their

transactions

Employees are always courteous

Empathy

Giving personal attention to customers

Employees deal with customers in a caring

manner

Prioritize the best interests of customers

Employees understand the needs of their

customers

convenient business hours

Tangible

modern equipment

The facilities visually look appealing

Employees have a neat and professional

appearance

Materials relating to the service have the

visual appeal

Source: Kotler dan Keller (2009)

Besides Kotler dan Keller and their SERVQUAL, Sureshchandar, Rajendran, and

Anantharaman (2003) have identified five factors of service quality from the customers’

perspective. Those are: a) Core service or service product, b) Human element of service

delivery, c) Systematization of service delivery: non- human element, d) Tangibles of service,

and e) Social responsibility. After a close inspection it could be safely concluded that the

newly defined construct of service quality by Sureshchandar et al.

2.3 DECISION TO BUY

According to Setiadi (2003), decision taken by a person may be cited as a problem-solving.

In the process of decision making, consumers have a goal or behavior to be achieved or

satisfied. Furthermore, consumers make a decision to choose which behavior to do to achieve

those goals.

Consumer decision-making styles are patterned, mental and cognitive orientations that

consistently dominate a consumer’s approach in purchase decision (Sproles, 1985, Sproles

and Kendall, 1986). Durvasula (1993) found eight types of orientation of consumers in


purchase decisions, research was conducted toward 201 students in New Zealand, the result is

the same as that conducted by Sproless and Kendall (1986) in America, namely

("perfectionism consciousness", "brand consciousness" "novelty and fashion consciousness",

"recreational and hedonistic shopping consciousness", "price and value consciousness",

"Careless and impulsive consumer", "confused by over choice consumer" and "habitual and

brand loyal consumer").

In contrast, the results obtained by Lysonski (1996) in the same country stating that the price

and value consciousness is not included into it. In Syanghai China, this research was carried

back by CY Kwan, KW Yeung and Au K.F. (2004) toward 161 students in that city. Only six

styles of decision-making (recreational and hedonistic consciousness, perfectionism

consciousness, confused by over choice, habitual and brand loyalty, price and value

consciousness, and brand and fashion consciousness) were found in the Mainland.

Surprisingly, the results of research from Kenesei and Sarah (2003) stated that demographic

factors are not related to any price awareness construct, that research was conducted to

respondents who are shopping in Hungarian supermarkets.

While the consideration from entrepreneurs, according to Alcacer (2004) with a location

adjacent to the competitors, companies could perform well in a total competition strategy of

price leadership or other services rendered. An entrepreneur must identify the number and

size of other business and competitive situation in the area. While that claim is based on

proximity to residency (Schmenner (1994), based on the equipment (Schmenner (1994)) and

the level of security (Handoko, 2000).

III. METHODOLOGY

CYARA laundry target market is the population of Balubur area. The area has about 250

families, with a population of 2718 residents. A new laundry CYARA reaches 250

subscribers within two months from opening the business (March-April 2012). To all

subscribers, we conducted the survey by conducting initial interviews to collect information

from respondents then distributing the questionnaires. The exploratory factor analysis (EFA)

of data is processed using SPSS 17. And a descriptive analysis is used to determine the

profile of respondents.

The hypothesis in this study consists of two parts:

1. To examine the factors that affect people using the services of laundry by the kg

H0(1):Variables of Lazy, Busy, Suggestion, Cheap, Practice, Weather, Space and

Environment are the factors that affect people in using the services of laundry by the

kg

H1(1):One or more variables of Lazy, Busy, Suggestion, Cheap, Practice, Weather, Space

and Environment are not the factors that affect people in using the services of

laundry by the kg

2. To examine the factors that affect people in choosing the services of CYARA Laundry

H0(2):Variables Hygiene, Perfume Type, Speed, Neatness, Service, Machine Brand,

Appearance, Price, Location, Assurance and Promotion are the factors that affect

people in choosing the services of CYARA Laundry


H1(2):One or more variables of Hygiene, Perfume Type, Speed, Neatness, Service,

Machine Brand, Appearance, Price, Location, Assurance and Promotion are not the

factors that affect people in choosing the services of CYARA Laundry

Table 2 shows a description of the variables used in this research.

Table2. Operational Variables

Ques

tionnai

re 1

Variable Description

Lazy One of housework that consume much time is manual washing

clothes, and people are choosing to fill their weekend for

refreshing than to wash clothes

Busy Daily activities effectively ended at 5 pm for office workers,

but not specific for students, the bustle of activity could make

people do not have time to wash clothes manually

Suggestion For certain stains, people have limited equipment and

knowledge of how to eliminate them, as well as for unique

materials, they eventually chose to use the laundry because of

the suggestion that the stains and certain types of material

could be handle by the laundry, if the stain still, they think that

the stain is hard to be eliminated

Cheap Many people consider that laundry by the kg is cheap. So its

better to use laundry rather than use the washing and drier

machines at home, that machines need high capacity of

electricity

Practice Practicality is certainly wanted by a lot of people

Weather Erratic weather make people anxious to leave their laundry in

the open as they go, the rain often start pouring down suddenly

Space The density of residential, make space for drying the clothes is

very limited.

Environment Many residents still use wells in Balubur area, and probably did

not dig in deeply, make the color of the water within the area

partly yellowish and reddish, are unsuitable for washing

clothes.

Ques

tionnai

re 2

Hygiene People want to have clean and hygiene clothes

Perfume Type Perfume types used in CYARA consists of three types: tutti-

frutti that women preferred, masculine type, and the most

preferred, fresh type

Speed CYARA Laundry offers 3 types of speed service, Rp 4500

(regular) for maximum 4 days, Rp 5000 (semi express) for

maximum 2 days, and Rp 6000 for maximum 8 hours (express)

Neatness Most men are lazy to re-iron their clothes, so neatness is

desirable when using the laundry service that could be directly

used, in contrast to women, they prefer to re-iron their clothes

Service Services in receiving customer (front liner), shuttle service, and

post-service

Machine Brand CYARA Laundry use Electrolux for washing and drier


machines

Appearance CYARA use green building concepts, fresh and striking, with

display the engines in the front office

Price CYARA Laundry set the price per kg in Rp 4500(regular), Rp

5000 per kg (semi-express) and Rp 6000 per kg (express)

Location CYARA Laundry located at the intersection of the alley into

settlement, so before going into the next area, people will pass

through the banner of CYARA

Security It consists of conditions: lose, mixed up with another customer,

fading and damaged clothes

Promotion Promotion that used in periods March-April 2012 was every 5

notes could be exchanged with 1 kg free

IV. RESULT AND DISCUSSION

4.1 DESCRIPTIVE ANALYSIS

In this section, the profile of respondent is shown. There are three question to capture the

demography data, job profile, distances between home and CYARA laundry and residency

status. For job profile, we could see at Fig. 1 that most of respondents are university students

(160 respondents) followed by Office-Workers (38 respondents), Non Office-Workers (27

respondents), Housewives (15 respondents) and others (10 respondents).

Figure 1 Job Profile of Survey Respondents

0 50 100 150 200

University Students

Office-Workers

Non Office-Workers

Housewives

Others

Number of Respondents

Ty

pes

of

Jo

b

Job Profile of Respondents


Figure 2 Distances between Home of Survey Respondents and CYARA Laundry

On Fig 2, we could see that most of respondents are living 100-200 meters (121 respondents)

from CYARA Laundry followed by < 100 meters (57 respondents), 200-300 meters (50

respondents), 300-500 meters (15 respondents), and >500 meters (7 respondents). On Fig.3.

We could see that most of respondentts are non-permanent resident (230 respondents.

Figure 3 Residency Statuses of Survey Respondents

After inputting the data, validity and reliability testing is used for each questionnaire. Both

the first and second questionnaires are valid items. The first questionnaire about the factors

that affect people use laundry by the kg has reliability of 0.788 (strong). And for the second

questionnaire about the factors that make people choose CYARA laundry has reliability of

0.825 (strong).

0 20 40 60 80 100 120 140

< 100 meters

100-200 meters

200-300 meters

300-500 meters

>500 meters


Dis

tan

ce

Distances Between Home and CYARA Laundry

0 50 100 150 200 250

Permanent Resident

Non-Permanent Resident


Rec

iden

cy S

tatu

s

Residency Status


4.2 FACTOR ANALYSIS

4.2.1 QUESTIONNAIRE 1

Based on the SPSS output, obtained the value of Kaiser-Meyer-Olkin (KMO) of 0.789 with

significance level to 0.000. Value of 0.789 is above 0.5 and a significance level <0.05, then

the variable that are processed, feasible to be analyzed.

Further testing of Measures of Sampling Adequacy (MSA), with the provision if the MSA

<0.05 then the variable could not be predicted and could not be analyzed further so that the

variable should be removed. A list of MSA test results are presented in Table 3.

Table 3. Table of SPSS Output – MSA of Questionnaire 1 Anti-image Matrices

Lazy Busy Suggestion Cheap Practice Weather Space Environment

Anti-image Covariance

Lazy .763 -.045 -.073 -.100 -.060 -.049 .062 -.120

Busy -.045 .626 -.043 -.060 -.179 -.044 .016 -.189

Suggestion -.073 -.043 .418 -.034 -.122 -.230 .062 -.085

Cheap -.100 -.060 -.034 .908 .043 .068 -.213 .015

Practice -.060 -.179 -.122 .043 .682 -.007 -.076 .009

Weather -.049 -.044 -.230 .068 -.007 .424 -.204 -.038

Space .062 .016 .062 -.213 -.076 -.204 .755 -.033

Environment -.120 -.189 -.085 .015 .009 -.038 -.033 .659

Anti-image Correlation

Lazy .885a -.065 -.130 -.120 -.083 -.087 .082 -.169

Busy -.065 .842a -.084 -.080 -.274 -.086 .023 -.294

Suggestion -.130 -.084 .770a -.055 -.229 -.547 .111 -.161

Cheap -.120 -.080 -.055 .527a .055 .110 -.258 .019

Practice -.083 -.274 -.229 .055 .850a -.013 -.105 .014

Weather -.087 -.086 -.547 .110 -.013 .740a -.360 -.073

Space .082 .023 .111 -.258 -.105 -.360 .651a -.047

Environment -.169 -.294 -.161 .019 .014 -.073 -.047 .860a

a. Measures of Sampling Adequacy(MSA)

If seen from the results of these analyzes, all variables have MSA> 0.5, which means Ho is

rejected, all variables (lazy, busy, suggestion, cheap, practice, weather, space and

enviroment) affect consumers in using the services of laundry by the kg. After going through

the process of extraction, obtained two groups of variables, the first group consists of

variables suggestion (0.818), weather (0.794), busy (0.712), environment (0.689), practice

(0.664), and lazy (.593). For the first group is named with new variable, namely the core

influence factors, whereas for the second group consisted of cheap variable (0.791) and space

(0.630) is named with a new variable, the complement factors. Details could be seen in Table

4.

Turned out the suggestion to be most influential factor, after the triangulation to the 30

respondents, we got the explanation. They have a lot of clothes with very dirty collar, or

stains that are difficult to be cleaned and they do not know how to clean it and they think that

laundry could care of problems such clothes. Then the erratic weather also makes them

uneasy to leave their laundry in the open if the rains come suddenly. Apparently, the laziness

factor does not show the dominant factor, once confirmed; many of the respondents wash

their daily clothes if not busy. Price and space were not core factors, these are good news for

entrepreneurs of CYARA laundry, with triangulation to the same respondents, and the

majority replied that as long as the price of laundry by the kg less than 6000 per kg, it is still

reasonable. Confirmation about space, though not the core variable, many respondents trick it


by making an impromptu clothesline in the room, especially students, or use the fences and

roof instead of the clothesline.

Table4. Table of SPSS Output – Extraction of Questionnaire 1

Component Matrix

Component

1 2

Lazy .593 -.113

Busy .712 -.141

Suggestion .818 -.123

Cheap .214 .791

Practice .664 -.146

Weather .794 .024

Space .455 .630

Environment .689 -.161

Extraction Method: Principal Component

Analysis.

a. 2 components extracted.

4.2.2 QUESTIONNAIRE 2

KMO value of 0.860 in the second questionnaire that means more than 0.5 and significance

level of 0.00, mean all variables in the questionnaire could be processed further. The usual

next step, MSA analysis is presented in Table 5.

Table5. Table of SPSS Output – MSA of Questionnaire 2

Anti-image Matrices

Hygiene Perfume

Type Speed Neatness Service

Machine

Brand

Appearan

ce Price Location Security Promotion

Anti-image

Covariance

Hygiene .689 -.073 -.101 -.125 -.010 -.047 -.019 .127 -.029 -.040 .003

Perfume Type

-.073 .520 -.136 -.043 .009 -.143 -.001 -.017 -.030 -.066 -.062

Speed -.101 -.136 .545 -.068 -.117 -.022 -.002 -.060 -.016 .002 -.052

Neatness -.125 -.043 -.068 .702 .044 -.083 .012 .051 -.055 .017 -.105

Service -.010 .009 -.117 .044 .463 -.142 -.100 .079 .064 -.139 -.122

Machine Brand

-.047 -.143 -.022 -.083 -.142 .433 -.119 .070 .009 .058 -.053

Appearance

-.019 -.001 -.002 .012 -.100 -.119 .678 -.236 -.071 -.070 -.001

Price .127 -.017 -.060 .051 .079 .070 -.236 .797 -.139 -.014 .005

Location -.029 -.030 -.016 -.055 .064 .009 -.071 -.139 .807 -.079 -.156

Security -.040 -.066 .002 .017 -.139 .058 -.070 -.014 -.079 .811 -.035

Promoti-

on

.003 -.062 -.052 -.105 -.122 -.053 -.001 .005 -.156 -.035 .555

Anti-image

Correlation

Hygiene .902a -.121 -.165 -.179 -.019 -.086 -.028 .171 -.039 -.054 .005

Perfume

Type

-.121 .893a -.256 -.071 .019 -.300 -.001 -.026 -.047 -.101 -.116

Speed -.165 -.256 .900a -.110 -.233 -.046 -.003 -.090 -.024 .003 -.095

Neatness -.179 -.071 -.110 .896a .078 -.150 .017 .069 -.073 .023 -.168

Service -.019 .019 -.233 .078 .838a -.317 -.179 .130 .104 -.227 -.241

Machine

Brand

-.086 -.300 -.046 -.150 -.317 .861a -.219 .119 .015 .098 -.108

Appeara

nce

-.028 -.001 -.003 .017 -.179 -.219 .811a -.321 -.096 -.095 -.001

Price .171 -.026 -.090 .069 .130 .119 -.321 .469a -.173 -.018 .008

Location -.039 -.047 -.024 -.073 .104 .015 -.096 -.173 .791a -.097 -.233


Security -.054 -.101 .003 .023 -.227 .098 -.095 -.018 -.097 .860a -.052

Promoti-on

.005 -.116 -.095 -.168 -.241 -.108 -.001 .008 -.233 -.052 .899a


From the MSA test results that almost of all the variables are more than 0.5 except for the

price variable (0.469). Means that variable is not eligible for further processing and the WE

chose to remove it, and then re-test. After eliminating the price variable, obtained new KMO

value of 0.879, the new is greater than before. The new MSA results are presented in Table 6.

Table6. Table of SPSS Output – MSA 2 of Questionnaire 2

Anti-image Matrices

Hygiene Perfume

Type Speed Neatness Service

Machine Brand

Appea- rance

Locati-on

Security Promotion

Anti-image

Covariance

Hygiene .710 -.072 -.095 -.137 -.024 -.061 .021 -.007 -.039 .002

Perfume

Type

-.072 .520 -.139 -.042 .011 -.143 -.006 -.034 -.066 -.062

Speed -.095 -.139 .549 -.065 -.114 -.017 -.022 -.027 .001 -.052

Neatness -.137 -.042 -.065 .705 .040 -.089 .030 -.048 .018 -.106

Service -.024 .011 -.114 .040 .471 -.154 -.087 .081 -.140 -.125

Machine Brand

-.061 -.143 -.017 -.089 -.154 .440 -.111 .022 .060 -.054

Appeara-nce

.021 -.006 -.022 .030 -.087 -.111 .755 -.129 -.083 .001

Location -.007 -.034 -.027 -.048 .081 .022 -.129 .832 -.084 -.160

Security -.039 -.066 .001 .018 -.140 .060 -.083 -.084 .811 -.035

Promoti-

on

.002 -.062 -.052 -.106 -.125 -.054 .001 -.160 -.035 .556

Anti-image

Correlation

Hygiene .918a -.119 -.152 -.194 -.042 -.109 .029 -.010 -.051 .004

Perfume

Type

-.119 .892a -.259 -.069 .023 -.300 -.010 -.052 -.102 -.116

Speed -.152 -.259 .907a -.104 -.224 -.036 -.034 -.041 .001 -.095

Neatness -.194 -.069 -.104 .893a .069 -.159 .042 -.062 .024 -.169

Service -.042 .023 -.224 .069 .841a -.338 -.146 .130 -.226 -.244

Machine

Brand

-.109 -.300 -.036 -.159 -.338 .861a -.192 .037 .100 -.109

Appeara

-nce

.029 -.010 -.034 .042 -.146 -.192 .890a -.162 -.106 .001

Location -.010 -.052 -.041 -.062 .130 .037 -.162 .785a -.102 -.235

Security -.051 -.102 .001 .024 -.226 .100 -.106 -.102 .856a -.052

Promoti-

on

.004 -.116 -.095 -.169 -.244 -.109 .001 -.235 -.052 .897a


Of the second processing could be seen that the MSA value of all tested variables are more

than 0.5 and worthy to be analyzed further. The next stage is extraction process. From 10

variables, we earned two groups of variables. The first group consist of variables brand

machine (.795), perfume type (0.760), service (0.757), speed (0.747), promotion (.738),

hygiene (0.608), neatness (0.592) and appearance (0.537) which are named Major Factors.

The second group consists of the location (0.460) and security (0.515) whichvare named the

new variables, Supporting Factors.


Table7. Table of SPSS Output – Extraction of Questionnaire 2 Component Matrix

Component

1 2

Hygiene .608 -.369

Perfume Type .760 -.141 Speed .747 -.154

Neatness .592 -.387

Service .757 .086 Machine Brand .795 -.125

Appearance .537 .461

Location .391 .460 Security .462 .515

Promotion .738 .061

Extraction Method: Principal Component Analysis.

With the triangulation method to the 30 respondents, found explanations that the placement

of the engine in the front office make them know the brand of washing machine, namely

Electrolux, Electrolux image make customers believe that CYARA could clean their clothes

well. Because after survey, competitors of CYARA do not use the same brand, some do not

even show the machine in the front office. Types of perfume that is offered become one of

the dominant effect, after the survey, it was six customers of CYARA Laundry, located > 2

kms from the site, and the reason why they choose CYARA, because of long-lasting

fragrance and taste. Promotion by offering five note for 1 kg free, turns out to be a reason too,

it becomes the input for the owner that similar promotions need to be done to attract

consumers. During the promotional periods (17 March-30 April 2012) there were six

customers who get free 1 kg. For the second group, was the location and security is not core

determinant variables, there were 5 customers who got their clothes faded because of

employees carelessness, came back and some had not asked for a replacement, it is because

teh service provided by the front liner enough to satisfy the customer. Similarly, the location

because of its location in the midst of competitors, the customers is actually not very care.

V. CONCLUSION

From tested variables on the first questionnaire, the factors that affect people use laundry by

the kg service are all significant, with divided into two major groups, the core influence

factors consists of variables suggestion (0.818), weather (0.794), busy (0.712), environment

(0.689), practice (0.664), and lazy (.593). And the second group consisted of cheap variable

(0.791) and space (0.630) is called the complement influence factors. Meanwhile, to answer

the factors that make people choose CYARA laundry, gained only 10 of 11 variables that

affect and are divided into two major groups as well, the first group consist of variables

machine brand (.795), perfume type (0.760), service (0.757), speed (0.747), promotion (.738),

hygiene (0.608), neatness (0.592) and appearance (0.537) which is named the new variable of

major factors The second group consists of the location (0.460) and security (0.515) which is

named the new variables, supporting Factors

VI. RECOMMENDATION

For owners of CYARA Laundry, no worries if they raise the rate up to Rp 6000 with new

value added for customers. Also for the promotion, because it was seen that promotion has

high affect, CYARA should make innovation related to promotion, for example for periods

May to June, free laundry bag for every 10 kgs per month. While the continued research

suggestions, because this is an exploratory research, it could be continued with research using

Confirmatory Factor Analysis (CFA), Path Analysis or Structural Equation Modeling (SEM)


in order to enrich the similar research in the field of laundry by the kg. And because this

research is limited only Balubur area, the further research could be reach Bandung city, so we

could have a rich picture.

REFERENCES

Alcácer, Juan. 2003. Location Choices Across The Value Chain: How Activity And

Capability Influence Agglomeration And Competition Effects. New York: Stern School

of Business New York University.

Durvasula, S., Lysonski, S. and Andrews, J.C. (1993). Cross-Cultural Generalizability Of A

Scale For Profiling Consumers’ Decision-Making Styles. The Journal of

ConsumerAffairs, Vol. 27 (1), pp. 55-65.

Handoko, Hani. 2000. Dasar-dasar Manajemen Produksi dan Operasi. Yogyakarta : BPFE.

Kwan C.Y, Yeung K.W. dan Au K.F.(2004). Decision-Making Behaviour Towards Casual

Wear Buying: A Study of Young Consumers in Mainland China. Journal Of

Management & World Business Research, Vol 1, No 1

Kenesei, Z dan Sarah T (2003). The Use of Price in the Purchase Decision. Journal Of

Empirical Generalisations In Marketing Science 8 1–21

Pakula, C and Rainer S (2010). Electricity And Water Consumption For Laundry Washing

By Washing Machine Worldwide. Springer Science+Business Media B.V., Energy

Efficiency (2010) 3:365–382 DOI 10.1007/s12053-009-9072-8.

Schmenner, Roger W. 1994. Service Firm Location Decisions: Some Midwestern Evidence.

International Journal of Service Industry Management, Vol. 5 No. 3, 1994, pp. 35-56. ©

MCB University Press, 0956-4233

Sproles, G.B. (1985). From Perfectionism To Fadism: Measuring Consumers' Decision-

Making Styles. American Council on Consumer Interests, pp. 79-85.

Sproles, G.B. and Kendall, E.L. (1986). A Methodology For Profiling Consumers' Decision-

Making Styles. Journal of Consumer Affairs, Vol. 20 (2), pp. 267-279.

Sureshchanndra, G. S., Rajendran, C. & Anantharaman, R. N. (2003). The Relationship

Between Service Quality And Customer Satisfaction - A Factor Specific Approach.

Journal of Service Marketing, 16 (4), 363-379.

Waralabaku (2011). Daftar Waralaba Laundry kota Bandung. http://www.waralabaku.com/.

Accessed on April 5 2012.

http://www.waralabaku.com/

An Exploratory Study: The Reasons Why People Use Laundry By The Kg Service and Why They Choose CYARA...

Documents

Transcript of An Exploratory Study: The Reasons Why People Use Laundry By The Kg Service and Why They Choose CYARA...