STRATEGI INTEGRATED MARKETING COMMUNICATION ASIA LAUNDRY SHOP DALAM MEMBANGUN KEPERCAYAAN KONSUMEN

Abstract

The growth of the laundry industry in Indonesia has spurred a high demand for reliable and high-quality laundry equipment. Intense competition in this sector has made entrepreneurs highly selective, making trust in the supplying company a crucial factor in purchase decision-making. Laundry equipment suppliers use integrated communication strategies to overcome competitive challenges and build credibility. This research aims to analyze the Integrated Marketing Communication (IMC) strategy implemented by Asia Laundry Shop to build consumer trust. This study utilizes the concepts of IMC Strategy and Consumer Trust (Kotler & Keller, 2016), employing a qualitative approach and a case study method. Data was collected through in-depth interviews with three key positions at Asia Laundry Shop: the Marketing Supervisor, Sales Advisor, and Digital Marketing Staff. The findings show that to build trust, Asia Laundry Shop implements information transparency, the use of social proof such as customer testimonials, and responsive personal communication through a combination of digital and face-to-face channels. One of its key tactics includes communicating service guarantees like “Deliver to Location, Inspect then Pay” to reduce buyer risk. Content uploaded to social media is also educational and reinforced with customer testimonials. By doing so, Asia Laundry Shop successfully builds the four dimensions of consumer trust (benevolence, ability, integrity, and willingness to depend) and overcomes the intense market competition in Indonesia's laundry equipment industry.