Abstract
The process of integration with a combination of knowledge to evaluate two or more alternative behaviors and later choose one of them is the definition of a decision to use a service. Decision making is the process of choosing the best among several options that are taken systematically to solve a problem. The decision-making process can be carried out in several stages, namely: (1) Analysis of wants and needs, (2) Searching for information, (3) Selecting and assessing alternative uses, (4) Decisions about usage, and (5) Consumer behavior after use. The function and purpose of this research was conducted to determine the formulation of competitive strategy and decision making in the service sector. Descriptive research with a qualitative approach is the method used in this study, and the source of data for this study was obtained by interviewing informants. The results of this study are what Laundry can do in the Kalijudan area to help decision making, namely taking advantage of existing opportunities by minimizing weaknesses.
 Keywords: Decision Making, SWOT Analysis, Alternative Strategies
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