PROGRAM MEMBERSHIP DENGAN MEDIASI KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA FITNESS CENTER
Bina Nusantara University
Indonesia
Bina Nusantara University
Indonesia
Bina Nusantara University
Indonesia
Bina Nusantara University
Indonesia
Abstract
Fitness center telah berkembang pesat. Sayangnya, berdasarkan data laporan jumlah program membership dari tahun 2020-2022, selama 3 (tiga) tahun terakhir jumlah pengguna program membership mengalami penurunan, lebih dari 1.000 orang belum memperbaruinya. Hal ini mengindikasikan adanya fluktuasi loyalitas pelanggan pusat kebugaran. Berdasarkan pra-penelitian menunjukkan bahwa program keanggotaan, kepuasan pelanggan adalah salah satu faktornya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh program membership terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini dilakukan dengan pendekatan kualitatif dengan angket sebagai data primer. Data yang diperoleh kemudian dianalisis dengan analisis jalur. Teknik pengambilan sampel yang digunakan adalah simple random sampling dengan jumlah sampel 104 orang yang diambil dari membership fitness center. Studi ini menemukan bahwa program keanggotaan berpengaruh signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. Kepuasan pelanggan juga memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. Hasil penelitian ini menyatakan bahwa kepuasan pelanggan terbukti memediasi program membership terhadap loyalitas pelanggan.
Keywords
References
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