WIDYANI, FETTI KUSUMA (2023) PENGARUH KUALITAS PELAYANAN, BRAND IMAGE DAN ATMOSFER TERHADAP LOYALITAS PELANGGAN PADA PURI BUGAR SPORTS CLUB JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Sport has become a tool for disease prevention that is now relied upon as a way of life in modern society. The intensity of activity sometimes makes people neglect sports as a support for health. One of the well - known fitness places is Puri Bugar Sports Club located in West Jakarta. There are several factors that affect the success of a Sports Club, one of which is customer loyalty. Therefore, Puri Bugar Sports Club must do its best to be able to increase customer loyalty through, among others, service quality, brand image and atmosphere as factors that are considered influential. This study examines the factors that influence customer loyalty Puri Bugar Sports Club with the variables service quality, brand image and atmosphere. The subject of this research is member Puri Bugar Sports Club. This study was conducted on 91 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Modelling (SEM-PLS) with a Smart-PLS analysis tool. The results of this study show that the variables of service quality have a positive significant effect on customer loyalty, brand image have a positive significant effect on customer loyalty and atmosphere have a positive significant effect on customer loyalty Puri Bugar Sports Club. Keywords: Service Quality, Brand Image, Atmosphere, Consumer Loyalty Olah raga menjadi alat pencegahan penyakit yang kini diandalkan sebagai gaya hidup masyarakat modern. Padatnya aktivitas kadang membuat orang melalaikan olah raga sebagai penunjang kesehatan. Salah satu tempat fitness yang sudah dikenal adalah Puri Bugar Sports Club yang berlokasi Jakarta Barat. Terdapat beberapa faktor yang mempengaruhi keberhasilan suatu Sports Club, salah satunya adalah loyalitas pelanggan. Maka, Puri Bugar Sports Club harus berupaya sebaik mungkin untuk dapat meningkatkan loyalitas pelanggan melalui antaranya kualitas pelayanan, brand image dan atmosfer sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi loyalitas pelanggan dengan variabel kualitas pelayanan, brand image dan atmosfer. Subjek penelitian ini adalah member Puri Bugar Sports Club. Penelitian ini dilakukan terhadap 91 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM-PLS) dengan alat analisis Smart-PLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, brand image berpengaruh positif signifikan terhadap loyalitas pelanggan dan atmosfer berpengaruh positif dan signifikan terhadap loyalitas pelanggan Puri Bugar Sports Club. Kata Kunci: Kualitas Layanan, Brand Image, Atmosfer, Loyalitas Pelanggan
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