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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Aulia Nur Fadila
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Strategi Penetapan Harga dan Kualitas Layanan Terhadap Loyalitas Konsumen Fitness Center Khusus Wanita Aulia Nur Fadila; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/09t3km37

Abstract

The growing awareness of healthy lifestyles among women has encouraged the development of women-only fitness centers that emphasize comfort and privacy. In an increasingly competitive fitness industry, pricing strategies and service quality play a crucial role in building consumer loyalty. This study aims to analyze the influence of pricing strategy and service quality on consumer loyalty at Akhwat Gym Bandung. The research employs a quantitative approach with a causal design using a survey method involving registered members. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that pricing strategy and service quality have a positive effect on consumer loyalty, with service quality showing a more dominant influence. These findings suggest that fair pricing aligned with perceived value and professional, customer-oriented service can enhance consumer loyalty. This study concludes that appropriate pricing management and continuous improvement of service quality are key factors in maintaining long-term loyalty in women-only fitness centers
Co-Authors Halimah Zahrah