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All Journal The Asian Journal of Technology Management (AJTM) JSKK (Jurnal Sains Keolahragaan dan Kesehatan) ACCRUALS (Accounting Research Journal of Sutaatmadja) International Journal of Research in Community Services International Journal of Quantitative Research and Modeling Jurnal Abdimas Kartika Wijayakusuma Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Trends Economics and Accounting Research
Septiarini, Eka
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement Septiarini, Eka; Ezra Karamang
Journal of Trends Economics and Accounting Research Vol 4 No 2 (2023): December 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i2.1007

Abstract

Utilization of content marketing through social media Instagram as a marketing strategy to create and distribute unique, interesting, understandable content to engage the audience. The reasons why a brand decides to produce content marketing is to increase brand awareness, consumer intention towards products/services, turn audiences into potential consumers, increase brand image, customer engagement, website traffic and direct sales. Digital marketing is in demand by the sports industry because fitness center, gym memberships, online fitness and fitness applications are expected to increase by 171.75% in 2028. This phenomenon is a stimulus for the sports industry sector to utilize digital marketing strategies. This is increasingly being implemented by fitness center in Bandung, because since the pandemic and the PPKM period, all activities in the fitness center have been restricted and have had an impact on a significant decrease in the number of members and turnover. This research is expected to provide information for fitness regarding purchase intention and brand engagement via Instagram to support the sustainability of their business. The research was conducted using quantitative methods on 110 respondents using a Likert scale questionnaire and analyzed using Structural Equation Modeling. The results indicated that content marketing had a 71,4% significant effect on brand engagement, and had no significant effect on purchase intention. However, brand engagement had a 73% significant effect on purchase intention and brand engagement 52,1% a mediated content marketing on purchase intention for fitness center services.
Pengaruh Service Experience dan Service Quality terhadap Loyalitas Pelanggan yang Dimoderasi oleh Kepuasan Pelanggan di Fitness Center Khusus Wanita di Kota Bandung Septiarini, Eka
JSKK (Jurnal Sains Keolahragaan dan Kesehatan) Vol 8 No 1 (2023)
Publisher : Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/jskk.2023.8.1.1

Abstract

People now realize the importance of health as an investment for the future. This is marked by the development of a fitness center in Bandung. Women are quite selective in choosing a place to do their physical activity. Not all women are comfortable exercising in places mixed with the opposite sex. Service experience and service quality are two strategic variables that are important in increasing competitiveness. The objective  of this research is to observe the moderating effect of customer satisfaction of service experience and service quality on customer loyalty. This research was obtained by distributing questionnaires to 253 respondents (customers) who are actively doing sports at a women's fitness center. The process of quantitative analysis using simple regression method, multiple linear regression and MRA (Moderated Regression Analysis) analysis. The results show that the variable customer satisfaction moderates service experience and service quality on customer loyalty by 27.8% and 34.8%, respectively. Results of  this study showed customer satisfaction is moderating variabel on service experience and service quality to customer loyalty. Keywords: service experience, service quality, customer satisfaction, customer loyalty, fitness center
Co-Authors Aas, Raihan Elian Abdullah, Riono Aulia Adialita, Tania Dewi Rahmi DIAN LESTARI Dudung Juhana Hardiningtya, Kishanty Horas Djulius Irsyadi, Faiz Karamang, Ezra LIA SITI HALIMAH Lukni Burhanuddin Ahmad Muthiah, Ceha Mutiah, Ceha Natita, Rendi Kusuma Prayitno, Arief Rahardianto, Rahardianto Ratnamurni, Elis Dwiana Sari, Charlina Satriawan, Dhennies Ariel Aru Sri Hastuti Sukirman Sukirman Tania Adialita