Persepsi Member AsGym Fitness Center Terhadap Strategi Komunikasi Pemasaran - Puput Sekar Sari; Maliah Maliah (Universitas PGRI Palembang, 2022)
ABSTRAK Tujuan dalam penelitian ini adalah UntukmengetahuiPersepsi Member AS Gym Fitness Center Terhadap Strategi KomunikasiPemasaran yang terdiridarifaktor advertising, personal selling dan sales promotion. Metode penelitian ini adalah penelitian deskriptif dengan menggunakan metode survei berupa angket. Populasi dalam penelitian adalah seluruh member AS Gym fitness Center berjumlah 76 member. Dalam penelitian ini sampel yang diambil menggunakanteknik Accidental sampling dengan jumlah 37 responden. Uji validitas instrumen menggunakan korelasi product moment dengan hasil dari 20 butir soal dinyatakan valid dengan nilai korelasi sebagai berikut pengujian validitas didasarkan pada jika rhitung> rtabel. Penentuan rtabel didapat dari taraf signifikasi 0,05% dengan DF = N-1 (20-1) yaitu 19. Maka rtabel diperoleh 0,433.Uji Reliabilitas Instrumen menggunakan rumus Alpha Cronbach dengan nilai interprestasi koefisien reliabilitas tinggi yaitu antara 0.60 - 0.799. Pengumpulan data menggunakan observasi, dokumentasi dan kuisioner. Analisis data menggunakan deskripsi persentase. Teknik analisis data menggunakan analisis deskriptif yang dituangkandalam bentuk persentase.Berdasarkan analisis data dan temuan hasil penelitian, makadapat disimpulkan bahwa strategi komunikasi pemasaran yang dilakukan oleh pengusaha AS Gym Fitness Center Palembang ditinjau dari faktoradvertising adalah 30% disukai member, dari faktor personal selling adalah 36% disukai member dan dari faktor sales promotion sebesar 34% disukai member. Kata Kunci: Persepsi, KomunikasiPemasaran, Fitness Center ABSTRACT The purpose of this study was to determine the perceptions of AS Gym Fitness Center members on marketing communication strategies consisting of advertising, personal selling and sales promotion factors. This research method is descriptive research using a survey method in the form of a questionnaire. The population in the study were all members of the AS Gym fitness Center totaling 76 members. In this study, samples were taken using accidental sampling technique with a total of 37 respondents. Test the validity of the instrument using the product moment correlation with the results of 20 items being declared valid with the following correlation value. The validity test is based on if rcount>rtable. The determination of the rtable was obtained from a significance level of 0.05% with DF = N-1 (20-1) which is 19. Then the rtable was obtained 0.433. The instrument reliability test uses the Cronbach Alpha formula with a high reliability coefficient interpretation value, which is between 0.60 - 0.799. Collecting data using observation, documentation and questionnaires. Data analysis used percentage description. The data analysis technique used descriptive analysis as outlined in the form of a percentage. Based on data analysis and research findings, it can be concluded that the marketing communication strategy carried out by US Gym Fitness Center Palembang entrepreneurs in terms of advertising factors is 30% preferred by members, from personal selling factors is 36% preferred by members and from sales promotion factors is 34 % liked by members. Keywords: Perception, Marketing Communication, Fitness Center