<![CDATA[A strategic location plays a crucial role in the success of a business, especially in the fitness industry. However, a good location alone is not enough if it is not supported by quality service and reasonable pricing. In today’s lifestyle-driven era, consumers have become increasingly selective. They seek fitness centers that are easily accessible, offer excellent service, and are reasonably priced. This study aims to determine the extent to which service quality, price, and location influence customer satisfaction at Flash Fitness Gym Surabaya. The research was conducted using a quantitative approach, employing inferential analysis through the measurement model (outer model) and structural model (inner model). The population in this study consists of active members of Flash Fitness Gym at Cito Mall Surabaya who have been active within the last three months. A total of 100 respondents were selected as the sample. Data was collected using a structured questionnaire designed to measure customer perceptions of the three main variables. The results of this study are expected to provide Flash Fitness Gym at Cito Mall Surabaya with a clearer understanding of whether service quality, price, and location significantly impact customer satisfaction. These insights can help the business improve its operations and deliver a better overall experience for its members.]]>
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