Faktor-Faktor Yang Mempengaruhi Adaptation to Price Pada Fitness Center di Jakarta
Keywords:
Adaptasi terhadap Harga, Kepercayaan, Kepuasan, LoyalitasAbstract
Penelitian ini menganalisis pengaruh kepercayaan terhadap kepuasan, loyalitas dan adaptasi terhadap harga, hubungan antara kepuasan dan loyalitas, antara kepuasan dan penyesuaian harga, dan hubungan antara loyalitas dan penyesuaian harga di kalangan pengguna pusat kebugaran di Jakarta. Peserta penelitian meliputi pengguna FIT HUB, Celebrity Fitness, dan FTL Gym, yang semuanya berlokasi di wilayah Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring yang disebarkan melalui Google Forms. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan ukuran sampel sebanyak 150 responden. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS 29, sedangkan analisis deskriptif dilakukan menggunakan SPSS 27. Hasil penelitian menunjukkan bahwa Kepercayaan memiliki pengaruh positif terhadap Kepuasan. Namun, Kepercayaan tidak memiliki pengaruh positif terhadap Loyalitas, Kepuasan tidak memiliki pengaruh positif terhadap Loyalitas; Kepercayaan tidak memiliki pengaruh positif terhadap Adaptasi terhadap Harga, Kepuasan tidak memiliki pengaruh positif terhadap Adaptasi terhadap Harga, dan Loyalitas tidak memiliki pengaruh positif terhadap Adaptasi terhadap Harga. Oleh karena itu, manajer pusat kebugaran perlu mengembangkan strategi tambahan yang mampu meningkatkan loyalitas pelanggan dan persepsi nilai layanan guna mempertahankan pelanggan di tengah persaingan industri yang semakin ketat.
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