The effect of brand image on customer satisfaction and customer loyalty at New Life Gym, Medan

Andrian, Louis (2021) The effect of brand image on customer satisfaction and customer loyalty at New Life Gym, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Based on the decreasing number of active members data at New Life Gym, Medan it is believed that there is an indication of brand image on customer satisfaction and customer loyalty. The purpose of this research is to find out whether brand image has an effect towards customer loyalty and customer satisfaction as mediating variable at New Life Gym, Medan. Brand image is about the presumption or belief about brand in minds of customers that must be maintained and is a belief that appear from a customer on a product services. This research is using quantitative approaches as the research design and using IBM SPSS v.25 application where the sample size is 51 sample by using convenient sampling technique to represent the numbers of member of New Life Gym, Medan. This research used partial T-test and mediation analysis to test the hypothesis. The result of research shows that there is an effect between each variable where there is a direct effect of brand image towards customer loyalty while brand image does not have indirect effect on customer loyalty with customer satisfaction as mediation variable at New Life Gym, Medan. On this research, all data has passed the validity, reliability, normality, heteroscedasticity, coefficient of determination and multiple linear regression analysis. In this research, writer recommended to enhance brand image by improving the marketing by developing an attractive program to get more attention by customers, innovating the facilities, doing some seminar that help people know the importance of health, maintain and trained the staff well./Berdasarkan data angka penurunan member aktif di New Life Gym,Medan dipercaya bahwa citra merek pada kepuasan pelanggan terhadap kesetiaan pelanggan sebagai variable mediasi memiliki indikasi. Tujuan dari penelitian ini untuk mencari tau apakah citra merek berpengaruh terhadap kesetiaan pelangaan dan kepuasaan pelangaan sebagai variable mediasi di New Life Gym,Medan. Citra merek merupakan preasumsi ataupun kepercayaan terhadap suatu merek di pikiran pelangganyang harus di jaga dan kepercayaan itu muncul dari produk servis yang dilihat oleh pelanggan. Penelitian ini menggunakan pendekatan kuantitatif sebagai model penelitian dan menggunakan aplikasi IBM SPSS V.25 dimana sampel yang dimiliki adalah sebanyak 51 dengan menggunakan teknik convenient. Penelitian ini menggunakan uji T dan analisis mediasi unutk mengetes hipotesis. Hasil penelitian yang didapat menunjukkan bahwa adanya efek yang terjadi pada setiap variable serta adanya efek langsung yang terjadi antara citra merek terhadap kesetiaan pelanggan dimana pada penelitian ini menunjukan bahwa citra merek tidak ada efek tidak langsung yang terjadi antara kepuasaan pelanggan terhadap kepuasan pelanggan di New Life Gym, Medan. Analisis data pada penelitian ini memunjukkan bahwa semua uji telah lulus tes yang mencakup: validity, reliability, tes asumsi klasik seperti normality tes, heteroscedasticity, koeffisien determinasi, regresi berganda. Pada penelitian ini, penulis merekomendasi untuk mengembangkan citra merek dengan mengembangkan strategi marketing dengan membuat program menarik untuk mendapatkan perhatian banyak di public,fasilitas yang inovatif, membuat seminar tentang pentingnya kesehatan, mengatur dan melatih para staff.

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