Strategi terbaik untuk mendapatkan loyal customer pada industri tempat kebugaran menggunakan data yang diproses menggunakan smart-pls : pengaruh konten media sosial terhadap minat penggunaan jasa tempat kebugaran (fitness center) = Best strategy to get loyal customer in fitness industry using data processed from smart-pls : the effect of social media content on customer engagement and its impact on customer intention.

Miryam, Naomi (2022) Strategi terbaik untuk mendapatkan loyal customer pada industri tempat kebugaran menggunakan data yang diproses menggunakan smart-pls : pengaruh konten media sosial terhadap minat penggunaan jasa tempat kebugaran (fitness center) = Best strategy to get loyal customer in fitness industry using data processed from smart-pls : the effect of social media content on customer engagement and its impact on customer intention. Masters thesis, Universitas Pelita Harapan.

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Abstract

Meningkatnya jumlah pusat kebugaran memicu para profesional bisnis untuk menerapkan teknik pemasaran yang efektif. Penelitian ini bertujuan untuk menganalisis dan menguji anteseden konten dalam pemasaran media sosial, yaitu interaksi sosial (Social Interaction), interaksi penyedia layanan (Service Provider Interaction), konsep diri (Self-Concept), informasi fungsional (Functional Information), dan informasi menghibur (Entertaining Information) pada keterlibatan pelanggan(Customer Engagement), dan pengaruhnya terhadap niat penggunaan berkelanjutan (Customer Usage Intention) dan kata elektronik positif dari mulut ke mulut (Electronic Word Of Mouth), dimoderatori oleh literasi kesehatan. Kerangka konseptual diuji secara empiris pada pelanggan klub kebugaran. Sebuah survei kuantitatif menggunakan metode data cross-sectional dilakukan. Responden dipilih berdasarkan kriteria tertentu, dan data dikumpulkan menggunakan kuesioner online berskala Likert. Sampel terdiri dari 236 responden, dan analisis data dilakukan dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa keterlibatan memiliki efek pada niat penggunaan terus menerus (Continuous Usage Intention) dan kecenderungan untuk menyebarkan positif E-WOM (Positive Electronic Word of Mouth). Selain itu, Literasi Kesehatan (Health literacy) belum menunjukkan pengaruh moderator yang substansial. Sebagai gantinya, literasi kesehatan dicirikan sebagai prediktor moderasi. Hasil penelitian mungkin memiliki konsekuensi manajerial untuk administrasi fasilitas kebugaran. / The rising number of fitness centers compelled business professionals to implement effective marketing techniques. This study aimed to analyze and test the antecedent of content in social media marketing, namely social interaction (SI), service provider interaction (SPI), self-concept (SC), functional information (FI), and entertaining information (EI) on customer engagement, and its effect on continuous usage intention (CUI) and positive electronic word of mouth (E-WOM), moderated by health literacy. The conceptual framework was empirically tested on customers of the fitness club. A quantitative survey employing the cross-sectional data method was done. The respondents were selected based on specific criteria, and data was collected using a Likert-scaled online questionnaire. The sample consisted of 236 respondents, and data analysis was conducted using Partial Least Square-Structural Equation Modelling (PLS-SEM). The results demonstrated that engagement has an effect on continuous usage intention (CUI) and the propensity to spread positive E-WOM (PEW). In addition, Health Literacy has not demonstrated a substantial moderating influence. In exchange, health literacy is characterized as a predictor of moderation. The research outcome may have managerial consequences for the fitness facility administration that discussed in this article.

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