Analisa pengaruh knowledge of sponsor products, sports activeness, sport enthusiasm terhadap customer loyalty melalui community involvement dan positive brand opinion pada celebrity fitness galaxy mall di Surabaya

Anggria, Dewantoro (2017) Analisa pengaruh knowledge of sponsor products, sports activeness, sport enthusiasm terhadap customer loyalty melalui community involvement dan positive brand opinion pada celebrity fitness galaxy mall di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Pada jaman sekarang, gaya hidup sehat sudah menjadi tren. Saat ini kesadaran masyarakat akan hidup sehat menjadi hal yang sangat umum apabila dibandingkan dengan dulu, dimana tidak sedikit orang yang tidak ingin berolahraga. Karena perubahan jaman, masyarakat sudah mulai menyadari dan mulai mengikut kegiatan-kegiatan olahraga. Hal ini diikuti dengan perkembangan didirikannya tempat-tempat olahraga untuk mendukung gaya hidup masyarakat masa kini tersebut. Salah satunya adalah Celebrity Fitness. Kondisi ini membuat persaingan tempat-tempat olahraga tersebut menjadi cukup tinggi. Tidak hanya untuk mendapatkan pelanggan baru, terlebih lagi untuk mempertahankan pelanggan lama. Penelitian ini dilakukan untuk mengetahui variabel-variabel yang mempengaruhi loyalitas pelanggan Celebrity Fitness Galaxy Mall di Surabaya melalui Community Involvement dan Positive Brand Opinion. Variabel yang diprediksi mempengaruhi adalah Knowledge Of Spomsor Products, Sport Activeness, Sport Enthusiasm, Community Involvement, dan Positive Brand Opinion. Dengan menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software SPSS 16.0. Kuesioner disebarkan kepada 140 responden sebagai sampel dimana karakteristik responden yakni terdiri dari pria dan wanita pada rentang usia 18-60 tahun, konsumen yang berdomisili di Surabaya, yang telah membeli dan menggunakan produk Celebrity Fitness dalam kurun waktu satu tahun terakhir, serta mengetahui karakteristik yang dimiliki produk Celebrity Fitness. Hasil penelitian ini menunjukkan Community Involvement dan Positive Brand Opinion berpengaruh signifikan terhadap Customer Loyalty. Yang dimana Community Involvement sendiri di pengaruhi oleh variabel-variabel yaitu Knowledge Sponsor Of Sponsor Product, Sports Activeness, dan Sport Enthusiasm. Setiap variabel ini memliki pengaruh positif signifikan terhadap Community Involvement / Now a healthy lifestyle has become a trend. Compared to the past, awareness of healthy lifestyle now is very common. In the past, a lot of people do not exercise. This awareness leads them to join many sports activities. This fact is followed by the development of many sports facilities that established to support their healthy lifestyle. One of them is Celebrity Fitness. They have to compete each other not only to get a new customer, but also compete to keep the old customer. This research is aimed to analyze the influence of Knowledge Of Sponsor Products, Sport Activeness, and Sport Enthusiasm on Customer Loyalty through Community Involvement and Positive Brand Opinion at Celebrity Fitness Galaxy Mall in Surabaya. Using a quantitative approach with Structural Equation Model (SEM) and SPSS 16.0 software. Questionnaires were distributed to 140 respondents as a sample in which the respondent's characteristics consisted of male and female in the age range 18-60 years old, domiciled in Surabaya, have bought and used Celebrity Fitness’ product in the last one year, and know the characteristics of Celebrity Fitness’ product. The results of this research finds that Community Involvement and Positive Brand Opinion has significant positive effect to Customer Loyalty. Community Involvement itself is affected by Knowledge Of Spomsor Products, Sport Activeness, and Sport Enthusiasm. Each of these variable has significant positive effect to Community Involvement

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