PENGARUH NILAI PELANGGAN DAN KEPUASAN TERHADAP LOYALITAS KONSUMEN DALAM MELAKUKAN AKTIVITAS KEBUGARAN DI TEMPAT PUSAT KEBUGARAN G SPORT CENTER PADANG

Abstract

This research aims to investigate the influence of customers’ value and satisfaction toward costumer loyalty in doing their physical exercises activity at the place of Sport Center G Sport Center Padang. This research used all customers who executed physical exercises activity at the Sport Center G Sport Center Padang, were nine hundred and twenty people with one hundred one respondents as samples who executed physical exercises activity at the Sport Center G Sport Center Padang. The choice of sampling used purposive sampling based inclusive criteria have age twenty two years old above and have already been doing the physical exercises activity at the place of Sport Center G Sport Center Padang more than three months. The type of data used was primary data. This research used two categories of variable; first independent variables consisted of customers’ value and satisfaction, second, dependent variable of customer loyalty. The stages of data processing used multiple linear regression model and t-statistical test. Related to the result of hypothesis showed that customers’ value have significant influence toward the customers’ loyalty in executing their physical exercises activity at the place of Sport Center G Sport Center Padang and satisfaction did not have significant influence toward the toward the customers’ loyalty in executing their physical exercises activity at the place of Sport Center G Sport Center Padang.
Key words: Customers’ Value and Satisfaction