Fitness merupakan olahraga yang menjadi gaya hidup masyarakat modern. Padatnya aktivitas kadang membuat orang melalaikan olahraga sebagai penunjang kesehatan. Kesibukan membuat orang tak sempat melakukan olahraga pada pagi atau sore hari. Orang menghindari olahraga di siang hari karena terik matahari. Olahraga Fitness dapat dilakukan kapan saja, baik pagi, siang ataupun malam hari Di Kota Surabaya sudah terdapat banyak sekali pusat kebugaran (Fitness center) termasuk diantara nya Fit N Shape. Semakin ketatnya persaingan membuat Fit N Shape berupaya tetap menjadi berkembang dengan melaksanakan strategi strategi pemasaran yaitu kualitas pelayanan, penetapan harga dan penentuan lokasi untuk meningkatkan membernya.
Penelitian ini dilakukan dan di gunakan untuk mengetahui hubungan strategi pemasaran yang meliputi pelayanan, harga dan lokasi terhadap kepuasan members di Fit N Shape Surabaya. Teknik analisis data menggunakan teknik korelasi untuk mengetahui hubungan strategi pemasaran terhadap kepuasan members Fit N Shape
Hasil penelitian didapatkan hasil sebagai berikut bahwa nilai korelasi kualitas pelayanan dengan kepuasan konsumen sebesar 0,73 hal ini berarti terdapat hubungan yang kuat. Dari hasil perhitungan korelasi antara harga dan kepuasan konsumen didapatkan hasil nilai korelasi sebesar 0,63 hal tersebut menunjukkan terdapat hubungan yang kuat antara harga dengan kepuasan members. Dari hasil perhitungan korelasi antara lokasi dan kepuasan members didapatkan hasil nilai korelasi sebesar 0,44 hal tersebut menunjukkan terdapat hubungan yang cukup kuat/sedang antara lokasi dengan kepuasan members.
Kata kunci : kualitas pelayanan, harga, lokasi, kepuasan members
Fitness is a sport that is the lifestyle of modern society. The density of activity sometimes makes people neglect exercise as a health supporter. Busyness makes people not have time to exercise in the morning or evening. People avoid exercise during the day because of the sun. Fitness Sports can be done anytime, either morning, afternoon or night. In the city of Surabaya there are already many fitness centers, including among them Fit N Shape. The more intense competition makes Fit N Shape strive to continue to be developed by implementing marketing strategy strategies namely service quality, pricing and location determination to increase its members.
This research was conducted and used to determine the relationship of marketing strategies that include service, price and location to members' satisfaction at Fit N Shape Surabaya. The data analysis technique uses correlation techniques to determine the relationship between marketing strategies to satisfaction of members Fit N Shape
The results obtained as follows that the correlation value of service quality with customer satisfaction amounted to 0.73 this means that there is a strong relationship. From the results of the calculation of the correlation between price and consumer satisfaction, the correlation value of 0.63 shows that there is a strong relationship between price and member satisfaction. From the results of the calculation of the correlation between location and member satisfaction, the correlation value of 0.44 shows that there is a fairly strong / moderate relationship between the location and the satisfaction of the members.
Keywords : service quality, price, location, member satisfaction