Pengaruh Promotion Strategy, Content Marketing dan Kualitas Layanan Terhadap Loyalitas Member GYMALE Di Surabaya. (The Influence of Promotion Strategy, Content Marketing, and Service Quality on GYMALE Member Loyalty in Surabaya).

Sabil, Muhammad Akbar Hanif Ibnu (2025) Pengaruh Promotion Strategy, Content Marketing dan Kualitas Layanan Terhadap Loyalitas Member GYMALE Di Surabaya. (The Influence of Promotion Strategy, Content Marketing, and Service Quality on GYMALE Member Loyalty in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze and prove the influence of Promotion Strategy, Content Marketing, and Service Quality on Member Loyalty of Gymale in Surabaya. This study uses a quantitative method with a sample of 100 respondents collected using a questionnaire and the data analysis techniques used are Descriptive Test, Instrument Test, Classical Assumption Test, and Hypothesis Test with SPSS. This study was conducted from October - November 2025. The results of the study indicate that all indicators are valid and reliable. Based on the Multiple Linear Regression Test, the Service Quality variable has a more dominant influence, while the Content Marketing variable has a lower influence. The results of the T Test state that Promotion Strategy has a significant effect on Member Loyalty, Content Marketing does not have a significant effect on Member Loyalty, and Service Quality has a significant effect on Member Loyalty. The F test states that simultaneously, Promotion Strategy, Content Marketing, and Service Quality have a significant effect on Member Loyalty of Gymale in Surabaya. While the results of the Determination Coefficient (R²) test show that the influence of the independent variable on the dependent variable is 81.7% while the remaining 18.3% is influenced by other variables outside the research model.

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