Pengaruh Digital Marketing, Persepsi Harga, dan Kualitas Layanan terhadap Pengambilan Keputusan Konsumen dalam Memilih Jasa Fitness di Fit Hub Babatan Surabaya. (The Influence of Digital Marketing, Price Perception, and Service Quality on Consumer Decision-Making in Choosing Fitness Services at Fit Hub Babatan Surabaya).

Darma, Gede Satria Arta (2025) Pengaruh Digital Marketing, Persepsi Harga, dan Kualitas Layanan terhadap Pengambilan Keputusan Konsumen dalam Memilih Jasa Fitness di Fit Hub Babatan Surabaya. (The Influence of Digital Marketing, Price Perception, and Service Quality on Consumer Decision-Making in Choosing Fitness Services at Fit Hub Babatan Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing, Persepsi Harga, dan Kualitas Layanan terhadap Pengambilan Keputusan Konsumen dalam memilih jasa fitness di Fit Hub Babatan Surabaya. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Data diperoleh dari 100 responden melalui penyebaran kuesioner secara online dan offline. Teknik analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi (R²) menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa Digital Marketing, Persepsi Harga, dan Kualitas Layanan berpengaruh positif dan signifikan terhadap Pengambilan Keputusan Konsumen baik secara parsial maupun simultan. Variabel Kualitas Layanan merupakan variabel yang paling dominan dalam mempengaruhi keputusan konsumen. Temuan ini menegaskan bahwa peningkatan kualitas fasilitas, profesionalitas instruktur, responsivitas staf, serta kenyamanan lingkungan gym memiliki peran penting dalam mendorong konsumen untuk memilih layanan fitness. Penelitian ini menyimpulkan bahwa Fit Hub Babatan Surabaya perlu terus mengoptimalkan strategi pemasaran digital, memperhatikan struktur harga yang kompetitif, serta meningkatkan kualitas layanan guna memperkuat daya saing dan menarik lebih banyak konsumen.

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