Pengaruh Retail Service Quality Terhadap Renewal Intention dengan Mediasi Brand Image Pada Layanan Gym Multi-Cabang
DOI:
https://doi.org/10.58344/jii.v5i6.7900Keywords:
Kualitas Layanan Ritel, Citra Merek, Niat Perpanjangan Keanggotaan, Gym Multi-Cabang, Perilaku KeanggotaanAbstract
Pertumbuhan industri kebugaran di Indonesia mendorong munculnya model layanan gym berbasis multi-cabang yang memungkinkan member mengakses berbagai lokasi dalam satu keanggotaan. Model ini meningkatkan fleksibilitas, namun pada saat yang sama menciptakan variasi pengalaman layanan yang berpotensi mempengaruhi persepsi pelanggan secara tidak konsisten. Dalam konteks ini, hubungan antara kualitas layanan dan keputusan memperpanjang keanggotaan tidak lagi bersifat linear, melainkan dipengaruhi oleh bagaimana pengalaman tersebut dikonstruksi menjadi persepsi merek. Penelitian terdahulu umumnya mengkaji pengaruh service quality terhadap behavioral intention secara langsung, dengan dominasi konteks jasa konvensional dan single-location service. Kajian yang mengintegrasikan konteks multi-cabang serta menguji peran brand image sebagai mekanisme mediasi dalam membentuk renewal intention masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh retail service quality terhadap renewal intention dengan mempertimbangkan peran mediasi brand image pada layanan gym multi-cabang. Objek penelitian adalah member FIT HUB yang tersebar di berbagai kota besar di Indonesia. Pendekatan penelitian menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 250–300 responden. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan langsung dan tidak langsung antar variabel.Kontribusi penelitian ini terletak pada penguatan pemahaman mengenai mekanisme pembentukan renewal intention dalam konteks layanan multi-cabang, dengan menempatkan brand image sebagai penghubung antara pengalaman layanan dan keputusan perilaku pelanggan. Secara praktis, penelitian ini memberikan dasar analitis bagi pengelolaan konsistensi layanan dan penguatan persepsi merek dalam strategi retensi membership pada industri gym modern.
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