Perpustakaan Digital ITB

Male and female as the customers of the business tend to have different behavior and preferences. The increase of fitness studio in urban cities such as Jakarta, Bandung, and Surabaya has become the trend especially female to exercise in fitness studio since many of fitness studios target female fitness enthusiasts as their customer. Like any other fitness centres, fitness studios heavily rely on customer retention for continuous profitability. Many previous researches study about customer retention on gym or large fitness centres but none of them discuss about the continous membership in fitness studio and for specifically female fitness enthusiats. Therefore, this research aims to find out what are the factors that influencing female fitness enthusiats to continue membership in particular fitness studio. Researcher has collected data from 204 female fitness enthusiasts who have acquired membership in fitness studio in Bandung and analyze the data with PLS-SEM to evaluate the relationship between factors and the intention to continue membership. The result indicates that social influence and intention to continue exercising in fitness studio have significant influence for female fitness enthusiasts to continue membership in fitness studio. Whereas perceived membership price and perceived service quality has no significant effect on the intention of continuing membership in fitness studio for female fitness enthusiasts.