ABSTRACT Fitness center has attractive business record, in the following years it has higher competition. Marketing tactics are not enough in recent, special programs were needed to be designed. Marketing programs like offer discounts or bonus have been provided a lot of Gym providers. Orbit Gym was one of the fitness centers founded in 2009. Because just getting up, then the Orbit Gym attracts consumers want as much as possible and maintain an existing member. The author did research that aims to determine what marketing mix variables are considered by consumers in receiving services has been provided in Orbit Gym; knowing strengths and weaknesses of Orbit Gym; and give suggestions about the effort to attract customers and retain existing members. The data were collected through questionnaires that refer to the Marketing Mix (Product, Price, Place, Promotion, People, Physical Evidence and Process) model from Orbit Gym member. They are analyzed using data processing Importance Performance Analysis. From the results of data processing there are several variables that need to be improved and preserved such as to give special discounts to students, and the provision of fitness equipment information tools. Key words: Fitness Center, Marketing Mix (7P), Importance-performance analysis.
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Universitas Kristen Maranatha
ABSTRAK
Bisnis pusat kebugaran menarik disimak menyusul kompetisi yang semakin tinggi. Tidak cukup hanya beradu taktik pemasaran, program khusus pun dirancang. Strategi marketing seperti tawaran potongan harga ataupun bonus peranti gym sudah banyak diberikan sejumlah penyedia fasilitas olahraga di dalam ruangan tersebut. Orbit Gym merupakan salah satu fitness centre yang berdiri pada tahun 2009. Karena baru saja berdiri, maka Orbit Gym menginginkan menarik konsumen sebanyakbanyaknya serta mempertahankan member yang sudah ada. Penulis melakukan penelitian yang bertujuan untuk mengetahui variabel bauran pemasaran apa saja yang diperhatikan konsumen dalam menerima jasa yang telah diberikan oleh Orbit Gym, mengetahui kelebihan dan kelemahan Orbit Gym serta memberikan usulan tentang upaya untuk menarik konsumen dan mempertahankan member yang sudah ada. Data yang digunakan berasal dari hasil penyebaran kuesioner yang mengacu dari model Marketing Mix yaitu 7P (Product, Price, Place, Promotion, People, Physical Evidence, dan Process) pada member di Orbit Gym yang kemudian dilakukan pengolahan data dengan menggunakan Importance Performance Analysis. Dari hasil pengolahan data ada beberapa variabel yang perlu diperbaiki dan di pertahankan. Setelah diketahui varibel-variabel tersebut, maka diajukan usulan untuk mengatasi masalah tersebut sebagai salah satu contohnya adalah memberi potongan harga khusus kepada para pelajar, dan pemberian alat keterangan alat fitness. Kata-kata kunci: Fitness Centre, Marketing Mix (7P), Importance -performance analysis.
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DAFTAR ISI Halaman HALAMAN JUDUL………………….…………………………………………..
i
HALAMAN PENGESAHAN..…………………………………………………....
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SURAT PERNYATAAN KEASLIAN SKRIPSI………………………………....
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KATA PENGANTAR…………………………………………………………….
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ABSTRACT……………………………………………………………………….
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ABSTRAK…………………………………………………………………………
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DAFTAR ISI……………………………………………………………………….
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DAFTAR GAMBAR………………………………………………………………
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DAFTAR TABEL………………………………………………………………….
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BAB1 PENDAHULUAN…………………………………………………………..
1
1.1 Latar belakang masalah…………………………………………..……..
1
1.2 Identifikasi masalah…………………………………………………….
2
1.3 Maksud dan tujuan penelitian…………………………………………..
3
1.4 Kegunaan penelitian…………………………………………………….
4
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS…………………………………………..
7
2.1. Konsep dan Pengertian Jasa.....................................................................
7
2.2. Klasifikasi Jasa.........................................................................................
8
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2.3. Karakteristik Jasa……………………………………………….…… ..
15
2.4. Kepuasan Pelanggan...............................................................................
17
2.5. Pengertian Persepsi................................................................................ . 20 2.6. Tingkat Kepentingan Pelanggan……………………………………….
25
2.7. Harapan Pelanggan…………………………………………………….
27
2.8. Pengertian Kinerja...................................................................................
29
2.9. Pengertian Pemasaran.............................................................................
30
2.10. Bauran Pemasaran Jasa ........................................................................
31
2.10.1. Product (Produk)...................................................................... 32 2.10.2. Price (Harga)........................................................................... 33 2.10.3 Place (Tempat).........................................................................
34
2.10.4 Promotion (Promosi)................................................................
34
2.10.5 People ......................................................................................
35
2.10.6 Physical Evidence ....................................................................
35
2.10.7 Process (Proses)........................................................................ ................... 36 2.11. Variabel Penelitian......................................................................
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2.12. Populasi dan Sampel...............................................................................
37
2.12.1. Populasi..................................................................................... 37 2.12.2. Sampel....................................................................................... 37 2.12.3. Teknik Sampling........................................................................ 38 2. 13. Macam – Macam Skala Pengukuran........................................................ 40 2.14. Pengujian Validitas Instrumen.................................................................... 44 2.15. Pengujian Reliabilitas Instrumen............................................................... 46
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2.16 Importance-Performance Analysis.............................................................
47
2.16.1. Pembuatan Peta Posisi Importance-Performance Analysis....... 49 2.16.2. Interpretasi Peta Posisi Importance-Performance Analysis/Diagram Kartesius...................................................... 51 2.17.
Segmenting, Targeting, dan Positioning................................................. 53 2.17.1 Segmenting................................................................................... 53 2.17.2 Targeting ……………………………………………………… 54 2.17.3 Positioning …………………………………………………....... 55
BAB III METODE PENELITIAN……………………………………………………
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3.1 Metoda dan Jenis Penelitian........................................................................
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3.2 Penentuan Variabel Penelitian....................................................................
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3.3 Identifikasi Variabel Penelitian...................................................................
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3.4 Populasi / Objek Penelitian.........................................................................
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3.5 Sampel.........................................................................................................
60
3.6 Metode Pengumpulan Data.........................................................................
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3.7 Metoda Pengolahan Data ............................................................................. 63 3.7 Uji Validitas dan Reliabilitas.......................................................................
64
3.8 Pengukuran Perceived Quality dengan Uji Hipotesis..................................
65
3.9 Metoda Importance-Performance Analysis................................................
67
3.10 Pembuatan Peta Posisi Importance-Performance Analysis......................
69
3.11 Interpretasi Peta Posisi Importance-Performance Analysis/Diagram Kartesius. ................................................................................................
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BAB IV HASIL PENELITIAN DAN PEMBAHASAN..............................................
73
4.1. Data Umum Perusahaan..............................................................................
73
4.2. Struktur Organisasi ..................................................................................... 74 4.3 Biaya Member dan Fasilitas di Orbit Gym………………………………..
78
4.4 Sampel ........................................................................................................
80
4.5 Uji Validitas dan Reliabilitas ....................................................................... 81 4.6 Kesenjangan antara Persepsi dan Harapan konsumen.................................. 87 4.7 Dimensi yang Memuaskan dan Tidak Memuaskan...................................... 90 4.7.1 Dimensi Yang Memuaskan konsumen………………………...... 90 4.7.2 Dimensi Yang Belum Memuaskan Konsumen ............................ 92 4.8 Peta Posisi Importance Performance..........................................................
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BAB V KESIMPULAN DAN SARAN....................................................................... 100 5.1 kesimpulan................................................................................................... 100 5.2 Saran dan Usulan......................................................................................... 103 5.2.1 Bagi Orbit Gym...........................................................................
103
5.2.2 Usulan bagi Orbit Gym untuk menarik konsumen ..................... 103 5.2.3 Usulan untuk mempertahankan member yang sudah ada...........
104
5.2.4 Untuk Penelitian Lebih Lanjut....................................................
106
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DAFTAR GAMBAR
Halaman Gambar 1
Matrix Proses Jasa...........................................................................
14
Gambar 2
Konsep Kepuasan Pelanggan..........................................................
18
Gambar 3
Proses Persepsi................................................................................
22
Gambar 4
Penyebab Utama Tidak Terpenuhi Harapan Pelanggan.................
29
Gambar 5
Peta Posisi Importance-Performance Analysis...............................
51
Gambar 6
Struktur Organisasi.........................................................................
74
Gambar 7
Pengolahan Data IPA......................................................................
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DAFTAR TABEL Tabel 1
Halaman Profil Responden Berdasar Usia, Pekerjaan dan Penghasilan…….. 80
Tabel 2
Hasil Perhitungan Validitas Atribut Ekspetasi…………………….
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Tabel 3
Hasil Perhitungan Validitas Atribut Persepsi...................................
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Tabel 4
Reliability Statistics Ekspektasi........................................................
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Tabel 5
Reliability Statistics Persepsi............................................................
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Tabel 6
Rekapitulasi Penghitungan Z Score dan Pengujian Hipotesis..........
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Tabel 7
Ranking Pertanyaan Kuadran Konsentrasi.......................................
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Tabel 8
Ranking Pertanyaan Kuadran Pertahankan......................................
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Tabel 9
Ranking Pertanyaan Kuadran Prioritas Rendah...............................
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Tabel 10
Ranking Pertanyaan Kuadran Berlebihan.........................................
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