ANALISA PENGARUH KNOWLEDGE OF SPONSOR PRODUCTS, SPORTS ACTIVENESS, SPORT ENTHUSIASM TERHADAP CUSTOMER LOYALTY MELALUI COMMUNITY INVOLVEMENT DAN POSITIVE BRAND OPINION PADA CELEBRITY FITNESS GALAXY MALL DI SURABAYA

Abstract

Now a healthy lifestyle has become a trend. Compared to the past, awareness of healthy lifestyle now is very common. In the past, a lot of people do not exercise. This awareness leads them to join many sports activities. This fact is followed by the development of many sports facilities that established to support their healthy lifestyle. One of them is Celebrity Fitness. They have to compete each other not only to get a new customer, but also compete to keep the old customer. This research is aimed to analyze the influence of Knowledge Of Sponsor Products, Sport Activeness, and Sport Enthusiasm on Customer Loyalty through Community Involvement and Positive Brand Opinion at Celebrity Fitness Galaxy Mall in Surabaya. Using a quantitative approach with Structural Equation Model (SEM) and SPSS 16.0 software. Questionnaires were distributed to 140 respondents as a sample in which the respondent's characteristics consisted of male and female in the age range 18-60 years old, domiciled in Surabaya, have bought and used Celebrity Fitness’ product in the last one year, and know the characteristics of Celebrity Fitness’ product. The results of this research finds that Community Involvement and Positive Brand Opinion has significant positive effect to Customer Loyalty. Community Involvement itself is affected by Knowledge Of Spomsor Products, Sport Activeness, and Sport Enthusiasm. Each of these variable has significant positive effect to Community Involvement