Citra Merk Gold’s Gym di Kalangan Mahasiswa di Kota Bandung

Abstract

Abstract. The higher the desire and interest of consumers to choose the higher fitness center also decided to become a member at the choice of fitness center. One of the fitness centers with the concept of offering a variety of quality facilities is Gold’s Gym, Gold’s Gym itself in Braga City Walk Bandung so that when they change their minds, people get entertainment and interest in sports with the concept of being in Braga City Walk. The research objective was to find out the brand's superiority, to find out the strength of the brand and to find out the uniqueness of the Gold Gym brand among students. The type of research used is the type of descriptive research with data collection techniques through questionnaires. The results showed that the excellence of the Gold Gym brand among students was considered good. The strength of the Gold Gym brand among students is considered good based on respondents' responses and the strength of the Gold Gym brand among students in the city of Bandung is considered good. besides that the uniqueness of the Gold Gym brand among students is considered quite good

Keywords: Among Students College, Brand Image Gold’s Gym, Bandung City

Abstrak. Semakin tinggi hasrat dan minat konsumen memilih fitness center semakin tinggi juga memutuskan untuk menjadi member di fitness center pilihannya itu. Salah satu fitness center dengan konsep menawarkan berbagai macam fasilitas yang berkualitas adalah Gold’s Gym, Gold’s Gym sendiri berada di Braga City Walk Bandung agar dapat ketika berolahraga merubah pikiran masyarakat mendapatkan hiburan dan ketertarikan untuk berolahraga dengan konsep berada di Braga City Walk. Tujuan penelitian untuk mengetahui keunggulan merek, untuk mengetahui kekuatan merek dan untuk mengetahui keunikan merek Gold Gym di kalangan mahasiswa. Jenis penelitian yang digunakan yaitu jenis penelitian deskriptif dengan teknik pengumpulan data melalui penyebaran kuesioner. Hasil penelitian menunjukkan bahwa keunggulan merek Gold Gym di kalangan mahasiswa dinilai baik. Kekuatan merek Gold Gym di kalangan mahasiswa dinilai baik berdasarkan tanggapan responden dan kekuatan merek Gold Gym di kalangan mahasiswa di Kota Bandung dianggap baik. selain itu keunikan merek Gold Gym di kalangan mahasiswa dinilai cukup baik.

Kata Kunci: Di Kalangan Mahasiswa, Citra Merk Gold’s Gym, Di Kota Bandung