ANALISIS PENGARUH MOTIVASI, LOKASI, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMILIHAN FITNESS CENTER SEBAGAI TEMPAT MELATIH KEBUGARAN TUBUH (Studi Kasus Pada Oryza Gym Fitness Center Semarang)

Abstract

The Issues that form the basis of this analysis is the number of new members in Oryza
Gym Fitness Center is fluctuating every month. Several months have increased the
number of new members, but there are some months which decreased from the previous
month.
Some promotions have been done by Oryza Gym Fitness Center to be known to the
public, among others, by spreading leaflets, putting up banners and billboards, and also
put up signposts Oryza Gym locations.
The aims of this research are to determine the effects of motivation, location, and service
quality toward the selection decision of Oryza Gym Fitness Center as a fitness exercise.
The data of this research is collected from 100 customers who are members of the Oryza
Gym Fitness Center.
The sampling technique of this research is non probability sampling with the method of
accidental sampling. The analysis techniques used in the research are validity test,
reliability test, classic assumptions test, multiple linear regression analysis and
hypothesis test including the t test, F test, and coefficient of determination (R2).
The result of analysis using multiple linear regression can be seen that the variable
motivation, location, and service quality has positive influence on the selection decision
Oryza Gym Fitness Center. Based on statistical data analysis, the indicators in this study
are valid and variables are reliable. In the classical assumption test, the regression
model is free multicollonierity, the heteroscedasticity does not occur, and normal
distribution. Individual sequence of each of the most influential variable is the variable
service quality and then location, while the less influential is the variable of motivation.
The result of analysis using coefficient of determination is known that 56,7% of selection
decision variable explained by the variation from motivation variable, location variable,
and service quality variable, while 43,3% explained by others variable that excluded in
this research.
Keywords: Selection Decision, Motivation, Location, Service Quality