Customer Satisfaction Survey Based on Mix Marketing at Elite Gym Madiun in 2025
DOI:
https://doi.org/10.31851/vpen8z43Abstract
This study aims to evaluate customer satisfaction at Elite Gym in Madiun City in 2025 based on the mix marketing approach, which includes product, price, place, promotion, people, process, and physical evidence. Using a quantitative descriptive method, data were collected through a 4-point Likert scale questionnaire administered to 70 active gym members. Data analysis employed descriptive statistics to calculate percentages and mean scores for each marketing mix element. Findings revealed that the highest satisfaction levels were found in process (86.01%), physical evidence (85.99%), product (85.97%), place (84.55%), and people (84.38%), all categorized as "very satisfied." However, price (49.35%) and promotion (56.27%) had the lowest satisfaction scores, indicating a need for improvement in pricing strategies and promotional efforts. These results provide practical implications for Elite Gym’s management to optimize specific marketing elements in order to increase customer loyalty and competitiveness.
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