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"ABSTRAKSaat ini di Indonesia, industri fitness cukup berkembang dengan munculnya berbagai fitness boutique yang menyediakan kelas-kelas khusus. Hal ini menjadi bukti bahwa gaya hidup sehat mulai diterapkan bagi masyarakat Indonesia, khususnya wanita karena banyak dari fitness boutique yang ditujukan bagi wanita. Trainstation Studio merupakan salah satu fitness boutique yang memiliki fasilitas cukup lengkap dan terkenal dikalangan wanita. Penelitian ini ingin mempelajari apakah perceived similarity dengan pelanggan lain (homophily) di Trainstation Studio dapat mempengaruhi self-image congruence dan self-brand congruence yang akan mempengaruhi attitude positif dan membuat pelanggan melakukan word of mouth yang positif dan return intention. Kemudian, penelitian ini ingin mempelajari apakah need for status (high dan low) memoderasi hubungan perceived similarity terhadap self-brand congruence dan membuktikan variabel self-image congruence memediasi hubungan perceived similarity dan self-brand congruence. Metode purposive sampling digunakan dalam penelitian ini dan terdapat 202 responden yang berkontribusi. Kuesioner penelitian disebarkan secara online dan data dianalisis dengan menggunakan pemodelan Partial Least Square- Structured Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived similarity dengan pelanggan lain mempengaruhi self-brand congruence dan self-image congruence yang akan mempengaruhi attitude positif dan berujung pada word of mouth dan return intention. Need for status baik yang tinggi maupun rendah berperan sebagai moderasi dalam hubungan antara perceived similarity dan self-brand congruence dan self-image congruence terbukti memediasi hubungan antara perceived similarity dengan self-brand congruence.

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ABSTRACT

These days, Indonesian fitness industry is quite developed with the emergence of fitness boutiques which provide specific classes. This proofs that a healthy lifestyle is applied by Indonesians, especially women because many fitness boutiques are aimed at women. Trainstation Studio is one of the fitness boutiques which has all-in one and well-known facilities among women. This study wants to discuss whether perceived similarity with other customers (homophily) in Trainstation Studio can affect self-image congruence and self-brand congruence which will affect the positive attitude of customers and make customers give a positive word of mouth and return intention. In addition, this study also discuss whether the need for status (high and low) moderates the relationship of perceived similarity and self-brand congruence and proofs that variable self-image congruence mediates the relationship of perceived similarity and slef-brand congruence. The purposive sampling method was used in this study and there were 202 respondents who contributed. The research questionnaire was distributed online and data were analyzed using Partial Least Square- Structural Equation Modelling (PLS-SEM). The results showed that perceived similarity with other customers affects self-brand congruence and self-image congruence which will affect positive attitudes and lead to positive word of mouth and return intention. Needs for status for both high and low serve as moderation in the relationship between perceived similarity and self- brand congruence and self-image congruence is proven to mediate the relationship between perceived similarity and self-brand congruence."

"ABSTRAK

Persentase penduduk berusia 10 tahun keatas yang melakukan olahraga di proyeksikan terus

meningkat dari tahun 2003 hingga 2015 oleh karena itu kedepannya tingkat adaptasi olahraga

oleh penduduk Indonesia akan terus meningkat dengan trend dan target pasar yang cukup

besar. Oleh karena itu, 43% masyarakat Indonesia yang melakukan olahraga menyatakan

menggunakan aplikasi dan gawai wearables untuk menunjang kesehatan dan olahraga

mereka.Aplikasi X merupakan salah satu aplikasi layanan olahraga yang berfokus terhadap

pemesanan olahraga. Dengan trend dan target pasar yang meningkat, aplikasi X perlu

meningkatkan retensi pengguna mereka agar dapat bersaing dengan kompetitor lainnya, oleh

karena itu perlu dibutuhkan strategi yang kuat untuk meningkatkan keloyalitasan dan retensi

pengguna. Dalam pembuatan strategi tersebut, diteliti pengaruh variabel confirmation,

perceived usefulness, perceived ease of use, perceived risk, satisfaction, attitude, subjective

norms terhadap continuance intention. Selain itu, digunakan importance-satisfaction analysis

untuk mendapatkan strategi beserta prioritas pelaksanaannya. Hasil penelitian ini merupakan

strategi untuk perusahaan aplikasi X dalam meningkatkan continuance intention.

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ABSTRACT

The percentage of the population aged 10 years and over who do sports is projected to

continue to increase from 2003 to 2015, therefore in the future the level of sport adaptation by

the population of Indonesia will continue to increase with a fairly large trend and target

market. Therefore, 43% of Indonesian people who exercise say they use applications and

wearables to support their health and exercise. Application X is one of the sports service

applications that focuses on sports bookings. With the increasing trend and target market,

application X needs to improve and increase their customer retention to also compete againts

their competitors, therefore a strong strategy is needed to increase user loyalty and retention.

In making the strategy, the influence of the confirmation variable, perceived usefulness,

perceived ease of use, perceived risk, satisfaction, attitude, subjective norms on continuance

intention is examined. In addition, it is used an importance satisfaction analysis to obtain

strategies and their implementation priorities. The"