the effect of service quality in the formation of brand image: fitness center inbekasi, west java, indonesia

For companies that are engaged in the service industry, quality of service is one of importantfactor in establishing a positive brand image. the purpose of this study is to know (1) whether or not theeffect of services quality on brand image formation of gold's gym bekasi, (2) direction and magnitude ofservices quality on brand image formation of gold's gym bekasi. the theory used in this research is thetheory of services quality and brand image formation theory. this study uses quantitative researchmethods and involves as many as 96 respondents who have become members and have exercised ingold's gym grand metropolitan mall bekasi. the results found that there is an influence of 76% betweenservices quality and brand image formation of the fitness center. this study shows the direction ofpositive influence, where if the quality of services is improved then the brand image formation of thefitness center will also increase by 0.571. the results of this study states that the service quality ofservices affects the brand image formation of the gold's gym bekasi.