INFLUENCE OF BRAND IMAGE, SERVICE QUALITY, CUSTOMER EXPERIENCE, AND TRUST THROUGH CUSTOMER SATISFACTION AS INTERVENING VARIABLE ON CUSTOMER LOYALTY AT CELEBRITY FITNESS MEMBER IN JABODETABEK AREA

The purpose of this research is to determine the effect of moderating variables on the relationship between Brand image, Service Quality, Customer Experience, and Trust on Customer Satisfaction as intervening variables to build Customer Loyalty among Celebrity Fitness members in the JABODETABEK area. Data was obtained by distributing questionnaires with a Descriptive Quantitative approach. There were 194 Respondents obtained from this research. The sampling technique used was non-probability sampling. Data were analyzed using Structural Equation Model with Analysis tools Smart-PLS. The results of this study indicate that Based on the analysis produced by PLS-SEM, it can be found that 7 out of 8 research hypotheses can be accepted. Based on this analysis, it can be concluded that in order to build customer loyalty, Celebrity Fitness must pay attention to several important factors in this research variable. Various variables that can increase the loyalty of a customer that has the strongest effect is to increase customer satisfaction.


INTRODUCTION
Knowledge about the world of health is growing.The current modern lifestyle makes people more aware of the importance of maintaining a healthy body.It is not uncommon to find that living in an urban environment with busyness in big cities limits people's ability to exercise and maintain fitness because the urban bustle is densely populated and makes it impossible to carry out sports activities (Desiana et.al., 2020).Even though exercising regularly will improve health and maintain an ideal body.Apart from that, the motivation in losing weight and building the body to get the ideal body shape according to one's wishes is also one reason for registering as a fitness center member (Olahraga, J. P., Tarmizi, A., Yunis Bangun, S., Supriadi, A., Ar, S., Medan, R., & Olahraga, 2020).This has also become one of the business opportunities for the businessman to open a Fitness Center as a solution to help improve people's physical health.Celebrity Fitness is here to be one of the choices of people in Indonesia to maintain body fitness and health by offering a variety of complete facilities that can be accessed by becoming a Celebrity Fitness club member.The facilities offered include a gym area, Cardio area, cycling room, Hot Yoga, Pilates room, playground, Purmotion Area, Sauna, Steam Room, and various other facilities that will support the atmosphere of exercising in an indoor area (Source: Celebrity Fitness official website).Fitness Center is a service company, where the service company produces products in the form of services intended to provide speed, convenience, also convenience for consumers (Arini T. Soemohadiwidjojo, 2023).A service company can be said to be successful when it can provide high-quality service quality (Bentum-Micah et al., 2020).Celebrity Fitness is a service company that has provided fitness center services in Indonesia since 2003 with a wide choice of classes that can be followed by certified instructors as well as Personal Trainer services that can help achieve the target of getting an ideal body, which will also help clients to build habits in adopting a healthy lifestyle (Hill et al., 2021).due to the growing development of the health industry, nowadays fitness centers compete to provide the best service because customer satisfaction will increase as the quality of the service is better (Ambartiasari, G., Lubis, A. R., & Chan, 2018).Celebrity Fitness is now one of the fitness centers most in demand by society by becoming a Market Leader in the Fitness Center industry in Indonesia.As a market leader, Celebrity Fitness has been proven for the past 7 years, Celebrity Fitness has always been constantly on the Top Brand Awards top list with a total Top Brand Index (TBI) of 30.1% in 2022.When compared to its competitors who are in the top 3 ranks, Gold's Gym and Fitness First are at .From the data obtained, it can be said that Celebrity Fitness is still one of the most popular places for people to exercise.
However, currently, many competitors are looking at a similar business.As an example, one of them is Fit Hub, which was founded in 2020 with the concept of fun fitness with a millennial style which currently has more than 50,000 customers in Indonesia.The advantage of this Fit Hub is that they offer premium facilities at an affordable price with 15 Fitness Clubs spread throughout Indonesia.If Celebrity Fitness is unable to compete with existing competitors, then this is a threat to Celebrity Fitness' business continuity.This is where customer loyalty is needed to maintain the Celebrity Fitness Brand.
Based on previous research has tested the factors that shape customer loyalty by associating customer satisfaction as an intervening variable to test whether Brand Image, Service Quality, Customer Experience, and Trust are factors that shape customer loyalty.Several studies show a positive influence on the presentation of services.Service quality influenced customer loyalty positively because they are felt satisfy with the services provided by the company so loyalty is formed, while trust with customer loyalty (Ramadan et al., 2022).Sao Mai on her research found that looked at how service quality and brand image had a relationship with satisfaction and loyalty and found that service quality had a significant effect on brand image, service quality, and brand image had a significant effect on customer satisfaction, and customer satisfaction had a significant effect on customer loyalty (Wijaya & Putra, 2023);Song et al., 2019).
This study aims to see how Brand Image, Service quality, customer experience, and trust and whether these factors will form loyalty with customer satisfaction as a mediating variable.from this study, researchers can find out what factors most influence Celebrity Fitness member satisfaction so that celebrity fitness can always maintain customer loyalty to the company.

CONCEPTUAL FRAMEWORK AND HYPOTHESES Brand Image
The brand image of a company is determined by how consumers perceive the brand itself.Kotler & Keller explained that brand image is a belief or perception made by consumers that is reflected and recorded in consumers' memory of the brand itself (Erlangga & Erlangga, 2021).Brand image can be created based on consumer experience or it can also be based on the company's reputation in the community (Rahmat et al., 2023).Creating a good brand image in maintaining a company's position when competition is increasing in the industry is a very important thing that companies need to pay attention to, especially to determine a competitive strategy to dominate the market (Solihin et al., 2021).

Service Quality
Service quality is the difference between customer expectations that occur for the service to be provided and the reality of the service quality that the customer receives from a service company (Pasuraman et al., 1988).It can be said that to achieve good service quality, a service must be able to meet the expectations of customers.Providing satisfactory service to customers is one of the objectives of providing good service quality and one of the factors that can be used as a benchmark for measuring how a company has implemented good service quality is to look at the quality of the company's business, where the greater the quality, the quality of the company will certainly get better and vice versa (Ambaritasari et al., 2017).Mohanty explained that in the quality service matrix, it can be seen based on 2 formations, namely in terms of service quality seen from the point of view of the state of customer involvement and state of Complexity (level of complexity) which is low and high (Prakasha, A., & Mohanty, 2013).

Customer Experience
Customer experience when using a product or service will cause a reaction from the interaction between the customer and the product or company both rationally, sensory and spiritually which can provide can increase customer satisfaction (Gentile et al., 2007).Lemon stated a company that can create a good experience for its customers will be able to maintain its position in a competitive industry by increasing customer satisfaction (Lemon, K. N., & Verhoef, 2016)

Trust
Building customer trust is one of the company's goals to build customer loyalty that is satisfied with the performance of service providers.Consistency and fairness set by the company in providing good service will increase customer confidence (Muharam et al., 2021).A company that has been trusted by its customers will show sensitivity to customer expectations who believe that the company has an important role (Handayani, D. F. R., PA, R. W., & Nuryakin, 2021).

Customer Satisfaction
According to Kotler, customer satisfaction is the key so that a company can retain their customers because by fulfilling customer satisfaction, the company can function according to the expectations and expectations of its customers (Kotler, 2016).Customer satisfaction talks about how a person reacts to a service performance that they value based on the experience they experience, whether through a pleasant or unpleasant experience and is influenced by their expectations of a company's service performance (Sutrisno & Darmawan, 2022).Meanwhile, according to Zeitaml and Bitner (2000: 75) says that in the theory of "the first law of service" satisfaction can be made into the following equation: S=P-E, where S is satisfaction, P is perception, and E is expectation.So, to achieve customer satisfaction, a company must be able to provide better service than the perceptions and expectations of customers.

Customer Loyalty
Customer Loyalty is the main key in building a successful company in a competitive industry by retaining customers because building loyalty makes customers repurchase a product or service provided because they feel satisfied with the product or service provided (Tjahjaningsih et al., 2021).Customer loyalty is influenced by a person's behavior towards a product purchase that they make regularly by considering the existence of alternative brands of other similar products but still choosing to remain loyal, this is influenced by psychological aspects (Ho & Sugiharto, 2017).When a consumer is loyal to a particular brand, price is no longer a sensitive thing for them to choose a brand they trust, even though they must pay more for the product they like compared to similar brands, so that in the end they will recommend and suggest about the company's products to others (Syafi'i et al., 2023).
Previous research conducted by Dam, S. M., & Dam (2021) proved that there is a positive relationship with Customer Loyalty.with a brand having a sharp brand image will support clients to realize brand requirements and differentiate the brand from its competitors.Therefore, it has increased the probability that clients will buy the brand and become loyal in the long term.Apart from that, other research also shows that Brand Image and Customer Loyalty have a strong correlation in their relationship and have a significant and positive effect (Mobarak & Nassar, 2022).From a study in China, it is explained that brand image also greatly influences customer loyalty to a company and also stimulates visitor loyalty behavior.This is because the good image that is owned is stronger towards loyalty than experience and satisfaction that is felt personally (Chen & Wu, 2022).

H1: Brand Image has a positive effect on Customer Loyalty
Through previous research conducted by Pekovic and Rolland (Pekovic & Rolland, 2020) stated that the experience felt by customers has a significant positive influence on customer loyalty.The experience of a brand that is felt by a customer will also affect the subjective behavior of the customer so that the pleasant experience that is felt will affect the impression that is generated so that it will trigger to make the next purchase.(Kurhayadi et al., 2022).Customers who have high satisfaction with a brand because of the positive experiences they feel will trigger high loyalty to the brand with high emotional ties that will influence loyalty behaviours such as word-of-mouth, recommendations, and repeat purchases (Stein & Ramaseshan, 2020).Other research also shows significant results between Customer Experience on Loyalty emotionally and cognitively on rational and emotional loyalty (Zaid & Patyawati, 2021).

H2: Customer Experience Has a positive effect on Customer Loyalty
Customer experience and customer satisfaction found a significant and positive relationship.When someone feels the service he gets meets the expectations they had in mind, the customer will feel satisfied.by improving the quality of services provided will increase the opportunity to repurchase suggesting that customer service satisfaction increases their desire to repeat purchases (Pei et al., 2020).In addition, other studies that support this hypothesis also state that there is a positive relationship between these two variables.Experiences that are positive and emotionally enjoyable will significantly increase customer satisfaction (Zaid & Patyawati, 2021).Several other studies have also stated that these two variables have a positive and significant influence (Jaiswal, 2020;Kumar and Mokha, 2021).

H3: Customer Experience Has a Positive effect on Customer Satisfaction
Previous research stated that the relationship between customer satisfaction is very closely related to customer loyalty which has a very significant positive influence.When someone is satisfied with the purchase of goods or services provided, the customer will become loyal to the brand (Abror et al., 2020).Research conducted by Supriyanto also shows results that satisfied customers are not necessarily loyal, but loyal customers are certain because they are satisfied with certain brands (Supriyanto et.al, 2020).Saraswati in her research also shows that customer satisfaction has a positive influence on customer loyalty (Saraswati, 2022).Research conducted by Hajar et.al also shows that customer satisfaction will affect loyalty, with satisfaction as a mediating factor of the antecedent variables that influence customer satisfaction (Hajar et.al, 2022).

H4: Customer Satisfaction Has a Positive Effect on Customer Loyalty
Previous research on product users conducted by Diputra & Yasa (2021) shows that trust has a positive influence on trust.Trust is considered as an important element and consumer perception of brands and companies.Customer satisfaction with a brand that has been used can certainly grow if the brand meets the expectations and needs of consumers.

H5: Customer Satisfaction has a positive Effect on Trust
Based on previous research, the finding are showing that Service Quality has a positive influence.The research hypothesis is to reach an understanding that someone buys goods or services because of the social value behind the brand.Overall service quality can serve as a catalyst for increasing attitudes towards store brands (Diallo, 2018).The increasing quality of services provided will improve the brand image because it shows good quality in the minds of the public (Mulyono & Pasaribu, 2021).Research conducted in the entertainment service business sector also shows that there is a significant influence between service quality and brand image which can affect customer satisfaction with the support of a good brand image (Tyas, 2018).

H6: Service Quality Has a Positive Effect on Brand Image
Previous Research conducted by (Nguyen et al., 2020) stated that service quality has a positive influence on customer satisfaction.In research shows that Previous research conducted by (Nguyen et al., 2020) stated that service quality has a positive effect on customer satisfaction.Research shows that service providers can increase satisfaction by improving the quality of service to customers.It is the orientation to propose a suitable strategy to increase their customer satisfaction level (Nguyen et al., 2020).Saraswati also revealed that service quality influences customer satisfaction significantly and positively (Saraswati, 2022).Oliver in Mulyono also revealed that Service Quality affects the level of customer satisfaction, the higher the service quality, the more satisfied customers will be (Mulyono & Pasaribu, 2021).

H7: Service Quality has a Positive Effect on Customer Satisfaction
Previous research conducted in Taiwan (Islam et.al, 2021) shows that customer trust has a positive correlation with customer loyalty.because by building strong trust in customers, a brand is able to maintain long-term relationships.customer loyalty is a long-term investment that provides indications in maintaining the relationship between customers and brands.

Framework
The framework of thought in this study is described as followed: This research was conducted using a descriptive quantitative approach.The target population of this study is active members or members who have previously subscribed to Celebrity Fitness in the JABODETABEK area.This study was carried out using the Non-Probability Sampling technique.The sampling technique is under conditions where each member of the population does not have the same opportunity to be sampled, while the purposive sampling method was carried out to this research.The data collection technique in this study used a survey technique through a questionnaire provided by Google Forms in the period of September to November 2022.Using the purposive sampling method, customers from Celebrity Fitness are located in the JABODETABEK area (Jakarta, Bogor, Depok, Tangerang, Bekasi).The characteristic can be classified by gender, Age, Job, highest education, and who was or currently a member of Celebrity Fitness with a minimum membership of 4 months by this questionnaire is filled.by taking data in the form and filling out a questionnaire that has been provided in the form of a Google Form.The measurement of the variables was carried out using a Likert scale.The analytical method used in this research is warp partial least square (PLS).From the data shown in Table 1, respondents were mostly represented by females for 121 respondents and males 73.The questionnaire was distributed using google form method.The tenure and frequency of respondents that had been becoming celebrity fitness members with a minimum membership of 4 months by this questionnaire is filled.In one of the outer model tests, found that 2 of 27 indicators (SQ1& SQ2) did not reach the minimum criteria rule of thumb of 0,4 in the loading factor test, So the indicator would be discarded in the following process (Hair et.al,2019).

DATA ANALYSIS
Partial Least Square Analysis.The analysis will be carried out by testing the outer, inner, and hypothesis.Based on the results of table 2 above, it can be said that this measurement meets the test requirements for outer loadings because all items meet the requirements to have a value > 0.4 and have a value below 0.9 so that indicator reduction does not occur.The table above shows the value of testing the inner model, it can be seen that in order to achieve the rule of thumb or to meet the criteria in this study, variables must meet the requirements, namely with a Composite Reliability (CR) value of > 0.7 and an average value of > 0 .5, then from this table it can be said that all variables have met the validity requirements.CL 0,492 0,572 CS 0,604 0,766 0,656 SQ 0,598 0,761 0,581 0,796 TR 0,633 0,794 0,647 0,862 0,626 Source: Primary Data (Processed) A discriminant validity test was carried out to see the validity of indicators from the previous test.The HTMT test is a to measure similarity between variables.
Based on the result showed in table 3 that the value of < 0.90, so it can be said that all variables have met the requirement of Discriminant Validity.Based on the table listed above in the VIF table, it can be seen that all variables are within a range of less than 5, which indicates that multicollinearity does not occur in this test.In the R-sqare table which can be seen in table 6 above based on inner model testing using the R2 test, the Brand Image (BI) variable on Customer Satisfaction (CS), Service Quality (SQ) and Customer Loyalty (CL) has an effect of 19.1%.and 18.6%.While CL on CS, CE, and BI has an influence of 37.2% and 35.9%.CS has an influence of 48.3% and 47.7% on BI, CE, CS, TR, and CL.Meanwhile, the trust variable has an influence of 47.1% and 46.9% on CS and CL.Based on the results of the Significance test using bootstrapping, the relationship between the hypothesis and the rule of thumbs t-statistics >1.65 and p-values <0.05, it can be seen that all variables have a positive effect except for the relationship between Brand Image and Customer Loyalty which does not have a significant effect.

RESULT AND DISCUSSION
The H1 hypotheses said that Brand Image has a positive effect on Customer Loyalty.Based on the results of the t-value and p-value tests on the data above, it can be said that Brand Image has a negative effect on Customer Loyalty.So the hypothesis H1 is rejected (t-value = 1.229, p-value = 0.017) indicating that there is no significant effect between these two variables.Building a good brand image does not make someone loyal to the brand, even though someone will be interested in buying or using the services of the brand based on the brand image they have.According to the results of the hypothesis carried out by Dam, S. M., & Dam (2021).Therefore, it has increased the probability that clients will buy the brand and become loyal in the long term.
The H2 hypotheses said that Customer Experience Has a positive effect on Customer Loyalty.Based on the results of the t-value and p-value tests on the data above, it can be said that Customer Experience has a Positive effect on Customer Loyalty.So the hypothesis H2 is rejected (t-value = 1.229, p-value = 0.017) indicating that there is significant effect between these two variables.Through previous research conducted by (Pekovic & Rolland, 2020) it proves that customer experience has a significant positive influence on customer loyalty.Loyalty is a primary outcome variable of customer experience.Managers can increase customer loyalty by enhancing experiences that focus on cognitive, social and emotional/technological indicators without investing in sensorial or behavioural aspects.
The H3 hypothesis said that Customer Experience Has a Positive effect on Customer Satisfaction.Based on the results of the T-value and p-value tests on Customer Experience and Customer Satisfaction, they showed positive results.It can be said that the hypothesis can be accepted (t-value = 5.320, p-value = 0.006) indicating that there is a positive relationship between customer experience and customer satisfaction.Many members of Celfit feel they have had a pleasant experience when exercising at Celfit, starting from the supportive atmosphere, adequate facilities so they feel satisfied when they spend hours exercising.This hypothesis is supported by Dei (2021) who says that when someone feels that the service they get meets expectations, the customer will feel satisfied.by improving the quality of services provided will increase the opportunity to repurchase proposed that customers' service satisfaction improves their willingness for repetitive purchases.
The H4 hypotheses said that Customer Satisfaction has a Positive Effect on Customer Loyalty.Based on the results of the T-value and p-value tests on Customer Satisfaction and Customer Loyalty, they showed positive results.It can be said that the H4 hypothesis can be accepted (t-value = 0.379, p-value = 0.000) indicating that there is a positive relationship between customer experience and customer satisfaction.Previous research stated that the relationship between customer satisfaction is very closely related to customer loyalty which has a very significant positive effect.When someone feels satisfied with the purchase of goods or services provided, the customer will become loyal to the brand (Abror et al., 2020).
The H5 hypothesis said that Customer Satisfaction has a positive effect on Trust.Based on the results of the t-value and p-value tests on the data above, it can be said that Customer Satisfaction has a positive effect on Trust.So the H5 hypothesis is accepted (t-value = 16.202,pvalue =0.000) indicating that there is a significant effect between these two variables.This hypothesis is strengthened by a statement from Dwiputra & Yasa (2021) which says that Trust is considered an important element and consumer perception of brands and companies.Customer satisfaction with a brand that has been used can certainly grow if the brand meets the expectations and needs of consumers, so building trust in a business is the key to customer satisfaction because customers will feel confident in the consistency in maintaining the quality provided by Celebrity Fitness.
The H6 hypotheses said that Service Quality Has a Positive Effect on Brand Image.Based on the results of the t-value and p-value tests on the data above, it can be said that Service Quality has a positive effect on Brand Image so that the H6 hypothesis is accepted (t-value = 6.468, pvalue = 0.000) indicating that there is an influence between Service Quality on Brand Image.One way to build a good brand image in the eyes of customers is to improve service quality, with a good brand image, customers will feel interested in buying the products or services offered.Someone will buy goods or services because of the social value behind the brand.Overall service quality can function as a catalyst to improve attitudes toward store brands.
The H7 hypotheses said that Service Quality Has a Positive Effect on Customer Satisfaction.Based on the results of the tvalue and p-value tests on the data above, it can be said that Service Quality has a positive effect on Customer Satisfaction so that the H7 hypothesis is accepted (t-value = 5.292, p-value = 0.000) indicating that there is an influence between both variables.Previous research conducted by (Nguyen et al., 2020) stated that service quality has a positive effect on customer satisfaction.Research shows that service providers can increase satisfaction by improving the quality of service to customers.It is the orientation to propose a suitable strategy to increase their customer satisfaction level, Customers who are satisfied with the services provided will provide positive responses that will encourage repeat purchases of a product.
The H8 hypotheses said that Trust Has a Positive Effect on Customer Loyalty.Based on the results of the t-value and pvalue tests on the data above, it can be said that Trust positively affects Customer Loyalty.So the H8 hypothesis is accepted (t-value = 1.997, p-value =0.024) indicating that there is a significant effect between these two variables.When someone already trusts a certain brand, they tend to be loyal to that brand.The importance of building strong trust in customers will build long-term relationships, this is also a valuable investment for a company to have loyal customers because they will continue to buy and use these products for a long time.Building loyalty is one of the most effective ways to maintain a sustainable business.

CONCLUSION
Based on the analysis produced by PLS-SEM above the result showed that 7 out of 8 research hypotheses can be accepted.Based on this analysis, it can be concluded that in order to build Customer Loyalty, Celebrity Fitness must pay attention to several important factors in this research variable.Various variables that can increase the loyalty of a customer that has the strongest effect is to increase customer satisfaction.From this research has been done, Customer Experience, Service Quality, Customer Service and Trust will increase customer satisfaction and ultimately build loyalty to Celebrity Fitness.
Managerial implication of this study are customer satisfaction can be obtained by improving Service Quality (H7) such as increasing the ability of personal trainers to provide direction to achieve the goals of members, checking machines regularly, and continuing to improve services in their services.Improving customer experience within the Celebrity Fitness club environment is also proven to increase customer satisfaction (H3).Some members agree that creating a fun working atmosphere can increase customer satisfaction to exercise for hours with a supportive atmosphere such as music that is energetic and uplifts the mood, friendly staff and significant results that they can see during their fitness process will increase enthusiasm for keep exercising.Besides that, building trust is also an important factor for building customer loyalty, because customers who already trust a brand will tend to be loyal to that brand (H4&H8).In this study it was also found that Service Quality also affects the Brand Image of a brand (H6), by increasing Service Quality, the image of the brand will increase, and the way to improve Service Quality is to meet customer expectations.However, this study also found that brand image does not have a positive effect on customer loyalty because building a good brand image does not make someone loyal to the brand, even though someone will be interested in buying or using the services of the brand based on the brand image they have.
The limitations of this study is that this research only focuses on brand image, service quality, customer experience and trust variables, only research to look for factors that can increase satisfaction to achieve customer loyalty.Then this research is also limited to research locations that focus on the Jabodetabek area only.Finally, this research also has limitations only in implementing loyalty to the fitness service provider industry.
Suggestions for the further reaseach The author suggests for further research is to add a pre-existing model for further research and add other variables that support this research, also adding respondents with more diverse demographics to get a better result of this research.