ANALYSIS OF THE EFFECTIVENESS OF DISCOUNT PROGRAMS AND SPECIAL OFFERS ON CONSUMER DECISIONS ON ULTIMATE PERFORMANCE GYM

Abstract

Discount programs and special offers are common marketing strategies used to attract consumers and retain customers in the fitness industry and increase purchase decisions. This study aims to determine the effectiveness of discount programs and special offers on consumer decisions at ultimate performance gyms. The research method used is a qualitative method with a case study approach. The data was collected through in-depth interviews with research informants, consisting of gym members, marketing staff and gym managers. Data analysis was carried out using the Miles and Huberman technique. The results of the study show that discount programs and special offers can attract consumers (especially for new consumers) in making a decision to consider the cost of Ultimate Performance Gym. However, the effectiveness of the program depends largely on the way it is delivered and the perception of consumers towards the quality of service, as well as the facilities provided by the gym. Consistent discounts can increase the appeal of consumers to join the gym at Ultimate Performance Gym. This research is expected to be a reference for Ultimate Performance Gym managers in developing a more effective marketing strategy by considering consumer needs and expectations while maintaining service quality as a top priority.