This research purpose is to analyze the influence service quality and promotion to decision making and
its impact on consumer loyalty. Method used in this research is descriptive-associative, using Pearson
Correlation Path Analysis. Data gathered by distributiong questionnaire to 110 respondents in Golds Gym
Thamrin City. From the data analysis, it is found out that the structural model is given as Y= 0,497X2 + 0,868
ε 1 , whereas R2 24,7% , and structural 2 Z = 0,491 X1 + 0,871 ε2 whereas R2= 24,2. The service quality seems
have less influence to consumers decision making but have stronger influence to consumer loyalty. Promotion
effectively influences consumers decision making as much as 24,2%. Thus, service quality and promotion
should be leveraged to increase sales and consumer loyalty.
Aryanto R, Susanto and Stefenny L. S. (2009). DAMPAK LOYALITAS DARI KEPUTUSAN KONSUMEN DISEBABKAN PELAYANAN DAN PROMOSI PADA USAHA GIMNASTIK. The Winners, 10 (2), 148-155.
service quality, promotion, consumer decision making, consumer loyalty