Analisi Ekuitas Merek dan Strategi Merek Pada Industri Kebugaran di Indonesia: Perbandingan FIT HUB, Anytime Fitnes, dan Celebrity Fitnes dengan Model Aaker
DOI:
https://doi.org/10.54259/mukasi.v5i2.7684Keywords:
Anytime Fitness, Celebrity Fitness, Brand Equity, FIT HUB, Fitness Industry, Aaker Model, Brand StrategyAbstract
This study aims to analyze and compare the brand equity and brand strategies of three major players in Indonesia’s fitness industry FIT HUB, Anytime Fitness, and Celebrity Fitness using Aaker’s brand equity model. The primary focus of this study is to evaluate the dimensions of brand awareness, brand associations, perceived quality, and brand loyalty, as well as the differentiation strategies implemented by each brand. Using a qualitative approach with a case study method, data was collected through in-depth interviews with marketing managers and customers, as well as secondary document analysis. The research results reveal that FIT HUB has successfully built brand awareness through digital marketing and influencer collaborations to reach young consumers with a modern, tech-savvy image. Anytime Fitness relies on 24-hour access flexibility and word-of-mouth recommendations, but faces challenges in managing crowd density and instructor availability. Meanwhile, Celebrity Fitness maintains its premium positioning through strategic locations in malls and community activities, though it is considered lacking in personal attention. Findings indicate that the highest loyalty is found among FIT HUB users due to service consistency. This study concludes that strengthening brand equity requires a balance between physical facilities and emotional connections through authentic customer experiences. Strategic recommendations are provided for each brand to improve service quality and standardize the experience to ensure business sustainability in a competitive market.
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