Strategi Peningkatan Jumlah Anggota Gym Baru Pada Basefit Club Menggunakan Metode Design Thingking.

Jihanda, Auliya (2025) Strategi Peningkatan Jumlah Anggota Gym Baru Pada Basefit Club Menggunakan Metode Design Thingking. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to design an innovative marketing strategy to increase the number of new members at Basefit Club using Design Thinking methods. The research background stems from the declining number of active members despite an increase in new registrations. Fierce competition in the fitness industry, limited promotional strategies, and the absence of community-based participatory marketing programs are the main factors hindering the growth of active members. This study used a qualitative approach, collecting data through in-depth interviews, direct observation, and documentation studies with management, active members, and prospective gym members. The Design Thinking stages used included Empathize, Define, Ideate, and Prototype. The results show that community-based strategies and direct experience, such as the beginner-friendly Crossfit Clash Throwdown fitness competition, can increase the interest of prospective members, strengthen interactions between members, and encourage the conversion of potential registrants into active members. In conclusion, the application of Design Thinking can produce a more relevant, interactive, and sustainable marketing strategy, potentially strengthening Basefit Club's competitiveness in the competitive fitness industry.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Marketing Strategy, Design Thinking, New Members, Gym, Community Event.
Subjects:	Marketing > Branding (Marketing) Management > Corporate Sustainability Strategy Management Research > New Product Development Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Auliya Jihanda
Date Deposited:	10 Sep 2025 02:09
Last Modified:	10 Sep 2025 02:09
URI:	https://repository.bakrie.ac.id/id/eprint/12372

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