| In daily life, people (consumers) need a place for entertainment that can be used for a place to socialize and also for sport. In order to fulfill this needs, the fitness court was build not only for sport and entertainment but also as a place to explore after a daily activities. Double-J Gym is one of company that has a role in the sports service or we know as a place for fitness and now experiencing a very tight competition from other industry that has a similar service. In a last few months, the level of visitor coming to the gym as a member or visitor daily decrease. Therefore, the authors wanted to examine the position of Double-A Gym compare to the other competitors. Hopefully this will help the company by giving suggestions in planning the marketing communication. Double-J Gym also help to increase the amount of mambers in Double-J Gym that located in Meruya. The purpose of this research is that Identifying customer preferences and characteristics for members of Double-J Gym, Identifying the attributes-attributes in the marketing communications that has a consumers priority, Identify the marketing communication strategy at this moment, And Formulate the proposals of marketing that has a new communication strategy for the company. The results of processing data on the questionnaire is that the respondents prefer the Double-J Gym is the most visited place for fitness and said that they did not know that Double-J Gym have an advertisement. Therefore, the respondents who knew that the Double-J Gym have an advertisement said that they are not interested on this advertisement. Based on the results of the analysis so we know that the advertisement that been made by the Double-J Gym is not an effective ways because many people or even the member do not that Double-J Gym has advertisement. The strategy that should been made by the Double-J Gym related to the advertising is for line up advertisement such as create an advertisement in the print media that is often read by people, and for the bottom line of advertising they can made and distribute posters or brochures. Otherwise, sales promotion should be made because there is no sales promotion in the Double-J Gym. |