Lifestyle Influences on Purchase Decisions and Membership

Seeing from the consumer's decisions to choose one membership becoming members of a particular fitness center is based on facility, level of comfort and functionality in the fitness center. As an effort to improve purchasing decisions members, Gold's Gym Braga City Walk Bandung continuously makes efforts and relational marketing strategies. The study is aimed to reveal the lifestyle overview, purchase decisions become members and the extent of the lifestyle influence. The study is descriptive and verification research. The sampling technique used was random sampling and by using the sample formula, 100 respondents obtained. The analysis technique used was correlation coefficient of Pearson product moment, and simple linear regression analysis. The results show that lifestyle and the decisions to become members are at a very high category. The result of the simple regression calculation is equation (Y) over cap = 13,843 + 0.517 X obtained by the R-square of 44.00% in which the lifestyle influence on the decisions to become members is at 44.00% while the remaining 56.00% are influenced by other factors that not examined by the researchers. Expected to conduct a broader study as to consider other factors that influence the decision to become a member.