Aligning STP and Marketing Mix Strategies to Strengthen Perceived Value for Gymnasium Business Sustainability

Ag Maulana Ibrahim () and Jusni
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Ag Maulana Ibrahim: Hasanuddin University
Jusni: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 149-160 from Springer

Abstract: Abstract The fitness industry in Indonesia is expanding rapidly, creating both opportunities and competition for gymnasium services. To remain competitive, businesses must adopt strategies that not only attract customers but also ensure sustainability. Previous studies often examined isolated elements of the 7P Marketing Mix, such as pricing or promotion, or narrowly emphasized digital strategies, with limited attention to alignment with segmentation, targeting, and positioning (STP). Few have explored how such integration builds perceived value as a foundation for business sustainability, especially in small community based gyms in emerging markets. This study examines the alignment between STP and the 7P Marketing Mix and its role in shaping perceived value at PerdosFit Makassar. A descriptive qualitative approach was applied through observation, semi-structured interviews, and documentation involving the owner, three staff members, and twenty-six active members. The findings indicate that educational service orientation, flexible membership packages, and digital visibility through Google Maps and Instagram enhanced perceived value. Service quality, instructor competence, and structured onboarding strengthened the gymnasium educational and community identity. The study concludes that aligning STP with the 7P Marketing Mix enhances perceived value, which drives acquisition, retention, and sustainable growth.

Keywords: STP Strategy Integration; Marketing Mix Alignment; Perceived Value Creation; Gymnasium Business Sustainability; Member Retention Strategy (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_11

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