Strategi Pengembangan Pusat Kebugaran Berbasis Analisis SWOT dalam Ekosistem Pendidikan Jasmani Masyarakat dan Sport Tourism di Kabupaten Sumedang

Gilang Ginanjar Hidayatullah Slamet; Indra Safari; Kurnia Roosliana

doi:10.31539/zbb9v316

Authors

Gilang Ginanjar Hidayatullah Slamet Universitas Pendidikan Indonesia
Indra Safari Universitas Pendidikan Indonesia
Kurnia Roosliana Sekolah Menengah Pertama Negeri 8

DOI:

https://doi.org/10.31539/zbb9v316

Keywords:

Analisis SWOT, Manajemen Usaha, Pendidikan Jasmani Masyarakat, Pusat Kebugaran, Sport Tourism

Abstract

This study aims to evaluate the strategic positioning of a multisport fitness center in Sumedang Regency—anonymized as Gym XYZ—utilizing a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis framework. Employing a descriptive-qualitative case study design, data were collected through structured participant observations, semi-structured interviews, and internal document reviews. The findings reveal that (1) Gym XYZ's primary strengths lie in its diversified sports services, standardized operating procedures, and long-standing industry experience; (2) its core weaknesses stem from underdeveloped digital marketing and the operational complexity of managing a multi-branch system; (3) surging health trends, local sport tourism prospects, and institutional partnerships offer substantial market opportunities; and (4) the enterprise faces threats from escalating horizontal competition and rapidly shifting fitness trends. This study recommends bolstering digital marketing strategies, formulating institutional partnerships, and optimizing ancillary business units as pivotal measures for long-term business sustainability.

Keywords: SWOT Analysis, Business Strategy, Public Physical Education, Fitness Center, Sport Tourism

References

Alma, B. (2018). Kewirausahaan untuk mahasiswa dan umum. Alfabeta.

Alwan, F., & Catya, K. (2023). Perancangan visual storytelling media sosial sebagai upaya. Jurnal Barik, 5(1), 168–182. https://ejournal.upbatam.ac.id/index.php/prosiding/article/view/10722

Armika, M., Situmeang, Y., & Sihotang, H. (2026). Peran inovasi dalam kewirausahaan: Kajian literatur berdasarkan teori Schumpeter. Jurnal Penelitian Ilmiah Interdisipliner, 10(6), 719–727.

Asiah, S., & Ramadhan, A. (2023). Strategi digital marketing dan pengelolaan copywriting dalam membangun brand awareness pada industri kebugaran lokal. Jurnal Manajemen Pemasaran Digital, 4(2), 85–94.

Drucker, P. F. (1985). Innovation and entrepreneurship. Harper & Row.

Garcia-Fernandez, J., Gálvez-Ruíz, P., Vélez-Colon, L., & Sánchez-Oliver, A. J. (2018). Exploring fitness centre quality attributes: A customer value co-creation perspective. Service Industries Journal, 38(11–12), 708–725.

Goo, E. E. K., Angelina, M. F., Meliani, M., Novitasari, M. P., Rini, O. J., & Alexandria, M. O. (2026). Strategi pengembangan usaha biliar melalui pendekatan analisis SWOT di Kota Uneng, Kabupaten Sikka. Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal, 3(1). https://doi.org/10.62951/masyarakatmandiri.v3i1.2725

Ikhwan, K., Lionora, C. A., Novitaningtyas, I., & Rahardjo, B. (2022). Keunggulan bersaing, aliansi strategis, dan manajemen pengetahuan: Sebuah kerangka konseptual. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 9(1), 78–92. https://doi.org/10.31289/jkbm.v9i1.8317

Kurniawan, M. R., Harmi, S., Lubis, K. C., & Nurbaiti. (2025). Strategi storytelling pada kampanye sosial dan implikasinya pada loyalitas konsumen produk lokal. Jurnal Riset Dan Penalaran Manusia, 3(1), 195–204.

Llave, A. J. (2023). Competitive advantage, strategic management practices, and business sustainability: Inputs to business competency framework. International Journal of Research Studies in Management, 11(9), 79–90. https://doi.org/10.5861/ijrsm.2023.1119

Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.

Prasetya, D., & Hidayat, R. (2022). Pengaruh konten pemasaran edukatif media sosial terhadap keputusan pembelian membership fitness center. Jurnal Riset Pemasaran Dan Bisnis, 6(1), 112–124.

Rangkuti, F. (2015). Analisis SWOT: Teknik membedah kasus bisnis. Gramedia Pustaka Utama.

Ratamäki, F., Ahtonen, M., & Saarinen, A. (2021). Corporate wellness partnerships and membership retention in sub-urban fitness centers. International Journal of Sport Management and Marketing, 21(3), 201–219.

Santiani, Harjiyanto, K., Erliyani, I., Widiastono, A., Maryati, I., Wandanaya, A. B., Yuliani, M., Hasnawati, Kholid, Ik., Sarwandi, Rachman, A., Purwanto, S. A., Randika, R., & Syarifuddin. (2025). Analisis SWOT. PT. Mifandi Mandiri Digital.

Schumpeter, J. A. (1934). The theory of economic development. Harvard University Press.

Schumpeter, J. A. (1947). The creative response in economic history. The Journal of Economic History, 7(2), 149–159.

Suryana. (2014). Kewirausahaan: Kiat dan proses menuju sukses. Salemba Empat.

Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350.

Terry, G. R. (2010). Dasar-dasar manajemen (G. A. Ticoalu, Terj.). Bumi Aksara.

Wargama, I. M. D. S. (2025). Fitness center sebagai ruang sosial baru: Kajian sosial-ekonomi perilaku aktivitas fisik masyarakat. Jurnal Ilmiah Spirit, 26(1), 330–340. https://doi.org/10.36728/jis.v26i1.5902

Zimmerer, T. W., Scarborough, N. M., & Wilson, D. (2008). Kewirausahaan dan manajemen usaha kecil. Salemba Empat.