SUMMARY
For companies that are engaged in the service industry, quality of service is one of important factor in establishing a positive brand image. The purpose of this study is to know (1) whether or not the effect of services quality on brand image formation of Gold's Gym Bekasi, (2) direction and magnitude of services quality on brand image formation of Gold's Gym Bekasi. The theory used in this research is the theory of services quality and brand image formation theory. This study uses quantitative research methods and involves as many as 96 respondents who have become members and have exercised in Gold's Gym Grand Metropolitan Mall Bekasi. The results found that there is an influence of 76% between services quality and brand image formation of the fitness center. This study shows the direction of positive influence, where if the quality of services is improved then the brand image formation of the fitness center will also increase by 0.571. The results of this study states that the service quality of services affects the brand image formation of the Gold's Gym Bekasi.