Pengaruh produk halal, layanan halal, lingkungan fisik halal terhadap loyalitas tamu Hotel Ramah Muslim di Jawa Timur

Andriani, Sri ORCID: https://orcid.org/0000-0001-5872-5117, Sutikno, Sutikno and Sucipto, Agus (2024) Pengaruh produk halal, layanan halal, lingkungan fisik halal terhadap loyalitas tamu Hotel Ramah Muslim di Jawa Timur. Research Report. LP2M UIN Malang, repositori. (Unpublished)

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Abstract

Penelitian ini mengeksplorasi pengaruh kualitas produk halal, layanan halal, dan lingkungan fisik halal terhadap loyalitas tamu hotel ramah Muslim di Kota Malang dan Surabaya, dengan citra hotel ramah Muslim serta persepsi nilai sebagai variabel moderasi. Menggunakan metode kuantitatif berbasis data primer, penelitian ini melibatkan 240 responden dari tamu hotel syariah melalui kuesioner terstruktur. Hasil analisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) menunjukkan bahwa kualitas produk halal, layanan halal, dan lingkungan fisik halal memiliki pengaruh signifikan terhadap citra hotel ramah Muslim dan persepsi nilai, yang pada gilirannya memoderasi dampaknya terhadap loyalitas tamu Muslim. Citra hotel yang positif memperkuat hubungan antara elemen-elemen kualitas halal dengan loyalitas tamu, sementara persepsi nilai memainkan peran penting dalam memastikan tamu merasa puas dan mendapatkan pengalaman yang sepadan. Temuan ini menyoroti pentingnya penerapan standar halal yang holistik, mencakup makanan bersertifikasi halal, layanan berbasis syariah, serta lingkungan yang ramah Muslim dalam meningkatkan daya tarik dan loyalitas tamu. Studi ini memberikan kontribusi praktis bagi pengembangan pariwisata halal di Indonesia, khususnya di sektor perhotelan, dengan memberikan rekomendasi untuk meningkatkan kualitas fasilitas, pelatihan staf, dan strategi pemasaran yang berfokus pada kebutuhan wisatawan Muslim. Hasilnya relevan bagi pembuat kebijakan, pemilik hotel, dan pengembang wisata halal dalam memajukan daya saing destinasi wisata berbasis nilai-nilai Islam.
This study explores the influence of halal product quality, halal services, and halal physical environment on the loyalty of Muslim-friendly hotel guests in Malang and Surabaya, with the image of Muslim-friendly hotels and value perception as moderation variables. Using a quantitative method based on primary data, this study involved 240 respondents from sharia hotel guests through a structured questionnaire. The results of the analysis using Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that the quality of halal products, halal services, and halal physical environment have a significant influence on the image of Muslim-friendly hotels and value perception, which in turn moderates their impact on Muslim guest loyalty. A positive hotel image reinforces the link between halal quality elements and guest loyalty, while value perception plays an important role in ensuring guests feel satisfied and have a rewarding experience. The findings highlight the importance of implementing holistic halal standards, including halal-certified food, sharia-based services, and a Muslim-friendly environment in increasing guest attraction and loyalty. The study makes a practical contribution to the development of halal tourism in Indonesia, particularly in the hospitality sector, by providing recommendations to improve the quality of facilities, staff training, and marketing strategies that focus on the needs of Muslim tourists. The results are relevant for policymakers, hotel owners, and halal tourism developers in advancing the competitiveness of tourist destinations based on Islamic values.

Item Type:	Research (Research Report)
Keywords:	Muslim-Friendly Hotels; Halal Products; Halal Services; Physical Environment and Guest Loyalty
Subjects:	14 ECONOMICS > 1402 Applied Economics > 140213 Public Economics- Public Choice 14 ECONOMICS > 1402 Applied Economics > 140216 Tourism Economics 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 22 PHILOSOPHY AND RELIGIOUS STUDIES > 2204 Religion and Religious Studies > 220405 Religion and Society 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Accounting
Depositing User:	sri andriani
Date Deposited:	13 Dec 2024 14:04

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