ANALISIS PENGARUH HALAL SERVICE TERHADAP REVISIT INTENTION: METODE SURVEI DI SEKTOR WISATA ATAU DAERAH MAYORITAS “NON-MUSLIM” DI INDONESIA

Rezqy Halim; Yolanda Masnita; Kurniawati Kurniawati

doi:10.31539/h5zfxz66

Authors

Rezqy Halim Universitas Trisakti
Yolanda Masnita Universitas Trisakti
Kurniawati Kurniawati Universitas Trisakti

DOI:

https://doi.org/10.31539/h5zfxz66

Keywords:

Halal, Service, Halal Service, Muslim Tourist, Non-Muslim destination.

Abstract

Penelitian ini mempelajari dampak atribut layanan halal terhadap niat kunjungan kembali wisatawan Muslim yang mengunjungi destinasi yang sebagian besar dihuni oleh non-Muslim di Indonesia. Menggunakan pendekatan penelitian kuantitatif, data dikumpulkan melalui survei online yang menargetkan responden Muslim yang tertarik pada pariwisata ramah halal. Temuan menunjukkan bahwa layanan halal yang berkualitas tinggi secara signifikan meningkatkan kepercayaan dan kepuasan pelanggan, yang mengarah pada kemungkinan yang lebih tinggi untuk kembali berkunjung. Meskipun terdapat korelasi positif yang diamati, penelitian ini menemukan tidak ada pengaruh signifikan dari lingkungan sosial terhadap persepsi layanan halal, yang menunjukkan bahwa latar belakang responden yang beragam mungkin telah mempengaruhi pandangan mereka. Penelitian ini memberikan kontribusi terhadap pemahaman dinamika pariwisata halal dan menawarkan rekomendasi praktis bagi pengelola destinasi untuk meningkatkan daya tarik mereka bagi wisatawan Muslim.

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