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PENGARUH HALAL-FRIENDLY EXPERIENCE TERHADAP PERCEIVED VALUE DAN SATISFACTION SERTA DAMPAKNYA PADA LOYALTY : Survei Pada Tamu UB Guest House Malang

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RINGKASAN

Aria Fikriyah, Program Pasca Sarjana Universitas Brawijaya Malang.
Pengaruh Halal-Friendly Experience terhadap Perceived Value dan Satisfaction
serta Dampaknya pada Loyalty (Survei pada Tamu UB Guest House Malang),
Komisi Pembimbing, Ketua : Prof. Drs. Kadarisman Hidayat., M.Si. dan anggota :
Prof. Andriani Kusumawati, S.Sos., M.Si., DBA.
Penelitian ini bertujuan untuk menguji sejauh mana pengalaman menginap
yang ramah Muslim (halal-friendly experience) di UB Guest House Malang
mempengaruhi persepsi nilai atau perceived value yang dirasakan tamu, tingkat
kepuasan tamu atau satisfaction, dan akhirnya tingkat loyalitas tamu terhadap UB
Guest House atau loyalty.

Penelitian ini dilaksanakan pada tamu domestik yang sudah pernah
menginap sebelumnya pada UB Guest House Universitas Brawijaya Malang.
Dalam proses pengumpulan data terhadap tamu UB Guest House Malang, penulis
penyebarkan kuisioner sejumlah 170 kuisioner, dan kuisioner yang dapat diolah
lebih lanjut adalah 160 kuisioner.

Sampel dalam penelitian ini ditentukan sejumlah 160 responden dengan
menggunakan metode purposive dan judgemental sampling. Analisis data primer
menggunakan analisis statistika deskriptif untuk mengetahui demografi
responden, sedangkan untuk analisis model struktural menggunakan structural
equation modelling (SEM) dengan aplikasi SmartPLS versi 3.

Hasil penelitian menunjukkan bahwa variabel halal-friendly experience
berpengaruh terhadap perceived value. Kemudian halal-friendly experience
mampu berpengaruh terhadap satisfaction, selanjutnya variabel perceived value
berpengaruh terhadap satisfaction. Untuk hipotesis keempat juga turut diterima
yang menyatakan bahwa perceived value berpengaruh terhadap loyalty. Terakhir,
variabel satisfaction berpengaruh terhadap loyalty.

Pengaruh halal-friendly experience terhadap perceived value, pengalaman
menginap yang ramah Muslim (halal-friendly experience) secara signifikan
memengaruhi persepsi nilai yang dirasakan tamu. Artinya, ketika tamu merasa
pengalaman menginap mereka sangat memperhatikan aspek kehalalan, mereka
akan menilai lebih tinggi nilai yang mereka dapatkan dari menginap di UB Guest
House. Pengaruh halal-friendly experience terhadap satisfaction, baik halal
friendly experience maupun perceived value secara signifikan memengaruhi
kepuasan tamu. Ini menunjukkan bahwa semakin baik pengalaman halal yang
diberikan dan semakin tinggi nilai yang dirasakan, maka semakin puas tamu.
Pengaruh halal-friendly experience terhadap terhadap loyalty, perceived value dan
satisfaction secara signifikan memengaruhi loyalitas tamu. Artinya, ketika tamu
merasa mendapatkan nilai yang tinggi dan puas dengan pengalaman menginap,
mereka cenderung menjadi pelanggan setia.

Dalam rangka untuk meningkatkan customer loyalty, pihak UB Guest
House diharapkan mampu untuk meningkatkan potensi pembentukan
pengalaman menginap berbasis halal-friendly experience yang disesuikan dengan
persepsi nilai dari tamu dalam rangka mewujudkan kepuasan tamu. Melalui
penyediaan akomodasi halal, fasilitas halal, dan penyesuaian SDM berbasis
prinsip halal yang mampu menjamin keamanan dan keamanan berkunjung di UB
Guest House.

Penelitian ini memberikan bukti kuat bahwa pengalaman menginap yang
ramah Muslim (halal-friendly experience) memiliki pengaruh yang signifikan
terhadap kepuasan dan loyalitas tamu di UB Guest House. Untuk meningkatkan
kinerja bisnis, UB Guest House disarankan untuk terus meningkatkan kualitas
layanan, memberikan fasilitas yang sesuai dengan kebutuhan tamu Muslim, dan
memastikan bahwa tamu merasa mendapatkan nilai yang tinggi dari pengalaman
menginap mereka.

Kata Kunci : halal-friendly experience, perceived value, satisfaction, loyalty.

SUMMARY

Aria Fikriyah, Postgraduate Program, Brawijaya University, Malang. The
Influence of Halal-Friendly Experience on Perceived Value and Satisfaction and Its
Impact on Loyalty (Survey on Guests of UB Guest House Malang), Advisory
Commission, Chair: Prof. Drs. Kadarisman Hidayat., M.Sc. and members: Prof.
Andriani Kusumawati, S.Sos., M.Sc., DBA.

This study aims to test the extent to which the Muslim-friendly stay
experience (halal-friendly experience) at UB Guest House Malang affects the
perception of value or perceived value felt by guests, the level of guest satisfaction
or satisfaction, and finally the level of guest loyalty to UB Guest House or loyalty.
This study was conducted on domestic guests who had previously stayed at
UB Guest House, Brawijaya University, Malang. In the process of collecting data
on guests of UB Guest House Malang, the author distributed 170 questionnaires,
and 160 questionnaires could be processed further.
The sample in this study was determined by 160 respondents using
purposive and judgmental sampling methods. Primary data analysis used
descriptive statistical analysis to determine the demographics of respondents,
while for structural model analysis using structural equation modeling (SEM) with
the SmartPLS version 3 application.

The results showed that the halal-friendly experience variable had an effect
on perceived value. Then halal-friendly experience was able to influence
satisfaction, then the perceived value variable had an effect on satisfaction. The
fourth hypothesis was also accepted which stated that perceived value had an
effect on loyalty. Finally, the satisfaction variable had an effect on loyalty.
The effect of halal-friendly experience on perceived value, a Muslim-friendly
stay experience (halal-friendly experience) significantly influenced the perception
of value felt by guests. This means that when guests feel that their stay experience
pays close attention to the halal aspect, they will rate the value they get from
staying at UB Guest House higher.

The effect of halal-friendly experience on satisfaction, both halal-friendly
experience and perceived value significantly affect guest satisfaction. This shows
that the better the halal experience provided and the higher the perceived value,
the more satisfied the guests are. The influence of halal-friendly experience on
loyalty, perceived value and satisfaction significantly affects guest loyalty. This
means that when guests feel they have received high value and are satisfied with
their stay, they tend to become loyal customers.

In order to increase customer loyalty, UB Guest House is expected to be able
to increase the potential for forming a halal-friendly experience-based stay that is
adjusted to the guest's value perception in order to realize guest satisfaction.
Through the provision of halal accommodation, halal facilities, and adjustment of
human resources based on halal principles that can guarantee the safety and
security of visiting UB Guest House.

This study provides strong evidence that a Muslim-friendly stay experience
(halal-friendly experience) has a significant influence on guest satisfaction and
loyalty at UB Guest House. To improve business performance, UB Guest House
is advised to continue to improve service quality, provide facilities that suit the
needs of Muslim guests, and ensure that guests feel they have received high value
from their stay.

Keywords: halal-friendly experience, perceived value, satisfaction, loyalty.

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Ketersediaan

202536

TES 658,83 FIK p 2025 K1

Fadel Muhammad Resource Center (Ilmu Terapan dan Teknologi)

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri

-

No. Panggil

TES 658,83 FIK p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xxv, 203 Halaman ; Ilus : 29,5 Cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658,83

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Satisfaction
Loyalty
Perceived Value
Tesis / Thesis
halal-friendly experience

Info Detail Spesifik

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Pernyataan Tanggungjawab

Aria Fikriyah

Versi lain/terkait

Lampiran Berkas

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