Abstract
The emergence of halal tourism aligned with Sharia principles has been a significant development in the tourism industry. One crucial aspect of this trend is the presence of Sharia-compliant hotels, which are increasingly competitive in the hospitality sector. This research aims to identify key factors influencing consumer choices when selecting Sharia-compliant hotels in Batu. Using a quantitative descriptive approach with Likert scale analysis, a sample of 160 participants was randomly selected from various respondents who had stayed in Sharia-compliant hotels in Batu. The research findings reveal that consumers' personal preferences in choosing Sharia-compliant hotels are primarily determined by location, religiosity, price, product quality, and lifestyle.
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