Abstract
Aims of this study to see the effect of the hotel sharia concept and customer value on customer satisfaction. This research was motivated by the increase of halal tourism in the world which made the majority of the Muslim population in Indonesia aware of halal lifestyle so that it became a growing trend, and this also made the people's need for products and activities according to sharia increase. Sample of this research is consumers who have stayed overnight and felt hotel facilities in sharia hotels in Padang city at least once. Data collection technique used is a non-probability sampling method with a purposive sampling approach and data collection is done by distributing questionnaires online to 190 respondents. Data analysis method uses SEM (Structural Equation Modeling) based on components or variants, which are operated through PLS applications. Results of this study are that the sharia hotel concept and customer value have a significant effect on customer satisfaction, this means that the better the concept of sharia hotels both in terms of service, interior design and financing, customer satisfaction will increase, as well as the value of customers the more value obtained by customers both from the value of quality, emotional value, price value and social value, the higher satisfaction obtained by the customer.
Highlights
Sharia tourism has become one of the strengths of tourism to be highlighted in Indonesia, halal tourism is one of the government's main concerns in the tourism sector because currently, the potential for halal tourism is very high, this is believed to occur due to an increase in the Muslim population in the world
Respondents received information on the most sharia hotels through the internet/website as much as 52.6%, and among 8 sharia hotels in Padang city, the most visited by respondents were Rangkayo Basa hotels as much as 35.8%, this was due to the Rangkayo Basa hotel located in the centre of Padang City and close to Padang beach tourism and shopping centres
The purpose of staying the most respondents is to visit family/relatives (36.3%) This means that respondents who want to visit family prefer to use sharia hotels because the hotel concept is very suitable for families
Summary
Sharia tourism has become one of the strengths of tourism to be highlighted in Indonesia, halal tourism is one of the government's main concerns in the tourism sector because currently, the potential for halal tourism is very high, this is believed to occur due to an increase in the Muslim population in the world. Indonesia has a majority of people who embrace Islam / Muslim population. With the majority of the Muslim population in Indonesia, making awareness of halal lifestyle a growing trend, this makes people's needs for products and activities according to sharia increase. Sharia hotels are hotel concepts that offer facilities and services that are in accordance with Islamic values. Services in sharia hotels are not much different or almost like conventional
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