Penilaian Kualitas Hotel Syariah serta Pengaruhnya terhadap Kepuasan Konsumen: Peran Kepercayaan Konsumen sebagai Variabel Mediasi 266 192

PERAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI

Abstract

This study aims to analyze the quality of sharia hotels and its influence on consumer trust and satisfaction. Furthermore, this study also examines the role of consumer trust as a mediator in the relationship between the quality of sharia hotels and consumer satisfaction. Data was collected from 589 respondents using an online questionnaire instrument in the form of Google Forms. The research respondents were guests of sharia hotels in five major cities: Jakarta, Bandung, Yogyakarta, Semarang, and Surabaya. Data was processed and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS statistical software version 3 instrument. The scale for assessing the quality of Islamic hotels designed for this study was adapted from the CARTER model framework, which consists of Compliance, Assurance, Reliability, Tangibles, Empathy, and Responsiveness. The research findings reveal that the quality of sharia hotels has a direct, positive, and significant influence on both consumer trust and consumer satisfaction. Consumer trust was also found to have a direct and significant influence on consumer satisfaction. Additionally, this study provides evidence that consumer trust is able to mediate the relationship between the quality of sharia hotels and consumer satisfaction, although its influence is far less than the direct influence of sharia hotel quality on consumer satisfaction. Based on the research findings, it is concluded that improving the quality of Sharia hotels in accordance with Islamic principles makes a significant contribution to consumer trust and satisfaction. In addition to informing policies for managing sharia hotels in Indonesia, this research offers empirical evidence and introduces new theories relevant to halal tourism studies and the strategic management of sharia hotels.