Analisis Islamic branding hotel syariah sebagai tujuan wisata halal

Authors

  • Asha Nur Ima Fakultas Ekonomi dan Bisnis Islam UIN Salatiga
  • Yudha Trishananto Fakultas Ekonomi dan Bisnis Islam, UIN Salatiga

DOI:

https://doi.org/10.53088/jhis.v1i1.411

Keywords:

Brand loyalty, Muslim customer perceived value, Multazam syariah hotel kartasura, Brand experience, Multisensory marketing

Abstract

This study aims to examine the multisensory marketing and brand experience variables on brand loyalty by using the Muslim customer perceived value variable as an intervention. This study uses multiple linear regression and path analysis as research methods. The data used in this study is primary data, using survey questionnaires and interviews as data. The questionnaires distributed were 100 respondents. The object of this research is the Islamic hotel Multazam Kartasura. The results of this study indicate that the Multisensory Marketing variable has a positive and significant effect on Brand Loyalty. Then the Brand Experience and Moslem Customer Perceived Value variables have a positive and significant effect on Brand Loyalty. Multisensory Marketing and Brand Experience have a positive and significant effect on Muslim Customer Perceived Value. In the path analysis test, the Moslem Customer Perceived Value variable is able to mediate the influence of Multisensory Marketing and Brand Experience on Brand Loyalty.

References

Alandri, S. K. (2019). Sharia Hotel Concept and Customer Value Effect on Customer Satisfaction. Integrated Journal of Business and Economics, 3(2), 207. https://doi.org/10.33019/ijbe.v3i2.175

Brown, G. (2013). Integrating Muslim Customer Perceived Value, Satisfaction, Loyalty and Retention in the Tourism Industry: An empirical study. Tourism, 113(November 2012), 101–113. https://doi.org/10.1002/jtr

Chylinski, M. (2011). Book Review. Journal of Economic Psychology, 32(5), 832–833. https://doi.org/10.1016/j.joep.2011.03.013

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465

Igau, O. A., Bin, A. W., Kassim, M., Kaid, A., -Swidi, A., Harun, A. Bin, Shukor, A., & Shamsudin, B. (2013). The Effect Of Perceived Value On Brand Loyalty And Mediated By Customer Satisfaction: A Case Of Hand Phone Users. Conference: 6th International Conference of the Asian Academy of Applied Business (AAAB), May 2013, 1–12. https://doi.org/10.13140/2.1.3017.6000

Kotler, P., & Keller, K. L. (2011). Manajemen Pemasaran (Empat Bela). Indeks 87.

Kusuma, Y. S. (2014). Pengaruh Brand Experience terhadap Brand Loyalty Yohanes Surya Kusuma. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.

Nyohardi, P. (2016). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Attitude Paramita Nyohardi 1. Bisnis Dan Manajemen, 52, 159–185.

Pranadata, I. G. P., Rahayu, M., & Hussein, A. S. (2017). Analisis Pengaruh Brand Experience Terhadap Brand Perceived Value, Brand Satisfaction, dan Brand Loyalty ( Studi Kasus Pada Industri One Stop Carcare Service di Kota Malang) I Gede Putu Pranadata, Mintarti Rahayu, Ananda Sabil Hussein. Jurnal Bisnis Dan Manajemen, 4(2), 217–228.

Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664–683. https://doi.org/10.1057/bm.2014.23

Riza, A. F., & Wijayanti, D. M. (2018). The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty? Esensi: Jurnal Bisnis Dan Manajemen, 8(1), 57–66. https://doi.org/10.15408/ess.v8i1.6058

Rofiqo, A., & Yulianti, R. T. (2019). Strategi Bersaing Hotel Syari’ah, Pendekatan Manajemen Bisnis Syari’ah: Studi Pada Syari’ah Hotel Solo. Islamic Economics Journal, 5(1), 99. https://doi.org/10.21111/iej.v5i1.3669

Southey, G. (2011). The Theories of Reasoned Action and Planned Behaviour Applied to Business Decisions: A Selective Annotated Bibliography. Journal of New Business Ideas & Trends, 9(1), 8.

Susanto, O. (2018). Pengaruh Perceived Value Terhadap Brand Loyalty Pada Pengguna Iphone Gerenasi Z Disusun oleh : Oki Susanto Fakultas Psikologi Universitas Sanata Dharma Yogyakarta.

Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/s41262-017-0061-5

Yuliansyah, A., & Dwi, Handoko, T. (2019). Pengaruh Perceived Quality dan Perceived Value Terhadap Brand Loyalty Melalui Customer Satisfaction J-Klin Beauty Jember. Journal of Economic, Business and Accounting, 2, 2.

Downloads

Published

2022-06-30

How to Cite

Ima, A. N., & Trishananto, Y. (2022). Analisis Islamic branding hotel syariah sebagai tujuan wisata halal. Journal of Halal Industry Studies, 1(1), 45–53. https://doi.org/10.53088/jhis.v1i1.411

Issue

Vol. 1 No. 1 (2022): Journal of Halal Industry Studies

Section

Articles

License

Copyright (c) 2022 Asha Nur Ima, Yudha Trishananto

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)

Journal of Halal Industry Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.