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The Role of Perceived Value, Image, Trust, and Customer Satisfaction toward Loyalty in Travel Umrah
Sarah Farhataini Jazuli (2021) | Skripsi | Manajemen
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Religious tourism travel is growing and a lot of enthusiasts, including Umrah worship. This can be based on a long time waiting for the Hajj list so that many people finally choose to go for Umrah. The purpose of this study is to identify the effect of perceived value, image, trust and customer satisfaction on the loyalty of pilgrims on Umrah travel. Data collected through distributing questionnaires to 236 pilgrims who have carried out Umrah in 2019-2020. This study uses SEM-PLS 3.0 to test the hypothesis under study. The findings in this study are the value of quality, price value, emotional value, image, trust and customer satisfaction have a positive and significant effect on the loyalty of Umrah pilgrims. In addition, from this study, it can be concluded that by making improvements in service quality it will have a significant effect on the loyalty of the Umrah pilgrims. This identified relationship can be used to encourage the halal tourism industry to be competitive in offering its loyalty programs based on the quality of service that consumers receive. Keywords: Perceived value, image, trust, customer satisfaction, loyalty, travel umrah, religious tourism.