Hikam, Manarul (2025) PENGARUH KUALITAS PELAYANAN ISLAMI DAN HARGA TERHADAP LOYALITAS DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada PT. Syakirasya Wisata Mandiri). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
In the era of globalization, the role of humans in the world of work has a significant impact. Increasingly fierce competition in various sectors requires each individual to make an optimal contribution to attract the attention of the target audience. Similar competition also occurs in the Hajj and Umrah travel agency industry. Based on the data obtained, in the last 10 months there was an addition of 692 new travel agencies. In addition, pre-survey results show that the potential for consumers to switch to other travel agencies reaches 50%. In this study, researchers suspect that there are three factors that can affect pilgrim loyalty (Y), namely Islamic service quality (X1) and price (X2) which have a direct effect, and customer satisfaction (Z) which acts as a mediating variable and has an indirect effect on loyalty. This study uses a causal quantitative method, which aims to test hypotheses regarding the cause-and-effect relationship between the variables studied. The population in this study consisted of 396 umrah pilgrims of PT Syakirasya Wisata Mandiri in the period November 2023 - October 2024. The sampling technique used non-probability sampling with a purposive sampling method. Based on the calculation results, the number of samples used in this study were 80 Umrah pilgrims. The results showed that Islamic service quality and price have a positive effect on customer satisfaction. However, Islamic service quality has a negative effect on loyalty, while price and customer satisfaction have a positive effect on loyalty. In addition, customer satisfaction as an intervening variable between Islamic service quality and loyalty has no significant effect, while customer satisfaction as an intervening variable between price and loyalty has a positive and significant effect.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Dalam era globalisasi, peran manusia dalam dunia kerja memiliki dampak yang signifikan. Persaingan yang semakin ketat di berbagai sektor menuntut setiap individu untuk memberikan kontribusi optimal demi menarik perhatian target audiens. Persaingan serupa juga terjadi di industri biro perjalanan haji dan umroh. Berdasarkan data yang diperoleh, dalam 10 bulan terakhir terjadi penambahan sebanyak 692 biro perjalanan baru. Selain itu, hasil pra-survei menunjukkan bahwa potensi konsumen yang beralih ke biro perjalanan lain mencapai 50%. Dalam penelitian ini, peneliti menduga bahwa terdapat tiga faktor yang dapat mempengaruhi loyalitas jamaah (Y), yaitu kualitas pelayanan islami (X1) dan harga (X2) yang berpengaruh secara langsung, serta kepuasan konsumen (Z) yang berperan sebagai variabel mediasi dan berpengaruh secara tidak langsung terhadap loyalitas. Penelitian ini menggunakan metode kuantitatif kausal, yang bertujuan untuk menguji hipotesis mengenai hubungan sebab-akibat antara variabel-variabel yang diteliti. Populasi dalam penelitian ini terdiri dari 396 jamaah umroh PT. Syakirasya Wisata Mandiri pada periode November 2023 – Oktober 2024. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Berdasarkan hasil perhitungan, jumlah sampel yang digunakan dalam penelitian ini adalah 80 jamaah umroh. Hasil penelitian menunjukkan bahwa kualitas pelayanan islami dan harga berpengaruh positif terhadap kepuasan konsumen. Namun, kualitas pelayanan islami memiliki pengaruh negatif terhadap loyalitas, sementara harga dan kepuasan konsumen berpengaruh positif terhadap loyalitas. Selain itu, kepuasan konsumen sebagai variabel intervening antara kualitas pelayanan islami dan loyalitas tidak berpengaruh secara signifikan, sedangkan kepuasan konsumen sebagai variabel intervening antara harga dan loyalitas berpengaruh positif dan signifikan. | |||||||||
| Uncontrolled Keywords: | Islamic Service Quality, Price, Loyalty, Customer Satisfaction Kualitas Pelayanan Islami, Harga, Loyalitas, Kepuasan Konsumen | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Hikam Manarul | |||||||||
| Date Deposited: | 27 May 2025 01:45 | |||||||||
| Last Modified: | 27 May 2025 01:45 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49035 |
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