FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MEMILIH HOTEL SYARIAH

Shifa Aulia Pasya; Iswan Noor

doi:10.21776/ieff.2024.03.01.07

Authors

Shifa Aulia Pasya Universitas Brawijaya
Iswan Noor Fakultas Ekonomi dan Bisnis Universitas Brawijaya

DOI:

https://doi.org/10.21776/ieff.2024.03.01.07

Keywords:

Shariah Hotel, Consumer Behavior, Purchase Decision

Abstract

The emergence of halal tourism aligned with Sharia principles has been a significant development in the tourism industry. One crucial aspect of this trend is the presence of Sharia-compliant hotels, which are increasingly competitive in the hospitality sector. This research aims to identify key factors influencing consumer choices when selecting Sharia-compliant hotels in Batu. Using a quantitative descriptive approach with Likert scale analysis, a sample of 160 participants was randomly selected from various respondents who had stayed in Sharia-compliant hotels in Batu. The research findings reveal that consumers' personal preferences in choosing Sharia-compliant hotels are primarily determined by location, religiosity, price, product quality, and lifestyle.

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