Rahayu, Hanum Dewi (2019) Pengaruh Perceived Value Dan Religiosity Pada Sikap Dan Minat Konsumen Muslim Untuk Memilih Hotel Syariah (Studi Pada Sofyan Hotel Cut Meutia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini mencoba menelusuri potensi pasar pariwisata halal melalui pengujian minat konsumen muslim terhadap hotel Syariah, sebagai salah satu bagian dalam industri pariwisata yang sedang menunjukkan tren peningkatan permintaan pasar. Memprediksi faktor-faktor penyebab konsumen muslim memilih hotel Syariah sebagai tujuan dari penelitian ini, dieksekusi melalui apikasi teori TAM (Technology Acceptance Model) yang dimodifikasi, yakni dengan mengintegrasikan variabel laten perceived value (meliputi dimensi kualitas, harga, emosional, sosial, dan atribut syariah) dan religiosity (terdiri dari dimensi iman, islam, dan ihsan) sebagai faktor personal, ke dalam komponen dasar teori TAM, variabel laten perceived usefulness dan perceived ease of use, untuk kemudian diketahui pengaruhnya secara langsung dan tidak langsung terhadap sikap dan minat konsumen memilih hotel Syariah. Jenis penelitian yang digunakan adalah penelitian prediktif dengan pendekatan kuantitatif. Accidental sampling sebagai teknik pengambilan sampel, menggunakan metode survey untuk mengumpulkan data dari 50 responden yang menginap di Sofyan Hotel Cut Meutia pada periode 22 hingga 30 April 2018. Teknik analisis data menggunakan statistik deskriptif dan statistik multivariat PLS-SEM (Partial Least Square-Structural Equation Modeling) dengan bantu an software SmartPLS versi 3.2.8. Hasil penelitian ini menunjukkan variabel laten perceived usefulness dan perceived value berpengaruh signifikan terhadap sikap dengan koefisien jalur (β) masing-masing sebesar 0,419 dan 0,274 (t = 2,576 dan 1,715; p value < 0,10). Variabel laten perceived usefulness dan perceived value tidak berpengaruh signifikan terhadap minat konsumen secara langsung (β = 0,229 dan -0,100; t = 1,283 dan 0,705; p value > 0,10), namun keduanya berpengaruh signifikan secara tidak langsung melalui sikap (β = 0,283 dan 0,184; t = 2,150 dan 1,700; p value < 0,10). Variabel laten perceived ease of use tidak memiliki pengaruh signifikan baik terhadap sikap maupun minat konsumen (β = 0,152 dan -0,104; t = 1,052 dan 0,584; p value > 0,10). Variabel laten religiosity memberikan pengaruh signifikan terhadap sikap dengan besaran koefisien jalur 0,168 (t = 1,850; p value < 0,10), namun tidak ada pengaruh signifikan terhadap minat konsumen (β = 0,196; t = 1,434; p value > 0,10). Kemudian terdapat pengaruh signifikan antara variabel laten sikap dengan minat konsumen, koefisien jalur yang dimiliki sebesar 0,674 (t = 4,170; p value < 0,10). Dengan demikian sikap menjadi prediktor satu-satunya yang dapat memprediksi minat konsumen secara langsung. Sikap juga ditemukan memediasi penuh (fully mediation) hubungan antara perceived usefulness dan perceived value terhadap minat konsumen (dengan sifat indirect-only mediation). Sebaliknya, sikap ditemukan tidak memediasi hubungan antara perceived ease of use dan religiosity terhadap minat konsumen (dengan sifat no-effect nonmediation). viii Perceived value ditemukan memberikan pengaruh lebih kuat dibandingkan religiosity dalam memprediksi sikap dan minat konsumen untuk memilih hotel Syariah. Akan tetapi, di antara keempat variabel eksogen, perceived usefulness menjadi variabel yang memberikan prediksi terkuat pada sikap dan secara tidak langsung terhadap minat konsumen. Maka dari itu, dibutuhkan pengoptimalan aktivitas pemasaran yang dapat meningkatkan persepsi konsumen akan banyaknya manfaat yang diterima jika menginap di hotel Syariah.
English Abstract
This study tries to explore the potential of the halal tourism market through testing the intention of Muslim costumers towards Sharia hotel, as a part of the tourism industry that is showing a trend of increasing market demand. Predicting the factors that cause Muslim costumers choosing Sharia hotel as the purpose of this study, was executed through the application of the modified TAM (Technology Acceptance Model) theory, by integrating perceived value latent variable (including dimensions of quality, price, emotional, social, and Sharia attributes) and religiosity (consisting of dimensions of faith, islam, and ihsan) as personal factor, into the basic components of the TAM theory, perceived usefulness and perceived ease of use latent variables, to later know their direct and indirect effects on attitudes and intention of Muslim customers in choosing a Sharia hotel. The type of research used is predictive research with a quantitative approach. Accidental sampling as a sampling technique, using a survey method to collect data from 50 respondents who stayed at Hotel Sofyan Cut Meutia in the period 22 to 30 April 2018. Data were analyzed using descriptive statistics and multivariate statistical PLSSEM (Partial Least Square-Structural Equation Modeling) with SmartPLS software version 3.2.8. The results of this study indicates that perceived usefulness and perceived value have a significant effect on attitude with the path coefficient (β) of 0,419 and 0,274 (t = 2,576 and 1,715; p value < 0,10). Perceived usefulness and perceived value do not have a significant effect on consumer intention directly (β = 0,299 and -0,100; t = 1,283 and 0,705; p value > 0,10), but both of them have a significant indirect effect through attitude (β = 0,283 and 0,184; t = 2,150 and 1,700; p value < 0,10). Perceived ease of use does not have a significant effect on consumer attitude nor consumer intention (β = 0,152 and 0,104; t = 1,052 and 0,584; p value > 0,10). Religiosity gives a significant influence on attitude with the magnitude of the path coefficient 0,618 (t = 1,850; p value < 0,10), however no significant influence towards consumer intention (β = 0,196; t = 1,434; p value > 0,10). There is significant influence between attitude and consumer intention, with the path coefficient 0,674 (t = 4,170; p value < 0,10). Thus, attitude is the only predictor that can predict consumer intention directly. Attitude is also found become fully x mediation the relationship of perceived usefulness and perceived value towards consumer intention (by nature indirect-only mediation). On the contrary, attitude is found not to mediate between perceived ease of use and religiosity towards consumer intention (by nature no-effect nonmediation). Perceived value was found giving a stronger influence than religiosity in predicting the attitude and costumers’ intention to choose Sharia hotel. However, among the four exogenous variables, perceived usefulness is the variable that provides the strongest predictions on attitude and indirectly on costumers’ intention. Therefore, optimization of marketing activities is needed which can increase costumers’ perception of the benefits received when staying in Sharia hotel.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/673/051909680 |
| Uncontrolled Keywords: | hotel Syariah, hotel Halal, perceived usefulness, perceived ease of use, TAM, perceived value, religiosity, sikap, minat konsumen. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Aug 2020 03:07 |
| Last Modified: | 18 Aug 2020 03:07 |
| URI: | http://repository.ub.ac.id/id/eprint/175189 |
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