PENGARUH CITRA MEREK, PERCEIVED PRICE, DAN TRUST TERHADAP MINAT BERKUNJUNG WISATAWAN GENERASI Z MUSLIM KE HOTEL SYARIAH DI LOMBOK

AMALIA, DESSY NUR (2021) PENGARUH CITRA MEREK, PERCEIVED PRICE, DAN TRUST TERHADAP MINAT BERKUNJUNG WISATAWAN GENERASI Z MUSLIM KE HOTEL SYARIAH DI LOMBOK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Lombok is an island where the majority of the population is Muslim. Lombok is also one of the islands designated by the government as a halal tourist destination. In this case, Islamic hotels are an inseparable part of the halal tourism sector. The purpose of this study was to determine and analyze the effect of brand image, perceived price, and trust on the visiting interest of Generation Z Muslim tourists to Islamic hotels in Lombok. The object of this study was the Muslim Generation Z, totaling 126 respondents. The approach used in this study is a quantitative approach to the Variance Based Structural Equation Model with the Smart-PLS 3.0 analysis tool. The results showed that brand image had a positive and significant influence on the interest in visiting Generation Z Muslims. The results showed that perceived price had a positive and significant effect on the interest in visiting Generation Z Muslims and trust had a positive and significant influence on the interest in visiting Generation Z Muslims. Keywords: Brand Image, Perceived Price and Trust on Visiting Interest, Generation Z Muslim, Sharia Hotel, Lombok. Lombok merupakan pulau yang mayoritas penduduknya beragama islam. Lombok juga sebagai salah satu pulau yang ditetapkan pemerintah sebagai tujuan wisata halal. Dalam hal ini hotel syariah merupakan bagian yang tidak terpisahkan dari sektor pariwisata halal. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh citra merek, perceived price, dan trust terhadap minat berkunjung wisatawan Generasi Z Muslim ke Hotel Syariah di Lombok. Objek penelitian ini adalah Generasi Z Muslim sebanyak 126 responden. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.0. Hasil penelitian menunjukkan citra merek memiliki pengaruh positif dan signifikan terhadap minat berkunjung Generasi Z Muslim. Hasil penelitian menunjukkan perceived price memiliki pengaruh positif dan signifikan terhadap minat berkunjung Generasi Z Muslim dan trust memiliki pengaruh positif dan signifikan terhadap minat berkunjung Generasi Z Muslim. Kata Kunci: Citra Merek, Perceived Price dan Trust terhadap Minat Berkunjung, Generasi Z Muslim, Hotel Syariah, Lombok.

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