INFLUENCE OF RELATIONSHIP MARKETINGAND QUALITY OF SERVICE TOWARDS CUSTOMER LOYALTY WITH MODERATION OF RELIGIUS IN SYARIAH HOTELS (STUDY AT THE GRAND DREAM CITA MANDIRI SYARIAH HOTEL, BATU CITY, EAST JAVA)
Keywords:
Relationship Marketing, Service Quality, Loyalty
Abstract
The sharia hotel concept continues to develop in Indonesia, although its growth cannot yet compete with conventional hotels. Providing accommodation in tourism in the form of lodging facilities such as hotels, homestays, etc. Batu City is one of the tourism destinations in Indonesia which is very popular with both domestic and international tourists with various attractions in terms of geography, climate, traditions and arts and culture. This is proven by the continued development of sharia hotels in Indonesia, although the growth cannot yet compete with conventional hotels. Therefore, Syariah Hotels need to retain existing customers and build long-term relationships so that they can bring profits to them. This research aims to determine the direct influence of relationship marketing and service quality on customer loyalty with religiosity as moderation in sharia hotels. The research method used is a quantitative method with an explanatory research approach which functions to prove the contribution of exogenous to endogenous variables. The population in this study were customers of the Grand Dream Cita Mandiri Syariah Hotel, Batu City, East Java. Meanwhile, the sampling technique used purposive sampling technique with specified criteria so that the sample size was 150 respondents. The type of data in this research is primary data obtained through distributing questionnaires to 150 respondents. The data that has been collected is then analyzed using SmartPLS 3.3 software.
The research results show that commitment and service quality influence loyalty, while communication has no influence on loyalty. Meanwhile, religiosity is not able to moderate commitment and communication on loyalty, while religiosity is able to moderate service quality on loyalty
References
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Fajar Laksana, “Manajemen Pemasaran”, (Yogyakarta: Graha Ilmu, 2008) h.88
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Handi Irawan, 10 Prinsip Kepuasan Pelanggan, (Jakarta: PT Elex Media Komputindo, 2002) h. 59
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Lusiah, Noviantoro, D., & Akbar, A. (2019). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Jasa Transportasi Online. Jurnal Ekonomi, 24(2), 213. https://doi.org/10.24912/je.v24i2.574
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Marett, E., Marler, L., & Marett, K. (2018). Socioemotional Wealth Importance Within Family Firm Internal Communication. Journal of Family Business Management, 8(1), 22–37. https://doi.org/10.1108/JFBM-08-2017-0022
Muharam, I. N., & Asutay, M. (2022). Online Disclosure Practices of Halal-friendly Hotels. Journal of Islamic Marketing, 13(1), 119–132. https://doi.org/10.1108/JIMA-12-2018-0239
Muhammad Suyanto, Muhammad Business Strategy & Ethics (Etika dan Strategi Bisnis Nabi Muhammad SAW), (Yogyakarta, CV. ANDI OFFSET, 2008), h. 190
Ngoma, M., & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship marketing and customer loyalty. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1580123
Normasari, S., Kumadji, S., & Kusumawati, A. (2020). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan, Citra Perusahaan dan Loyalitas Pelanggan Survei pada Tamu Pelanggan yang Menginap di Hotel Pelangi Malang. Jurnal Administrasi Bisnis, 6(2), 77767.
Nugroho, A. P., Hodijah, C., Maria, S., Dewatmoko, S., & Hendriyanto, Y. (2023). The Winning Formula : Marketing Mix , Relationship Marketing and Service Quality Fueling Customer Loyalty. SEIKO : Journal of Management & Business, 6(2), 412–420.
Nurrachmi, I., & Hudzaefi, H. (2021). Pengaruh Religiusitas Dan Citra Bank Syariah Terhadap Loyalitas Nasabah Pada Bank Syariah Di Kota Bandung. Probisnis, 14(1), 42–52.
Ramadhan, M. A. F. (2020). Pengaruh Citra Merek, Kepercayaan, dan Komitmen Terhadap Loyalitas Pelanggan Aplikasi Transportasi Online Gojek di Kota Malang. Jurnal Ilmu Manajemen (JIMMU), 4(2), 153–169. https://doi.org/10.33474/manajemen.v4i2.3733
Rizky Pratama Putra, dan Sri Herianingrum, Pengaruh Kualitas Pelayanan Islami terhadap Kepuasan dan Loyalitas Bank BRI Syariah Surabaya, JESTT Vol. 1 No. 9, 2014,
Rivaldo, Y., Sabri, Amang, A., & Syarifuddin. (2022). Influence of Marketing Strategy, Trust, and Perceptionservice Quality of Purchasing Decisions. Jurnal Manajemen Dan Kewirausahaan, 02(01), 20–35.
Rudd, G., Meissel, K., & Meyer, F. (2021). Measuring academic resilience in quantitative research: A systematic review of the literature. Educational Research Review, 34(July), 100402. https://doi.org/10.1016/j.edurev.2021.100402
Ryu, S., & Park, J. K. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55(March), 102094. https://doi.org/10.1016/j.jretconser.2020.102094
Saadatyar, F. S., Poursalimi, M., Al-Tabbaa, O., & Iannotta, M. (2020). Workplace Spirituality as a Source for Competitive Advantage: an Empirical Study. International Journal of Organizational Analysis, 28(3), 655–676. https://doi.org/10.1108/IJOA-10-2019-1915
Sangadji, Etta Mamang dan Sopiah, “Perilaku Konsumen”, (Yogyakarta: Andri Offset, 2013), h.100.
Santosa, S., & Luthfiyyah, P. P. (2020). Pengaruh Komunikasi Pemasaran terhadap Loyalitas Pelanggan di Gamefield Hongkong Limited. Jurnal Bisnis Dan Pemasaran, 10(1), 1–7.
Sobari, N., Kurniati, A., & Usman, H. (2022). The Influence of Islamic Attributes and Religious Commitments Toward Halal Wellness Services Customer Satisfaction and Loyalty. Journal of Islamic Marketing, 13(1), 177–197. https://doi.org/10.1108/JIMA-11-2018-0221
Solahudin, D., & Fakhruroji, M. (2020). Internet and islamic learning practices in Indonesia: Social media, religious populism, and religious authority. Religions, 11(1), 1–12. https://doi.org/10.3390/rel11010019
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Published
2024-12-15
How to Cite
Idris, D. L., Asnawi, N., & Rahayu, Y. S. (2024). INFLUENCE OF RELATIONSHIP MARKETINGAND QUALITY OF SERVICE TOWARDS CUSTOMER LOYALTY WITH MODERATION OF RELIGIUS IN SYARIAH HOTELS (STUDY AT THE GRAND DREAM CITA MANDIRI SYARIAH HOTEL, BATU CITY, EAST JAVA). Indonesian Scientific Journal of Islamic Finance, 3(1), 30-55. https://doi.org/10.21093/inasjif.v3i1.8911
Section
Articles
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