Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh halalness dan general islamic morality terhadap keputusan wisatawan berkunjung di banda aceh, baik secara langsung maupun melalui halal destination image sebagai variabel mediasi. penelitian ini menggunakan pendekatan kuantitatif dengan metode structural equation modeling berbasis partial least square (sem-pls). data dikumpulkan melalui kuesioner dengan skala likert 1–5 dari 132 responden yang dipilih menggunakan teknik purposive sampling, yaitu wisatawan nusantara maupun mancanegara yang melakukan kunjungan pertama ke banda aceh dan berusia sekurang-kurangnya 16 tahun. hasil penelitian menunjukkan bahwa halalness dan general islamic morality tidak berpengaruh signifikan secara langsung terhadap keputusan wisatawan berkunjung, namun keduanya berpengaruh positif dan signifikan terhadap halal destination image. halal destination image sendiri terbukti berpengaruh positif dan signifikan terhadap keputusan wisatawan berkunjung. hasil uji mediasi menunjukkan bahwa halal destination image memediasi secara penuh (full mediation) pengaruh halalness maupun general islamic morality terhadap keputusan wisatawan berkunjung. nilai r-square menunjukkan model mampu menjelaskan 60,9 persen variasi halal destination image dan 63,4 persen variasi keputusan wisatawan berkunjung. temuan ini mengindikasikan bahwa citra destinasi wisata halal berperan sebagai jalur utama yang menghubungkan persepsi kehalalan dan moralitas islami dengan keputusan berkunjung wisatawan, sehingga pengelola destinasi wisata di banda aceh perlu memperkuat citra tersebut melalui peningkatan kualitas layanan, kebersihan, serta daya tarik alam dan budaya guna mendorong minat kunjungan wisatawan. kata kunci: halalness, general islamic morality, halal destination image, keputusan wisatawan berkunjung, sem-pls

This study aims to analyze the influence of Halalness and General Islamic Morality on Tourist Visiting Decisions in Banda Aceh, both directly and through Halal Destination Image as a mediating variable. This research employs a quantitative approach using Structural Equation Modeling based on Partial Least Square (SEM-PLS). Data were collected through a questionnaire using a 1–5 Likert scale from 132 respondents selected using a purposive sampling technique, namely domestic and foreign tourists making their first visit to Banda Aceh and aged at least 16 years old. The results show that Halalness and General Islamic Morality do not have a significant direct effect on Tourist Visiting Decisions, but both have a positive and significant effect on Halal Destination Image. Halal Destination Image itself is proven to have a positive and significant effect on Tourist Visiting Decisions. The mediation test results indicate that Halal Destination Image fully mediates the effect of both Halalness and General Islamic Morality on Tourist Visiting Decisions. The R-Square values show that the model is able to explain 60.9 percent of the variance in Halal Destination Image and 63.4 percent of the variance in Tourist Visiting Decisions. These findings indicate that the image of a halal tourism destination serves as the primary pathway linking perceptions of halalness and Islamic morality with tourists' visiting decisions, so that destination managers in Banda Aceh need to strengthen this image by improving service quality, cleanliness, and natural and cultural attractions in order to encourage tourist visiting interest. Keywords: Halalness, General Islamic Morality, Halal Destination Image, Tourist Visiting Decision, SEM-PLS