Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh customer engagement dan service evaluation terhadap behavior intention dengan brand trust sebagai variabel mediasi pada konsumen hotel syariah di banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden yang pernah menggunakan layanan hotel syariah di banda aceh. teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah responden sebanyak 120 orang. analisis data dilakukan menggunakan metode partial least square (pls) dengan bantuan program smartpls. hasil penelitian menunjukkan bahwa customer engagement tidak berpengaruh signifikan terhadap behavior intention, sedangkan customer engagement berpengaruh positif dan signifikan terhadap brand trust. selanjutnya, service evaluation tidak berpengaruh signifikan terhadap behavior intention, namun service evaluation berpengaruh positif dan signifikan terhadap brand trust. hasil penelitian juga menunjukkan bahwa brand trust berpengaruh positif dan signifikan terhadap behavior intention. selain itu, brand trust mampu memediasi pengaruh customer engagement dan service evaluation terhadap behavior intention. temuan penelitian ini menunjukkan bahwa kepercayaan konsumen terhadap merek hotel syariah merupakan faktor penting dalam meningkatkan niat perilaku konsumen, seperti keinginan untuk menggunakan kembali layanan hotel maupun merekomendasikannya kepada orang lain. oleh karena itu, pengelola hotel syariah perlu meningkatkan kualitas layanan serta membangun hubungan yang baik dengan pelanggan guna meningkatkan kepercayaan konsumen terhadap merek hotel. kata kunci: customer engagement, service evaluation, brand trust, behavior intention, hotel syariah.

ABSTRACT This study aims to analyze the effect of Customer Engagement and Service Evaluation on Behavior Intention with Brand Trust as a mediating variable among customers of Sharia hotels in Banda Aceh. This research uses a quantitative approach with a survey method by distributing questionnaires to respondents who have used Sharia hotel services in Banda Aceh. The sampling technique used purposive sampling with a total of 120 respondents. Data analysis was conducted using the Partial Least Square (PLS) method with the assistance of the SmartPLS program. The results show that Customer Engagement does not have a significant effect on Behavior Intention, while Customer Engagement has a positive and significant effect on Brand Trust. Furthermore, Service Evaluation does not significantly affect Behavior Intention, but Service Evaluation has a positive and significant effect on Brand Trust. The findings also indicate that Brand Trust has a positive and significant effect on Behavior Intention. In addition, Brand Trust mediates the relationship between Customer Engagement and Service Evaluation on Behavior Intention. These findings indicate that consumer trust in the brand of Sharia hotels plays an important role in increasing consumer behavioral intention, such as the intention to reuse hotel services and recommend them to others. Therefore, Sharia hotel managers need to improve service quality and build strong relationships with customers to enhance consumer trust in the hotel brand. Keywords: Customer Engagement, Service Evaluation, Brand Trust, Behavior Intention, Sharia Hotel.