Electronic Theses and Dissertation

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh Perception of Halal dan Travel Quality terhadap kepuasan wisatawan dengan kepercayaan religi sebagai variabel moderasi pada wisatawan domestik di Kota Banda Aceh. Penelitian ini didorong oleh perkembangan wisata halal di kota religius yang memiliki destinasi unggulan berbasis nilai keislaman. Metode kuantitatif digunakan dengan pengumpulan data melalui kuesioner terhadap 119 responden wisatawan domestik berusia minimal 17 tahun. Data dianalisis menggunakan regresi linear berganda dan Moderated Regression Analysis (MRA) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Perception of Halal dan Travel Quality berpengaruh positif dan signifikan terhadap kepuasan wisatawan. Selanjutnya, kepercayaan religi terbukti memoderasi dengan memperlemah hubungan antara Perception of Halal dan kepuasan wisatawan serta hubungan antara Travel Quality dan kepuasan wisatawan. Temuan ini memberikan implikasi bahwa pengelola destinasi wisata halal perlu meningkatkan kualitas perjalanan dan konsistensi penerapan nilai halal secara berkelanjutan dengan tetap mempertimbangkan tingkat kepercayaan religi wisatawan dalam merancang strategi pengembangan pariwisata halal.
Kata Kunci: Perception of Halal, Travel Quality, Kepercayaan Religi, Kepuasan Wisatawan, Wisatawan Domestik.

ABSTRACT This study aims to analyze the effects of Perception of Halal and Travel Quality on tourist satisfaction, with religious belief as a moderating variable among domestic tourists in Banda Aceh City. This research is motivated by the development of halal tourism in a religious city that offers leading destinations based on Islamic values. A quantitative approach was employed by collecting data through questionnaires distributed to 119 domestic tourists aged 17 years and above. The data were analyzed using multiple linear regression and Moderated Regression Analysis (MRA) with the assistance of SPSS software. The results indicate that Perception of Halal and Travel Quality have a positive and significant effect on tourist satisfaction. Furthermore, religious belief is proven to moderate the relationship between Perception of Halal and tourist satisfaction, as well as the relationship between Travel Quality and tourist satisfaction. These findings imply that halal tourism destination managers need to enhance travel quality and consistently implement halal values in a sustainable manner, while also considering tourists’ levels of religious belief when designing halal tourism development strategies. Keywords: Perception of Halal, Travel Quality, Religious Belief, Tourist Satisfaction, Domestic Tourists.