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.