Pengaruh Muslim Friendly Hotel Attribute Terhadap Perilaku Pembelian Pelanggan: Studi Kasus Muslim Friendly Hotel Di Daerah Istimewa Yogyakarta

Deskripsi

The increasing trend of Muslim tourist, lead the needs of accomodation, especially hotel. To maximize the potency, it?s important to understand Muslim Friendly Hotel attribute, also cognitive and affective evaluation that could influence the behaviour of hotel customer. The objective of this research are to observe the impact of Muslim Friendly Hotel attribute on cognitive evaluation, affective evaluation, visit intention, word of mouth, and willingness to pay in Yogyakarta Muslim Friendly Hotel. The online survei was conducted on Indonesian Muslim citizen who have stayed in Muslim Friendly Hotel in Special Region of Yogyakarta in the last two years. The data were analyzed using SPSS and LISREL with the Structural Equation Modelling (SEM) method to test the relationship among the research variables using 408 respondents. The result showed that Muslim Friendly Hotel attribute significanly influence cognitive evaluation, cognitive evaluation significanly influence affective evaluation, also affective evaluation significanly influence visit intention, word of mouth, and willingness to pay.Ada Tabel