KEPUTUSAN MENGINAP DI HOTEL: PENGARUH ATRIBUT ISLAMI DAN PROMOSI MEDIA SOSIAL MELALUI RELIGIOSITAS SEBAGAI MODERASI (Suatu Kasus pada Pengunjung Hotel Syariah dan Ramah Muslim di Kota Bandung)

    Bilqis Azzahra, - and A. Jajang W. Mahri, - and Rida Rosida, - (2025) KEPUTUSAN MENGINAP DI HOTEL: PENGARUH ATRIBUT ISLAMI DAN PROMOSI MEDIA SOSIAL MELALUI RELIGIOSITAS SEBAGAI MODERASI (Suatu Kasus pada Pengunjung Hotel Syariah dan Ramah Muslim di Kota Bandung). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini dilatarbelakangi oleh peringkat Kota Bandung sebagai pusat wisata unggulan Jawa Barat, namun masih menempati peringkat keenam dalam indeks destinasi ramah Muslim. Tujuan utama dari studi ini adalah untuk mengetahui gambaran serta pengaruh atribut Islami dan promosi media sosial terhadap keputusan menginap di hotel ramah Muslim di Kota Bandung, dengan religiositas sebagai variabel moderasi. Metode yang digunakan adalah pendekatan kuantitatif dengan survei terhadap 161 responden wisatawan Muslim yang pernah menginap di hotel ramah Muslim di Kota Bandung. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS versi 4. Hasil penelitian deskriptif menunjukkan bahwa tingkat atribut Islami dan religiositas, berada dalam kategori tinggi. Sedangkan tingkat promosi media sosial dan keputusan menginap berada dalam kategori sedang. Pengujian hipotesis menunjukkan bahwa atribut Islami dan promosi media sosial berpengaruh positif dan signifikan terhadap keputusan menginap. Selain itu, religiositas terbukti memoderasi pengaruh promosi media sosial terhadap keputusan menginap, namun tidak memoderasi pengaruh atribut Islami terhadap keputusan menginap. Temuan ini diharapkan dapat membantu pengelola hotel dan pemerintah dalam meningkatkan layanan dan promosi hotel ramah Muslim, serta memudahkan wisatawan Muslim memilih akomodasi yang sesuai dengan kebutuhan mereka. This research is motivated by Bandung's ranking as a leading tourist center in West Java, yet it still ranks sixth in the Muslim-friendly destination index. The main objective of this study is to determine the description and influence of Islamic attributes and social media promotions on the decision to stay at Muslim-friendly hotels in Bandung, with religiosity as a moderating variable. The method used is a quantitative approach with a survey of 161 Muslim tourist respondents who have stayed at Muslim-friendly hotels in Bandung. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through the SmartPLS version 4 application. The results of the descriptive study indicate that the level of Islamic attributes and religiosity are in the high category. Meanwhile, the level of social media promotions and stay decisions are in the medium category. Hypothesis testing shows that Islamic attributes and social media promotions have a positive and significant effect on stay decisions. In addition, religiosity is proven to moderate the effect of social media promotions on stay decisions, but does not moderate the effect of Islamic attributes on stay decisions. These findings are expected to help hotel managers and the government improve services and promote Muslim-friendly hotels, as well as make it easier for Muslim tourists to choose accommodation that suits their needs.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=id&user=cEQjMpAAAAAJ SINTA ID : 5993287 SINTA ID : 5994703
    Uncontrolled Keywords: Keputusan Menginap, Atribut Islami, Promosi Media Sosial, Religiositas, Hotel Ramah Muslim, PLS-SEM Staying Decision, Islamic Attributes, Social Media Marketing, Religiosity, Muslim Friendly Hotel, PLS-SEM.
    Subjects: H Social Sciences > HB Economic Theory
    H Social Sciences > HG Finance
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
    Depositing User: Bilqis Azzahra
    Date Deposited: 06 Sep 2025 10:03
    Last Modified: 06 Sep 2025 10:03
    URI: http://repository.upi.edu/id/eprint/137676

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