Effects of Halal Awareness, Service Quality and Promotion on Visitor Decisions Through Destination Imagery as a Mediator

Authors

  • Sunarmo Sunarmo Universitas Al-Azhar Indonesia
  • Mihda Thurisaina Universitas Al-Azhar Indonesia
  • Andi Amri Universitas Muhammadiyah Prof DR HAMKA
  • Ardio Sagita Universiti Utara Malaysia

DOI:

https://doi.org/10.15575/ijhar.v6i1.19489

Keywords:

destination imagery, halal awareness, promotion, service quality, visitor decisions

Abstract

Indonesia has a diversity of destinations and natural and cultural wealth; major assets that other countries might not have. Tourists’ desire to travel is undoubtedly diverse. Hence, the Ministry of Tourism and Creative Economy of the Republic of Indonesia carried out promotions to increase the number of tourist visits by providing halal tourism locations that promoted the Muslim-friendly concept. This study determines the impact of halal awareness, service quality, and promotion on visitor decisions through destination imagery. The research method was descriptive quantitative, incorporating a purposive sampling technique to select participants who are visitors or people who have visited Kota Tua. The present study data were obtained by distributing questionnaires to 150 respondents who had visited Kota Tua tourist attractions in the past six months. The data analysis technique used was path analysis using SPSS software. The Cronbach’s Alpha value for every variable was greater than 0.60, which implies the questions were trustworthy and it was possible to use each one. Based on the path analysis, halal awareness, service quality, and promotion impact on destination imagery has an R Square (R2) of 0.364 or 36.4%. The impact of halal awareness, service quality, and promotion on visitor decisions has an R2 of 0.548 or 54.8%. The findings indicated that halal awareness has a significant impact on destination imagery. Service quality promotion did not have a significant impact on destination imagery. Halal awareness and service quality did not significantly impact visitor decisions. Promotion and destination imagery had a significant impact on visitor decisions.

References

Adhi, I., NP, M., & Shanti, P. (2016). Pengaruh faktor psikologis terhadap keputusan berkunjung (Survei pada pengunjung Batu Secret Zoo Jawa Timur Park 2). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 30(1), 35–43. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1184

Ainin, S., Feizollah, A., Anuar, N. B., & Abdullah, N. A. (2020). Sentiment analyses of multilingual tweets on halal tourism. Tourism Management Perspectives, 34, 100658. https://doi.org/10.1016/j.tmp.2020.100658

Al Hasan, F. A. (2017). Penyelenggaraan parawisata halal di Indonesia (Analisis fatwa DSN-MUI tentang pedoman penyelenggaraan pariwisata berdasarkan prinsip syariah). Al-Ahkam Jurnal Ilmu Syari’ah Dan Hukum, 2(1), 59–77. https://ejournal.uinsaid.ac.id/index.php/al-ahkam/article/view/699

Assagaf, A. A., Sumardi, J., & Sitorus, W. (2022). The Effect of cost determination in the provision of halal certificates on traded products in Makassar City. Khazanah Hukum, 4(3), 192–204. https://doi.org/10.15575/kh.v4i3.19945

Astini, R., & Sulistiyowati, I. (2015). Pengaruh destination image, travel motivation, dan kualitas pelayanan terhadap kepuasan pengunjung (studi kasus pada wisatawan nusantara Muslim di Pantai Carita Pandeglang Banten). Jurnal Ilmiah Manajemen dan Bisnis, 1(3), 337–347. https://doi.org/10.22441/jimb.v1i3.576

Awalia, H. (2017). Komodifikasi pariwisata halal NTB dalam promosi destinasi wisata islami di Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 1(1), 19–30. https://doi.org/10.25139/jsk.v1i1.64

Cici, S., & Ida, M. (2017). Pengaruh kualitas layanan promosi dan citra destinasi terhadap kepuasan melalui keputusan pengunjung. Management Analysis Journal, 6(3), 311–319. https://doi.org/https://doi.org/10.15294/maj.v6i3.17500

Dasopang, M. D., HJ Adam, H. S. Bin, & Nasution, I. F. A. (2022). Integration of religion and culture in muslim minority communities through islamic education. Jurnal Pendidikan Islam, 8(2), 221–238. https://doi.org/10.15575/jpi.v8i2.19445

Gibtiah, G., Desiana, L., & Aryanti, A. (2018). Analisis moslem friendly tourism, living cost, culture dan kurs valuta asing terhadap minat wisatawan muslim dalam pengambilan keputusan untuk berkunjung ke Jepang. Nurani, 18(1), 45–60. https://doi.org/10.19109/nurani.v18i1.1886

Goodwin, C. J., & Goodwin, K. A. (2013). Research in psychology methods and design (7th Ed). John Wiley & Sons, Inc.

Irda, I., Yuliviona, R., & Azliyanti, E. (2019). Pengaruh islamic attributes dan quality service terhadap islamic tourist satisfaction wisatawan mancanegara yang berkunjung di Kota Padang. Syi`ar Iqtishadi : Journal of Islamic Economics, Finance and Banking, 3(1), 99–113. https://doi.org/10.35448/jiec.v3i1.5517

Iskandar, Y., & Samosir, S. H. (2021). Pengaruh citra destinasi terhadap keputusan berkunjung di objek wisata Pantai Pondok Permai Kecamatan Pantai Cermin Kabupaten Serdang Bedagai. Bisnis Mahasiswa, 2(1), 128–135. https://doi.org/10.60036/jbm.v2i1.34

Khan, J. H., Haque, A., & Rahman, M. S. (2013). What makes tourists satisfied? An empirical study on Malaysian islamic tourist destination. Middle East Journal of Scientific Research, 14(11), 1631–1637. https://doi.org/10.5829/idosi.mejsr.2013.14.12.2250

Kotler, P., & Armstrong. (2012). Marketing management (14th ed.). Prentice Hall.

Kotler, P., & Armstrong. (2018). Principle of marketing. Pearson Education Limited.

Lesmana, R., & Hasbiyah, W. (2019). Model analisis kepuasan dan loyalitas wisatawan. Jurnal Ilmiah Manajemen Forkamma, 2(1), 36–47. https://core.ac.uk/download/pdf/337611894.pdf

Mahardika, R. (2020). Strategi pemasaran wisata halal. Mutawasith: Jurnal Hukum Islam, 3(1), 65–86. https://doi.org/10.47971/mjhi.v3i1.187

Malikhah, I. (2019). Pengaruh mutu pelayanan, pemahaman sistem operasional prosedur dan sarana pendukung terhadap kepuasan mahasiswa. Universitas Pembangunan Panca Budi, 11(1), 67–80. https://jurnal.pancabudi.ac.id/index.php/JUMANT/article/view/505

Marhanah, S., & Wahadi, W. H. (2016). Pengaruh fasilitas wisata dan kualitas pelayanan terhadap kepuasan pengunjung di Taman Margasatwa Ragunan Jakarta. Jurnal Manajemen Resort Dan Leisure, 13(1), 61–72. https://doi.org/10.17509/jurel.v13i1.2134

Maulida, L. (2018). Penerapan datamining dalam mengelompokkan kunjungan wisatawan ke objek wisata unggulan di Prov. DKI Jakarta dengan k-means. JISKA (Jurnal Informatika Sunan Kalijaga), 2(3), 167–174. https://doi.org/10.14421/jiska.2018.23-06

Muhajir, Arno, A. K., & Sirajuddin. (2020). Competitive level of Sharia digital economy in Indonesia. Laa Maisyir, 7(2), 34–51. https://doi.org/10.24252/lamaisyir.v7i2.14366

Nisthar, S., & Mustafa, A. M. M. (2019). An econometric analysis of global muslim travel index: A study on the perspectives of permitted tourism industry in the global context. International Journal of Economics and Financial Issues, 9(5), 44–49. https://doi.org/10.32479/ijefi.8537

Nuha, Z. U., & Farida, N. (2020). Pengaruh Produk Wisata dan Citra Destinasi terhadap Niat Berperilaku melalui Nilai Pelanggan (Studi pada Pengunjung Domestik Candi Ratu Boko Jogjakarta). Jurnal Ilmu Administrasi Bisnis,, 9(4), 554–560. https://doi.org/10.14710/jiab.2020.28823

Pantouw, P., & Pangemanan, S. S. (2014). The effect of destination image and tourist satisfaction on intention to revisit in Lembeh Hill Resort. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(3), 49–57. https://doi.org/10.35794/emba.2.3.2014.5069

Pratiwi, S. R., Dida, S., & Sjafirah, N. A. (2018). Strategi komunikasi dalam membangun awareness wisata halal di Kota Bandung. Jurnal Kajian Komunikasi, 6(1), 78–90. https://doi.org/10.24198/jkk.v6i1.12985

Rahmiyatun, F., Ratiyah, Hartanti, & Aliudin, R. T. (2021). Pengaruh penerimaan pajak hotel dan pajak restoran terhadap pendapatan asli Daerah Provinsi DKI Jakarta. Jurnal Ekobistek, 10(2), 94–99. https://doi.org/10.35134/ekobistek.v10i2.109

Saleh, R., & Anisah, N. (2018). Pariwisata halal di Aceh : Gagasan dan realitas di lapangan. Sahafa Journal of Islamic Communication, 1(2), 79–92. https://doi.org/10.21111/sjic.v1i2.2849

Santoso, L., Cahyani, Y. T., & Suryani, S. (2020). Dilema kebijakan wisata halal di Pulau Lombok. Jurnal Sosiologi Reflektif, 15(1), 23–44. https://doi.org/10.14421/jsr.v15i1.1968

Sari, F. K., Safitri, N., & Anggraini, W. (2019). Persepsi, sikap dan minat pariwisata halal di Daerah Istimewa Yogyakarta. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 2(2), 137–155. https://doi.org/10.12928/ijiefb.v2i2.857

Satriana, E. D., & Faridah, H. D. (2018). Halal tourism: development, chance and challenge. Journal of Halal Product and Research, 1(2), 32–43. https://doi.org/10.20473/jhpr.vol.1-issue.2.32-43

Sayekti, N. W. (2019). Strategi pengembangan pariwisata halal di Indonesia. Kajian, 24(3), 159–171. https://doi.org/10.22212/kajian.v24i3.1866

Sedarmayanti. (2017). Manajemen Sumber Daya Manusia. Refika Aditama.

Simanjuntak, N. M., Djumrianti, D., & Lisnini. (2020). Jurnal Terapan Ilmu Ekonomi , Manajemen dan Bisnis Motivasi dan Persepsi Pengunjung Pedestrian Sudirman Motivations and Perceptions To Visit Pedestrian Sudirman. Jurnal Terapan Ilmu Ekonomi, Manajemen dan Bisnis, 1(2), 95–101. https://doi.org/10.5281/jtiemb.v1i2.2407

Slamet, Abdullah, I., & Laila, N. Q. (2022). The contestation of the meaning of halal tourism. Heliyon, 8(3), e09098. https://doi.org/10.1016/j.heliyon.2022.e09098

Soehardi, S., Permatasari, D. A., & Sihite, J. (2020). Pengaruh pandemik Covid-19 terhadap pendapatan tempat wisata dan kinerja karyawan pariwisata di Jakarta. Jurnal Kajian Ilmiah, 1(1), 1–14. https://doi.org/10.31599/jki.v1i1.216

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D (26th ed.). Alfabeta.

Sun, Y. Y., Li, M., Lenzen, M., Malik, A., & Pomponi, F. (2022). Tourism, job vulnerability and income inequality during the COVID-19 pandemic: A global perspective. Annals of Tourism Research Empirical Insights, 3(1), 100046. https://doi.org/10.1016/j.annale.2022.100046

Ummasyroh, Bustan, J., & Hamid, A. (2017). Pengaruh motivasi wisatawan, kualitas layanan dan persepsi nilai terhadap kepuasan wisatawan (Studi pada wisatawan domestik di Kota Palembang). Motovasi: Jurnal Manajemen Dan Bisnis, 2(2), 250–263. https://doi.org/10.32502/mti.v2i2.2043

Wadjaudje, D. U., Susanti, S., & Pahala, I. (2018). Pengaruh belanja modal, investasi, jumlah wisatawan, dan pertumbuhan ekonomi terhadap pendapatan asli daerah Provinsi DKI Jakarta. Jurnal Ekonomi Dan Keuangan Publik, 5(2), 105–128. https://doi.org/10.33701/je%20&%20kp.v5i2.417

Warto, W., & Samsuri, S. (2020). Sertifikasi halal dan implikasinya bagi bisnis produk halal di Indonesia. Al Maal: Journal of Islamic Economics and Banking, 2(1), 98–112. https://doi.org/10.31000/almaal.v2i1.2803

Downloads

Published

2024-02-29

Issue

Vol. 6 No. 1 (2024): February

Section

Articles

License

Authors who publish in Indonesian Journal of Halal Research agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

 

Creative Commons License
Indonesian Journal of Halal Research by Halal Center UIN Sunan Gunung Djati Bandung is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at https://journal.uinsgd.ac.id/index.php/ijhar.