Peran Citra Destinasi Dan Perceived Value Terhadap Kepuasan Dan Loyalitas Halal Friendly Destination

Abstract

This study aims to determine the role of destination image and perceived value on halal-friendly destination loyalty and consumer satisfaction as mediating variables. This study uses a population of all customers who make pilgrimages to the tombs of the guardians on the island of Java. Total of samples taken in this study were 150 respondents, with the sampling technique using cluster random sampling technique. Data analysis used path analysis with SPSS version 25 application. The results showed that the image of the destination had a positive effect on customer satisfaction and perceived value had no effect on customer satisfaction. As for the loyalty of halal-friendly destinations, the image of the destination has a negative effect and perceived value has a positive effect. In this study, it is able to prove that customer satisfaction has an effect on customer loyalty and consumer satisfaction can mediate the relationship between perceived value and consumer loyalty. However, in this study, consumer satisfaction proved unable to mediate the relationship between destination image and consumer loyalty.