%A BUDI RIYANTO KUNCORO 
%T ANTESEDEN DAN KONSEKUENSI CITRA DESTINASI WISATA
HALA
%X Peningkatan wisatawan muslim merupakan peluang sekaligus tantangan untuk
meningkatkan sektor pariwisata. Penelitian ini bertujuan untuk menganalisis
konsep anteseden dan konsekuen citra destinasi wisata halal. Di sisi lain,
pariwisata halal ini akan membuka peluang bagi destinasi pesaing untuk
memanfaatkan dengan berinvestasi di pasar potensial sehingga dapat
menimbulkan tantangan serius bagi kemampuan destinasi di masa depan untuk
memulihkan citranya. Penelitian ini akan menguji hubungan antar variabel yang
diduga memiliki pengaruh yaitu 1) Atribut Islam dan kualitas layanan halal
terhadap citra destinasi wisata halal, 2) Atribut Islam, kualitas layanan halal, dan
citra destinasi wisata halal terhadap loyalitas, 3) Citra destinasi wisata halal
diduga dapat memediasi hubungan antara atribut Islam dan kualitas layanan halal
terhadap loyalitas, dan 4) Religiusitas diduga dapat memoderasi hubungan antara
atribut Islam dan kualitas layanan halal terhadap loyalitas.
Sampel pada penelitian ini adalah orang yang telah mengunjungi destinasi wisata
halal sebanyak 451 responden yang ditentukan menggunakan menggunakan
teknik purposive sampling. Selanjutnya, data penelitian diolah menggunakan
structural equation modeling menggunakan aplikasi AMOS. Hasil penelitian
menunjukkan bahwa atribut Islam memiliki pengaruh positif dan signfikan
terhadap citra destinasi wisata halal. Kualitas layanan halal memiliki pengaruh
positif dan signfikan terhadap citra destinasi wisata halal. Citra destinasi wisata
halal memiliki pengaruh positif dan signfikan terhadap loyalitas. Citra destinasi
wisata halal memediasi hubungan antara atribut Islam terhadap loyalitas secara
parsial yang artinya tanpa adanya variabel mediasi citra destinasi wisata halal,
atribut Islam tetap akan mempengaruhi loyalitas. Selanjutnya, religiusitas
berperan sebagai pemoderasi hubungan antara atribut Islam dan loyalitas, serta
hubungan antara kualitas layanan terhadap loyalitas. Kebaruan dalam penelitian
ini terkait dengan penggunaan religiusitas sebagai variabel pemoderasi hubungan
antara atribut Islam dan kualitas layanan halal terhadap loyalitas serta peran citra
destinasi wisata halal sebagai variabel pemediasi atribut Islam dan loyalitas
wisatawan.
Kata kunci: Atribut Islam, Kualitas Layanan, Citra Destinasi Wisata Halal,
Loyalitas, Religiusitas
The increase in Muslim tourists is a chance and challenge at the same time to
improve tourism sectors. This study aims to analyze the antecedent concept and
the halal destination tourism icon. On the other hand, halal tourism will open the
chance for the rival destination to take advantage by investing in the potential
market so it can cause defiance toward the ability of the destination in the future
to recover the image. This study was testing the relationship between variables
that were expected to have impacts, namely 1) Muslim attributes and halal service
quality toward halal destination image, 2) Muslim attributes, halal service quality,
and halal destination image toward loyalties and 3) halal destination image and
religiosity were expected to moderate the relationship between Muslim attributes
and halal service quality toward loyalties.
The sample of this research was 451 people who had visited the halal destination
before by using purposive sampling. The data was analyzed by using structural
equation modeling with AMOS application. The results showed that Muslim
attributes had a positive impact and were significant toward the halal destination
image. The halal quality service had a positive impact and were significant toward
the halal destination image. The halal destination image gave positive impact and
significant toward loyalties. The halal destination image mediated the relation
between Muslim attributes toward loyalties partially which means without a halal
destination image, the muslim attributes would still have an impact on it. Another
result was the halal destination image was mediated partially which meat without
a halal destination image, the service quality would still give an impact on
loyalties. Therefore, religiosity plays a role as the moderate to Muslim attributes
and loyalties, along with the relation of quality service towards loyalties. The
novelty in this study was about the use of religiosity as the moderate variable the
relation between Muslim attributes and halal quality service toward loyalties also
the role of halal destination image as the mediated variable of Muslim attributes
and tourist loyalties.
Keywords: Islamic Attributes, Service Quality, Halal Tourism Destinations
%D 2022
%I FAKULTAS EKONOMI DAN BISNIS
%L eprints69745