Determinants of Umrah Pilgrims’ Satisfaction: The Mediating Role of Trust
DOI:
https://doi.org/10.24256/kharaj.v7i1.7106Abstract
This study aims to examine the effect of service quality, price perception, experiential marketing on Umrah pilgrims' satisfaction with trust as a mediating variable. The research method used is quantitative with data analysis techniques using SEM (Structual Equation Model) with Smart-PLS. The results of this study reveal that only one direct effect is positive and significant, namely: Service quality has a positive but insignificant effect on Umrah pilgrims' satisfaction, perceived price has a negative and insignificant effect on Umrah pilgrims' satisfaction, Experiential marketing has a positive but insignificant effect on Umrah pilgrims' satisfaction, trust has a positive and significant effect on Umrah pilgrims' satisfaction, service quality has a positive but insignificant effect on Umrah pilgrims' trust, price perception has a positive but insignificant effect on the trust of Umrah pilgrims, experiential marketing has a negative and insignificant effect on trust, service quality through trust has a positive and insignificant effect on the satisfaction of Umrah pilgrims, price perception through trust has a positive and insignificant effect on the satisfaction of Umrah pilgrims, and experiential marketing through trust have a positive and insignificant effect on Umrah pilgrims' satisfaction.
Keywords: Service Quality; Price Perception; Experiential Marketing; Satisfaction dan Trust.
Keywords: Service Quality; Price Perception; Experiential Marketing; Satisfaction dan Trust.
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