Apakah Kepatuhan Hotel terhadap Fatwa DSN-MUI 108/2016 dan Kualitas Layanan Mampu Meningkatkan Loyalitas Pelanggan?
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Abstract
Seiring dengan terus meningkatnya jumlah hotel syariah di Indonesia, pemilik dan pengelola bisnis menghadapi tekanan yang semakin besar untuk mematuhi hukum Islam sekaligus memenuhi kebutuhan tamu. Di tengah iklim bisnis yang sangat kompetitif saat ini, kepuasan pelanggan menjadi faktor yang lebih penting dari sebelumnya dalam mempertahankan pelanggan setia. Dengan menempatkan kepuasan pelanggan sebagai variabel mediator, penelitian ini bertujuan untuk mengkaji hubungan antara kepatuhan hotel terhadap Fatwa DSN-MUI Nomor 108/DSN-MUI/X/2016 dan loyalitas pelanggan melalui kualitas layanan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan cross-sectional. Sebanyak 180 responden yang dipilih secara acak dari kelompok pelanggan potensial yang pernah menginap di hotel yang mematuhi Fatwa DSN-MUI Nomor 108/DSN-MUI/X/2016 diwawancarai menggunakan kuesioner berskala Likert empat poin untuk mengumpulkan data primer. Analisis data dilakukan menggunakan metode Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa kepatuhan hotel terhadap Fatwa DSN-MUI dan kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, kepuasan pelanggan terbukti memberikan dampak signifikan yang positif terhadap loyalitas pelanggan. Selain itu, ditemukan pula adanya peran kepuasan pelanggan sebagai mediator dalam hubungan antara kepatuhan hotel terhadap Fatwa DSN-MUI serta kualitas layanan dengan loyalitas pelanggan. Untuk meningkatkan loyalitas pelanggan di sektor hotel syariah, penerapan prinsip-prinsip syariah secara konsisten dan peningkatan kualitas layanan dengan cara mendorong kepuasan pelanggan menjadi hal yang sangat penting.
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