KUALITAS PELAYANAN DALAM UPAYA MENINGKATKAN LOYALITAS KONSUMEN PADA TRAVEL HAJI DAN UMROH BADUR TOUR SAMPANG
DOI:
https://doi.org/10.24252/iqtishaduna.v6i4.57460Abstract
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas konsumen pada perusahaan jasa perjalanan haji dan umroh, khususnya Badur Tour yang berlokasi di Sampang. Kualitas pelayanan menjadi salah satu faktor kunci dalam membentuk kepercayaan dan kepuasan pelanggan yang pada akhirnya berdampak pada tingkat loyalitas konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada para jamaah yang pernah menggunakan jasa Badur Tour. Aspek kualitas pelayanan yang dianalisis meliputi keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), empati (empathy), dan bukti fisik (tangibles). Hasil penelitian menunjukkan bahwa seluruh dimensi kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas konsumen. Dengan demikian, peningkatan kualitas pelayanan secara konsisten dapat menjadi strategi efektif dalam mempertahankan dan meningkatkan loyalitas pelanggan pada jasa travel haji dan umroh.
Kata kunci: kualitas pelayanan, loyalitas konsumen, travel haji dan umroh, Badur Tour, Sampang
Abstract
This study aims to analyze the influence of service quality on customer loyalty in the context of Hajj and Umrah travel services, specifically at Badur Tour located in Sampang. Service quality is a key factor in building customer trust and satisfaction, which ultimately impacts consumer loyalty. This research uses a quantitative approach, collecting data through questionnaires distributed to pilgrims who have used Badur Tour's services. The dimensions of service quality examined include reliability, responsiveness, assurance, empathy, and tangibles. The results show that all dimensions of service quality have a positive and significant effect on customer loyalty. Therefore, consistently improving service quality can be an effective strategy to maintain and enhance customer loyalty in Hajj and Umrah travel services.
Keywords: service quality, customer loyalty, Hajj and Umrah travel, Badur Tour, Sampang
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