Date Log
Submitted
2 November 2025
Accepted
20 July 2026
Published
30 July 2026
Copyright (c) 2026 Retno Widowati PA., Syadiyah Abdul Shukor, Lalu Supardin (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Experience Marketing in Halal Tourism Model: A Comparison Study between Indonesia and Malaysia
Corresponding Author(s) : Retno Widowati PA.
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 2 (2026): September
Abstract
This study examines the effect of experiential marketing on customer loyalty, with customer satisfaction as a mediating variable, in tourist destinations in Indonesia and Malaysia. Using purposive sampling, data were analysed through Structural Equation Modeling with AMOS 24. The findings show that experiential marketing consistently improves customer satisfaction in both countries, while customer satisfaction significantly enhances customer loyalty. Cross-country differences emerge in the direct relationship between experiential marketing and loyalty, which is significant in Indonesia but not in Malaysia. Customer satisfaction partially mediates this relationship in Indonesia and fully mediates it in Malaysia. The study contributes to the experiential marketing literature by demonstrating how satisfaction explains cross-country variations in the formation of customer loyalty. The findings suggest that destination managers should prioritise memorable customer experiences that strengthen satisfaction to build sustainable tourist loyalty.
Keywords
Experiential Marketing
Customer Satisfaction
Customer Loyalty
Cross-Country Analysis
Widowati PA., R., Shukor, S. A., & Supardin, L. (2026). Experience Marketing in Halal Tourism Model: A Comparison Study between Indonesia and Malaysia. Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(2), 491–502. https://doi.org/10.24252/minds.v13i2.62391
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References
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Boğan, E., & Sarıışık, M. (2019.). Halal tourism: conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87-96.
Christian, & Dharmayanti. (2013). Pengaruh Experiential Marketing terhadap Customer Satisfaction dan Customer Loyality the Light Cup di Surabaya Town Square. Jurnal Manajemen Pemasaran Petra, 1(2).
Dewi, R. K. (2015). Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan dan Dampaknya pada Loyalitas Pelanggan: Survei pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu. Jurnal Administrasi Bisnis, 28(1).
Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003
Fatmawati, I., & Dinar, L. (2021). How store environment and sales promotion influence positive emotions and unplanned purchases. 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 139–149.
Fatmawati, I., & Fauzan, N. (2021). Building customer trust through corporate social responsibility: The Effects of corporate reputation and word of mouth. The Journal of Asian Finance, Economics and Business, 8(3), 793–805.
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 24. Universitas Diponegoro.
Han, H., Kiatkawsin, K., & Kim, W. (2019). Traveler loyalty and its antecedents in the hotel industry: Impact of continuance commitment. International Journal of Contemporary Hospitality Management, 31(1), 474–495. https://doi.org/10.1108/IJCHM-04-2017-0237
Jia, X., & Chaozhi, Z. (2020). “Halal tourism”: is it the same trend in non-Islamic destinations with Islamic destinations? Asia Pacific Journal of Tourism Research, 25(2), 189–204. https://doi.org/10.1080/10941665.2019.1687535
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13 (ed.); Vol. 1). Erlangga.
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. https://doi.org/10.1016/j.annals.2020.102879
Rahman, M., Rana, M. S., Hoque, M. N., & Rahman, M. K. (2019). Brand perception of halal tourism services and satisfaction: the mediating role of tourists’ attitudes. International Journal of Tourism Sciences, 19(1), 18–37. https://doi.org/10.1080/15980634.2019.1592987
Rosanti, N., Kumadji, S., & Yulianto, E. (2014). Pengaruh experiential marketing dan experiential value terhadap customer satisfaction (Survei pada Mahasiswa FIA Bisnis 2013/2014 Pengguna Android Samsung). Brawijaya University.
Schmitt, B. H. (1999). Experiential Marketing: How To Get Consumers To Sense, Feel, Think, Act and Relate to Your Company and Brands. The Free Press.
Smilansky, S. (2009). Experiential Marketing: A Practical Guide Interactive to Brand Experiences. Replika Press.
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2022). The effect E-Wom website attractiveness e-trust and innovation on purchase decision online sales. Journal of Distribution Science, 20(11), 61–69.
Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R., & Hardiyanto, N. (2021). Tourist experience in Halal tourism: what leads to loyalty? Current Issues in Tourism, 24(14), 1976–1990. https://doi.org/10.1080/13683500.2020.1813092
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian.
Vargas-Sánchez, A., & Moral-Moral, M. (2020). Halal tourism: literature review and experts’ view. Journal of Islamic Marketing, 11(3), 549–569. https://doi.org/10.1108/JIMA-04-2017-0039
References
Boğan, E., & Sarıışık, M. (2019.). Halal tourism: conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87-96.
Christian, & Dharmayanti. (2013). Pengaruh Experiential Marketing terhadap Customer Satisfaction dan Customer Loyality the Light Cup di Surabaya Town Square. Jurnal Manajemen Pemasaran Petra, 1(2).
Dewi, R. K. (2015). Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan dan Dampaknya pada Loyalitas Pelanggan: Survei pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu. Jurnal Administrasi Bisnis, 28(1).
Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003
Fatmawati, I., & Dinar, L. (2021). How store environment and sales promotion influence positive emotions and unplanned purchases. 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 139–149.
Fatmawati, I., & Fauzan, N. (2021). Building customer trust through corporate social responsibility: The Effects of corporate reputation and word of mouth. The Journal of Asian Finance, Economics and Business, 8(3), 793–805.
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 24. Universitas Diponegoro.
Han, H., Kiatkawsin, K., & Kim, W. (2019). Traveler loyalty and its antecedents in the hotel industry: Impact of continuance commitment. International Journal of Contemporary Hospitality Management, 31(1), 474–495. https://doi.org/10.1108/IJCHM-04-2017-0237
Jia, X., & Chaozhi, Z. (2020). “Halal tourism”: is it the same trend in non-Islamic destinations with Islamic destinations? Asia Pacific Journal of Tourism Research, 25(2), 189–204. https://doi.org/10.1080/10941665.2019.1687535
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13 (ed.); Vol. 1). Erlangga.
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. https://doi.org/10.1016/j.annals.2020.102879
Rahman, M., Rana, M. S., Hoque, M. N., & Rahman, M. K. (2019). Brand perception of halal tourism services and satisfaction: the mediating role of tourists’ attitudes. International Journal of Tourism Sciences, 19(1), 18–37. https://doi.org/10.1080/15980634.2019.1592987
Rosanti, N., Kumadji, S., & Yulianto, E. (2014). Pengaruh experiential marketing dan experiential value terhadap customer satisfaction (Survei pada Mahasiswa FIA Bisnis 2013/2014 Pengguna Android Samsung). Brawijaya University.
Schmitt, B. H. (1999). Experiential Marketing: How To Get Consumers To Sense, Feel, Think, Act and Relate to Your Company and Brands. The Free Press.
Smilansky, S. (2009). Experiential Marketing: A Practical Guide Interactive to Brand Experiences. Replika Press.
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2022). The effect E-Wom website attractiveness e-trust and innovation on purchase decision online sales. Journal of Distribution Science, 20(11), 61–69.
Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R., & Hardiyanto, N. (2021). Tourist experience in Halal tourism: what leads to loyalty? Current Issues in Tourism, 24(14), 1976–1990. https://doi.org/10.1080/13683500.2020.1813092
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian.
Vargas-Sánchez, A., & Moral-Moral, M. (2020). Halal tourism: literature review and experts’ view. Journal of Islamic Marketing, 11(3), 549–569. https://doi.org/10.1108/JIMA-04-2017-0039
Christian, & Dharmayanti. (2013). Pengaruh Experiential Marketing terhadap Customer Satisfaction dan Customer Loyality the Light Cup di Surabaya Town Square. Jurnal Manajemen Pemasaran Petra, 1(2).
Dewi, R. K. (2015). Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan dan Dampaknya pada Loyalitas Pelanggan: Survei pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu. Jurnal Administrasi Bisnis, 28(1).
Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003
Fatmawati, I., & Dinar, L. (2021). How store environment and sales promotion influence positive emotions and unplanned purchases. 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 139–149.
Fatmawati, I., & Fauzan, N. (2021). Building customer trust through corporate social responsibility: The Effects of corporate reputation and word of mouth. The Journal of Asian Finance, Economics and Business, 8(3), 793–805.
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 24. Universitas Diponegoro.
Han, H., Kiatkawsin, K., & Kim, W. (2019). Traveler loyalty and its antecedents in the hotel industry: Impact of continuance commitment. International Journal of Contemporary Hospitality Management, 31(1), 474–495. https://doi.org/10.1108/IJCHM-04-2017-0237
Jia, X., & Chaozhi, Z. (2020). “Halal tourism”: is it the same trend in non-Islamic destinations with Islamic destinations? Asia Pacific Journal of Tourism Research, 25(2), 189–204. https://doi.org/10.1080/10941665.2019.1687535
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13 (ed.); Vol. 1). Erlangga.
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. https://doi.org/10.1016/j.annals.2020.102879
Rahman, M., Rana, M. S., Hoque, M. N., & Rahman, M. K. (2019). Brand perception of halal tourism services and satisfaction: the mediating role of tourists’ attitudes. International Journal of Tourism Sciences, 19(1), 18–37. https://doi.org/10.1080/15980634.2019.1592987
Rosanti, N., Kumadji, S., & Yulianto, E. (2014). Pengaruh experiential marketing dan experiential value terhadap customer satisfaction (Survei pada Mahasiswa FIA Bisnis 2013/2014 Pengguna Android Samsung). Brawijaya University.
Schmitt, B. H. (1999). Experiential Marketing: How To Get Consumers To Sense, Feel, Think, Act and Relate to Your Company and Brands. The Free Press.
Smilansky, S. (2009). Experiential Marketing: A Practical Guide Interactive to Brand Experiences. Replika Press.
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2022). The effect E-Wom website attractiveness e-trust and innovation on purchase decision online sales. Journal of Distribution Science, 20(11), 61–69.
Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R., & Hardiyanto, N. (2021). Tourist experience in Halal tourism: what leads to loyalty? Current Issues in Tourism, 24(14), 1976–1990. https://doi.org/10.1080/13683500.2020.1813092
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian.
Vargas-Sánchez, A., & Moral-Moral, M. (2020). Halal tourism: literature review and experts’ view. Journal of Islamic Marketing, 11(3), 549–569. https://doi.org/10.1108/JIMA-04-2017-0039