Title:
THE EFFECT OF SERVICE QUALITY ON UMRAH PILGRIMAGE LOYALTY WITH PILGRIMAGE SATISFACTION AS A MEDIATION VARIABLE ON UMRAH TRAVEL IN BANDA ACEH: A CASE STUDY OF KAIFA TOURISM COMPANY

Authors:
Muda Mubarak, Mukhlis, Mahdani*, Indonesia

Abstract:
This study aims to investigate the impact of Service Quality (Servqual) on Umrah Pilgrimage Loyalty, with Pilgrimage Satisfaction as a mediating variable in Umrah Travel in Banda Aceh, focusing on Kaifa Tourism company. The target population for this research was all Umrah pilgrims traveling with Kaifa Tourism company in Banda Aceh, and the sample size was 150 people. Data analysis was conducted using Partial Least Square (PLS) methodology. The findings indicate that Servqual significantly influences Pilgrimage Satisfaction, Servqual significantly influences Pilgrimage Loyalty, Pilgrimage Satisfaction significantly influences Pilgrimage Loyalty, and Pilgrimage Satisfaction significantly mediates the Servqual impact on Pilgrimage Loyalty. Satisfaction with the findings is proven to function as a partial mediator. These findings explain the model of increasing Pilgrimage Loyalty is a function of increasing Servqual in Pilgrimage and Pilgrimage Satisfaction. These results strengthen the theory of causality in its relationship with the current Umrah Pilgrimage.