Effect of Islamic marketing mix integration on the decision to stay at Sharia hotels in Indonesia

Volume 2, Issue 1, Article 9 - 2021

Authors: Sri Devi, Anna Sardiana

Copyright © 2021 . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Abstract

By establishing Indonesia as a halal tourist destination in 2019. This has an impact on increasing tourists for vacation. In visiting a place, lodging accommodations such as hotels are taken into consideration. With so many hotels that have a sharia concept, there will be competing for customers. A contemporary marketing mix is a tool that marketers can use to shape a characteristic of the services offered. However, there is an integrated Islamic marketing mix which is a marketing concept by combining contemporary and Islamic marketing concepts. Therefore, this study aims to examine the effect of the integration of the Islamic marketing mix (Pragmatism and Product, Pertinence and Promotion, Palliation and Price, Peer-Support and People, Pedagogy and Physical Environment. The data collection technique used a questionnaire distributed online with a sample of 175 respondents who had stayed at Islamic hotels / inns in Indonesia. In analysing data using SPSS 21. The results of this study are Pragmatism and Product, Pertinence and Promotion, Palliation and Price and Peer-Support and People have no influence. Meanwhile, Pedagogy and Physical Environment, Persistence and Process as well as Patience and Place influence the decision to stay.

How To Cite This Article

Anna Sardiana, Sri Devi (2021). Effect of Islamic marketing mix integration on the decision to stay at Sharia hotels in Indonesia. International Journal of Hospitality and Tourism Studies, 2(1): 87-96
https://doi.org/DOI:10.31559/IJHTS2021.2.1.9