Pengaruh Variasi Harga dan Kemudahan Pembayaran terhadap Kepuasan Pelanggan melalui Keputusan Pemilihan Travel Umrah

Putranti Nurul Fauziah; Winaya Purwanti; Asep Saifudin; Mulyadi Nursi

doi:10.47709/jebma.v6i1.7987

Authors

Putranti Nurul Fauziah Institut Bisnis dan Komunikasi Swadaya
Winaya Purwanti Institut Bisnis dan Komunikasi Swadaya
Asep Saifudin Institut Bisnis dan Komunikasi Swadaya
Mulyadi Nursi Institut Bisnis dan Komunikasi Swadaya

DOI:

https://doi.org/10.47709/jebma.v6i1.7987

Keywords:

Kemudahan pembayaran, Kepuasan pelanggan, Keputusan pemilihantravel umrah, PLS-SEM, Variasi harga

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh variasi harga dan kemudahan pembayaran terhadap kepuasan pelanggan melalui keputusan pemilihan travel umrah. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang pernah menggunakan jasa Travel Umrah PT Arminareka Perdana Jakarta. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM).

Hasil penelitian menunjukkan bahwa variasi harga dan kemudahan pembayaran berpengaruh positif dan signifikan terhadap keputusan pemilihan travel umrah. Selain itu, variasi harga dan kemudahan pembayaran juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Keputusan pemilihan travel umrah terbukti memiliki pengaruh paling dominan terhadap kepuasan pelanggan serta berperan sebagai variabel mediasi parsial dalam hubungan antara variasi harga dan kemudahan pembayaran terhadap kepuasan pelanggan.

Temuan ini mengindikasikan bahwa kepuasan pelanggan dalam layanan perjalanan umrah tidak hanya dibentuk oleh faktor harga dan kemudahan pembayaran secara langsung, tetapi juga melalui proses pengambilan keputusan pelanggan dalam memilih travel umrah. Penelitian ini memberikan kontribusi teoretis pada pengembangan literatur pemasaran jasa perjalanan religi serta implikasi praktis bagi pengelola travel umrah dalam merancang strategi harga dan sistem pembayaran yang fleksibel, transparan, dan berorientasi pada kepuasan pelanggan.

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