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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN
Sahputra, Roza
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Pengaruh Fitur Muslim Friendly terhadap Perilaku Pelanggan Airbnb Sahputra, Roza; Indra, Indra; Hussin, Mohd Fauzi bin Abu; Afifah, Kuni
Jurnal Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 3 (2024): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v5i3.3163

Abstract

Purpose: This research aims to analyze the influence of halal attributes, such as halal social environment, halal facilities, halal food and beverages, and services and staff of hotels or guesthouses, which are grouped into one variable, namely cognitive assessment, on consumer intention to visit, consumer willingness to pay, and WOM through Affective Assessment. Methods: This was a quantitative descriptive study. The data were processed using the Structural Equation Modeling (SEM) method through the partial least squares (PLS) or SEM-PLS approach. The data for this study were divided into two types: primary data obtained from questionnaires distributed online to 150 respondents in the Jakarta, Medan, and Kuala Lumpur areas. The testing consisted of two tests, namely the measurement test of the model (outer model) and the structural model test (inner model) using the SmartPLS3 tool. Results: Cognitive Assessment influences Intention to Visit, WOM, and Consumer Willingness to Pay through Affective Assessment by 90.6%, while the remaining 9.4% is explained by other constituent variables that are not explained in this study. Contribution: Adds variety to research on digital platforms and the diversity of culture, religion, and beliefs in the context of technology use. Limitations: At times, this research may face data limitations, especially if the data available from Airbnb or respondents are not sufficiently representative or complete.
Co-Authors Afifah, Kuni Hussin, Mohd Fauzi bin Abu Indra Indra