Determinants of Umrah Pilgrims’ Satisfaction: The Mediating Role of Trust

Yanti, Juli Darma
Fitri, Anisa Tul
Mustika, Ruri
Novia, Aidil
Wira, Ahmad

Al-Kharaj: Journal of Islamic Economic and Business
Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi

This study aims to examine the effect of service quality, price perception, experiential marketing on Umrah pilgrims' satisfaction with trust as a mediating variable. The research method used is quantitative with data analysis techniques using SEM (Structual Equation Model) with Smart-PLS. The results of this study reveal that only one direct effect is positive and significant, namely: Service quality has a positive but insignificant effect on Umrah pilgrims' satisfaction, perceived price has a negative and insignificant effect on Umrah pilgrims' satisfaction, Experiential marketing has a positive but insignificant effect on Umrah pilgrims' satisfaction, trust has a positive and significant effect on Umrah pilgrims' satisfaction, service quality has a positive but insignificant effect on Umrah pilgrims' trust, price perception has a positive but insignificant effect on the trust of Umrah pilgrims, experiential marketing has a negative and insignificant effect on trust, service quality through trust has a positive and insignificant effect on the satisfaction of Umrah pilgrims, price perception through trust has a positive and insignificant effect on the satisfaction of Umrah pilgrims, and experiential marketing through trust have a positive and insignificant effect on Umrah pilgrims' satisfaction. Keywords: Service Quality; Price Perception; Experiential Marketing; Satisfaction dan Trust. Keywords: Service Quality; Price Perception; Experiential Marketing; Satisfaction dan Trust.