Decision to Purchase Umrah Travel Services: Analysis of Celebrity Endorsement and Islamic Services Quality Mediating by Trust Rida Rosida, Abdullah Syaddad, Hilda Monoarfa
Universitas Pendidikan Indonesia
Abstract
This research is based on the increase in the Muslim middle class, which can be used as a business opportunity for umrah travelers. However, efforts are needed to improve service quality because of the phenomenon of the many cases of umrah travel fraud. This study aimed to analyze the influence of celebrity endorsement and the quality of Islamic services on purchasing decisions for Umrah travel services with trust mediation. The research method used is causality with a quantitative approach. The analysis tool used is Partial Least Square-Structural Equation Modeling (PLS-SEM). The subjects of this study were Umrah pilgrims who had carried out Umrah through travel using celebrity endorsement with a total sample of 100 respondents. The results showed that the variable Islamic service quality was in the high category, the variable trust was in the middle category, and the celebrity endorsement variable was in a low category. Islamic service quality variables positively affect purchasing decisions, while the celebrity endorsement variable has no positive effect on purchasing decisions. The trust variable can mediate the quality of Islamic service on purchasing decisions, but it cannot mediate the celebrity endorsement variable on the decision to purchase Umrah travel services. Thus, the excellent quality of Islamic services from Umrah travel will affect the trust of pilgrims and increase the purchase of Umrah travel services.
