CUSTOMER ATTITUDE AND INTENTION TOWARD SHARIA-COMPLIANT HOTELS

Abstract

The purpose of this study is to investigate the effect of customer attitude on costumer intention toward sharia-compliant hotels that serve customers creatively, based on sharia principles. The dimensions of the customer attitude variable are customer attitude toward hotel operating, hotel designs, and hotel finance. Convenience sampling was used on 183 hotel costumers. Data were collected by questionnaire and analyzed by partial least square. The results of the study show that customer attitude toward hotel operating, hotel design, and hotel finance influenced customer intention toward sharia-compliant hotels positively and significantly. Such a moderate effect of customer attitude to their intention indicated that other factors that might affect customer intention, such as price and hotel location.