The Effect of Sharia Marketing Mix on Intention to Revisit Hotel Grasia Semarang

Abstract

Business and marketing have shifted from an intellectual (rational) level to an emotional level and finally to a spiritual market, where consumers are more concerned about the compatibility of products and services with the spiritual values they believe in. The purpose of this study is to determine the impact of the marketing mix application on revisit intention at Grasia Hotel Semarang. This research is an empirical study, with data obtained from 100 visitors of Grasia Hotel, and the model was analyzed using PLS software. The analysis shows that the Shariah marketing mix has a significant influence on revisit intention at Grasia Hotel Semarang. Thus, when the Shariah marketing mix increases, revisit intention also increases. Products, price, place/channels, promotion, process, people, physical evidence, patience, and promises all influence revisit intention at Grasia Hotel Semarang. The existence of Sharia hotels has become a new trend that is widely recognized by the public; therefore, it is important for organizations to maintain service quality, facilities, pricing, processes, the compatibility of physical buildings with Islamic values, as well as honesty and accuracy in promises in providing hotel accommodation services.