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Abstract

Dalam industri pariwisata, penelitian ini bertujuan untuk menganalisis pengaruh cognitive value dan halal value terhadap tourist satisfaction serta pengaruh tourist satisfaction terhadap destination brand loyalty dengan menggunakan pendekatan kuantitatif dan metode analisis regresi linear berganda yang diolah melalui Statistical Package for the Social Sciences (SPSS) terhadap 119 responden. Hasil penelitian menunjukkan bahwa cognitive value dan halal value berpengaruh positif dan signifikan terhadap tourist satisfaction, namun tourist satisfaction tidak berpengaruh signifikan terhadap destination brand loyalty. Temuan ini mengindikasikan bahwa kepuasan wisatawan yang dirasakan belum cukup kuat untuk mendorong terbentuknya loyalitas terhadap merek destinasi, sehingga loyalitas wisatawan tidak hanya ditentukan oleh tingkat kepuasan, tetapi juga dipengaruhi oleh faktor lain seperti citra destinasi, diferensiasi pengalaman wisata, dan keterikatan emosional. Implikasi penelitian ini menegaskan bahwa pengelola destinasi wisata perlu memperkuat cognitive value melalui peningkatan kualitas fasilitas dan pengalaman wisata serta menjaga konsistensi penerapan halal value guna meningkatkan tourist satisfaction, disertai strategi tambahan yang berfokus pada penguatan destination brand loyalty secara berkelanjutan.

Keywords

Cognitive Value, Halal Value, Tourist Satisfaction, Destination Brand Loyalty

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