Pengaruh E-wom, Amenitas, dan Kualitas Pelayanan Terhadap Minat Berwisata Halal DKI Jakarta
DOI:
https://doi.org/10.59580/iesbir.v5i1.13648Abstract
Abstract
Indonesia's decline in the 2025 Global Muslim Travel Index (GMTI) underscores the need to strengthen the competitiveness of its halal tourism destinations, particularly in the Special Capital Region of Jakarta (DKI Jakarta). One strategic approach is to identify the key determinants influencing tourists' intention to visit halal tourism destinations. This study aims to examine the effects of electronic word-of-mouth (e-WOM), amenities, and service quality on tourists' intention to visit halal tourism destinations in DKI Jakarta. A quantitative research design was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to analyze data collected from 140 respondents through a structured questionnaire distributed using a purposive sampling technique. The findings reveal that e-WOM and service quality have positive and significant effects on halal tourism intention, whereas amenities do not significantly influence tourists' intention to visit. These results suggest that tourists' behavioral intentions are driven more by digital information and perceived service quality than by the availability of supporting facilities. Therefore, halal tourism destination managers should prioritize strengthening digital marketing strategies through effective e-WOM management while continuously enhancing service quality to improve the competitiveness of halal tourism destinations in DKI Jakarta.
Keywords: amenities, e-WOM, interest in halal tourism, service quality
Abstrak
Penurunan peringkat Indonesia dalam Global Muslim Travel Index (GMTI) 2025 menunjukkan perlunya upaya untuk meningkatkan daya saing destinasi pariwisata halal, termasuk di DKI Jakarta. Salah satu strategi yang dapat dilakukan adalah mengidentifikasi faktor-faktor yang memengaruhi minat wisatawan untuk berkunjung. Penelitian ini bertujuan menganalisis pengaruh electronic word of mouth (e-WOM), amenitas, dan kualitas pelayanan terhadap minat berwisata halal di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM) terhadap data yang diperoleh melalui penyebaran kuesioner kepada 140 responden menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa e-WOM dan kualitas pelayanan berpengaruh positif dan signifikan terhadap minat berwisata halal, sedangkan amenitas tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa keputusan wisatawan untuk berkunjung lebih dipengaruhi oleh informasi yang diperoleh melalui media digital serta pengalaman terhadap kualitas layanan dibandingkan dengan ketersediaan fasilitas pendukung. Oleh karena itu, pengelola destinasi wisata halal perlu memperkuat strategi pemasaran digital melalui pengelolaan e-WOM serta meningkatkan kualitas pelayanan secara berkelanjutan guna meningkatkan daya saing pariwisata halal di DKI Jakarta.
Kata kunci: amenitas, e-WOM, kualitas pelayanan, minat berwisata halal
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Copyright (c) 2026 Feyta Najla Khairunisa, Sasmita Nurvinda Laili
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