Loyalitas Jamaah Umrah-Haji

Peran Kualitas Layanan, Kepercayaan, dan Customer Retention melalui Kepuasan pada PT Relasi Laksana Wisata Jember

Abstract

Persaingan biro perjalanan umrah-haji semakin ketat, sehingga perusahaan perlu memahami faktor yang membentuk loyalitas jamaah. Di tengah banyaknya pilihan biro, kualitas layanan, kepercayaan, dan customer retention diduga berperan penting melalui kepuasan jamaah. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan, kepercayaan, dan customer retention terhadap loyalitas jamaah PT Relasi Laksana Wisata Jember dengan kepuasan sebagai variabel mediasi. Penelitian kuantitatif ini melibatkan 234 jamaah yang pernah menggunakan layanan perusahaan dalam tiga tahun terakhir dan dipilih dengan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan pemodelan persamaan struktural berbasis Partial Least Squares. Hasil penelitian menunjukkan bahwa kualitas layanan, kepercayaan, dan customer retention berpengaruh positif dan signifikan terhadap loyalitas, baik secara langsung maupun melalui kepuasan. Customer retention menjadi faktor yang paling dominan dalam meningkatkan kepuasan dan loyalitas jamaah. Temuan ini menunjukkan bahwa loyalitas jamaah terutama dibentuk oleh kemampuan perusahaan menjaga hubungan dengan pelanggan, disertai layanan yang baik dan kepercayaan yang kuat. Dengan demikian, peningkatan retensi pelanggan dan kepuasan perlu menjadi prioritas utama perusahaan untuk mempertahankan loyalitas jamaah.

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Issue

Vol. 11 No. 2 (2026): Juli

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