PENGARUH E-WOM, RELATIONSHIP MARKETING, DAN GAYA HIDUP HALAL TERHADAP CITRA MEREK HOTEL REDDOORZ SYARIAH DI JAKARTA

Meirina Abiyah, . (2025) PENGARUH E-WOM, RELATIONSHIP MARKETING, DAN GAYA HIDUP HALAL TERHADAP CITRA MEREK HOTEL REDDOORZ SYARIAH DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The sharia-based hotel industry in Indonesia continues to grow along with the increasing trend of halal tourism and the halal lifestyle among Muslim communities. Jakarta, as a major business center and tourist destination, has significant potential for the development of sharia hotels. However, some members of society still express concerns regarding hotel operations that are perceived as inconsistent with local social norms, making brand image an important factor in shaping perceptions of sharia hotels. This study aims to examine the effect of electronic word of mouth (e-WOM), relationship marketing, and halal lifestyle on the brand image of Hotel RedDoorz Syariah in Jakarta. This research employs a quantitative descriptive method using Partial Least Square (PLS) analysis processed with SmartPLS 4.0 software. Data were collected through a Google Form questionnaire using purposive sampling, with 140 responses analyzed. The results indicate that e-WOM, relationship marketing, and halal lifestyle have a positive and significant effect on the brand image of Hotel RedDoorz Syariah in Jakarta, with e-WOM identified as the most dominant factor. These findings imply the importance of consistently managing brand image through strengthened communication and service experiences that align with sharia principles and consumer perceptions. Keywords: brand image, electronic word of mouth, halal lifestyle, relationship marketing, sharia hotel

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil : 2210116009] [Pembimbing : Prima Dwi Priyatno] [Ketua Penguji : Lili Puspita Sari] [Penguji 1 : Sasmita Nurvinda Laili]
Uncontrolled Keywords:	brand image, electronic word of mouth, halal lifestyle, relationship marketing, sharia hotel
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User:	MEIRINA ABIYAH
Date Deposited:	02 Apr 2026 03:10
Last Modified:	02 Apr 2026 03:10
URI:	http://repository.upnvj.ac.id/id/eprint/41093

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