The Role of Sharia Compliance in the Relationship between the Marketing Mix, Satisfaction and Loyalty in the Sharia Hotel

The rapid increase in the number of international muslim travelers, causing halal tourism to be the concern of various countries. One important facility that continues to be built to meet the special needs of muslim travelers is the shariah hotel. How is the strategy of marketing mix of syariah hotel with the existence of component of syariah compliance? This study aims to examine the importance of sharia compliance in develop hotels' marketing mix strategies, and to investigate the direct and indirect effect of sharia compliance on customers' satisfaction and loyalty. The target population is muslims who are at least 17 years old and have stayed at least one night at sharia hotels throughout Indonesia. The survey was conducted by distributing questionnaires offline (directly to respondents) and online by using google form and surveymonkey.com. The data collected from the 158 respondents were analyzed using Analysis Factor and Multiple Regression. The results show that the sharia compliance affects the customers' satisfaction and loyalty. The effect of three components of marketing mix, namely: product, price and place, on the satisfaction are not dependent on the sharia compliance, but effect of promotion on customers' satisfaction is depends on the sharia compliance.