Indonesia Conference Directory

One of the halal product innovations in terms of the services that are being heavily developed is sharia-based lodging (sharia hotels). Sharia lodging is a hotel concept that offers various facilities and services that are in accordance with the values of Islamic law. The growth of sharia hotels in Indonesia is increasing due to the increasing need for a sense of wanting to obey Islamic values. This can be seen from the many emerging sharia hotels as a form of increasing halal lifestyle simultaneously in various regions in Indonesia, including in the city of Semarang. One hotel that offers sharia lodging services in the city of Semarang is Grasia Hotel. This study aims to analyze the effect of service quality on customer satisfaction in forming customer loyalty at Grasia Hotel. The indicators are used to measure service quality such as tangible, reliability, responsiveness, assurance, and empathy. Path analysis approach is applied in this research with 110 respondents. Path analysis is a method of analysis used in this research. Path analysis is useful to determine the direct and indirect effects that occur between variables. The results show that there is a positive effect between the service quality to customer satisfaction, customer satisfaction on customer loyalty, and service quality on customer loyalty. (Approx. 210 words)