Factors Influence Consumer Decisions in Choosing Islamic Homestay

Abstract

The purpose of this study was to empirically demonstrate the effect of halal lifestyle, Muslim-friendly facilities, and knowledge on consumer decisions in choosing Islamic Homestay in Jepara. This research is a field research with a quantitative approach. The research population is consumers of Jepara Islamic Homestay, but the number is unknown. The sampling technique used random sampling with a sample of 100 respondents. The data analysis technique uses multiple linear regression with the help of the SPSS program. The results showed that partially halal lifestyle, Muslim-friendly facilities, and knowledge have a positive and significant influence on consumer decisions in choosing Jepara Islamic homestay. This research can theoretically complement existing theories in developing Islamic homestays in Jepara and developing halal tourism in Jepara. This research can practically be a reference for islamic Homestay business actors in Jepara so that they can pay attention to halal lifestyle factors, Muslim friendly facilities, and knowledge in winning consumers' hearts. This research makes a special contribution to the literature related to Islamic homestays in Jepara, an area that has not been studied much in the context of halal tourism. This research provides new, more specific insights into consumer preferences and behavior in the Jepara area and identifies the development potential of the Islamic homestay sector in Jepara.