PENGARUH MUSLIM-FRIENDLY TOURISM TERHADAP MINAT BERKUNJUNG KEMBALI DI KAWASAN PANTJORAN PIK

Abstract

The halal tourism sector continues to grow in line with the increasing number of Muslim tourists globally. Pantjoran PIK is a culinary tourism destination themed around Chinese culture, located in North Jakarta. Although the area has developed into one of Jakarta's popular tourism icons, the dominance of non-halal cuisine that has yet to be balanced with a comprehensive halal information system and labeling still raises concerns among Muslim tourists regarding the halalness of products and the fulfillment of their religious needs while traveling. This study aims to determine the effect of Muslim-friendly Tourism on the Revisit Intention of Muslim tourists at Pantjoran PIK. The study employs a quantitative approach with data collected through questionnaires distributed to 100 Muslim tourist respondents. The sampling technique used was purposive sampling with the Slovin formula, and data analysis was conducted using IBM SPSS Statistics 25. The results indicate that the Muslim-friendly Tourism variable, which encompasses Physical Attributes and Non-Physical Attributes, have positive and significant effect on Revisit Intention at Pantjoran PIK. This is evidenced by a t-value of 19.157 > t-table of 1.984 and a coefficient of determination of 78.9%, which means that 78.9% of the variation in revisit intention can be explained by Muslim-friendly Tourism. The conclusion of this study indicates that a well-implemented Muslim-friendly Tourism concept creates a sense of safety, comfort, and satisfaction for Muslim tourists, thereby fostering loyalty and the desire to return. The management of Pantjoran PIK is advised to maintain and improve the quality of prayer facilities, clarify halal zoning and labeling, and strengthen an inclusive atmosphere for Muslim tourists in order to further increase revisit intention.