PENGARUH SPIRITUALITAS DAN ETIKA PEMASARAN TERHADAP OUTPUT PEMASARAN RELASIONAL: STUDI EMPIRIS PADA BISNIS INDUSTRI PARIWISATA HALAL DI NUSA TENGGARA BARAT

Azidni Rofiqo, NIM.: 17300016027 (2023) PENGARUH SPIRITUALITAS DAN ETIKA PEMASARAN TERHADAP OUTPUT PEMASARAN RELASIONAL: STUDI EMPIRIS PADA BISNIS INDUSTRI PARIWISATA HALAL DI NUSA TENGGARA BARAT. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to develop a conceptual and empirical framework regarding the influence of Islamic-based marketing workplace spirituality and ethics on the quality of outputs and outcomes of relational marketing. With regard to this objective, this research develops a theoretical model that is hypothesized as follow : 1). Workplace spirituality has a positive effect on trust and relational commitment, 2). Marketing ethics has a positive effect on trust and relational commitment, 3). Trust has a positive effect on relational commitment, 4). Trust and relational commitment have a positive effect on the intensity of cooperation, 5). The intensity of cooperation has a positive effect on loyalty, positive word of mouth and strong relation. Furthermore, to achieve the objective, this study used quantitative approach. Trust-commitment theory of relationship marketing, workplace spirituality and Islamic-based marketing ethics are then used as the theoretical underpinning. Data was collected by distributing questionnaire to marketing policy supervisors in 202 halal tourism businesses in West Nusa Tenggara Province. The model was tested the covariance base structural equation model (CB-SEM). The findings in this study show that workplace spirituality and marketing ethics have significant positive effect on trust and relational commitment. Similarly, significant positive effects are also shown in the relationship between trust and relational commitment, as well as trust and relational commitment on the intensity of cooperation. Finally, The intensity of cooperation has a significant positive effect on loyalty, positive word of mouth and strong relation.

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