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Abstrak :
Penelitian ini bertujuan untuk meneliti pengaruh travel motivation dan destination image terhadap intention to visit halal destinaton yang dimoderasi oleh novelty seeking behavior. Penelitian ini adalah penelitian kuantitatif dengan responden sebanyak 229 wisatawan nusantara. Peneliti menggunakan survey online sebagai cara memperoleh responden. Data diolah dengan menggunakan Equation Structural Modelling. Berdasarkan hasil penelitian maka diketahui bahwa faktor yang signifikan dan berhubungan positif terhadap intention to visit halal destination hanya travel motivation dan affective destination image. Untuk faktor lainnya tidak signifikan terhadap intention to visit halal destination. Selain itu, dalam penelitian ini juga diketahui adanya pengaruh moderasi baik dari cognitive destination image maupun affective destination image, meskipun begitu kedua variabel tersebut memiliki hasil pengaruh yang berbeda. ......The purpose of this study is to understand the effect of travel motivation and destination image to intention to visit halal destination. This study also use novelty seeking behavior as moderating variable. This researh is quantitative research with 229 respondents. Researcher use online survey to get respondents. The data is processed by using Equation Structural Modeling. The result of the research is only travel motivation and affective destination image that significant and positively related to intention to visit halal destination. The other factors not significant to intention to visit halal destination. In addition, in this study also known the influence of moderation both from cognitive destination image and affective destination image, although both variables have different effects.

Abstrak :
[ABSTRAK Penelitian ini bertujuan untuk meneliti pengaruh marketing investments yang dilakukan oleh produsen binder di Barel yaitu direct mail, tangible reward, interpersonal communication, dan preferential treatment terhadap behavioral loyalty pelanggan toko binder yang dimediasi oleh customer gratitude. Penelitian ini adalah penelitian kuantitatif dengan responden sebanyak 95 orang pelanggan produsen binder. Berdasarkan penelitian ini diketahui bahwa, dari strategi marketing investments yang dilakukan oleh produsen binder, preferential treatment merupakan strategi paling efektif yang mempengaruhi customer gratitude. Selain itu, customer gratitude yang ada pada pelanggan binder ini memiliki pengaruh positif terhadap behavioral loyalty. Dengan memahami strategi marketing investments mana yang paling efektif, diharapkan membantu produsen binder dalam mengambil keputusan lebih tepat serta mendapatkan pelanggan yang loyal.

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ABSTRACT ;This research aim to analysis of marketing investments by binder manufacturer such as direct mail, tangible reward, interpersonal communication, and preferential treatment towards behavioral loyalty and customer gratitude as mediator. This is quantitative research consist of 95 resellers of binder manufacturer as responden. Based on this research, preferential treatment is the most effective strategy marketing investments has positive effect toward customer gratitude. Besides, customer gratitude has positive effect toward behavioral loyalty. If manager understand this strategy, hopefulness he can making accurate decision to get customer loyalt;This research aim to analysis of marketing investments by binder manufacturer such as direct mail, tangible reward, interpersonal communication, and preferential treatment towards behavioral loyalty and customer gratitude as mediator. This is quantitative research consist of 95 resellers of binder manufacturer as responden. Based on this research, preferential treatment is the most effective strategy marketing investments has positive effect toward customer gratitude. Besides, customer gratitude has positive effect toward behavioral loyalty. If manager understand this strategy, hopefulness he can making accurate decision to get customer loyalt;This research aim to analysis of marketing investments by binder manufacturer such as direct mail, tangible reward, interpersonal communication, and preferential treatment towards behavioral loyalty and customer gratitude as mediator. This is quantitative research consist of 95 resellers of binder manufacturer as responden. Based on this research, preferential treatment is the most effective strategy marketing investments has positive effect toward customer gratitude. Besides, customer gratitude has positive effect toward behavioral loyalty. If manager understand this strategy, hopefulness he can making accurate decision to get customer loyalt, This research aim to analysis of marketing investments by binder manufacturer such as direct mail, tangible reward, interpersonal communication, and preferential treatment towards behavioral loyalty and customer gratitude as mediator. This is quantitative research consist of 95 resellers of binder manufacturer as responden. Based on this research, preferential treatment is the most effective strategy marketing investments has positive effect toward customer gratitude. Besides, customer gratitude has positive effect toward behavioral loyalty. If manager understand this strategy, hopefulness he can making accurate decision to get customer loyalt]