Halal spas in Indonesia: design, privacy, certification, and booking intention

This study examines how halal design cues, privacy safeguards, and certification disclosure shape booking intention through trust and perceived value among Muslim leisure travellers in Indonesia. A cross-sectional survey of 365 qualified respondents was fielded in Bali, Lombok, Yogyakarta, Bandung, and Jakarta. Analysis employed validated reflective measures and partial least squares structural equation modelling. Halal design cues most strongly build trust, privacy safeguards primarily enhance perceived value, and certification disclosure contributes positively as a supporting cue. Trust and perceived value jointly transmit the effects of all stimuli to booking intention. Religiosity strengthens the influence of design cues on both trust and value, indicating a meaningful boundary condition. Results validate a single Stimulus Organism Response framework for halal wellness services and yield actionable guidance for operators and policymakers on servicescape investment, privacy communication, and specific disclosure of certification scope and validity in the Indonesian context.