Pengaruh Islamic Branding Terhadap Keputusan Menginap Pada Hotel Syariah Dengan Mediasi Niat Menginap

The surge in halal lifestyle awareness underscores the strategic weight of Islamic branding in shaping consumer trust within the sharia hospitality sector. This quantitative explanatory inquiry evaluates how a faith-based brand identity governs final accommodation choices by analyzing stay intentions as a psychological catalyst, focusing specifically on Hotel Hidayah Tebuireng Jombang. Primary data were gathered through a purposive sampling approach targeting individuals with prior lodging experience at the venue. The structural linkages were processed utilizing partial least squares structural equation modeling through the SmartPLS 4 application. The computational outcomes clarify that Islamic brand positioning exerts a direct, significant positive impact on both customer intentions and ultimate booking actions. Concurrently, individual intention demonstrates a solid positive contribution to the final selection process. Furthermore, the analysis verifies that booking intention functions efficiently as an intervening mechanism connecting religious brand perceptions to actual consumer choices. These insights establish that cultivating consumer psychological intent serves as the primary gateway to transform faith marketing into real purchasing behavior in the Islamic hospitality market.