From Trust to Travel: Factors Influencing Purchase Intentions in Selecting Umrah Travel Agents

Abstract This research aims to analyze the factors influencing purchase intention of umrah travel services among prospective pilgrims in Indonesia. The study investigates the relationships between source credibility, perceived value, perceived risk, and electronic word of mouth (eWOM) on the purchase intention of both first-time and repeat Umrah participants. Utilizing a quantitative research design, data will be collected through an online survey distributed via social media platforms such as WhatsApp, Instagram, and Facebook. The population consists of individuals aged 17-60 who are Muslim and have either performed Umrah or have the intention to do so. A non-probability convenience sampling method will be employed, targeting approximately 200-250 respondents. The research instrument includes a structured questionnaire, with variables operationalized based on previous studies. Data analysis will be conducted using Structural Equation Modeling (SEM) with the aid of AMOS software. This study aims to validate the proposed hypotheses concerning the impact of the independent variables on the dependent variable, purchase intention. The findings are expected to provide valuable insights for travel agencies in improving their marketing strategies and enhancing the decision-making process of prospective Umrah pilgrims. This research is significant for understanding consumer behavior in the context of religious tourism, addressing current challenges, and promoting better service delivery in the umrah travel industry.