THE INFLUENCE OF SERVICE QUALITY AND TRUST ON UMRAH PILGRIM SATISFACTION AT PT SHAFWAH HOLIDAYS TOUR & TRAVEL

This study aims to analyze the influence of service quality and trust on the satisfaction of Umrah pilgrims at PT Shafwah Holidays Tour & Travel. A quantitative approach using a survey method was employed, with a sample size of 65 respondents. The research instrument consisted of a Likert-scale questionnaire measuring the variables of service quality, trust, and Umrah pilgrim satisfaction. Data analysis involved validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that: (1) service quality has a positive and significant effect on Umrah pilgrim satisfaction, with a calculated t-value of 5.623 and a significance level of 0.000; (2) trust has a positive and significant effect on Umrah pilgrim satisfaction, with a calculated t-value of 4.060 and a significance level of 0.000; and (3) service quality and trust simultaneously have a positive and significant effect on Umrah pilgrim satisfaction, with a calculated F-value of 44.799 and a significance level of 0.000. The R-Square value of 0.591 indicates that service quality and trust collectively explain 59.1% of the variation in Umrah pilgrim satisfaction, while the remaining 40.9% is explained by factors outside the research model. Based on the Standardized Beta Coefficients, service quality exerts a relatively more dominant influence (0.518) compared to trust (0.374). These findings suggest that enhancing service quality while maintaining pilgrim trust is a crucial aspect of increasing pilgrim satisfaction