PENGARUH PERSEPSI KUALITAS PELAYANAN, RELIGIUSITAS, DAN PERSEPSI HOTEL ATMOSPHERE TERHADAP NIAT BERKUNJUNG KEMBALI PADA RAYZ HOTEL UMMM

This research aims to determine the relationship between the variables of service quality, religiosity, perception of hotel atmosphere and intention to return. The analytical tool to determine the influence of the relationship between these variables is to use Smart PLS 4 and carry out validity and reliability testing. The findings of this research indicate that perceptions of the hotel environment are positively and significantly influenced by service quality and level of religiosity. Apart from that, the impression of the hotel atmosphere also has a positive impact on the desire to return to visit. However, it was found that the level of religiosity and service quality did not have a large influence on the intention to visit again. Although service quality and level of religiosity positively increase guests' impressions of the hotel atmosphere, their impact on the likelihood of revisit intention is not direct. This reflects the complexity of the relationship between these two factors.