The Role of Business Ethics in Enhing Pilgrims' Trust in Hajj and Umrah Services

Abstract

This study aims to analyze the role of business ethics in enhancing the trust of Hajj and Umrah pilgrims. The research employs a quantitative approach with descriptive and associative methods. Data were collected through questionnaires distributed to 120 respondents who are Hajj and Umrah pilgrims. Data analysis includes validity testing, reliability testing, simple linear regression, and hypothesis testing.The results indicate that business ethics has a positive and significant effect on pilgrims' trust, with a regression coefficient of 0.672 and a significance value of 0.000. The coefficient of determination of 62% shows that business ethics contributes substantially to building pilgrims' trust. These findings highlight the importance of implementing business ethics principles such as honesty, transparency, and responsibility in increasing trust and loyalty among pilgrims. Therefore, Hajj and Umrah travel agencies need to strengthen the implementation of business ethics to create professional services aligned with Islamic principles.