Strategi Marketing Dalam Meningkatkan Calon Jama’ah Umrah di PT. Rabiha Karya Bersama

Didin Chonyta, Lutfiatul Hasanah, Elisa Kurrotun Nada, Istiharoten Nasiya

Abstract


As people's interest in performing the Umrah pilgrimage increases, competition in this industry is getting tougher. Therefore, companies need to design effective marketing strategies to win the competition and attract the interest of potential visitors. This research uses descriptive and qualitative analysis methods to evaluate Umrah market conditions and determine appropriate marketing strategies. The research results show that factors such as trust, service quality, and price play an important role in prospective pilgrims' decisions to choose an Umrah organizer. Therefore, companies need to focus on building trust through testimonials, certifications, and information transparency. In order to increase the trust of potential pilgrims, companies also need to increase transparency in the registration process, fees and other requirements. Clear and open communication will help create good relationships with potential congregants. By implementing a comprehensive and measurable marketing strategy, PT. Rabiha Karya Bersama is expected to increase its competitiveness in the Umrah market and attract more prospective pilgrims. This research provides a contribution in the context of marketing strategy development, especially in the Umrah travel industry in Indonesia.


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