Analisis Strategi Promosi Biro Perjalanan Haji dan Umrah di PT. Arabia (Cabang Pasaman) untuk Menarik Minat Masyarakat

Abstract

Intense competition among Hajj and Umrah travel agencies in the Pasaman region, limited human resources, and the suboptimal use of social media have encouraged PT Arabia Pasaman Branch to implement measurable promotional strategies to attract public interest in Umrah services. This study aims to identify and evaluate the promotional strategies implemented by PT Arabia Pasaman Branch to increase the interest of prospective pilgrims. The study employed a qualitative approach with a descriptive method. Data were collected through in-depth interviews, field observations, and documentation involving management, employees, pilgrims, and members of the community surrounding the company’s operational area as informants. The data were analyzed through the stages of data reduction, systematic data presentation, and conclusion drawing. The results show that PT Arabia Pasaman Branch implements promotional strategies based on the 7P marketing mix through advertising in print media and digital platforms, personal selling, direct promotion, and word-of-mouth communication. The use of Facebook is effective in conveying information about Umrah packages to the public, although its utilization has not yet been optimal. In addition, personal approaches and the provision of discounts are able to increase public trust and interest in the Umrah services offered. This study concludes that the promotional strategies of PT Arabia Pasaman Branch have been implemented reasonably well and are consistent with the marketing mix concept, but further improvement is required in the utilization of social media and the management of human resources. The optimization of planned and sustainable promotional strategies has implications for increasing the company’s competitiveness and public interest in Umrah services.