Evaluasi Strategi Bersaing Travel Haji dan Umrah PT. Amanah Travel Indonesia untuk Meningkatkan Jumlah Jemaah Evaluation of the Competitive Strategy of PT. Amanah Travel Indonesia Hajj and Umrah Travel to Increase the Number of Pilgrims
Article Sidebar
Page Numbers:
1517-1529
Digital Object Identifier:
10.58578/arzusin.v6i2.9600
Viewed: 65 times
Downloaded: 47 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Fiola Arista Widya1*, Septria Susanti2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
The increasingly intense competition in the Hajj and Umrah travel industry in Bukittinggi City has affected fluctuations in the number of pilgrims, particularly at PT Amanah Travel Indonesia, thus requiring an evaluation of the competitive strategies implemented by the company. This study aims to evaluate the competitive strategies used and to identify the most effective strategy for improving the company’s competitiveness and the number of pilgrims. This study employed a qualitative approach with a descriptive method. Data were obtained through observation, interviews, and documentation with informants consisting of leaders, employees, and pilgrims, and were then analyzed through data reduction, data display, and conclusion drawing. The results showed that PT Amanah Travel Indonesia implemented several competitive strategies, namely cost leadership, differentiation, focus, and a hybrid strategy. The cost leadership strategy was implemented through operational efficiency and the setting of affordable package prices. The differentiation strategy was realized through intensive worship services and the use of experienced mutawif. The focus strategy was directed at the segment of first-time and elderly pilgrims. Meanwhile, the hybrid strategy became the most dominant strategy because it was able to combine affordable prices with good service quality. This study concludes that the hybrid strategy is the most effective strategy for increasing the number of pilgrims. The implications of this study underscore the importance of improving service consistency, innovating digital promotion, and strengthening service quality to increase pilgrims’ trust and loyalty.
Citation Metrics:
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Amirudin, Hafiz, A., & Setyadi, A. F. (2025). Analysis of good governance in the implementation of hajj and umrah in Indonesia. Jurnal ‘Ulūm Al-Qur’ān: Ilmu Pengetahuan dan Masyarakat Madani, 2(1), 17–46. https://journal.cides-icmi.org/index.php/JUQ/article/view/28
Amri, Z., Khofifah, N., Rosalita, J., Fithria, N., Aulia, E. A., Choiriyah, U., Khoirotunisa, Lestari, A. N., Sutrisno, A. T., & Prasiska, S. A. (2025). Profesionalisme dalam Pelayanan Ibadah Suci: Praktik, Tantangan, dan Inovasi Biro Haji & Umrah. Penerbit Lutfi Gilang.
Anggito, A., & Setiawan, J. (2018). Metodologi penelitian kualitatif. CV Jejak (Jejak Publisher).
Asimah. (2025). Analisis Strategi Pemasaran Biro Perjalanan Haji dan Umrah dalam Meningkatkan Jumlah Jamaah (Studi Kasus PT. AMHA Tour Makassar) = Analysis of Marketing Strategies of Hajj and Umrah Travel Agencies in Increasing the Number of Pilgrims (Case Study of PT. AMHA Tour Makassar) [Thesis, Universitas Hasanuddin]. https://repository.unhas.ac.id/id/eprint/54960/
Aulina, D., & Kenedi, J. (2025). Strategi Peningkatan Minat Jamaah Umrah pada PT. Ontiket Amanah Digita Travel Umrah dan Haji Plus Cabang Kabupaten 50 Kota. Didaktik: Jurnal Ilmiah PGSD STKIP Subang, 11(1), 221–240. https://doi.org/10.36989/didaktik.v11i01.5674
Hutari, M. A. (2025). Pengaruh Strategi Bisnis dan Penetapan Harga Pasar Terhadap Keunggulan Bersaing dengan Kualitas Pelayanan sebagai Variabel Mediasi pada PT. Sinar Cakra Buana [Thesis, STIAMAK Barunawati Surabaya]. https://repositori.stiamak.ac.id/id/eprint/732/
Imanina, K. (2025). Penggunaan Metode Kualitatif dengan Pendekatan Deskriptif Analitis dalam PAUD. Jurnal AUDI: Jurnal Ilmiah Kajian Ilmu Anak dan Media Informasi PAUD, 10(1), 37–40. https://doi.org/10.33061/jai.v10i1.3728
Kurnia, D., & Hidayat, F. (2025). Strategi Pelayanan Prima pada Jamaah Lansia di PT. Amanah Travel Indonesia. BAITUL MAAL: Journal of Sharia Economics, 2(1), 29–36. https://doi.org/10.65128/jse.v2i1.39
Luvensyah, H. B., & Sutrisna, E. (2025). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Peningkatan Penjualan Paket Umrah pada PT. Amanah Baitullah Tour Cabang Perawang. Jurnal Daya Saing, 11(2), 419–426. https://doi.org/10.35446/dayasaing.v11i2.2129
Nur'aini, R. D. (2020). Penerapan Metode Studi Kasus Yin dalam Penelitian Arsitektur dan Perilaku. INERSIA: Informasi dan Ekspose Hasil Riset Teknik Sipil dan Arsitektur, 16(1), 92–104. https://doi.org/10.21831/inersia.v16i1.31319
Nurfajriani, W. V., Ilhami, M. W., Mahendra, A., Afgani, M. W., & Sirodj, R. A. (2024). Triangulasi Data dalam Analisis Data Kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(17), 826–833. https://doi.org/10.5281/zenodo.13929272
Prabowo, M. S. (2010). Perlindungan Hukum Jama’ah Haji Indonesia. Penerbit Buku Rangkang-Education.
Putra, B. D., Setiawan, R. A., & Hartini, K. (2025). Manajemen Pelayanan dalam Meningkatkan Kepuasan Jamaah Haji dan Umrah (Pada Travel Holiday Angkasa Wisata Kota Bengkulu). Syarikat: Jurnal Rumpun Ekonomi Syariah, 8(2), 734–741. https://doi.org/10.25299/syarikat.2025.vol8(2).27295
Ratnaningtyas, E. M., Ramli, Syafruddin, Saputra, E., Suliwati, D., Nugroho, B. T. A., Karimuddin, Aminy, M. H., Saputra, N., Khaidir, & Jahja, A. S. (2023). Metodologi penelitian kualitatif. Yayasan Penerbit Muhammad Zaini.
Rukin. (2019). Metodologi penelitian kualitatif. Yayasan Ahmar Cendekia Indonesia.
Septiana, N. N., Khoiriyah, Z., & Shaleh. (2024). Metode Penelitian Studi Kasus dalam Pendekatan Kualitatif. Didaktik: Jurnal Ilmiah PGSD STKIP Subang, 10(4), 233–243. https://doi.org/10.36989/didaktik.v10i04.5181
Tohari, M., Faqihudin, A., & Azzahra, A. S. N. (2024). Akomodasi Pelayanan Haji: Evaluasi terhadap Pelayanan pada Puncak Penyelenggaraan Haji 2023 di Arab Saudi. Jurnal Ilmiah Nusantara, 1(4), 959–973. https://doi.org/10.61722/jinu.v1i4.2082
Wahono, P., Handaru, A. W., Ilhamalimy, R. R., Sihotang, D. S., Nurranto, H., Abdullah, M. A. F., Hanny, R., Cholifah, F., Juanna, A., Fadillah, Fitriani, Y., Hermansyah, Hubeis, M. A., Haykal, A. P., & Reztrianti, D. (2025). Strategic marketing: Concepts, theories, and applications for studies in management. PT Kimhsafi Alung Cipta.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Pemasaran jasa: Integrasi fokus pelanggan di seluruh perusahaan. Erlangga.