Analysis of Umrah Pilgrimage Service Strategies in Building a Positive Image at PT. Asyesa Hasanah Tour & Travel West Sumatra

Nurkholijah Hasibuan*    -  Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi, Indonesia
Rahmi Rahmi  -  Universitas Islam Negeri Sjech M.Djamil Djambek Bukittinggi, Indonesia

(*) Corresponding Author
DOI: 10.1234/mz.v3i1.14965

The background of this research is the large number of hajj and umrah travel agencies that have been established in West Sumatra which has led to a high level of competition. Besides, there has been a decrease in the number of pilgrims due to Covid-19 and a lack of human resources (HR) at PT. Asyesa Hasanah Tour & Travel West Sumatra, causing a lack of effectiveness in providing services to pilgrims. The purpose of this study is to determine the umrah pilgrims' service strategy in building a positive image at PT. Asyesa Hasanah Tour& Travel West Sumatra. This study used a qualitative descriptive research method by collecting data using observation, interviews, and documentation. The results of this study indicate that the service strategy carried out by PT. Asyesa Hasanah Tour & Travel West Sumatra for Umrah pilgrims is to provide the best possible service starting from their homeland, Saudi Arabia to returning to their homeland, establish cooperation with other companies, establish a relationship with pilgrims, and provide guaranteed accommodation, transportation and the best prices. Meanwhile, the efforts made by PT. Asyesa Hasanah Tour & Travel West Sumatra to build a positive image are by forming a pilgrim alumni association, branding personnel within the company, and making promotions honestly.

Keywords: Strategy; Service; Image

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Munazzama: Journal of Islamic Management and Pilgrimage
Published by Department of Islamic Management and Pilgrimage (MD-MHU)
Faculty of Da'wa and Communication UIN Walisongo Semarang
Jl Prof. Dr. Hamka Kampus III Ngaliyan Semarang 50185
Phone: +62 857-4001-1198 (Kurnia Muhajarah)
Website: https://fakdakom.walisongo.ac.id/

ISSN: 2808-7577  (Print)
ISSN: 2808-7496  (electronic/online version)


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