<![CDATA[The growth of the umrah travel industry in Indonesia, particularly in the city of Payakumbuh, has given rise to competition among travel agencies to provide the best services to pilgrims. This study aims to identify how people's preferences in choosing umrah travel services in Payakumbuh City are based on various rational and emotional considerations. The method used is a qualitative approach with a descriptive research type. Data collection was conducted through observation, in-depth interviews, and documentation of 12 pilgrim informants and several travel agencies. The findings indicate that public preferences are significantly influenced by the factor of facility completeness, accounting for 34.4% with 11 informants, followed by the factor of trust (21.9%) with 7 informants, service quality (15.6%) with 5 informants, official permits from the Ministry of Religious Affairs and legality (6.2%) with 2 informants, reputation and track record (6.2%) with 2 informants, safety factors (6.2%), and price and budget with a percentage of (9.4%) with 3 informants. Of these findings, the most dominant factor in this study is the completeness of facilities, which underscores the importance of this study in determining the preferences of the community in choosing umrah travel services in Payakumbuh City as a major consideration for the community and in order to continue to survive and compete. Therefore, travel agencies need to strive to improve the quality of their facilities, strengthen their trusted reputation, and uphold transparency in every service offered to the community and prospective pilgrims in Payakumbuh City.]]>
