<![CDATA[The development of social media has transformed the patterns of information dissemination and religious learning in society, including in Umrah education. This study aims to analyze the utilization of social media as a medium for religious education in enhancing the literacy and interest of prospective Umrah pilgrims in Palembang City. The study employs a qualitative approach using a case study method across three Umrah travel agencies: PT Payung Madinah, PT Fatih Muliya Bersama, and PT Baitussalam Sako Mandiri. The research was conducted in Palembang City, with data collection taking place from January to April 2026. Research informants were selected using purposive sampling and included 12 participants comprising umrah travel agency managers, social media administrators, as well as prospective and current umrah pilgrims who actively obtain information through social media. Data was obtained through in-depth interviews, observation, and documentation, then analyzed using data reduction, data presentation, and conclusion-drawing techniques. The results of the study indicate that social media serves not only as a promotional medium but also as a tool for religious education through the dissemination of information regarding the procedures for performing the Umrah pilgrimage, manasik (ritual practices), religious tourism, pilgrim testimonials, and relevant Islamic content. The use of digital platforms such as Instagram, Facebook, WhatsApp, and YouTube can improve access to information, strengthen prospective pilgrims’ Umrah literacy, and build public trust and interest in performing the Umrah pilgrimage. However, the effectiveness of social media utilization is still influenced by the quality of educational content, the consistency of digital platform management, and the digital literacy skills of travel agency managers. The contribution of this research lies in the development of a social media-based religious education perspective as a form of non-formal religious learning that can improve the public’s literacy and interest in the Umrah pilgrimage, while also expanding the study of digital technology utilization in religious education in the era of digital transformation.]]>
