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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Tawazun: Jurnal Pendidikan Islam JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Pendidikan dan Konseling Jurnal Syntax Transformation Jurnal Multidisiplin West Science Jurnal Pengabdian West Science
Hikmat Purnama
Sekolah Tinggi Agama Islam (STAI ) Sukabumi Jawa Barat, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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STRATEGI DIGITAL MARKETING UNTUK MENINGKATKAN KEPUASAN JAMA'AH UMROH DI ALMAIDA TOUR & TRAVEL, SUKABUMI Hikmat Purnama; Sahny Fitria Handini; Ilham Tajul Akbar; Imam Naufal Saifuddin
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.46231

Abstract

The role of digital marketing in the Umrah travel industry is growing steadily alongside the expansion of the middle class, rising religious devotion among the public, and technological advancements. This study aims to analyze digital marketing strategies for enhancing the satisfaction of Umrah pilgrims at Almaida Tour & Travel in Sukabumi. The research employs a descriptive qualitative approach, utilizing data collection techniques such as observation, interviews, and document analysis. Data analysis was conducted through the stages of data reduction, data presentation, and drawing conclusions. The results indicate that Almaida Tour & Travel’s digital marketing strategies are implemented through the integration of various digital channels, namely a website, social media (Instagram and TikTok), video marketing, and WhatsApp Group-based communication. The website serves as an information hub and conversion point, offering convenience and transparency in services; social media functions as a platform to build interaction and trust through visual content and testimonials; while video marketing plays a role in reinforcing the emotional and spiritual aspects of the pilgrims. Meanwhile, WhatsApp Groups function as a direct communication medium that enhances responsiveness and service intimacy. Additionally, the application of the Segmentation, Targeting, and Positioning (STP) strategy demonstrates alignment between market characteristics, target consumers, and the brand image built by the company.
Co-Authors Agustin, Eki Dewajanti, M. Zeni Dikrillah Dikrillah Dikrillah, Dikrillah Eki Agustin Farhan Fauzi Farid Abdul Malik Fauzi, Farhan Ilham Tajul Akbar Imam Naufal Saifuddin Jimatul Arrobi Malik, Farid Abdul Muhamad Darusalam Neng Siti Qomariyah Nurlatipah Nurlatipah Nurlatipah, Nurlatipah Permana, Galih Pratiwi, Wina Nurlani Qomariyah, Neng Siti Sahny Fitria Handini Wina Nurlani Pratiwi