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All Journal Sharia Economic and Management Business Journal (SEMBJ) Student Journal of Business and Management (SJBM)
Ertama, Rizka
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Religion Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Other

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Strategi Manajemen Pemasaran Paket Umrah Era New Normal Tri Suhesti, Deni; Firda Amalia, Nisha; Ertama, Rizka
Sharia Economic and Management Business Journal (SEMBJ) Vol. 2 No. 1 (2021): February
Publisher : Yayasan Darussalam Bengkulu

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Abstract

Tujuan dari penelitian ini adalah memberikan gambaran penerapan strategi manajemen pemasaran paket umrah di biro perjalanan yang ada di kota Bengkulu pada kondisi New Normal dalam mempertahankan kelangsungan perusahaan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi pada penyelenggara umrah yang ada di kota Bengkulu. Teknik pengumpulan data dilakukan dengan teknik observasi, wawancara, dokumentasi dan studi pustaka. Data yang dianalisis adalah hasil wawancara dengan manajer marketing pada penyelenggara umrah di kota Bengkulu. Teknik analisis data yaitu dengan cara deskriptif kualitatif, yaitu dengan cara mengumpulkan, mengolah, menganalisis dan menyajikan data. , paket umrah, New Normal. Proses penentuan produk paket umrah era new normal melihat target pasar, kelayakan produk, kekuatan perusahaan dalam penyelenggaraan produk, produk bisa meingkatkan ibadah jamaah, dan produk konsorsium. Harga di lihat dari fasilitas yang didapat oleh Jemaah, semakin mahal harga paket maka fasilitas yang didapat semakin lengkap. Tempat/lokasi perusahaan mudah dijangkau oleh masyarakat, dalam kondisi new normal lokasi perusahaan banyak berpindah pada media sosial. Sistem promosi yang dilakukan menggunakan media sosial, door to door, dan training travel agen.
Segmentation of Religious Tourists (Study Of the Interests of Prospective Umrah Pilgrimages in Bengkulu to Choose Umrah Plus Package) Ertama, Rizka
Student Journal of Business and Management Vol. 8 No. 1 (2025)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/sjbm.v8i1.45161

Abstract

Absract: This study aims to analyze the segmentation of religious tourists in seeing the interest of prospective Umrah pilgrims who want to perform worship with the Umrah Plus Package, and identify the motivation of Umrah Plus pilgrims who want to perform worship with that package. This study uses a qualitative research methodology with data collection methods, namely by observation, interviews and documentation. The study was conducted with two parties, the first study was conducted with 5 travel agents as service providers, and 10 people from pilgrims who had departed with Umrah Plus and also pilgrims who had not/would depart for Umrah Plus. The results of this study state that there are 4 segments of religious tourists of Umrah plus pilgrims in Bengkulu: (geographic) segmentation of pilgrims from cities is greater than pilgrims from rural areas. (demographic) segmentation of age range (30-50) years, gender is more female, middle to upper income and social class that has the same economy. (geodemographic) segmentation of pilgrims from Bengkulu city with a background of work, income and higher education. (psychographic) segmentation or lifestyle of pilgrims who have a religious lifestyle supported by physical, financial and high willingness abilities. Based on motivation factor, it is known that there are several factors that determine the congregation or prospective pilgrims want to perform Umrah plus worship namely, spiritual or carrying out worship, increasing knowledge, traveling, culture. Keyword: Religious Tourist Segmentation, Umrah Plus Packages, Worship Motivation, Travel Agent.
Co-Authors Firda Amalia, Nisha Tri Suhesti, Deni