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All Journal Jurnal Ilmu Komunikasi dan Sosial Politik
Hasril Atieq Pohan
Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Raden Fatah Palembang
Environmental Science Library & Information Science

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Strategi Branding dan Promosi dalam Menarik Jamaah Umroh di PT Dzaki Anugerah Wisata Palembang Abdillah Destariansyah; Hasril Atieq Pohan; Bela Janare Putra
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i4.4377

Abstract

This study aims to identify the branding and promotional strategies implemented by PT Dzaki Anugerah Wisata Palembang in attracting prospective Umrah pilgrims, as well as to examine the supporting and inhibiting factors in their implementation. This research employs a qualitative method with a descriptive approach. Data collection techniques include interviews, observations, and documentation. The results indicate that the branding strategy applied by PT Dzaki Anugerah Wisata Palembang is carried out through the development of a consistent brand identity, professional services, and the establishment of trust among pilgrims through safe and comfortable worship experiences. The utilization of social media platforms such as Instagram and WhatsApp, as well as recommendations from previous pilgrims (word of mouth), also strengthens the company’s brand awareness and image. Meanwhile, the promotional strategy is implemented through the use of a promotional mix, including digital advertising, sales promotions such as discounts and flexible payment options, personal selling through direct communication with prospective pilgrims, and public relations activities such as religious gatherings and collaborations with religious leaders. These strategies have been effective in increasing public interest and trust in the Umrah services offered. However, the company still faces several challenges, such as competition among Umrah travel agencies and the inability to fully achieve the targeted number of pilgrims.
Analisis Pengelolaan Kegiatan Keagamaan Pasca Revitalisasi di Islamic Center Kota Prabumulih Reva Alvira; Hasril Atieq Pohan; Emi Puspita Dewi
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i4.4467

Abstract

This study aims to examine the perceptions of students from the Da’wah Management Study Program at UIN Raden Fatah Palembang toward the preaching (da’wah) delivered by Denis Lim. His preaching style is widely recognized as relaxed, communicative, and closely connected to younger audiences, making it an interesting subject of study from the perspective of da’wah students. This research employs a qualitative approach with a descriptive method. Data were collected through interviews, observations, and documentation involving students who have followed or are familiar with Denis Lim’s preaching. The results indicate that most students have a positive perception of his da’wah, particularly in terms of its clarity, simplicity of language, and ability to relate religious messages to everyday life. However, some students expressed critical views regarding the depth of the material and the tendency toward oversimplification. Overall, Denis Lim’s da’wah is perceived as effective in engaging younger audiences and has the potential to serve as a contemporary model of da’wah in the digital era.
Co-Authors Abdillah Destariansyah Bela Janare Putra Emi Puspita Dewi Reva Alvira