<![CDATA[The background of this research is the large number of hajj and umrah travel agencies that have been established in West Sumatra which has led to a high level of competition. Besides, there has been a decrease in the number of pilgrims due to Covid-19 and a lack of human resources (HR) at PT. Asyesa Hasanah Tour & Travel West Sumatra, causing a lack of effectiveness in providing services to pilgrims. The purpose of this study is to determine the umrah pilgrims' service strategy in building a positive image at PT. Asyesa Hasanah Tour& Travel West Sumatra. This study used a qualitative descriptive research method by collecting data using observation, interviews, and documentation. The results of this study indicate that the service strategy carried out by PT. Asyesa Hasanah Tour & Travel West Sumatra for Umrah pilgrims is to provide the best possible service starting from their homeland, Saudi Arabia to returning to their homeland, establish cooperation with other companies, establish a relationship with pilgrims, and provide guaranteed accommodation, transportation and the best prices. Meanwhile, the efforts made by PT. Asyesa Hasanah Tour & Travel West Sumatra to build a positive image are by forming a pilgrim alumni association, branding personnel within the company, and making promotions honestly.]]>
Copyrights © 2023
