<![CDATA[Purpose: Trust is a crucial factor in the umrah travel business, as prospective pilgrims rely heavily on credibility and reliable information before making decisions. In the digital era, Instagram has become a crucial platform for Umrah travel agencies to engage with their audience. This study aims to analyze how community engagement through Instagram contributes to building trust among prospective Umrah pilgrims, with a focus on the Instagram account of Hudaya Safari. Methodology: This study uses a qualitative case study approach. The data were collected from Hudaya Safari's Instagram content, including posts, captions, comments, testimonials, and highlights. The data were analyzed using qualitative content analysis to identify patterns of engagement and communication strategies used by the travel agency. Results: The findings indicate that community engagement is built through various forms of interaction such as religious educational content, pilgrimage information, testimonials, and responsive communication. Hudaya Safari also integrates religious values and community-based activities, such as public religious gatherings and post-umrah guidance, which strengthen emotional connection and credibility. These engagement strategies contribute significantly to building trust among prospective pilgrims. Applications/Originality/Value: This study provides insight into how Instagram-based community engagement can be effectively utilized in the umrah travel industry. It highlights the role of religious content, testimonials, and continuous interaction in strengthening trust and long-term relationships with prospective pilgrims, offering practical implications for digital communication strategies in service-based religious tourism.]]>
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