Strategi Pemasaran Umrah Dalam Meningkatkan Jumlah Jamaah di PT. Faza Atama Semesta

Abstract

This research is entitled: "Umrah Marketing Strategy in Increasing the Number of
Pilgrims at PT. Atama Phase of the Universe”. The issues discussed in this thesis are:
What are the marketing strategies for increasing the number of Hajj and Umrah
pilgrims at PT Faza Atama Semesta as well as supporting and inhibiting factors in
increasing the number of Hajj and Umrah pilgrims. The objectives of this research are:
To determine marketing strategies in increasing the number of Hajj and Umrah pilgrims
at PT Faza Atama Semesta and to determine the supporting and inhibiting factors in
increasing the number of Hajj and Umrah pilgrims. This research uses qualitative
research. The data collection technique in this research uses interview, observation and
documentation methods. The theory used in this research is the theory of Philip Kotler.
The data analysis technique used in this research is the technique from Miles and
Huberman, namely data reduction, data presentation and drawing conclusions. The
research results show that the marketing strategy activities carried out by PT. Faza
Atama Semesta in increasing the number of congregations has been implemented well.
The implementation of marketing strategy activities is carried out well by using a
marketing mix, namely: product, price, promotion and place. Marketing strategy
planning has several conditions that must be met by a company to be successful in facing
competition. This requirement is by trying to achieve a company goal by retaining
customers. This means that the company must be able to satisfy and provide what its
customers need and want beyond what its competitors provide, while to increase
customers the company must be able to read every opportunity that exists through
marketing strategies to get new customers.