Strategi Pemasaran Dalam Menarik Minat Berumrah di PT Putra Duta Wisata Palembang

Abstract

This study aims to determine the marketing strategy implemented by PT Putra Duta Wisata Palembang to attract public interest in performing the Umrah pilgrimage. Increasing competition among Umrah travel agencies requires companies to have an appropriate, effective marketing strategy that is in line with market needs. This study uses a qualitative approach with descriptive methods, where data is obtained through direct interviews with the company, observation, and documentation. The results show that PT Putra Duta Wisata Palembang implements a marketing mix that includes product, price, place, promotion, people, process, and physical evidence in an integrated manner. Promotional strategies are the main factor driving increased public interest, especially through social media, congregation testimonials, and religious counseling by the supervising ustaz. In addition, competitive prices and excellent service are also attractive to prospective pilgrims. This study concludes that the right marketing strategy can have a significant influence on public interest in choosing PT Putra Duta Wisata Palembang's Umrah services.