STRATEGI PUBLIC RELATION DALAM MENARIK MINAT CALON JAMAAH UMRAH DI PT. ASSA DUTA WISATA BANDAR LAMPUNG

INDI, AFRIYANI (2025) STRATEGI PUBLIC RELATION DALAM MENARIK MINAT CALON JAMAAH UMRAH DI PT. ASSA DUTA WISATA BANDAR LAMPUNG. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Ibadan haji dan umrah adalah salah satu ibadah yang diwajibkan bagi setiap orang muslim yang mampu. PT. Assa Duta Wisata termasuk salah satu biro travel umrah yang sudah banyak diminati dan dipercaya oleh para calon jamaah umrah. Pasalnya setiap tahun terus menerus mengalami kenaikan yang signifikan dari calon jamaah umrah yang mendaftar. Hal itu menandakan bahwa strategi public relations yang dilakukan cukup berhasil untuk menarik minat calon jamaah. Maka dari itu, tujuan dari penelitian ini untuk mengetahui strategi public relation di PT. Assa Duta Wisata Bandar Lampung dalam menarik minat calon jamaah umrah serta untuk mengetahui fungsi dari public relations PT. Assa Duta Wisata. Penelitian ini menggunakan metode penelitian kualitatif dengan jenis penelitian lapangan (field research) dengan sifat penelitian deskriptif kualitatif. Adapun teknik pengumpulan data yaitu wawancara, observasi dan dokumentasi. Hasil dari penelitian ini menunjukkan bahwa strategi yang dilakukan oleh public relations PT. Assa Duta Wisata dalam menarik minat calon jamaah umrah yakni diantaranya, Publikasi: mempublis segala bentuk informasi, gagasan atau ide kepada khalayak melalui media sosial seperti instagram, tik tok dan facebook. Event: membuat sebuah program atau kegiatan rutin yaitu kegiatan majelis syi‟ar dan praktik manasik umrah. News: memberitakan segala bentuk kegiatan, prestasi dan program seperti kegiatan PT. Assa Duta Wisata. Corporate identity: memberikan pelayanan, sarana dan pra sarana serta fasilitas yang dapat memuaskan jamaahnya. Community involvement: berhubungan baik dengan sesama komunitas travel umrah. Lobbying and negotiation: bekerjasama dengan beberapa lembaga atau perusahaan seperti maskapai garuda, hotel-hotel yang berbintang di Arab Saudi, pihak kesehatan, pihak bank dan lain-lain. Social responsibility/Corporate social responsibility (CSR) : memberikan sumbangan ke beberapa pondok pesantren serta mempunyai agen atau mitra yang berada di dalam maupun luar Provinsi Lampung. Dari ketujuh strategi public relations diatas yang paling dominan dalam menarik minat masyarakat yaitu strategi event (acara) dan Social responsibility/Corporate social responsibility (CSR). Sedangkan terkait fungsi public relations terdapat 2 jenis yaitu fungsi konstruktif dan korektif. Fungsi konstruktif berfokus pada upaya pencegahan dan pembangunan hubungan jangka panjang, sementara fungsi korektif berfokus pada penyelesaian masalah dan perbaikan berdasarkan feedback yang diterima. Kata Kunci : Strategi Public Relations, Fungsi Public Relations, PT. Assa Duta Wisata.ABSTRACT The Hajj and Umrah pilgrimage is one of the obligatory worship for every Muslim who is able. PT. Assa Duta Wisata is one of the Umrah travel agencies that has been widely sought after and trusted by prospective Umrah pilgrims. The reason is that every year there has been a significant increase in the number of prospective Umrah pilgrims who register. This indicates that the public relations strategy carried out is quite successful in attracting the interest of prospective pilgrims. Therefore, the purpose of this study is to determine the public relations strategy at PT. Assa Duta Wisata Bandar Lampung in attracting the interest of prospective Umrah pilgrims and to determine the function of PT. Assa Duta Wisata public relations.This research uses qualitative research methods with field research with qualitative descriptive research characteristics. The data collection techniques are interviews, observation and documentation. The results of this study indicate that the strategies carried out by public relations of PT. Assa Duta Wisata in attracting the interest of prospective Umrah pilgrims include, Publication: publishing all forms of information, ideas or ideas to the public through social media such as Instagram, TikTok and Facebook. Event: creating a program or routine activity, namely the activities of the Syi'ar assembly and the practice of Umrah manasik. News: reporting all forms of activities, achievements and programs such as the activities of PT. Assa Duta Wisata. Corporate identity: providing services, facilities and infrastructure as well as facilities that can satisfy its congregation. Community involvement: having good relations with fellow Umrah travel communities. Lobbying and negotiation: collaborating with several institutions or companies such as Garuda Airlines, starred hotels in Saudi Arabia, health services, banks and others. Social responsibility/Corporate social responsibility (CSR): providing donations to several Islamic boarding schools and having agents or partners located inside and outside Lampung Province.Of the seven public relations strategies above, the most dominant in attracting public interest are the event strategy and social responsibility/corporate social responsibility (CSR). Meanwhile, regarding the public relations function, there are 2 types, namely constructive and corrective functions. The constructive function focuses on prevention efforts and building long-term relationships, while the corrective function focuses on solving problems and making improvements based on the feedback received. Keywords: Public Relations Strategy, Public Relations Function, PT. Assa Duta Wisata.

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