MANAJEMEN STRATEGI BIRO HAJI DAN UMROH DALAM MENINGKATKAN CALON JAMAAH KELOMPOK BIMBINGAN IBADAH HAJI DAN UMRAH AL-IKHWAN AL- HAKIM

SERA, WATI (2026) MANAJEMEN STRATEGI BIRO HAJI DAN UMROH DALAM MENINGKATKAN CALON JAMAAH KELOMPOK BIMBINGAN IBADAH HAJI DAN UMRAH AL-IKHWAN AL- HAKIM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Strategi promosi yang efektif menjadi faktor penting dalam meningkatkan minat calon jamaah pada biro haji dan umrah, karena berperan dalam membangun kepercayaan serta menarik perhatian masyarakat terhadap layanan yang ditawarkan. Hal ini menjadi semakin penting di tengah persaingan antar biro haji dan umrah yang semakin ketat, sehingga setiap lembaga dituntut untuk mampu merancang strategi promosi yang tidak hanya informatif, tetapi juga meyakinkan dan sesuai dengan kebutuhan calon jamaah. Penelitian ini dilatarbelakangi oleh masih rendahnya kepercayaan dan minat sebagian masyarakat dalam memilih biro haji dan umrah akibat maraknya kasus ketidaktransparanan layanan serta ketidaksesuaian antara biaya dan kualitas pelayanan yang diterima. Di sisi lain, terdapat peluang besar bagi lembaga seperti KBIH untuk meningkatkan jumlah calon jamaah melalui penerapan strategi promosi yang tepat, khususnya dengan mengedepankan nilai kepercayaan, keterbukaan, dan pendekatan spiritual yang sesuai dengan karakteristik masyarakat religius. Namun, terdapat kesenjangan (gap) antara konsep strategi pemasaran jasa yang ideal dengan praktik di lapangan. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi manajemen strategi promosi yang diterapkan oleh KBIH Al-Ikhwan AlHakim dalam meningkatkan minat calon jamaah melalui pendekatan marketing mix 7P yang meliputi product, price, place, promotion, people, process dan physical evidence. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi, dengan lima informan yang terdiri dari pengelola KBIH, staf administrasi, serta jamaah haji yang telah berangkat. Hasil penelitian menunjukkan bahwa strategi yang diterapkan oleh KBIH Al-Ikhwan Al-Hakim telah berjalan secara sistematis melalui tahapan formulasi strategi, implementasi strategi, serta evaluasi dan pengendalian. Strategi tersebut diwujudkan melalui penerapan konsep bauran pemasaran (marketing mix) 7P yang meliputi product, price, place, promotion, dan physical evidence. Kualitas layanan bimbingan, penetapan biaya yang wajar, kemudahan akses layanan, serta promosi berbasis kepercayaan dan pengalaman jamaah, termasuk melalui word of mouth (promosi dari mulut ke mulut), terbukti efektif dalam menarik minat calon jamaah. ABSTRACT Effective promotional strategies are a key factor in increasing prospective pilgrims’ interest in Hajj and Umrah agencies, as they play a role in building trust and attracting public attention to the services offered. This has become increasingly important amid intensifying competition among Hajj and Umrah agencies, requiring each agency to design promotional strategies that are not only informative but also persuasive and tailored to the needs of prospective pilgrims. This study is motivated by the still-low levels of trust and interest among some members of the public in selecting Hajj and Umrah agencies, due to the prevalence of cases involving a lack of transparency in services and a mismatch between costs and the quality of service received. On the other hand, there is a significant opportunity for agencies such as KBIH to increase the number of prospective pilgrims through the implementation of appropriate promotional strategies, particularly by emphasizing the values of trust, openness, and a spiritual approach that aligns with the characteristics of a religious community. However, there is a gap between the ideal concept of service marketing strategies and actual practices in the field. Therefore, this study aims to identify the promotional strategy management implemented by KBIH Al-Ikhwan AlHakim in increasing the interest of prospective pilgrims through the 7P marketing mix approach, which includes product, price, place, promotion, people, process, and physical evidence. This study uses a qualitative approach with a descriptive method. Data collection techniques were conducted through observation, interviews, and documentation, involving five informants consisting of KBIH managers, administrative staff, and pilgrims who have already departed. The results of the study indicate that the strategies implemented by KBIH Al-Ikhwan Al-Hakim have been carried out systematically through the stages of strategy formulation, strategy implementation, as well as evaluation and control. These strategies were realized through the application of the 7P marketing mix concept, which includes product, price, place, promotion, and physical evidence. The quality of guidance services, reasonable pricing, ease of access to services, and promotion based on trust and the pilgrims’ experiences including through word of mouth proved effective in attracting prospective pilgrims.

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