MARKETING STRATEGY FOR UMRAH PRODUCTS AT NOOR ABIKA SMART UMRAH TRAVEL TASIKMALAYA

Abstract

This study uses the theory put forward by Kotler and Keller regarding the marketing mix which is divided into 7P (product, promotion, price, place, people, process, and physical evidence) to discuss the marketing strategy for Umrah products on Travel Smart Umrah Tasikmalaya. This study aims to reveal the marketing strategy used by Noor Abika Travel Smarts Umrah to increase the number of pilgrims. This research is a qualitative descriptive research or field research, which uses primary and secondary data sources. The method used to collect data is using observation, interviews, and documentation. Based on research conducted, Noor Abika Travel Smarts Umrah Tasikmalaya's marketing strategy to increase the number of pilgrims uses two ways, namely by placing advertisements on all social media and going directly to prospective pilgrims and distributing brochures through Noor Abika Travel Smarts Umrah's official partners. In addition, through the ta'lim assembly, partnering with agencies, offering a bailout payment system, and prioritizing services for pilgrims.