DIGITAL MARKETING INNOVATION IN INCREASING THE APPEAL OF PROSPECTIVE HAJJ PILGRIMS AT PT NUR HARAMAIN MULIA PROBOLINGGO

Abstract

Marketing strategy is very important because it can help realize company goals, face competition, and provide sustainable customer satisfaction. sustainable customer satisfaction. The number of people interested in implementing Hajj and Umrah increases every year, as can be seen from the departure quota or the increasingly long waiting period. or the waiting period is getting longer. This is because the number of Hajj enthusiasts increases every year, which results in longer waiting times. Primary and secondary data are used in this research, which is a type of descriptive qualitative research method that seeks data directly in the field. field. Observation, interviews, and direct documentation from the field are primary data sources, and secondary data comes from literature and other readings related to the research. PT Nur Haramain Mulia has used digital marketing technology to increase the interest of prospective pilgrims. digital marketing technology to increase the interest of prospective pilgrims by using social media, mobile applications, and digital advertising. Although expanding the reach successful, issues such as limited access to technology still need to be addressed. For the strategy to remain relevant, continuous adaptation is required. By using new technologies for digital marketing, PT Nur Haramain Mulia managed to attract more prospective pilgrims. The use of digital advertising, mobile apps, and social media expanded the market and made access to information easier. information. However, issues such as limited access to technology for certain groups certain groups still need to be addressed. Success in the face of market dynamics requires an ever-changing and flexible digital marketing strategy