STRATEGI BAURAN PEMASARAN JASA DALAM MENINGKATKAN JUMLAH JAMAAH UMRAH (Studi Kasus Pada PT. UGTMAS Tour and Travel Pasuruan)
DOI:
https://doi.org/10.29040/jie.v8i4.16166Abstract
The tourism industry, especially in Umrah travel services, has experienced significant development in recent decades. One of the companies that plays an important role in this industry is UGTMAS Tour and Travel. As an Umrah service provider that aims to continue to increase the number of Umrah pilgrims using its services. In this context, the marketing mix becomes crucial to study and optimize in order to achieve this goal. At this time, tourism growth is very rapid, as in Umrah travel tourism, it is necessary to know, while for Umrah, 2019 (Himpuh, 2023) This study uses a qualitative approach using the case study method to examine information on the marketing mix strategy of PT UGTMAS tour and travel. Data were collected through in-depth interviews with Informants such as the President Director, Operational Director, and Marketing and Equipment Staff. In addition, Field Observations and analysis of program documents were also carried out to obtain a comprehensive picture. Data were analyzed using Cresswell's Theory, Organizing and preparing data to be analyzed, Reading and viewing all data, Coding/marking all data, Using coding as material for creating descriptions, Connecting between themes, presenting and visualizing data. 3.1. Pilgrims' Decision in Choosing UGTMAS Tour and Travel Based on the results of the survey and interviews with pilgrims, there are several main factors that are considered in choosing UGTMAS Tour and Travel as an umrah service provider, namely: a) Affordable Prices The umrah package prices offered by UGTMAS are quite competitive compared to other travel agencies, with good service quality. In addition to offering a variety of products, UGTMAS is also known for setting umrah package prices that are quite affordable compared to other umrah travel agencies, but still maintaining good service quality. This competitive pricing strategy is one of the important factors that attracts prospective pilgrims. 3.2 Internal and External Factors that Influence the Implementation of Marketing Mix Strategy. Several internal factors that influence the implementation of UGTMAS' marketing mix strategy include: a) Human Resources (Quality and Quantity of Marketing Staff) Human resources are the main asset for service companies such as UGTMAS in implementing marketing strategies. The quality and quantity of marketing staff greatly influence the success of the implementation of the marketing mix. 3.3 Implementation of Current Marketing Mix Strategy at UGTMAS Tour and Travel Currently, UGTMAS has implemented the 7P marketing mix strategy quite comprehensively, although there is still room for improvement. The right service marketing mix strategy is very important for UGTMAS Tour and Travel in attracting potential Umrah pilgrims. The company needs to consider internal factors such as human resources and marketing budget, as well as external factors such as competition and technological developments. The implementation of 7P (product, price, place, promotion, people, process, and physical evidence) consistently and sustainably can increase the number of pilgrims using UGTMAS services. However, continuous improvement is also needed to face the ever-changing market dynamics.
References
Abdulaziz, M. D. (2020). Pengaruh Bauran Pemasaran Terhadap Permintaan Jasa Umroh Pt Bina Amanah Insan Mulia (Sas Tour & Travel) Cabang Tulungagung.
Adam, M. (2015). Manajemen Pemasaran Jasa: teori dan aplikasi.
Adhianti, A. A., & Herlinda, H. (2020). Strategi Komunikasi Pemasaran 7P Pengelola Museum Sejarah Jakarta Dalam Upaya Meningkatkan Daya Tarik Wisatawan Mancanegara. Scriptura, 10(1), 34-42.
Al-Habsyi, M. B. (1999). Fiqh Praktis I MeNoorut al-Quran, as-Sunnah, dan Pendapat Para Ulama, cet. I (Bandung, Mizan Pustaka).
Arifin, Z. (2018). Proses Penegakan Hukum Terhadap Pelaku Tindak Pidana Penipuan Dan Atau Penggelapan Berkedok Biro Jasa Ibadah Umroh Dengan Biaya Murah (Studi Kasus Pada Penyidik Sat Reskrim Polrestabes Semarang) (Doctoral dissertation, Fakultas Hukum UNISSULA).
Bakti, L. G. W. (2020). Strategi Manajemen Dalam Peningkatan Kualitas Pelayanan Ibadah Umroh Pt. Surya Citra Madani Yogyakarta Tahun 2018-2019 (Doctoral Dissertation, Uin Sunan Kalijaga Yogyakarta).
Baru, P., Ajar, T. S. P. K. D. B., & Islam, D. P. Ahmadi, Abu. 2005. Strategi Belajar Mengajar. Bandung: CV Pustaka Setia. Anwar, Rosihon. 2008. Akidah Akhlak. Bandung: CV Pustaka Setia. Arifin, Zainal. 2014. Penelitian Pendidikan Metode dan.
Basalamah, S. A. (2020). Strategi pemasaran jasa dalam meningkatkan jumlah nasabah PT. Bank Sulselbar Cabang Syariah Makassar. Jurnal Ekonomika, 4(1), 73-81.
Battour, M. &Ismail, M. N. (2016). Halal tourism: Concepts, practises, challenges and future. Tourism Management Perspectives, 19, 150–154.
Battour, M. et al.(2017). Islamic tourism: an empirical examination of travel motivation and satisfaction in Malaysia. Current Issues in Tourism, 20(1), 50-67.
Bogan, E. & Sarusik, M. (2019). Halal tourism: Conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87–96
Cahyani, S. Strategi Bauran Pemasaran Dalam Upaya Meningkatkan Jama’ah Umroh Millenial Untuk Berumroh Pada Pt. Kemang Nusantara Travel Bintaro (Bachelor's thesis, Fakultas Dakwah dan Ilmu Komunikasi Universitas Islam Negeri Syarif Hidayatullah Jakarta).
Carboni, M., Perelli, C., & Sistu, G. (2017). Developing tourism products in line with Islamic beliefs: some insights from Nabeul–Hammamet. The Journal of North African Studies, 22(1), 87-108.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Elgarhy, S. D., & Mohamed, L. M. (2022). The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 24(6), 782–805. https://doi.org/10.1080/1528008X.2022.2080148
Faridl, M., & Handrianto, B. (2007). Antar Aku Ke Tanah Suci. Gema Insani.
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa (strategi, mengukur kepuasan dan loyalitas pelanggan). Deepublish.
Gitosudarmo, Indriyo. (1994) Manajemen Pemasaran, Yogyakarta: BPFE
Gorontalo, S.A. (2020). The Effect of Marketing Mix Towards Decision of Muslim Consumers in Travelug.
Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, E., Sudarso, A., Purba, B., ... & Novela, V. (2021). Manajemen pemasaran jasa.
Handayani, T., & Fathoni, M. A. (2019). Buku Ajar Manajemen Pemasaran Islam. Deepublish.
Haque-Fawzi, M. G., Iskandar, A. S., Erlangga, H., & Sunarsi, D. (2022). STRATEGI PEMASARAN Konsep, Teori dan Implementasi. Pascal Books.
https://bmtmaslahah.co.id/, di akses pada 21 juli 2024.
Huda, N., Hudori, K., Fahlevi, R., Mazaya, D., & Sugiarti, D. (2017). Pemasaran Syariah: Terori & Aplikasi. Kencana.
Jafari, J.& Scott, N. (2014). Muslim world and its tourisms. Annals of Tourism Research. Annals of Tourism Research, 44(1),1–19.
Jarifin, A. (2019). 88 Strategi Bisnis Ala Rasulullah yang Tak Pernah Rugi. Araska Publisher.
Jauch, L. R., & Glueck, W. F. (1995). Strategi Management and Business Policy, dialihbahasakan oleh Murad, AR. Henry Sitanggang dan Herman Wibowo. Manajemen Strategis dan Kebijakan Perusahaan, Edisi Ketiga.
Juliana, J., Sahputra, N., & Harahap, A. (2022). Analisis Strategi Promosi Dalam Meningkatkan Jumlah Jamaah Umrah Pada Pt. Siar Haramain International Wisata Di Medan. Bisnis-Net Jurnal Ekonomi dan Bisnis. https://doi.org/10.46576/bn.v5i2.2773.
Kotler, P. (1964). Keputusan Bauran Pemasaran untuk Produk Baru. Jurnal Riset Pemasaran , 1, 43 - 49. https://doi.org/10.1177/002224376400100108 .
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran.
Kristiyanti, C. T. S. (2022). Hukum perlindungan konsumen. Sinar Grafika.
Kurniawan, H., Satria, A., & Suprayitno, G. (2016). Perancangan strategi bauran pemasaran untuk meningkatkan kepuasan dan loyalitas nasabah pembiayaan umrah. Jurnal Aplikasi Bisnis dan Manajemen (JABM), 2(1), 32-32.
Lydia, L., Handini, M. C., Gultom, R., Nababan, D., Martina, S. E., & Warouw, S. P. (2023). Strategi Bauran Pemasaran Jasa 7p (Product, Price, Place, Promotion, People, Process, Dan Physical Evidence). Jurnal Kesehatan Tambusai, 4(2), 1479-1499.
Ma’wa, S. J. (2022). Analisis Bauran Pemasaran Pada Travel Haji Dan Umrah Pt. Al Amsor Mubarakah Wisata Kota Kandangan.
Ma’wa, S. J. (2022). Analisis Bauran Pemasaran Pada Travel Haji Dan Umrah Pt. Al Amsor Mubarakah Wisata Kota Kandangan.
Masittha, N. (2018). Analisis Pengaruh Bauran Pemasaran Terhadap Persepsi Konsumen Dalam Memilih Biro Perjalanan Travel Umrah Pada PT. Mandiri Cemerlang Pekanbaru (Doctoral dissertation, Universitas Islam Riau).
Maxwell, J. A. (2012). Qualitative research design: An interactive approach. Sage publications.
Mohsin, A., Ramli, N.& Alkhulayfi, B. A. (2016). Halal tourism: Emerging opportunities. Tourism Management Perspectives,19,137–143.
Moleong, L. J. (2011). Metode Penelitian Kualitatif. PT. Remaja Rosdakarya.
Moleong, L. J. (2019). Metodologi penelitian kualitatif. PT Remaja Rosdakarya Bandung.
Muhajir, N. (2000). Metodologi Penelitian Kualitatif. Ombak.
Mulyana, M. (2019). Strategi Promosi dan Komunikasi.
Murdiyanto, E. (2020). Penelitian Kualitatif (Teori dan Aplikasi disertai contoh proposal).
Murdiyanto, E. (2020). Penelitian Kualitatif (Teori dan Aplikasi disertai contoh proposal).
Narbuko, C., & Achmadi, A. (2005). MetodePenelitian. Penerbit Bumi Aksara, Jakarta.
Narbuko, C., & Achmadi, A. (2005). MetodePenelitian. Penerbit Bumi Aksara, Jakarta.
Nasution, A. (2002). Hukum perlindungan konsumen: Suatu pengantar. (No Title).
Nurfauzia, V., & Fikriyah, K. (2020). Implementasi Strategi Pemsaran Pada Biro Perjalanan Umrah Dalam Perspektif Pemasaran Syariah. Jurnal Ekonomika dan Bisnis Islam. https://doi.org/10.26740/jekobi.v3n2.p82-95.
Othman, B., Harun, A., & Nazeer, S. (2018). Permasalahan dan Tantangan yang Dihadapi Agen Perjalanan Umroh Malaysia dalam Memberikan Pelayanan Bauran Pemasaran yang Unggul kepada Jemaah Umrah. Jurnal Penelitian Ilmu Sosial . https://doi.org/10.32861/jssr.spi12.611.618.
Othman, B., Harun, A., Almeida, N., & Sadq, Z. (2020). Pengaruhnya terhadap kepuasan pelanggan dan loyalitas pelanggan dengan mengintegrasikan komunikasi pemasaran dan layanan purna jual ke dalam model bauran pemasaran tradisional layanan perjalanan umrah di Malaysia. Jurnal Pemasaran Islam . https://doi.org/10.1108/jima-09-2019-0198.
Prabowo, H. (2018). MUI: Destinasi Wisata Halal Jaga Tujuan Wisata Sesuai Syariat
Prawirosentono, S., & Primasari, D. (2022). Manajemen Stratejik & Pengambilan Keputusan Korporasi (Strategic Management & Corporate Decision Making). Bumi Aksara.
Pribadi, H. M. (2010). Panduan Ibadah Haji dan Umrah. Deepublish.
Putri, N. M. (2023). Implementasi Strategi Bauran Pemasaran Jasa Travel Haji dan Umrah pada PT. Ipah Mandiri Utama.
Putriana, R. (2019). Analisis Masyarakat Muslim dan Non Muslim Terhadap Kesiapan Destinasi Wisata Syariah di Kota Pekan Baru dan Padang. Jurnal Al-Iqtishad,15(2),216-245.
Qonitah, A., & Nugraha, D. (2021). Analisis Strategi Pemasaran Produk Pariwisata di PT. Perjalanan Almin Ahsan. Jurnal Kajian Pariwisata dan Kebijakan Indonesia . https://doi.org/10.7454/jitps.v6i1.268.
Rangkuti, F. (1998). Analisis SWOT teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Rangkuti, Rangkuti. (2006). Analisis Swot Teknik Membedah Kasus Bisnis: Reorientasi Konsep Perencanaan Strategis untuk Menghadapi Abad 21. Jakarta: Gramedia Pustaka Utama.
Reza, V. (2020). Pariwisata Halal Dalam Pengembangan Ekonomi Indonesia. Jurnal An-Nahl, 7(2), 106-112.
Rohimat, A., & Sudrajat, B. (2023). Strategi Pelayanan Tour Leader Biro Haji dan Umroh Untuk Meningkatkan Reapeat Order Calon Jamaah Pada PT. Impressa Media Wisata. An-Nawa: Jurnal Studi Islam, 5(2), 149-160.
Rohimat, A., & Sudrajat, B. (2023). Strategi Pelayanan Tour Leader Biro Haji dan Umroh Untuk Meningkatkan Reapeat Order Calon Jamaah Pada PT. Impressa Media Wisata. An-Nawa: Jurnal Studi Islam, 5(2), 149-160.
Rosmika, t. E. (2016). Pengaruh strategi bauran pemasaran jasa terhadap keputusan penggunaan jasa penjualan tiket pada pt. Azkel prima utamamedan. Jurnal akuntansi dan bisnis: jurnal program studi akuntansi, 2(2).
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Setiawan, R., Pandu, D. D., Zetira, C. T., & Azahra, S. D. (2023). Legal Protection for Consumers at the Medan Oil Palm Research Center (PPKS). Formosa Journal of Multidisciplinary Research, 2(6), 1119-1130.
Sugiono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Supratikno, H. (2000). Advenced Strategic, Manajemen Basic to Basic Approach.
Susanto, A. D. (2017). Strategi Bauran Pemasaran Produk Umroh Dalam Upaya Meningkatkan Jumlah Jamaah Pada PT. Paramuda Travel Ciputat (Bachelor's thesis, Fakultas Ilmu Dakwah dan Ilmu Komunikasi Universitas Islam Negeri Syarif Hidayatullah Jakarta).
Syakir, M., & Kertajaya, H. (2006). Syariah Marketing. Bandung: Mizan Pustaka, 12.
Tan, C. C. (2018). An advanced strategic management text: A research-oriented approach. India: IMRF Publication House.
Todorova, G. (2019). Bauran komunikasi pemasaran. Pemasaran… adalah ilmu kreatif . https://doi.org/10.15547/TJS.2015.S.01.063 .
Umar, H. (2001). Strategic management in action. Gramedia Pustaka Utama.
Varadarajan, R. (2010). Pemasaran strategis dan strategi pemasaran: domain, definisi, isu mendasar dan premis dasar. Jurnal Akademi Ilmu Pemasaran , 38, 119-140. https://doi.org/10.1007/S11747-009-0176-7 .
Vellas, F., & Bécherel, L. (Eds.). (2008). Pemasaran Pariwisata Internasional: Sebuah Pendekatan Strategis. Yayasan Pustaka Obor Indonesia.
Xiao, P., Tang, C., & Wirtz, J. (2011). Mengoptimalkan program penghargaan rujukan berdasarkan pertimbangan manajemen kesan. Eur. J. Oper. Res. , 215, 730-739. https://doi.org/10.1016/j.ejor.2011.05.042 .
Sari, N. (2012). Manajemen Marketing (Pemasaran) Produk Jasa Keuangan Perbankan dalam Perspektif Islam. Media Syari'ah: Wahana Kajian Hukum Islam dan Pranata Sosial, 14(2), 199-212.
Rizal, M., & Ratnawati, I. (2012). Pengaruh Budaya Organisasi Dan Kepuasan Kerja Terhadap Kinerja Karyawan (Studi Pada Rumah Sakit Panti Wilasa “Citarum†Kota Semarang) (Doctoral dissertation, Fakultas Ekonomika dan Bisnis).
