Strategi Pemasaran PT. Muhibbah Mulia Wisata Travel Haji dan Umroh Pekanbaru Pasca Pandemi Covid-19

Shofa, Ghaitsa Zahira (2025) Strategi Pemasaran PT. Muhibbah Mulia Wisata Travel Haji dan Umroh Pekanbaru Pasca Pandemi Covid-19. Other thesis, Universitas Islam Riau.

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Abstract

This study was motivated by the government’s policy to cancel the departure of hajj and umrah pilgrims caused by the Covid-19 pandemic. This had forced many hajj and umrah travel agencies to find other strategies so that their companies could survive during the Covid-19 pandemic. This study aimed to investigate the marketing strategies of PT Muhibbah Mulia Wisata hajj and umrah travel of Pekanbaru post the Covid-19 pandemic. The type of the study was field research conducted with a qualitative descriptive method. The data sources of the study were primary data and secondary data. The data collection techniques of the study were observation, interviews and documentation. The data analysis techniques of the study were conducted through the stages of data reduction, data display and drawing conclusions. Based on the results of the study, it can be concluded that the marketing strategies of PT Muhibbah Mulia Wisata had changed before and after the Covid-19 pandemic. The marketing strategies of PT Muhibbah Mulia Wisata post the Covid-19 pandemic were: First, a strategy for offering a variety of products; Second, pricing strategy, by considering the quality of the travel package; Third, location strategy, namely a strategic location; Fourth, effective promotion strategy through social media, recommendations from previous pilgrims and conducting promotions at Islamic boarding schools; Fifth, strategy (people) improving employee quality by conducting training to improve employee skills and abilities; Sixth, a strategy of providing physical evidence, namely by showing testimonials from previous pilgrims’ trips; Seventh, process strategy, namely by providing a simple registration procedure; Eighth, promise strategy, namely keeping promises by providing optimal service; Ninth, patient strategy, namely ensuring the employees were patient, professional and communicative; and Tenth, consumer approach strategy, namely by measuring pilgrim satisfaction through consumer satisfaction questionnaires. This evaluation was used to improve the quality of next hajj and umrah services.

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