Faiz, Andrey (2025) Pemanfaatan Media Komunikasi Pemasaran Pt. Amanah Travel Dalam Meningkatkan Jumlah Jama’ah. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how the Utilization of Marketing Communication Media carried out by PT. Amanah Travel in Increasing the Number of Jama'ah. This research uses a qualitative method which aims to describe what is happening in the field and reveal symptoms or problems through data collection using research as a key tool. This research is descriptive in nature which provides in-depth and comprehensive information about the utilization of marketing communication media at PT. Amanah Travel in increasing the number of pilgrims. The data collection techniques used in this research are non-participant observation, interviews, and documentation. In this study, the researchers used the technique of data triangulation to test the validity of the data. Data triangulation is used to test the credibility of data by verifying data from the same source using different techniques. Data analysis used in this research consists of three stages, namely data reduction, data presentation, and conclusion drawing/verification. The subject of this research has 3 informants, 2 informants who are the Branch Head and Operations Manager of PT. Amanah Travel and 1 informant is the Marketing Leader Team who runs direct marketing in the field who is freelance. The results of this study indicate that the Marketing Communication Media Utilization carried out by PT. Amanah Travel in Increasing the Number of Jama'ah is by using 3 of Kotler and Armstrong's 5 marketing communication mix models, namely advertising, direct marketing, and personal selling. The most effective media used by PT. Amanah Travel in carrying out its marketing communications is electronic media compared to conventional media, the electronic media in question is using Whatsapp, Email, Instagram, Youtube, and Website in carrying out its marketing through the type of marketing mix advertising, direct marketing, as well as through word of mouth and forming Umrah agents in several areas in order to reach potential consumers in personal selling. Keywords: Utilization, Marketing Communication Media, PT. Amanah Travel

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