Strategi Digital Marketing dalam Penguatan Kualitas Layanan Umrah pada PT Sekolah Haji Umrah (SHU) Bawen Kabupaten Semarang

Authors

  • Nazih Ahmad Al Asyroh Universitas Islam Negeri Salatiga, Indonesia
  • Sri Rokhmiyati Universitas Islam Negeri Salatiga, Indonesia

DOI:

https://doi.org/10.15575/tadbir.v11i1.54992

Abstract

This study analyzes the digital marketing strategy of PT SHU Baitullah Bawen in strengthening the quality of Umrah services. Using a descriptive qualitative method, data was collected through interviews with seven key informants and observations of the company's digital platforms. Three integrated core strategies were identified. First, differentiation through spiritual educational content distributed via Instagram, Facebook, YouTube, and TikTok. Second, centralized personal communication through WhatsApp connected to a CRM system. Third, digital transparency through visual evidence of accommodation and pilgrim testimonials. These three strategies significantly impacted all five SERVQUAL dimensions: tangibles were fulfilled through visual content, reliability was built through WhatsApp coordination, responsiveness improved through CRM integration, assurance was strengthened by educational content, and empathy was demonstrated through personalized attention to elderly pilgrims. In conclusion, digital marketing has evolved beyond a mere promotional tool into an effective quality assurance infrastructure, successfully bridging the gap between digital service promises and pilgrims' actual experiences.

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Published

2026-03-30

How to Cite

Ahmad Al Asyroh, N., & Rokhmiyati, S. (2026). Strategi Digital Marketing dalam Penguatan Kualitas Layanan Umrah pada PT Sekolah Haji Umrah (SHU) Bawen Kabupaten Semarang. Tadbir: Jurnal Manajemen Dakwah, 11(1), 19–34. https://doi.org/10.15575/tadbir.v11i1.54992

Issue

Vol. 11 No. 1 (2026): Tadbir: Jurnal Manajemen Dakwah

Section

Articles

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