Model Digital Marketing SOSTAC pada Penyelenggara Perjalanan Ibadah Umrah (PPIU) Fayyash Tour & Travel

Authors

  • Azhfar Mahardika UIN Sunan Gunung Djati Bandung, Indonesia
  • Rohmanur Aziz UIN Sunan Gunung Djati Bandung, Indonesia

DOI:

https://doi.org/10.15575/mjhu.v5i2.57991

Abstract

Penelitian ini bertujuan menganalisis implementasi model digital marketing SOSTAC pada Penyelenggara Perjalanan Ibadah Umrah (PPIU) Fayyash Tour & Travel serta mengidentifikasi faktor pendukung dan penghambatnya. Penelitian menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivisme. Data dikumpulkan melalui wawancara semi terstruktur, observasi nonpartisipan, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa Fayyash Tour & Travel telah menerapkan enam tahapan SOSTAC, yaitu Situation Analysis, Objectives, Strategy, Tactics, Action, dan Control dalam aktivitas digital marketing, meskipun pelaksanaannya belum terdokumentasi secara sistematis. Implementasi tersebut didukung oleh komitmen manajemen, kebebasan berinovasi, dan kerja sama jemaah, sedangkan kendalanya meliputi keterbatasan sumber daya manusia, belum adanya standar operasional prosedur digital marketing, serta perubahan regulasi. Temuan ini menunjukkan bahwa model SOSTAC dapat menjadi kerangka strategis dalam pengelolaan digital marketing PPIU.

Kata Kunci: Digital Marketing; SOSTAC; PPIU; Umrah; Fayyash Tour & Travel

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Published

2026-09-29

How to Cite

Mahardika, A., & Aziz, R. (2026). Model Digital Marketing SOSTAC pada Penyelenggara Perjalanan Ibadah Umrah (PPIU) Fayyash Tour & Travel. Mabrur: Academic Journal of Hajj and Umra, 5(2), 279–298. https://doi.org/10.15575/mjhu.v5i2.57991

Issue

Vol. 5 No. 2 (2026): Mabrur: Academic Journal Of Hajj and Umra

Section

Articles

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