Strategi Pemasaran Digital PPIU dalam Meningkatkan Minat Jemaah Umrah di Kota Padang

Abstract

This study aims to analyze the digital marketing strategies implemented by Umrah Travel Organizers (PPIU) in Padang City in increasing the interest of prospective umrah pilgrims, with a case study on Sinai Travel and PT Armindo Jaya Tour. Increasingly intense competition has driven PPIUs to adapt by utilizing digital platforms as promotional and communication tools. This research employs a qualitative descriptive approach with data collected through in-depth interviews with seven informants comprising two PPIU managers, one digital marketing staff member, three pilgrims, and one Islamic study group member, as well as observation of digital platforms. The findings indicate that both PPIUs use Instagram and Facebook as primary platforms with a three-segment content strategy: manasik education, package promotion, and pilgrim testimonials. WhatsApp Business serves as a responsive personal communication tool through digital catalogue and auto-reply features. Pilgrim testimonial content proved most effective in building trust; Sinai Travel experienced approximately a 30% increase in registrants, while Armindo’s registrants grew from 15–20 to 30–50 persons per month with 60–70% now originating from digital channels. The Minangkabau cultural characteristic of prioritizing community trust functions as a contextual variable reinforcing the effectiveness of digital word-of-mouth marketing strategies. This study contributes to the development of digital da’wah management concepts in the context of umrah pilgrimage organization.