Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI PROMOSI DALAM MENINGKATKAN JUMLAH JEMAAH OLEH KBIHU BINA UMAT KABUPATEN SLEMAN YOGYAKARTANIM.: 22102040013Fayza SalwaauthorThis research examines the promotion strategies implemented by KBIHU Bina Umat in Sleman Regency, Yogyakarta, to increase the number of pilgrims participating in hajj and umrah guidance programs. This study is motivated by the increasing competition among Hajj and Umrah Guidance Groups (KBIHU), which requires promotional strategies that are not only informative but also capable of building trust and close relationships with the community. This research was conducted using a qualitative method with a descriptive approach. Data were collected through observation, in-depth interviews, and documentation by involving KBIHU management and parties directly engaged in promotional activities. Data analysis was carried out gradually through data reduction, data presentation, and conclusion drawing. The results of the study indicate that the promotion strategies applied by KBIHU Bina Umat Sleman include personal approaches to the community, word-of-mouth promotion, utilization of social media, collaboration with community and religious leaders, as well as providing quality services to pilgrims. These strategies are considered effective in building public trust and contributing to an increase in the number of guided pilgrims. However, the study also identifies several obstacles, such as limited human resources and the underutilization of promotional media. Therefore, the development of more creative, adaptive, and sustainable promotion strategies is needed.297.352 Manajemen Haji-Umroh2026-02-04UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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