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STRATEGI PROMOSI UMRAH RAMAH LANSIA OLEH PPIU TRAVEL IMTIYAZ 2025
This study examines elderly-friendly public services in organizing the Umrah pilgrimage, with a focus on promotional strategies delivered to the elderly. This research is motivated by Indonesia's entry into the aging population period, which is in line with the increase in interest in Umrah pilgrimage among the elderly. This study aims to analyze the elderly-friendly Umrah promotion strategy at PPIU Travel Imtiyaz Bantul in 2025. This study uses a qualitative method with a descriptive approach. Data were obtained through semi-structured interviews, non-participatory observation, and documentation. Data analysis was carried out with the stages of data reduction, data presentation, and conclusion drawing. The results of the study indicate that the strategic steps in implementing the promotion of elderly-friendly Umrah are through collaboration with PDM Gunungkidul and through religious studies with ustadz speakers at PT. Imtiyaz. The overall promotional strategy is implemented through advertising, sales promotion, public relations, personal selling, and direct marketing. Advertising is done through offline media with posters, brochures, flyers, leaflets and online media with radio, Instagram, Facebook, TikTok, YouTube, websites, and Google Maps. Sales promotion is done through offline media by collaborating with alumni. Public relations is done through offline media by collaborating with PDM Gunungkidul and the UII cooperative. Personal selling is done through offline media with religious studies, expos, and opening stands at social activities and online with WhatsApp media. Direct marketing is done through offline media with ustadz figures and collaboration with the Nurani Insani Islamic Boarding School.
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
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