FORMULASI STRATEGI BIMBINGAN IBADAH UMRAH PT FRESHNEL KREASINDO PERKASA YOGYAKARTANIM.: 19102040062Lailatul A’maluna Lama’ahauthorThe background of this research is the importance of strategic formulation in organizing Umrah pilgrimage guidance to improve service quality and pilgrims' understanding of Umrah pilgrimage implementation. PT Freshnel Kreasindo Perkasa Yogyakarta is one of the Umrah Pilgrimage Travel Organizers (PPIU) that has developed an education-based guidance concept through the Umrah School program and various pilgrim development activities. Amidst the increasingly fierce competition among Umrah travel agencies, the company is required to have an effective strategy to maintain its existence and improve the quality of services to pilgrims. This study uses a qualitative research method with a descriptive approach. The research subjects consist of the management, guides, and Umrah pilgrims of PT Freshnel Kreasindo Perkasa Yogyakarta. Data collection techniques were conducted through interviews, observation, and documentation. The data validity test used triangulation, while the data analysis used the Miles Huberman, and Saldana model. The results of the study show that the strategic management of Umrah pilgrimage guidance at PT Freshnel Kreasindo Perkasa Yogyakarta has been implemented through three stages of strategic management according to Fred R. David, namely strategy formulation, strategy implementation, and strategy evaluation. In strategy formulation, the company develops a vision and mission oriented toward education and technology, identifies external opportunities and threats, as well as internal strengths and weaknesses of the organization. Based on the SWOT analysis, the main strength lies in competent human resources graduated from the Middle East and a standardized Umrah School curriculum, while internal weaknesses include regeneration challenges and online program schedules that are less flexible for workers. External opportunities are utilized through the empowerment of pilgrim alumni forums and the integration of technology such as the Nusukh application, to face threats in the form of technological limitations among elderly pilgrims and dynamic government regulations. The strategic management of Umrah pilgrimage guidance at PT Freshnel Kreasindo Perkasa Yogyakarta has run systematically and in accordance with Fred R. David's strategic management concept. The success of this strategy is supported by structured educational programs, the utilization of information technology, and the company's commitment to providing professional, transparent, and educative services to pilgrims.297.352 Manajemen Haji-Umroh2026-07-09UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis