Institutional Repository UIN Sunan Kalijaga YogyakartaPEMBENTUKAN CITRA DALAM MENUMBUHKAN KEPERCAYAAN JAMAAH (STUDI KASUS STRATEGI PUBLIC RELATIONS PT TAQWA TOURS MAGELANG, JAWA TENGAHNIM.: 22107030045Dliyaussathi Nurmalita AzzaauthorThe high level of interest among Indonesians in performing the Hajj and Umrah has led to intense business competition and cases of fraud by travel agencies. This requires organizers to maintain a positive image and the trust of pilgrims within the community. Therefore, the researcher aims to examine and analyze image building as a means of fostering pilgrims’ trust through Taqwa Tours’ public relations strategies. The theory used in this study is Cutlip and Center’s four-step PR strategy, which includes fact-finding, planning and programming, communication, and Evaluating the Program. The image-building model by John S. Nimpoeno consists of perception, cognition, motivation, and attitude, while the trust components proposed by Kotler & Keller encompass cognitive, affective, and conative aspects. The research employed a qualitative method, utilizing data collection techniques such as in-depth interviews via purposive sampling, source triangulation. The results indicate that Taqwa Tours’ PR strategy is effective. It begins with gathering facts regarding the pilgrims’ guidance needs, followed by planning and programming a communication strategy based on religious values, implementing intensive communication through digital media and manasik guidance, and concluding with routine post-pilgrimage Evaluating the Programs. These strategic steps have proven successful in shaping positive images, thereby establishing PT Taqwa Tours’ image as a trustworthy and reliable travel agency.302.2 Communication/Komunikasi2026-08-13UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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