KOMUNIKASI PEMASARAN APLIKASI HAJI PINTAR OLEH KEMENTERIAN AGAMA DIREKTORAT JENDERAL PENYELENGGARAAN HAJI DAN UMRAH JAKARTA

Naufal Aqil Muhyiddin, NIM.: 19102010018 (2024) KOMUNIKASI PEMASARAN APLIKASI HAJI PINTAR OLEH KEMENTERIAN AGAMA DIREKTORAT JENDERAL PENYELENGGARAAN HAJI DAN UMRAH JAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to analyze the marketing communication strategies implemented by the Ministry of Religious Affairs, Directorate General of Hajj and Umrah Management, Jakarta, in promoting the Haji Pintar application. This application was launched as a digital innovation to facilitate access to information and services related to the Hajj pilgrimage for the Indonesian public. The research employed a qualitative method with a descriptive approach, with data collected through interviews with relevant informants and documentation. The findings indicate that the Ministry of Religious Affairs utilizes various communication channels, including social media, direct outreach, and digital campaigns, to enhance public awareness of the application. Challenges identified include the low level of digital literacy among prospective pilgrims, particularly older individuals. Marketing efforts through social media have proven effective in reaching younger generations, while direct outreach has been beneficial for those less familiar with technology. This research concludes that the marketing communication strategies employed have been relatively effective, although improvements are needed in education and information dissemination. The findings are expected to serve as a reference for developing more effective marketing strategies and contribute to the improvement of Hajj services in Indonesia.

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