STRATEGI KOMUNIKASI PEMASARAN PT. IMTIYAZ RIHLATA ROHMAH DALAM MEMBANGUN KEPERCAYAAN CALON JAMAAH

Elwy Sekar Pramesti, NIM.: 21107030097 (2025) STRATEGI KOMUNIKASI PEMASARAN PT. IMTIYAZ RIHLATA ROHMAH DALAM MEMBANGUN KEPERCAYAAN CALON JAMAAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research explores the marketing communication strategies employed by PT. Imtiyaz Rihlata Rohmah in building trust among prospective umrah pilgrims. In an era marked by intense competition and growing skepticism due to widespread fraud cases in the pilgrimage travel industry, the company has managed to increase the number of its pilgrims annually. The study aims to analyze how PT. Imtiyaz Rihlata Rohmah implements the marketing mix (7P: Product, Price, Place, Promotion, People, Process, Physical Evidence) to gain and sustain the trust of its target audience. Employing a qualitative descriptive method, data were collected through observation, interviews, and documentation. The findings indicate that the company integrates a customer-oriented approach, transparency in pricing and services, strategic online and offline promotion, and consistent service quality as essential pillars of its communication strategy. Moreover, trust is fostered through four key components: integrity, benevolence, competence, and predictability. These factors play a vital role in establishing strong relationships with prospective pilgrims, encouraging loyalty and positive word-of-mouth. This study contributes to a better understanding of how tailored communication strategies can enhance trust and competitiveness in the religious travel service industry.

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