IMPLEMENTING MARKETING MIX STRATEGIES TO ATTRACT POTENTIAL UMRAH PILGRIMS

Abstract

This study aims to identify the marketing strategies implemented by PT. Nur Haramain Mulia in its efforts to attract prospective Umrah pilgrims. The method used is a qualitative approach, with data collection techniques through interviews with relevant sources. The research process includes observation, factual data collection from sources, and supporting documentation to complete the information. The results indicate that PT. Nur Haramain Mulia implements a marketing mix strategy encompassing seven elements (7P): Product, Price, Place, Promotion, People, Process, and Physical Evidence. The obstacles faced in implementing this marketing strategy include: the increasing number of competitors in the Umrah travel industry; price fluctuations that affect package selection; and the existence of Umrah travel agents not registered as PPIUs but still operating illegally.