IMPLEMENTATION OF SHARIA MARKETING MANAGEMENT IN IMPROVING THE QUALITY OF UMRAH SERVICES

Abstract

This study aims to analyze the implementation of sharia marketing management in improving the quality of umrah services at PT Nur Haramain Mulia. The research method used is descriptive qualitative with a case study approach. Data were collected through in-depth interviews, observations, and documentation of leaders, staff, and Umrah pilgrims. The results showed that the application of Sharia principles such as shiddiq (honesty), amanah (trust), fathanah (intelligence), and tabligh (transparency) in marketing activities was able to increase the trust and satisfaction of pilgrims. The implementation of management functions—planning, organizing, executing, and supervising—is integrated with Islamic values that emphasize ethics and spiritual responsibility. As a result, service quality has improved significantly, as reflected in an increase in the number of pilgrims, a positive company image, and customer loyalty. These findings confirm that sharia marketing management can be an effective strategy to strengthen the competitiveness and sustainability of umrah travel agencies in Indonesia.