BRANDING STRATEGIES IN BUILDING CONSUMER TRUST FOR HAJJ AND UMRAH TRAVEL

Abstrak

The Hajj and Umrah travel industry in Indonesia has shown significant growth in line with the increasing number of pilgrims each year. In the service sector, which is intangible in nature, consumer trust is a key factor in determining the choice of service provider. This study aims to analyze the application of branding strategies by Hajj and Umrah travel companies and their contribution to building consumer trust. The research method used is a qualitative approach with an associative descriptive method. The results show that branding not only functions as a business identity, but also as a guarantee of trust and spiritual commitment. Elements of branding strategies such as brand awareness, brand association, and perceived quality play an important role in creating a positive image and consumer trust. Testimonials, support from religious leaders, the legality of the agency, and consistent Islamic values in brand communication have been proven to strengthen positive perceptions and emotional closeness of consumers to the company. These findings confirm that an integrated and religiously-oriented branding strategy is a key factor in increasing consumer trust and loyalty towards Hajj and Umrah travel services.