PUBLIC RELATIONS STRATEGY IN MARKETING HAJJ SERVICES AT PT. NUR HARAMAINE MULIA KRAKASAN PROBOLINGGO

Abstrak

This study aims to examine the influence of Arab culture on the pilgrimage (Hajj) and Umrah experiences of Indonesian pilgrims from spiritual, social, and behavioral perspectives. Hajj and Umrah, as major forms of worship in Islam, require not only physical and financial readiness but also the ability to adapt to the local culture, which has its own distinctive characteristics. The research uses a descriptive qualitative approach, with data collected through in-depth interviews, observations, and document analysis involving pilgrims who have performed Hajj or Umrah in the past five years. The findings indicate that Arab culture significantly affects pilgrims’ experiences, particularly in aspects of food, dress norms, language, and social interactions. The Arab dietary pattern, rich in spices and meat, the discipline in prayer times, and the assertive communication style pose both challenges and valuable lessons for pilgrims. Moreover, technological advancements in Saudi Arabia enrich the worship experience through modern and efficient service systems. Overall, adaptation to Arab culture enables pilgrims to gain a deeper spiritual understanding of Hajj and Umrah, strengthen Islamic brotherhood (ukhuwah Islamiyah), and foster awareness of tolerance and unity within the diversity of the Muslim community.