STRATEGIES FOR DEVELOPING HAJJ AND UMRAH TRAVEL IN THE PANDEMIC ERA: A STUDY BY DUTARIZKIA TOUR AND TRAVEL IN DEPOK
Abstract
The results of the analysis concluded that Depok and Umrah Tour and Travel applied word-of-mouth
strategy as the main strategy, applying geographic segmentation, demographic segmentation, and
psychographic segmentation as a mapping strategy; single-focus (niche) marketing targeting strategy; and
positioning strategy is “best service”. Mixed with marketing mix theory (1) product: formulating a new
product, namely gold savings; (2) price: “at the market”; (3) promotion: actively using social media and
maintaining relationships with alumni and partners; (4) distribution: housing and services for
implementing employees can be carried out at the office or at home visits. Dutarizkia Tour and Travel
formulates to serve products that are useful for prospective pilgrims. This activity is supported by
promotions on social media and continuing ongoing relationships with alumni and partners.
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