| dc.contributor.advisor | Suparman | |
| dc.contributor.author | Setyo, Elsa Dwi | |
| dc.date.accessioned | 2026-07-16T07:02:29Z | |
| dc.date.available | 2026-07-16T07:02:29Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/174869 | |
| dc.description.abstract | Strategi Pemasaran Digital Produk Umrah di PT Wisata Hati Universal. Dibimbing oleh SUPARMAN.
Perkembangan teknologi digital mendorong perusahaan biro perjalanan umrah untuk memanfaatkan media digital sebagai sarana pemasaran yang efektif dalam menjangkau calon jamaah. PT Wisata Hati Universal memanfaatkan media sosial sebagai media promosi produk umrah. Penelitian ini bertujuan menganalisis strategi pemasaran digital produk umrah di PT Wisata Hati Universal menggunakan teori bauran pemasaran (4P) dan analisis SWOT. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Analisis data dilakukan menggunakan model interaktif Miles, Huberman, dan Saldana serta analisis SWOT melalui matriks IFAS, EFAS, matriks IE, dan matriks SWOT. Hasil penelitian menunjukkan bahwa strategi pemasaran digital PT Wisata Hati Universal telah menerapkan unsur bauran pemasaran (4P) dengan memanfaatkan Instagram, TikTok, dan WhatsApp sebagai media promosi. Berdasarkan analisis SWOT diperoleh nilai IFAS sebesar 0,80 dan EFAS sebesar 1,55 sehingga perusahaan berada pada Kuadran I (Strategi Agresif). Strategi yang direkomendasikan adalah Strengths-Opportunities (SO) melalui optimalisasi media sosial, peningkatan kualitas konten, pemanfaatan testimoni jamaah, serta kerja sama dengan influencer dan tokoh agama untuk meningkatkan efektivitas pemasaran digital. | |
| dc.description.abstract | Digital Marketing Strategy for Umrah Products at PT Wisata Hati Universal. Supervised by SUPARMAN.
The development of digital technology has encouraged Umrah travel agencies to utilize digital media as an effective marketing tool to reach prospective pilgrims. PT Wisata Hati Universal uses social media as a promotional medium for its Umrah products. This study aims to analyze the digital marketing strategy for Umrah products at PT Wisata Hati Universal using the 4P Marketing Mix theory and SWOT analysis. This study employed a qualitative descriptive approach. Data were collected through in-depth interviews, observations, and documentation. The data were analyzed using the interactive analysis model of Miles, Huberman, and Saldaña, followed by SWOT analysis through the IFAS, EFAS, IE, and SWOT matrices. The results show that PT Wisata Hati Universal has implemented the 4P Marketing Mix by utilizing Instagram, TikTok, and WhatsApp as promotional media. Based on the SWOT analysis, the IFAS score was 0.80 and the EFAS score was 1.55, indicating that the company is positioned in Quadrant I (Aggressive Strategy). The recommended strategy is the Strengths–Opportunities (SO) strategy by optimizing social media, improving content quality, utilizing customer testimonials, and collaborating with influencers and religious figures to enhance the effectiveness of digital marketing. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | STRATEGI PEMASARAN DIGITAL PRODUK UMRAH DI PT WISATA HATI UNIVERSAL | id |
| dc.title.alternative | | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Digital Marketing | id |
| dc.subject.keyword | 4P marketing mix | id |
| dc.subject.keyword | Umrah products | id |
| dc.subtype | Undergraduate Theses | |
