STRATEGI KOMUNIKASI PEMASARAN PT. BINA INSANI TOUR DALAM MENARIK MINAT CALON JAMAAH HAJI DAN UMROH

This research was motivated by the increasing competition among Hajj and Umrah travel service providers and the importance of marketing communication strategies in building public trust and attracting prospective pilgrims. In choosing Hajj and Umrah travel services, prospective pilgrims not only consider price and facilities but also pay attention to legality, credibility, service quality, and the information provided by the company. The purpose of this study is to identify and analyze the marketing communication strategy implemented by PT Bina Insani Tour in attracting the interest of prospective Hajj and Umrah pilgrims. This study employed a qualitative approach using a descriptive method. Data collection techniques included interviews, observation, and documentation. Data analysis used the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The study applied the Marketing Communication Strategy theory by Silviani and Darus (2021) and the Interest theory by Slameto (2015) using the indicators of Attention, Interest, Desire, and Action (AIDA).
The results indicate that PT Bina Insani Tour implements its marketing communication strategy through audience identification, message design emphasizing trustworthiness and legality, the use of digital media and direct communication, and strengthening message credibility through testimonials and service quality. These strategies successfully generated attention, interest, desire, and action among prospective pilgrims to use PT Bina Insani Tour services. Trust was found to be the main factor influencing the success of the company’s marketing communication strategy.