Open AccessSTRATEGI PEMASARAN KELOMPOK BIMBINGAN IBADAH HAJI DAN UMROH AL MABRUR LUMAJANG
Author(s) -
Fathur Rohman
Publication year - 2018
Publication title -
dakwatuna: jurnal dakwah dan komunikasi islam
Language(s) - English
Resource type - Journals
ISSN - 2686-1100
DOI - 10.36835/dakwatuna.v4i2.302
Subject(s) - hajj , promotion (chess) , documentation , business , marketing , product (mathematics) , loyalty , advertising , marketing strategy , swot analysis , competitor analysis , business administration , descriptive statistics , political science , theology , philosophy , geometry , mathematics , politics , islam , computer science , law , programming language , statistics
This study examines the marketing strategies of Hajj Guidance Groups (KBIH/ KelompokBimbinganIbadah HajidanUmroh) Al MabrurLumajang. The method used is qualitative descriptive. The applied Data collection techniques areinterviews, observation and documentation. Data analysis uses descriptive qualitative. The conclusion of this study is the marketing strategy is carried out in four stages: promotion, product provision, affordable prices, and strategic office locations. The marketing supporting factors are the loyalty of consumers, the provision of good services, affordable prices, the existence of alumni ties among Hajj pilgrims, and the number of Al Mabrur KBIH officers who are adequate for Lumajang scope. The factors that hinder marketing are the growth of more competitors, the lack of human resourcesquality, and the absence of KBIH blog and website.