Hasuna Tour Digital Marketing in increasing the number of Hajj and Umrah pilgrims in the digital era

Abstract

The development of digital technology has had a significant impact on marketing strategies, including in the Hajj and Umrah travel industry. In this digital era, the application of digital marketing is the key to increasing consumer reach and attractiveness. Hasuna Tour, one of the Hajj and Umrah travel agencies in Yogyakarta, has leveraged digital marketing to strengthen their marketing communication strategy. With the number of pilgrims continuing to increase, this study aims to identify the implementation of digital marketing implemented by Hasuna Tour and how it affects the increase in the number of pilgrims. The theory used in this study is the Chaffey & Chadwick Theory in which digital marketing is divided into 6 parts, namely Search Engine Marketing (SEM), Online Public Relations, Online Partnership, Interactive Display Advertising, Opt-in email marketing and Social media marketing. In this study, the methods used are observation, interviews and documentation. The results of this study show that Hasuna Tour has applied various digital marketing, namely Search Engine Marketing (SEM), Online Public Relations, Online Partnership, Interactive Display Advertising and Social media marketing which have succeeded in attracting consumer trust in the midst of increasingly fierce competition in the digital era. This research also provides recommendations for similar businesses in utilizing digital marketing strategies to achieve success in the marketing field.