Analysis Of Pricing And Promotion Strategies In The Marketing Of Umrah Packages At Asafi Travel Tour Bengkulu

Ardian Anggara; Eka Sri Wahyuni; Yetti Afrida Indra

doi:10.63922/ijebir.v5i05.5572

Ardian Anggara Faculty of Islamic Economics and Business Fatmawati Sukarno State Islamic University Bengkulu
Eka Sri Wahyuni Faculty of Islamic Economics and Business Fatmawati Sukarno State Islamic University Bengkulu
Yetti Afrida Indra Faculty of Islamic Economics and Business Fatmawati Sukarno State Islamic University Bengkulu

DOI: https://doi.org/10.63922/ijebir.v5i05.5572

Keywords: Pricing Strategy, Promotional Strategy, Service Marketing, Umrah Packages, Asafi Tour Bengkulu

Abstract

This study aims to analyze the pricing and promotional strategies used in marketing Umrah packages at PT Amanah Safari Internasional (Asafi Tour), Bengkulu Branch. Increasing competition within the Umrah travel industry compels companies to implement effective marketing strategies to enhance competitiveness and increase the number of pilgrims. The study employs a qualitative approach with a descriptive case study design. Informants were selected purposively, comprising the branch manager, administrative staff, technical division personnel, general division staff, and marketing partners. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the interactive model developed by Miles, Huberman, and Saldaña, involving the stages of data reduction, data display, and conclusion drawing. Data validity was verified through source triangulation and technique triangulation. The results indicate that the pricing strategy is formulated based on comprehensive operational cost calculations considering facility quality, changing market conditions, and service sustainability without relying primarily on competitors' prices. Meanwhile, the promotional strategy is implemented through integrated marketing communications utilizing digital media (such as Facebook, Instagram, and WhatsApp) combined with direct promotion via outreach activities, religious gatherings, and partner networks. The synergy between these two strategies has proven effective in boosting public trust, expanding market reach, and contributing to an increase in the number of Umrah pilgrims at Asafi Tour Bengkulu. The study implies that a pricing strategy oriented toward service quality, combined with a promotional strategy that adapts to technological advancements, constitutes a competitive advantage in navigating the competitive landscape of the Umrah travel industry.

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