KOMUNIKASI BAURAN PEMASARAN DALAM MENINGKATKAN KUALITAS PELAYANAN HAJI DAN UMROH

Studi kasus pada PT. Albin Tour and Travel Jakarta Timur

Abstract

Marketing communication is a management process that combines all the elements of marketing communication and applies them to the appropriate audience to improve brand coherence. Fierce competition in the business world requires companies to maintain their existence. The right marketing strategy to build customer trust is a component of a company's existence. This research was conducted to determine the Marketing Communication Mix of Albin Travel with McCharty 4p theory (Product, Price, Place, Promotion) in improving the quality of its services. The purpose of this study is to find out the marketing communication mix in improving the quality of Hajj and Umrah services at Travel Albin, to find out the effect of marketing communication in improvingservice at Travel Albin, and tofind out thesupporting actors and inhibitors of promotion Travel albin. This study uses a qualitative method with the type of descriptive analytical research and field research. Data collection and data sources were obtained by data collection techniques through observation, interviews, questionnaires, and document studies The results of the analysis from the interview conducted by the author with the Informant show that Travel Albin has used elements of the marketing communication mix in improving its Hajj and Umrah services, namely products, prices, distribution, and promotions. There are several marketing mix element activities that must be maintained and developed, namely Albin tour services to Hajj and Umrah pilgrims. This activity was carried out by Travel Albin in increasing the company's positive image. Bare some elements that need to be improved, namely promotional activities. The application of Albin's personal selling in promotion is more effective than promotion using social media. Based on the results of the study, the author concludes that maximum marketing communication mix activities can have an effect on service quality and give consumer confidence which has an impact on the effect in achieving the company's targets.