Salim Abdullah, - (2019) IMPLEMENTASI MARKETING MIX SYARIAH PADA JASA PERJALANAN IBADAH UMRAH : Studi Kasus Pada PT. Zahara Tour Mutiara Bakkah Depok. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Fenomena dalam penelitian ini didasarkan pada perkembangan bisnis travel Haji dan Umrah yang cepat namun banyak menimbulkan problem diantaranya penipuan dengan berbagai motif dan menggunakan skema ponzi. Penelitian ini bertujuan untuk mengukur tingkat implementasi marketing mix syariah oleh Zahara Tour Depok. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan teknik analisis menggunakan statistika desktiptif. Adapun jumlah sampel penelitian berjumlah 83 orang jamaah umrah Zahara Tour tahun 2017 dengan berbagai macam perbedaan latar belakang jenis kelamin, pendapatan, usia, pendidikan, dan pekerjaan. Secara umum dimensi marketing mix syariah Zahara Tour Depok masuk kriteria baik, hanya terdapat beberapa dimensi yang perlu ditingkatkan diantaranya dimensi produk dan promosi. Sedangkan dimensi harga, proses, orang, tempat, janji, bukti fisik dan sabar masuk dalam kriteria sangat baik. Adapun indikator yang mempunyai nilai terendah adalah tingkat keberagaman paket umrah yang ditawarkan dan tingkat daya tarik iklan yang di promosikan. Beberapa dimensi dan indikator yang perlu ditingkatkan berimplikasi terhadap peningkatan volume penjualan yang dicapai, kepuasan jamaah menggunakan jasa Zahara Tour, peningkatan pelayanan dan peningkatan daya saing Penyelenggara Perjalanan Ibadah Umrah (PPIU). Implementasi marketing mix syairah dalam dimensi produk dan promosi perlu ditingkatkan lagi dari segi strategi dan pelaksanaanya dengan menambah pilihan paket umrah yang menarik dan mampu bersaing dengan travel umrah lainnya. Zahara Tour juga perlu memahami bagaimana mengoptimalisasi penggunaan media sosial sebagai alat promosi dengan maksimal agar dapat menjangkau potensi pasar yang lebih luas.;--The phenomenon in this study is based on the rapid development of the travel business of Hajj and Umrah, but many have caused problems including fraud with various motives and using the Ponzi scheme. This study aims to measure the level of implementation of sharia marketing mix by Zahara Tour Depok. The research method used is descriptive quantitative analysis techniques using desktiptif statistics. The number of research samples is 83 people in the 2017 Umrah Zahara Tour congregation with a variety of differences in gender, income, age, education and employment. In general, the dimensions of the Shariah Zahara Tour Depok marketing mix are in good criteria, there are only a few dimensions that need to be improved including product dimensions and promotions. While the dimensions of price, process, people, place, promise, physical evidence and patience are included in the criteria very well. The indicator that has the lowest value is the level of diversity of the Umrah package offered and the attractiveness of the advertisements that are promoted. Some dimensions and indicators that need to be improved have implications for the increase in sales volume achieved, satisfaction of pilgrims using the services of Zahara Tour, improving services and increasing competitiveness of Umrah Travel Organizers (PPIU). The implementation of Syairah's marketing mix in the dimensions of products and promotions needs to be improved in terms of strategy and implementation by increasing the choice of attractive Umrah packages and being able to compete with other Umrah. Zahara Tour also needs to discuss how to optimize the use of social media as a promotional tool to the fullest to be able to take advantage of the wider market potential.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Marketing Mix Syariah, Jamaah Umrah, PT. Zahara Tour Depok, Marketing Mix Sharia, umrah congregation. |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | salim abdullah |
| Date Deposited: | 29 Jul 2020 08:56 |
| Last Modified: | 29 Jul 2020 08:56 |
| URI: | http://repository.upi.edu/id/eprint/40678 |
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