Strategi Komunikasi Pelayanan dalam Membangun Loyalitas Alumni Jamaah Umrah di PT Mina Wisata Islami
Keywords:
service communication, pilgrim loyalty, umrah travel agencyAbstract
This study aims to analyze service communication strategies in building the loyalty of umrah alumni pilgrims at PT Mina Wisata Islami. The research is based on increasing competition among umrah travel agencies, which requires effective communication and Islamic-based service values to retain pilgrims. This research uses a descriptive qualitative approach with data collected through in-depth interviews, observation, and documentation involving management, service staff, and alumni pilgrims. The findings reveal that PT Mina Wisata Islami’s service communication strategy is implemented through two-way communication grounded in honesty, empathy, and brotherhood values, applied before, during, and after the pilgrimage. The implementation includes digital communication via WhatsApp groups, pre-departure guidance, and after-service programs such as alumni communities and joint religious activities. This continuous communication fosters pilgrims’ satisfaction, trust, and long-term loyalty, reflected through recommendations, repeat participation, and active engagement in the alumni community.
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