Dihliza Basya (1), Maziyah Mazza Basya (2)
General Background: The Hajj and Umrah travel sector is facing intense competition with the rise of licensed and unlicensed travel providers. Specific Background: In the digital era, social media platforms play a crucial role in marketing strategies to attract prospective pilgrims, but these efforts must remain aligned with Islamic ethical principles. Knowledge Gap: Despite growing digitalization, there is limited evaluation of how Islamic marketing strategies are implemented and assessed using structured analytical tools. Aims: This study aims to evaluate the Islamic marketing strategy applied by a pesantren-based Hajj and Umrah travel company through the SERVO (Strategy, Environment, Resources, Values, Organization) framework. Results: Using qualitative methods—interviews, observations, and documentation—the study finds that while digital marketing has improved customer engagement and booking conversions, the company still needs to enhance service response, transparency, and strategic competitiveness. Novelty: The integration of SERVO analysis with Islamic values offers a unique approach to assess strategic fit in faith-based service industries. Implications: The findings highlight the importance of aligning digital strategies with Islamic marketing ethics and strategic responsiveness to ensure sustainable performance and trust in religious travel services.Highlight :
The study evaluates Islamic marketing strategies in hajj and umrah travel using SERVO analysis to improve competitiveness in the digital era.
Findings highlight the importance of optimizing social media, improving service response, and ensuring ethical alignment with sharia principles.
Adjustments to commission fees and target pilgrims are needed to support sustainable business growth.
Keywords : Digitalization, Hajj and Umrah Travel, Islamic Marketing Strategy, SERVO Analysis, Digital Marketing
P. Kotler and G. Armstrong, Prinsip-Prinsip Pemasaran, Jakarta: Erlangga, 2012.
M. R. Sholihin, W. Arianto, and D. F. Khasanah, "Keunggulan Sosial Media dalam Perkembangan Ekonomi Kreatif Era Digital di Indonesia," in Prosiding 4th Seminar Nasional dan Call for Papers Fakultas Ekonomi Universitas Muhammadiyah Jember, 2018, pp. 149–160.
P. N. Safira, "Pemanfaatan Media Sosial sebagai Media Promosi Baru dalam Usaha Kuliner," 2018. [Online]. Available: [https://www.kompasiana.com/putrynadiasafira3957/5b4df89f6ddcae2eb669c112]
Lynna, "Mengulas Tren Digital Marketing Tahun 2019," 2019. [Online]. Available: [https://www.kompasiana.com/lynna123/5e0b087e097f3675ff2ebc52]
F. Rezki, A. Ulil, Abizar, and C. Siti, "Digital Marketing Strategy PT. Dewangga Travindo (Hajj and Umrah Agent)," El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, vol. 5, no. 3, 2024. [Online]. Available: [https://doi.org/1047467/elmal.v5i3.5105]
Q. Aisha and D. K. S. Nugraha, "Analysis of Tourism Product Marketing Strategy in PT. Almin Ahsan Travel," Journal of Indonesian Tourism and Policy Studies, vol. 6, no. 1, 2021. [Online]. Available: [https://scholarhub.ui.ac.id/jitps/vol6/iss1/5]
Fauzan, Manajemen Pemasaran Syariah (Sebuah Pengantar), Yogyakarta: Bildung, 2019.
H. Kartajaya and M. S. Sula, Syariah Marketing, Bandung: Mizan Media Utama, 2006.
V. R. Zainal, F. Djaelani, S. Basalamah, H. L. Yusran, A. P. Veithzal, and Y. N. I. Sari, Islamic Marketing Management, 2nd ed., Jakarta: Bumi Aksara, 2018.
B. Alma and D. J. Priansa, Manajemen Bisnis Syariah, Bandung: Alfabeta, 2014.
F. Yulianti, Lamsah, and Periyadi, Buku Manajemen Pemasaran, Sleman: Deepublish, 2019.
N. Huda, K. Hudori, R. Fahlevi, Badrussa’diyah, D. Mazaya, and D. Sugiarti, Pemasaran Syariah (Teori & Aplikasi), Jakarta: Kencana, 2017.
I. Nurcholifah, "Strategi Marketing Mix dalam Perspektif Syariah," Jurnal Khatulistiwa – Journal of Islamic Studies, vol. 4, no. 1, 2014.
A. S. Maulana, "Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan PT. TOI," Jurnal Ekonomi, vol. 7, no. 2, 2016. [Online]. Available: [https://doi.org/10.47007/jeko.v7i2.1624]
D. A. Kurniawan and M. Z. Abidin, Pengantar Pemasaran Islam (Konsep, Etika, Strategi dan Implementasi), Ponorogo: Lembaga Penerbitan Universitas Darussalam Gontor, 2018.
E. Nasrul, T. W. H. L. Tya, and S. O. Ginting, "Pengaruh Citra Merek, Promosi, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Konsumen," Jurnal Ekonomi, vol. 28, no. 2, pp. 197–215, 2023. [Online]. Available: [https://doi.org/10.24912/je.v28i2.1626]
D. Julianti, M. Yoman, and M. Mirza, "Strategi Komunikasi Pemasaran Elite Pro Green Lake City dalam Upaya Meningkatkan Penjualan Properti Tahun 2023," Harrmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 2, no. 1, pp. 128–136, 2024.
F. Tjiptono, Strategi Pemasaran, Yogyakarta: CV Andi Offset, 2015.
Shobikin, "Penerapan Marketing Mix Syariah pada UMKM di Era Revolusi Industri 4.0 dalam Perspektif Ekonomi Syariah," Jurnal Ilmiah Ekonomi Islam, vol. 9, no. 1, pp. 1183–1188, 2023. [Online]. Available: [http://dx.doi.org/10.29040/jiei.v9i1.8485]
P. Y. Santoso, "Transformasi Integrated Marketing Communication di Era Digital," Jurnal Pustaka Komunikasi, vol. 1, no. 2, pp. 313–326, 2018.
S. A. Aklani, "Pemanfaatan Sosial Media sebagai Media Promosi Mahasiswa pada Matakuliah Kewirausahaan di Universitas Internasional Batam," Konferensi Nasional PKM dan CSR, 2016.
G. A. Nurahma and W. Hendriani, "Tinjauan Sistematis Studi Kasus dalam Penelitian Kualitatif," Mediapsi, vol. 7, no. 2, pp. 119–129, 2021. [Online]. Available: [https://doi.org/10.21776/ub.mps.2021.007.02.4]
C. S. Fleisher and B. E. Bensoussan, Business and Competitive Analysis: Effective Application of New and Classic Methods, 2nd ed., New Jersey: Pearson Education, 2015.
A. M. Nuroni and R. Adiguna, "Evaluasi Strategi pada PT Elco Indonesia Sejahtera Menggunakan Analisis Servo," Jurnal Wacana Ekonomi, vol. 16, no. 3, pp. 155–163, 2017. [Online]. Available: [https://journal.uniga.ac.id/index.php/JA/article/view/405]
M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press, 1985.