Strategi Branding dan Pemasaran untuk Menarik Jamaah Milenial

Authors

  • Chandra Putra Atmaja Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Romi Adetio Setiawan Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Yunida Een Fryanti Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.30651/jms.v10i4.27811

Abstract

Penelitian ini bertujuan untuk menganalisis strategi branding dan efektivitas pemasaran yang diterapkan oleh PT Alhijaz Indowisata Cabang Kota Bengkulu dalam menarik minat jamaah milenial. Metode yang digunakan adalah kualitatif dengan analisis deskriptif dengan teknik purposive. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi branding yang digunakan mencakup penggunaan identitas visual seperti logo, warna, dan nama perusahaan yang mudah dikenali, serta pemanfaatan media sosial secara aktif sebagai sarana promosi dan edukasi. Strategi pemasaran mencakup penyediaan berbagai pilihan paket umrah, penetapan harga yang kompetitif, promosi digital, dan pelayanan yang berorientasi pada kenyamanan jamaah. Strategi tersebut terbukti efektif dalam menjangkau jamaah milenial yang cenderung lebih responsif terhadap media digital. Simpulan dari penelitian ini menunjukkan bahwa kombinasi strategi branding yang kuat dan pemasaran digital yang terarah mampu membangun citra positif perusahaan serta meningkatkan minat jamaah, khususnya dari kalangan generasi milenial.

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Published

2025-08-16

How to Cite

Chandra Putra Atmaja, Romi Adetio Setiawan, & Yunida Een Fryanti. (2025). Strategi Branding dan Pemasaran untuk Menarik Jamaah Milenial. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(4). https://doi.org/10.30651/jms.v10i4.27811

Issue

Vol. 10 No. 4 (2025)

Section

Artikel

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