ANALISIS STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN MINAT JAMAAH UMROH PADA ERA SOCIETY 5.0
DOI:
https://doi.org/10.5281/zenodo.23534168Keywords:
digital marketing, pilgrims’ interest, Umrah, Society 5.0, consumer trustAbstract
Advances in digital technology are driving changes in marketing strategies within the Umrah pilgrimage industry. In the Society 5.0 era, the use of technology must be oriented towards human needs through personalised, easily accessible and trustworthy services. This article aims to analyse digital marketing strategies for increasing interest amongst Umrah pilgrims through social media, content marketing, search engine optimisation, electronic word of mouth (e-WOM), and digital communication. The study employs a qualitative descriptive approach through a literature review of academic publications from 2022 to 2026. The findings indicate that digital marketing can broaden the reach of promotional activities, increase brand awareness, provide service information, and build trust among prospective pilgrims. However, its effectiveness is influenced by the quality of content, the credibility of information, the responsiveness of service provision, and the reputation of the organiser. Therefore, digital marketing strategies must be implemented in an integrated manner, prioritising transparency, marketing ethics, and the needs of prospective pilgrims.
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