Abstract:
Rizal. 2021. Digital Marketing Strategy as a Communication Media in Marketing Umrah Packages at PT. Pandi Kencana Murni Makassar, supervised by Mariah.This study aims to determine how the digital marketing strategy in marketing Umrah packages at PT. Pandi Kencana Murni Makassar.This type of research uses a qualitative method with a management approach, while the data sources are the Director of Sales & Marketing, Admin, and customers of PT. Pandi Kencana Murni Makassar with data collection, namely observation, interviews and documentation so that the data analysis processing techniques are reduction, data presentation and conclusions.The results of this study indicate that the strategy carried out by PT. Pandi Kencana Murni Makassar, among others, advertising through websites and Social Networks, Search Engine Optimization (SEO), Pay Per Click Advertising. Sales Promotion through the provision of vouchers, discounts and special offers. Public relations and publicity through Press Release Onlines. Personal selling with an affiliate marketing system based on digital applications. Direct marketing by utilizing social media and telemarketing.The implication of this research is (1) it is better if PT. Pandi Kencana Murni also implements E-Mail Marketing and Customer Relationship Management as a marketing communication medium so that prospective customers can find PT. Pandi Kencana Murni Makassar in all digital platforms (2) PT. Pandi Kencana Murni Makassar should display a video of the Umrah trip on a screen that is installed in the front liner room or property that describes Umrah Travel in order to increase the interest of the customers.
