THE INFLUENCE OF MARKETING MIX ON THE INCREASE IN THE NUMBER OF PROSPECTIVE UMRAH PILGRIMS AT PT. BIMALYNDO HAJAR ASWAD BUKITTINGGI CITY
Keywords:
Influence, Marketing Mix, Increasing Prospective Pilgrims UmrahAbstract
This article discusses the influence of the marketing mix (marketing mix) on increasing the number of prospective Umrah pilgrims at PT. Bilmalyndo Hajar Aswad, City of Bukittinggi, the main problem raised in this article is the lack of interaction between employees of the Umrah travel service provider, namely PT. Bilmalyndo Hajar Aswad for prospective service users who have not used Umrah travel services and there is no increase in the number of prospective Umrah pilgrims using tour travel services. The purpose of this study was to determine the effect of the marketing mix on increasing the number of prospective Umrah pilgrims and to find out the efforts made by PT. Bimalyndo in increasing the number of prospective pilgrims. This research is a quantitative research, which can be interpreted as a method based on the philosophy of positivism, used to examine certain populations or samples. The results showed that the multiple linear regression test obtained a constant value of 1.662, the regression coefficient on the Product variable was 0.201/20.1%, Promotion was 0.307/30.7%, Price was 0.351/35.1%, Place was 0.269/26.9%. Process 0.419/41.9%, Human 0.360/36%, and Physical Evidence 0.314/31.4%. This shows that if every 1% increase in the independent variable, it will affect the increase in Umrah Pilgrims Candidates by the value of the regression coefficient. For the test results the Coefficient of Determination (R2) is 78.1%, there are still other variables that can influence the increase in the number of prospective Umrah pilgrims by 21.9%. This means that this research can still be developed and studied to completion in order to get the effect of the overall value on the Increase in the Number of Prospective Jama'ah. PT. Bimalyndo can analyze more deeply regarding opportunities and steps that must be taken to attract customers by using the marketing mix reference theory in the service sector so that his efforts to increase the number of Umrah pilgrims in his company can be achieved.
References
Baqir Al-Habsi, Muhammad. 1999. Fiqh Praktis. Bandung: Mizan
Sarwat, Ahmad. 2011. Seri Fiqih Kehidupan Haji. Jakarta: DU Publishing
Sugiono. 2008. Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung:Alfabeta
Amin, A.-A., & Taufiq, M. M. (2023). Analisis Pengaruh Hifdz Al Maal Terhadap Pengelolaan Harta Pada Pedagang Muslim Pasar Aur Kuning Kota Bukittinggi. JESI (Jurnal Ekonomi Syariah Indonesia), 12(2), 163–169.
Amin, A., Putra, R., Subeno, H., Bashir, H., Andespa, W., & Ridwan, A. (2023). Penerapan dan Urgensi Model Model Cash Waqaf (Studi pada Hasil Jurnal Penelitian di Indonesia). Journal on Education, 5(2), 3095–3107.
Doni, A. H., Al-Amin, A.-A., & Alfiona, F. (2022). LITERATUR REVIEW: EFEK PENDAPATAN DAN SUBSTITUSI DITINJAU DARI EKONOMI ISLAM DAN KONVENSIONAL. Jurnal Ilmiah Ekonomi, Manajemen Dan Syariah (JIEMAS), 1(3), 144–151.
Nembah F. Hartimbul Ginting. 2011. Manajemen Pemasaran. Jilid I, Bandung: Yrama Widya.
Putu Ayu Pudak Sar, Ni. 2014. Faktor – Faktor Yang Memengaruhi Struktur Modal Pada Perusahaan Non Keuangan Yang Terdaftar Di Bursa Efek Indonesia Tahun 2008-2012, E-Jurnal Akuntansi Universitas Udayana 7.1
Other sources
H. Mukhlis, Wawancara pribadi di Kantor Cabang PT. Bimalyndo Hajar Aswad Kotab Bukittinggi, Jum’at 20 Februari 2023
Kementerian Agama RI. 2007. Al-Qur’an Tajwid dan Terjemahannya Dilengkapi dengan Asbabun Nuzul dan Hadits Sahih. Bandung : PT Syigma Examedia Arkanleema.
Kementrian Agama RI. Tuntuna Manasik Haji dan Umrah.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Jurnal Ekonomi dan Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
