PERSEPSI CALON JAMAAH TERHADAP  INFORMASI DALAM BROSUR PROMOSI UMROH DI PT BSTRAVEL KOTA BENGKULU

Arum rahmatika Astri; Khairiah Elwardah; Yunida Een Fryanti

doi:10.36989/didaktik.v12i3.17313

Arum rahmatika Astri Uiniversitas Islam Negri Fatmawati Sukarno Bengkulu
Khairiah Elwardah Uiniversitas Islam Negri Fatmawati Sukarno Bengkulu
Yunida Een Fryanti Uiniversitas Islam Negri Fatmawati Sukarno Bengkulu

DOI: https://doi.org/10.36989/didaktik.v12i3.17313

Keywords: prospective pilgrim perception, promotional brochure, marketing communication, Umrah, PT BSTravel

Abstract

The increasingly fierce competition in the Umrah travel service industry compels travel agencies to convey promotional information that is clear, accurate, and capable of building trust among prospective pilgrims. As a promotional medium, brochures continue to play a vital role in providing information about Umrah packages while shaping prospective customers' perceptions of the services offered. This study aims to analyze prospective pilgrims' perceptions of the information contained in Umrah promotional brochures from PT BSTravel in Bengkulu City, covering their understanding of the brochure's content, the alignment of information with their needs, and the emotional impressions or trust evoked by the brochure's visual design and language. A qualitative case study approach was employed. Informants were selected using purposive sampling and consisted of two PT BSTravel employees and two prospective pilgrims. Data were collected through observation, interviews, and documentation, and subsequently analyzed using the Miles and Huberman model, which encompasses data reduction, data display, and conclusion drawing. The results indicate that the information in PT BSTravel's brochures effectively fosters understanding among prospective pilgrims due to its clear, systematic, and accessible presentation. Furthermore, the information provided aligns with the pilgrims' needs, thereby boosting confidence in the services offered. The attractive visual design and communicative language also create a positive impression and enhance prospective pilgrims' trust in PT BSTravel Bengkulu City.

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