Citation:

Riani Rilanda, ST, Dr. Jacob Silas Mussry. "Revitalizing Umrah Pilgrimage Agencies in Indonesia to Enhanced Customer Engagement and Growth: Leveraging Digitalization and Personalized Marketing Communications Approach." International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 170-176, 2025.

Abstract:

This explores the challenges faced by Umrah pilgrimage agencies in Indonesia in light of the globally accelerated digitalization during the pandemic era. Marketing methods are becoming outdated, and in the Umrah industry, a saturated market presents serious challenges. Customers are better informed and not as easily manipulated by wide marketing communications. Hence, there is a need for a new marketing communication approach to improve customer satisfaction and engagement and to achieve the company’s growth objectives without using the price cut-down technique to keep company offerings valuable in the customers’ eyes. Moreover, through differentiation and proper positioning, the organization can guarantee sustainability in the growth of the company. This paper adopts a mixed-methods approach that combines qualitative and quantitative analysis to achieve the above goals. This methodology makes it possible to identify key consumer personas and, hence, go deeper into their preferences and behavior. This strategy not only stresses the need for personalization in marketing efforts but also emphasizes the critical role of digital marketing initiatives and a strong CRM system. The results have captured the essence of the fact that these factors are essential in helping achieve sustainable success in this competitive market and pave the way for Umrah pilgrimage agencies to flourish and properly service their customers.

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Keywords:

Umrah, Umrah Industry, Umrah Pilgrimage Agencies, Marketing Challenges, Pandemic, Customer Engagement, Customer Satisfaction, Marketing Communications, Personalization, Customer Relationship Management, Competitive Marke.