Silvia Rahayu, - (2020) STRATEGI PROMOSI PT AN CIPTA WISATA CABANG RIAU DALAM MENINGKATKAN JUMLAH JAMAAH HAJI KHUSUS DAN UMRAH DI PEKANBARU. Skripsi thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.

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Abstract

ABSTRACT Name : Silvia Rahayu Departement : Management of Dakwah Title : The Promotion Strategy of PT AN Cipta Wisata of Riau Branch in Increasing the Number of the Special Hajj and Umrah Pilgrims in Pekanbaru This research is motivated by pilgrims dispatched by PT AN Cipta Wisata of Riau Branch in the last three years which continues to increase. PT AN Cipta Wisata Riau Branch is a company engaged in the field of special Hajj and Umrah travel agencies. PT AN Cipta Wisata Riau Branch carries out various promotional strategies to compete and recruit pilgrims. The purpose of this study is to know how promotional strategies are carried out to increase the number of pilgrims. The approach used in this research is descriptive qualitative. Research informants are three people. Data are collected using observation, interviews and documentation. Data are analyzed using qualitative descriptive methods. The results of this study can be concluded that the promotion strategy of PT AN Cipta Wisata Riau Branch in increasing the number of hajj and Umrah pilgrims in Pekanbaru is namely: the first is advertising. PT AN Cipta Wisata of Riau Branch uses brochures, social media, banners and stickers in carrying out advertising activities. The Second is personal selling and direct interaction with the prospective pilgrims. The Third is publicity. It includes the coverage of the mass media. The mass media are the RTv and CeriaTv television media. It also includes conducting public relations with several communities. The Fourth is sales promotion. It is done by conducting studies and exhibitions. Keywords: Promotion strategy, special Hajj, Umrah

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