Marketing Strategy Analysis to Increase Potential Umrah Pilgrims at PT. Faroq Sulaiman Al Fatah Bondowoso

Umrah is an obligatory worship as one of the pillars of the requirements for carrying out the Hajj pilgrimage. Meanwhile, it becomes sunnah if it is carried out separately outside the Hajj pilgrimage. In carrying out the Umrah and Hajj, it is necessary to have a travel agency that provides these services, one of which is PT. Faroq Sulaiman Al Fatah Bondowoso, which operates in the field of organizing Umrah and Hajj, and has quality services to prospective Umrah pilgrims, so that the congregation has developed quite rapidly. This research uses descriptive qualitative research methods, using data collection techniques in the form of observation, interviews and documentation. The results of this research are 1). Umrah travel marketing PT. Faroq Sulaiman AL Fatah implemented a strategy that integrated the eight elements of the marketing mix into the marketing program, with the aim of increasing the number of Umrah pilgrims and maximizing the worship experience. 2). Barriers to implementing marketing strategies in increasing the number of pilgrims on PT Umrah travel. Faroq Sulaiman Al Fatah is that network expansion has not been maximized, price competition and there is a shortage of labor.