Digital Marketing Strategies of Umrah and Hajj Travel Companies in Depok City: A Descriptive Analysis Based on Literature Review and Online Observation

Abstract

This study analyzes the digital marketing strategies applied by Umrah and Hajj travel companies in Depok City, Indonesia, using a descriptive qualitative approach through literature review and online observation. The findings indicate that the effectiveness of digital marketing is influenced by the integration of legality, the use of digital channels, innovation, content quality, and customer relationship management. PT Alhijaz Indowisata stands out for its integration of technology and modern customer management, while PT Arminareka Perdana and PT Patuna Mekar Jaya remain focused on basic services and conventional promotional activities. The results highlight that legal transparency, the provision of educational content, active social media engagement, and accurate market segmentation are key determinants of success. Nevertheless, this study has several limitations, including a limited sample size, reliance on qualitative and secondary data that may involve subjectivity, and the lack of comprehensive analysis of external factors such as regulations, post-pandemic consumer behavior, and global digital marketing trends. Future research should expand sampling, apply mixed methods, and conduct longitudinal analysis for deeper and more generalizable insights.