PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP PENINGKATAN PENJUALAN PAKET UMRAH PADA PT. AMANAH BAITULLAH TOUR CABANG PERAWANG

Abstract

This study aims to determine how the quality of service and promotion affect the increase in sales of umrah packages at PT. Amanah Baitullah Tour, Perawang Branch. The background of this study is based on the importance of service quality and effective promotion strategies in attracting public interest in choosing a particular umrah travel agency amidst increasingly tight competition. The research method used is quantitative with a descriptive approach. Data were collected by distributing questionnaires to 120 respondents who were umrah pilgrims of PT. Amanah Baitullah Tour, Perawang Branch. Data analysis was carried out by testing validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, coefficient of determination (R2) and hypothesis testing (t-test and F-test). The results showed that the quality of service and promotion had a positive and significant effect on increasing sales of umrah packages, both partially and simultaneously. These findings indicate that efforts to improve service quality such as employee friendliness, clarity of information, and accuracy of promises, as well as intensive and targeted promotions, are very important in increasing competitiveness and the number of pilgrims. Therefore, companies are advised to continue to develop innovations in service and promotion in order to maintain sales growth in the future.

Keywords: Service Quality, Promotion, Sales, Umrah, Travel Agency