PRINSIP-PINSIP ISLAM DALAM AKTIFITAS KOMUNIKASI PEMASARAN DI AGEN PERJALANAN

Abstract

The Hajj and Umrah become an annual tradition in Indonesia which must be accompanied by further emergence of travel agents that deliver services of organizing Hajj and Umrah. Hidayah Hasyid Oetama (H2O)Hajj and Umroh travel is practicing several marketing communication mix that is advertising, public relations and publicity, WOM and personal selling. This study discusses the paradigm of marketing communication in the context of Islam. Grand theory of this study is the marketing communication mix (Product, Price, Place, Promotion, and People) and focus on Promotion.This study used a qualitative approach worked with qualitative descriptive method. The paradigm of this research is constructivist and the collected data through interviews and direct observation to be analyzed systematically and thoroughly about Islamic values contained in the promotional activities of PT. H2O. The study stated and concluded that PT. H2O practicing sales and promotion based on the law of Islamic tenet and Syariah. The conclusion is that in Islamic principles, promotion techniques are not justified in using sexual attraction, emotional appeal, the appeal of fear, false testimony and the apparent attractiveness of research, as well as contributing to the ignorance of mind and encourage improvidence.