Level of Trust and Determining Factors in the Selection of Umrah Travel Agents by Prospective Pilgrims in Indonesia

The Umrah travel business has become a lucrative venture due to the high number of Umrah pilgrims wishing to travel to the holy land. The method used is qualitative. Data was collected through interviews, documentation, and source tracing. Tracing of articles and related literature was also carried out to enrich the context and supporting theories relevant to the research objectives. The data obtained from interviews and documentation were then processed using NVivo 12 software, which facilitates the process of qualitative data analysis through coding and categorization of findings. The research found that the trust of prospective Umrah pilgrims in Indonesia is influenced by the agent's legality (official PPIU from the Ministry of Religion), recommendations from relatives, social media reviews, package prices, and service quality. The majority of pilgrims prioritize officially licensed and trusted agents, understand legal protection, and value positive experiences shared by close people with satisfactory service. Prospective pilgrims also remain wary of offers that are too cheap and expect cost and service transparency. By combining these aspects, travel agents can build solid trust and enhance their positive reputation