PENERAPAN BAURAN PEMASARAN 7P SEBAGAI STRATEGI PEMASARAN TRAVEL ZIARAH HATI INDONESIA

This study aims to analyse the implementation of marketing strategies through the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) at Ziarah Hati Indonesia Umrah Travel Agency in attracting prospective pilgrims. The background of this research is based on the increasing competition among Umrah travel agencies in Indonesia, along with the growing number of Umrah pilgrims each year. To remain competitive, a structured and targeted marketing strategy is essential. This research uses a descriptive qualitative approach with data collected through observation, documentation, and literature study. The results show that Ziarah Hati Indonesia has applied the 7P marketing mix comprehensively, including service diversification (Umrah and Hajj packages), price setting based on market segmentation, a strategic office location in Surabaya, promotional efforts through both social media and print media, professional human resources, systematic service processes, and physical evidence that enhances the company's credibility. These findings indicate that the 7P marketing mix plays a significant role in shaping positive consumer perceptions and increasing interest in using Ziarah Hati's services.