Pengaruh Digital Marketing dan Pelayanan terhadap Kepuasan Konsumen Jasa Travel Umrah
DOI:
https://doi.org/10.61722/jaem.v3i1.9308Keywords:
Consumer Satisfaction; Digital Marketing; Service Quality; Umrah TravelAbstract
This study aims to analyze the influence of digital marketing and service quality on consumer satisfaction in Umrah travel services at PT Hikayatuna Berkah Selalu, Bandung Regency. The increasing competition in the Umrah travel industry requires companies to optimize digital marketing strategies and improve service quality to maintain customer trust and satisfaction. This research applies a quantitative method with descriptive and verificative approaches. The population consists of all Umrah pilgrims in 2025, with a sample of 50 respondents selected using Slovin’s formula. Data were collected through questionnaires and analyzed using multiple linear regression, correlation analysis, coefficient of determination, and hypothesis testing (t-test and F-test). The results indicate that digital marketing has a positive and significant effect on consumer satisfaction (t = 3.643; sig = 0.001). Service quality also has a positive and significant effect (t = 3.495; sig = 0.001). Simultaneously, digital marketing and service quality significantly influence consumer satisfaction (F = 232.535; sig = 0.000) with an R² value of 0.807, meaning 80.7% of consumer satisfaction is explained by both variables. These findings imply that the integration of effective digital marketing strategies and high-quality service is essential to enhance customer satisfaction in Umrah travel services.
References
Aaker, D. A. (2022). Strategic market management (11th ed.). Wiley.
Abdullah, M. (2015). Manajemen layanan: Teori dan praktik. Graha Ilmu.
Assauri, S. (2019). Manajemen pemasaran: Dasar, konsep, dan strategi. Rajawali Pers.
Bacharach, S. B., et al. (2023). Research methods for business students. SAGE Publications.
Boone, L. E., & Kurtz, D. L. (2021). Contemporary business (18th ed.). Wiley.
Cahyati, T., & Munandar, D. (2023). Perilaku konsumen: Teori dan aplikasi. Cipta Media Nusantara.
Chaffey, D., & Ryan, D. (2020). Digital marketing: Strategy, implementation and practice. Pearson.
Field, A. (2018). Discovering statistics using IBM SPSS statistics. SAGE Publications.
Hasanah, N. (2023). Metode penelitian kepustakaan. Prenada Media.
Indrasari, M. (2019). Perilaku konsumen. UB Press.
Jusuf, D. I. (2021). Perilaku konsumen di masa bisnis online. Andi.
Kotler, P., & Keller, K. L. (2021). Marketing management (17th ed.). Pearson.
Lovelock, C., & Wirtz, J. (2021). Services marketing: People, technology, strategy (9th ed.). Pearson.
Lupiyoadi, R. (2020). Manajemen pemasaran jasa. Salemba Empat.
Michael, S., Lewis-Beck, et al. (2024). The SAGE encyclopedia of social science research methods. William Morrow.
Munandar, D. (2022). Digital marketing. Cipta Media Nusantara.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2020). Delivering quality service. Free Press.
Ridwan, M., & Akdon. (2019). Rumusan dan aplikasi statistika untuk penelitian. Alfabeta.
Ritzer, G., & Stepnisky, J. (2020). Sociological theory (11th ed.). SAGE Publications.
Sarwono, J. (2020). Metodologi penelitian kuantitatif dan kualitatif. Andi.
Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Statistika untuk penelitian. Alfabeta.
Tjiptono, F. (2014). Pemasaran jasa: Prinsip, penerapan, dan penelitian. Andi Offset.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2023). Services marketing: Integrating customer focus across the firm (10th ed.). McGraw-Hill.
B. Jurnal Ilmiah
Fitriana, N., & Hadi, A. (2024). Hubungan strategi digital marketing dan pelayanan terhadap kepuasan pelanggan di sektor jasa keuangan syariah. Jurnal Ilmiah.
Iswahyuniarto, D. (2023). Pengaruh digital marketing terhadap keputusan pembelian dan kepuasan pelanggan pada jasa online travel agent. Jurnal Syntax Admiration, 4(3), 299–315.
Lestari. (2021). Pengaruh kualitas layanan dan promosi digital terhadap loyalitas pelanggan pada travel umrah PT Amanah Wisata. Jurnal Ilmiah.
Pratama, & Nuraini. (2022). Analisis pengaruh digital marketing dan kualitas pelayanan terhadap kepuasan pelanggan travel haji dan umrah di Kota Bandung. Jurnal Ilmiah.
Putri, A., & Rahmawati, L. (2021). Pengaruh digital marketing melalui media sosial terhadap kepuasan pelanggan. Jurnal Pemasaran Digital Indonesia, 5(2), 115–125.
Riyanto, B., & Santoso, A. (2020). Pengaruh kualitas pelayanan terhadap kepuasan jemaah pada biro perjalanan haji dan umrah di Yogyakarta. Jurnal Manajemen Jasa, 8(1), 45–53.
Ryan, D. (2020). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page.
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the effectiveness of digital marketing in enhancing tourist experiences and satisfaction: A study of Thailand’s tourism services. Journal of Tourism Studies.
Savero, S. (2021). Pengaruh marketing mix terhadap keputusan berkunjung pada wisata edukasi Kampoeng Kidz Batu. Jurnal Ekonomi Manajemen dan Bisnis, 2(1), 32–42.
Siregar. (2020). Pengaruh kualitas pelayanan terhadap kepuasan jamaah umrah pada PT Al-Hijaz Indowisata. Jurnal Ilmiah.
Yazgan Pektas, S., & Hassan, A. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourism Marketing.
Yusuf. (2023). Pengaruh kualitas layanan dan promosi digital terhadap loyalitas pelanggan pada travel umrah PT Amanah Wisata. Jurnal Ilmiah.
C. Website
Himpunan Penyelenggara Umrah dan Haji (HIMPUH). (2025). Laporan perkembangan jemaah umrah Indonesia. https://himpuh.or.id
Kementerian Agama Republik Indonesia. (2025). Statistik jemaah umrah Indonesia 2020–2024. https://kemenag.go.id
