Analisis Strategi Penyesuaian Biro Perjalanan Umrah pada Masa Pandemi Covid-19

Abstract

Abstract. The Covid-19 pandemic has had an impact on Umrah travel agencies which are threatened with losses and bankruptcy due to the policy of canceling Hajj and Umrah departures. PT. Manajemen Mihrab Qolbi Bandung needs to get around this policy in the form of an adjustment strategy in order to survive and attract public interest even though there have been no pilgrims departing due to covid-19 pandemic. Based on these phenomena, the problems in this study are formulated as follows: (1) What are the obstacles experienced by PT. Managemen Mihrab Qolbi Bandung during the Covid-19 pandemic? (2) How is the adjustment strategy of PT. Managemen Mihrab Qolbi Bandung during the covid-19 pandemic?. The purpose of the study was to find out the constraints and determine the strategy for adjusting Mihrab Qolbi Bandung during covid-19 pandemic. This study uses a qualitative method with a case study approach. Data collection techniques were obtained from observation, documentation, and interviews. Based on the results of the study, it can be concluded that the problems of Mihrab Qolbi Bandung during the pandemic are the decrease in the number of registrants, delays in departure schedules, increase in the price of Umrah packages, reduction in salaries and employees, and limited company operations. The strategy used is an adaptive strategy of defenders strategy, prospectors strategy, reactor strategy and sharia marketing strategy through a marketing mix (Product, Price, Place, Promotion) which has a good impact, because it can minimize losses and attract public interest during the COVID-19 pandemic. Abstrak. Pandemi Covid-19 memberikan dampak terhadap biro perjalanan umrah yang terancam mengalami kerugian dan kebangkrutan karena kebijakan pembatalan keberangkatan haji dan umrah. PT. Manajemen Mihrab Qolbi Bandung perlu menyiasati kebijakan tersebut dengan bentuk strategi yang tepat agar dapat bertahan dan menarik minat masyarakat untuk Umrah meski belum ada keberangkatan jamaah akibat pandemi covid-19. Berdasarkan fenomena-fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Bagaimana kendala yang dialami PT. Manajemen Mihrab Qolbi Bandung pada masa pandemi Covid-19? (2) Bagaimana strategi penyesuaian PT. Manajemen Mihrab Qolbi Bandung pada masa pandemi covid-19?. Tujuan penelitian untuk mengetahui kendala dan menentukan strategi yang tepat oleh PT. Manajemen Mihrab Qolbi Bandung dalam menghadapi pandemi covid-19. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. teknik pengumpulan data diperoleh dari observasi, dokumentasi, dan wawancara. Berdasarkan hasil penelitian dapat disimpulkan bahwa kendala Mihrab Qolbi Bandung pada masa pandemi yaitu penurunan jumlah pendaftar, penundaan jadwal keberangkatan, kenaikan harga paket umrah, pengurangan gaji dan karyawan, serta operasional perusahaan terbatas. Strategi yang digunakan adalah strategi adaptif jenis defenders strategy, prospectors strategy, reactor strategy dan strategi pemasaran syariah melalui marketing mix (Product, Price, Place, Promotion) yang berdampak baik, karena dapat meminimalisir kerugian dan menarik minat masyarakat pada masa pandemi covid-19.