The role of digital marketing in increasing brand awareness at PT. bumi serambi mekkah tour and travel padang panjang
DOI:
https://doi.org/10.52465/josre.v4i2.1Keywords:
Digital marketing, Brand awarenessAbstract
The development of digital technology has driven changes in how people seek information, including when choosing hajj and umrah travel agencies, making digital marketing an important strategy for building a company's brand awareness. This study aims to analyze the role of digital marketing in increasing brand awareness at PT. Bumi Serambi Mekah Tour & Travel Padang Panjang. This research employs a qualitative, descriptive approach. Data were collected through observation, interviews, and documentation involving internal company parties and pilgrims. Data analysis was carried out through data reduction, data presentation, and conclusion drawing. The results indicate that digital marketing through social media helps increase brand recognition, strengthen the company’s positive image, and foster public trust in the services offered. Content in the form of pilgrimage activity documentation, dissemination of umrah program information, and testimonials supports brand awareness. Digital marketing also helps expand the company's reach and introduce it to potential pilgrims. The study concludes that digital marketing has a strategic role in enhancing brand awareness at PT. Bumi Serambi Mekah Tour & Travel Padang Panjang. The implications of these findings emphasize that consistent, informative digital media management can be an effective strategy to strengthen the brand position of hajj and umrah travel companies amid industry competition.
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