ABSTRAK Penelitian ini akan membahas tentang penerapan sharia marketing mix dalam meningkatkan volume pengguna jasa travel haji dan umrah (studi kasusu pada biro perjalanan haji dan umrah PT. ESQ Tours Travel). Fokus Permasalahan yang akan dibahas adalah ; (1) Bagaimakah penerapan sharia marketing mix yang dilakukan oleh PT. ESQ Tours Travel, (2) Bagaimanakah penerapan sharia marketing mix dalam meningkatkan volume pengguna jasa travel haji dan umrah di PT. ESQ Tours Travel. Penelitian ini dilakukan dengan menggunakan pendekatan kualitatif yaitu metode penelitian kualitatif analisis deskripsi. Penelitian kualitatif adalah suatu penelitian yang ditujukan untuk mendeskripsikan dan menganalisis fenomena, peristiwa, aktifitas social, sikap, kepercayaan, persepsi, pemikiran orang secara individual maupun kelompok. Sehingga dalam teknik penggalian data peneliti menggunakan metode observasi, wawancara mendalam, dan dokumentasi. Dari metode penelitian kualitatif deskriptif maka peneliti bisa melihat proses penerapan sharia marketing mix di PT. ESQ Tours Travel Berdasarkan hasil penelitian disimpulkan bahwa PT. ESQ Tours Travel menerapkan sharia marketing mix dengan sangat baik. Hal tersebut bisa dilihat dari cara penyajian produk (produck) layanan umrah yang yang jelas dan transparan, meninggalkan perang harga (price) tapi berlomba dalam memberikan pelayanan yang terbaik, menggunakan kantor sendiri sebagai / tempat (place) pemasaran dan bebas ghasab, melakukan promosi (promotion) sesuai syar’i dengan pelayanan yang prima agar jamaah mendapatkan kepuasan melaksanakan unrah bersama PT. ESQ Tours Travel. Volume jamaah umrah ESQ semakin meningkat dalam setiap tahunnya hingga 19.99 %. Kata Kunci : Sharia Marketing Mix, Volume, Peningkatan Jamaah Umrah

ABSTRACT This research is going to discuss about the application of Sharia marketing mix in increasing the volume of the users of Hajj and Umrah travel service (retrospective case series study on Hajj and Umrah travel agency of PT. ESQ Tours Travel). The focus Issues will be discussed below; (1) How is the application of Sharia marketing mix made by PT. ESQ Tours Travel, (2) How is the application of Sharia marketing mix increasing the volume of the users of Hajj and Umrah travel service in PT. ESQ Tours Travel. This research was conducted by using a qualitative approach, qualitative research methods of descriptive analysis. Qualitative research is a study which is aimed to describe and analyze the phenomena, about social activities, attitudes, beliefs, perceptions, and thoughts of individual or collective people. So that, in the data deepening techniques the researchers used the observation method, in-depth interviews, and documentation of descriptive qualitative research method, the researcher can observe the process of applying sharia marketing mix in PT. ESQ Tours Travel. Based on the results of the research it can be concluded that the PT. ESQ Tours Travel implements sharia marketing mix is very well. It can be seen from the way of the umrah service product presentation (production) that is clear and transparent, then leaving the price war (price) but it competes to provide the best service, then using its own office as marketing place (place) and free from ghasab, then promotion (promotion) according to sharia with excellent service, in order pilgrims to get satisfaction from carrying umrah by using PT. ESQ Tours Travel. ESQ Umrah pilgrim volume is more and more increasing every year up to 19.99%. Keywords: Sharia Marketing Mix, Volume, Umrah pilgrims Improvement, PT. ESQ Tours Travel

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