YASMIN FAIZ BAGHIZAH, 1860407222038 and FITRIANATSANY, 199011122020122011 (2026) STRATEGI PEMASARAN OMNICHANNEL GUNA MENINGKATKAN PENJUALAN TIKET PADA TRAVEL AGEN SERUMPUN BARU. [ Skripsi ]
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Abstract
ABSTRAK Skripsi dengan judul “Strategi Pemasaran Omnichannel Guna Meningkatkan Penjualan Tiket pada Travel Agen Serumpun Baru” ini ditulis oleh Yasmin Faiz Baghizah NIM. 1860407222038, mahasiswa Program Studi Pariwisata Syariah di UIN Sayyid Ali Rahmatullah Tulungagung. Dengan dosen pembimbing Fitrianatsany. S.Sos., M.A. Kata Kunci: Strategi Pemasaran, Omnichannel, Etika Bisnis Syariah, Penjualan Tiket, Agen Travel. Penelitian ini bertujuan untuk menganalisis implementasi strategi pemasaran omnichannel dalam meningkatkan penjualan tiket pada Travel Agen Serumpun Baru serta menganalisis penerapan prinsip etika bisnis syariah dalam strategi pemasaran tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi terhadap pihak yang terlibat dalam aktivitas operasional dan pemasaran pada Travel Agen Serumpun Baru. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Travel Agen Serumpun Baru telah menerapkan strategi pemasaran omnichannel melalui integrasi berbagai saluran pemasaran online dan offline, seperti pelayanan langsung di kantor agen, penggunaan WhatsApp, media sosial, serta strategi promosi dari mulut ke mulut (word of mouth). Penerapan strategi tersebut memberikan kemudahan akses informasi dan pelayanan kepada pelanggan sehingga mampu meningkatkan interaksi pelanggan dan mendukung peningkatan penjualan tiket serta layanan travel. Selain itu, agen juga menerapkan beberapa kebijakan operasional seperti sistem batas waktu pembayaran (time limit booking) dan pembayaran uang muka (DP) guna meminimalisir pembatalan transaksi dan meningkatkan kepastian pemesanan. Penelitian ini juga menunjukkan bahwa penerapan strategi pemasaran omnichannel di Travel Agen Serumpun Baru telah disertai dengan penerapan prinsip etika bisnis syariah, seperti kejujuran, amanah, transparansi, keadilan, dan profesionalitas dalam pelayanan pelanggan. Penerapan nilai-nilai tersebut mampu membangun kepercayaan pelanggan, meningkatkan loyalitas konsumen, serta menjaga citra usaha di tengah persaingan industri travel yang semakin berkembang. Dengan demikian, strategi pemasaran omnichannel yang dipadukan dengan prinsip etika bisnis syariah menjadi salah satu faktor penting dalam mendukung keberlangsungan dan peningkatan penjualan pada Travel Agen Serumpun Baru. ABSTRACT This thesis, titled “Omnichannel Marketing Strategies to Increase Ticket Sales at Serumpun Baru Travel Agency,” was written by Yasmin Faiz Baghizah (Student ID: 1860407222038), a student in the Sharia Tourism Program at UIN Sayyid Ali Rahmatullah Tulungagung. Supervised by Fitrianatsany, S.Sos., M.A. Keywords: Marketing Strategy, Omnichannel, Sharia Business Ethics, Ticket Sales, Travel Agency. This study aims to analyze the implementation of an omnichannel marketing strategy to increase ticket and travel sales at Travel Agent Serumpun Baru and to analyze the application of Sharia business ethics principles within this marketing strategy. This study used a qualitative approach with a descriptive approach. Data collection techniques included observation, interviews, and documentation of parties involved in operational and marketing activities at Travel Agent Serumpun Baru. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The results indicate that Travel Agent Serumpun Baru has implemented an omnichannel marketing strategy through the integration of various online and offline marketing channels, such as direct service at the agent's office, the use of WhatsApp, social media, and word-of-mouth promotion strategies. This strategy facilitates easy access to information and services for customers, thereby enhancing customer interaction and supporting increased ticket and travel service sales. Furthermore, the agent has implemented several operational policies, such as a time-limited booking system and a down payment (DP) to minimize transaction cancellations and increase booking certainty. This study also shows that the implementation of an omnichannel marketing strategy at Travel Agent Serumpun Baru has been accompanied by the application of Sharia business ethics principles, such as honesty, trustworthiness, transparency, fairness, and professionalism in customer service. The application of these values can build customer trust, increase consumer loyalty, and maintain the company's image amidst the increasingly competitive travel industry. Therefore, an omnichannel marketing strategy combined with Sharia business ethics principles is a crucial factor in supporting the sustainability and increasing sales at Travel Agent Serumpun Baru.
| Item Type: | Skripsi |
|---|---|
| Subjects: | Pariwisata |
| Divisions: | Fakultas Ekonomi Dan Bisnis Islam > Pariwisata Syariah |
| Depositing User: | 1860407222038 YASMIN FAIZ BAGHIZAH |
| Date Deposited: | 16 Sep 2026 02:53 |
| Last Modified: | 16 Sep 2026 02:53 |
| URI: | http://repo.uinsatu.ac.id/id/eprint/71995 |
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