The PT Madinah Iman Wisata's Digital Transformation as a Competitive Strategy in the Umrah Industry
Digital Transformation in the Umrah Industry
Abstract
The transformation of the Umrah industry is an implication of the Saudi Vision 2030 policy, which encourages the modernization of digital-based service systems and an increase in the number of pilgrims globally. These changes require Umrah travel agencies to adapt through technological innovation to maintain competitiveness amidst increasingly fierce competition. This study aims to analyze the implementation of digital transformation as a competitive strategy at PT Madinah Iman Wisata and identify its impact on operational efficiency and service quality for pilgrims. This study uses a descriptive qualitative approach with a case study method. Data collection was conducted through in-depth interviews, direct observation, and documentation of company activities. Research informants consisted of management, operational staff, and pilgrims who use the service. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions using triangulation techniques to maintain the validity of the findings. The results show that the digital transformation implemented by PT Madinah Iman Wisata includes the digitization of the registration and payment system, the use of digital media as a marketing tool, and the integration of services with the Umrah technology platform. This implementation has been proven to improve operational efficiency, accelerate the service process, and increase transparency and ease of access for pilgrims. Furthermore, digital transformation plays a role in strengthening differentiation strategies by improving service quality and customer experience. Another impact is increased levels of pilgrim satisfaction and trust, which ultimately contribute to customer loyalty. This research finding confirms that digital transformation serves not only as an operational support tool but also as a key strategy for creating sustainable competitive advantage. Therefore, Umrah travel agencies need to strategically integrate digital technology to address the ever-evolving industry dynamics.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Bagus Pembayun, Marisa Fran Lina
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
