STRATEGI PUBLIC RELATIONS TRAVEL TRIFA WISATA DALAM MEMBANGUN CITRA SEBAGAI TRAVEL HAJI DAN UMROH YANG AMANAH

Abstract

Competition in the Hajj and Umrah travel industry requires companies to build a positive image and gain public trust. Public Relations plays an important role in establishing relationships with the public and shaping the company's image as a trustworthy travel agency. This study aims to analyze the Public Relations strategy of Travel Trifa Wisata in building its image as a trustworthy Hajj and Umrah travel agency. This research employed a qualitative method with a case study approach. The informants consisted of one key informant, namely the Public Relations officer of Travel Trifa Wisata, and three Umrah pilgrims as supporting informants. Data were collected through interviews, observation, and documentation. This study applied the Relationship Management Theory, which includes trust, openness, involvement, investment, and commitment, as well as the Impression Management Theory, which consists of expression given, expression given off, and primary effect. The findings indicate that Travel Trifa Wisata builds its image as a trustworthy Hajj and Umrah travel agency through trust, open communication, customer involvement, service quality improvement, and commitment to maintaining long-term relationships with pilgrims. In addition, the company's positive image is also shaped through communication, services, and experiences directly perceived by the pilgrims.