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Rencana Pengembangan Bisnis Agen Travel Umroh Dan Wisata Halal : Rihlah Mulia Dengan Analisis Bisnis Model Kanvas

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Objective : Indonesia, as the country with the largest Muslim population in the world, represents a highly potential market for umrah services. Nevertheless, common challenges such as uncertainty of departure, lack of spiritual guidance, and non-transparent cost practices reduce public trust in travel agencies. This study aims to analyze the customer segments and value proposition of Rihlah Mulia, an umrah travel agent partnering with officially licensed PPIUs, and to examine its role as an agent in business development. Methode : The research employed a qualitative approach using interviews with 12 prospective pilgrims in the Greater Jakarta area, supported by field observations and a Business Model Canvas analysis. Result/Findings: The findings indicate that the majority of Rihlah Mulia’s prospective pilgrims come from the middle-income group earning IDR 2.6–7 million (58.34%), with most being employees/entrepreneurs (75%) and the rest retirees (25%). Their primary motivation is fulfilling the obligation of worship. Based on this, Rihlah Mulia identifies two main customer segments: regular packages affordable for middle-class pilgrims and flexible packages for those with higher purchasing power. The key value propositions offered include personal services in the form of intensive spiritual guidance and emotional engagement, as well as transparent pricing that ensures clarity and avoids hidden costs. Moreover, Rihlah Mulia’s position as an agent of officially licensed PPIUs is not limited to being an intermediary but extends to being a value creator by ensuring certainty of departure, service flexibility, and a meaningful worship experience. Keywords : Umrah, Agen Travel, Business Model Canvas, Action Research

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Detail Information

Series Title

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Call Number

REF 650 FAU r

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2310101038

Classification

650

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Action Research
Business Model Kanvas
Umrah
Travel Agency

Specific Detail Info

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Statement of Responsibility

Arssy Fauzia

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