Improving the Quality of Umrah Pilgrimage Services by Dewangga Lil Hajj Wal Umroh Travel in the Digital Era

Abstract

This study aims to analyze the efforts made by Travel Dewangga Lil Hajj Wal Umroh to improve service quality for Umrah pilgrims and to describe the extent to which technology plays a role in enhancing Travel Dewangga Lil Hajj Wal Umroh's services in the digital era. The development of the digital era requires Umrah travel agencies to integrate technology into their services without neglecting the human aspect. This descriptive research employs data collection techniques including observation, interviews, and documentation. After data collection, data analysis techniques were conducted through data reduction, data presentation, and conclusion drawing. The first research findings indicate that Travel Dewangga Lil Hajj Wal Umroh undertakes various efforts to improve the quality of services for Umrah pilgrims in the digital era. They implement administrative digitalization to ensure pilgrim data is more organized, accurate, and easily accessible, as well as enhance human resource professionalism through experienced Tour Leaders and muthowifs who are capable of accompanying pilgrims professionally. Responsiveness is maintained through the use of WhatsApp for rapid coordination and real-time complaint handling, while service assurance is strengthened through digital systems and travel insurance that provide certainty and security. Additionally, a personal approach is preserved through direct assistance, emphasizing family values and attention to the emotional and spiritual needs of pilgrims. The second research findings reveal that the role of digital technology is highly significant, encompassing the transformation of service systems from manual to digital, communication media that enhance responsiveness, and marketing tools to expand service reach and build company reputation. Through this integration, Travel Dewangga is able to provide efficient and modern services while maintaining attention to the human and spiritual aspects of pilgrims. Following the research findings, several recommendations are proposed: Travel Dewangga may consider developing a dedicated mobile application for pilgrims that integrates worship schedules, important notifications, and direct consultation features with tour leaders or muthowifs. Furthermore, advanced training for human resources related to digital data security and user experience can maximize pilgrim satisfaction. Finally, the use of analytical technology to monitor feedback and pilgrim preferences can assist the company in implementing more targeted and personalized service innovations.