MANAJEMEN PELAYANAN IBADAH UMRAH DALAM PERSPEKTIF MANAJEMEN DAKWAH DI PT. DARUL IMAN TRAVEL MEDAN

Abstract

This study aims to analyze the management of umrah service delivery implemented by PT. Darul Iman Travel Medan from the perspective of Islamic-based service management. The research employed a qualitative descriptive approach using participant observation during a student internship, in-depth interviews with management, and documentation analysis. The findings indicate that PT. Darul Iman Travel has implemented a structured service management system covering administrative accuracy, operational service quality, marketing strategies, and spiritual guidance for pilgrims. Administrative precision and service professionalism were found to be key factors in maintaining pilgrim trust and satisfaction. However, the study also identifies challenges in risk management, particularly related to flight schedule changes and hotel booking competition, which may affect service continuity. From a management perspective, these challenges arise due to external uncertainties and limited control over international partners. The study concludes that effective umrah service management requires not only technical and administrative competence but also strong ethical values such as amanah and professionalism. The findings contribute to the development of Islamic service management studies and provide practical insights for improving service quality in umrah travel agencies.