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This study aims to analyze the digital communication strategy of Arrahmah Tour in building pilgrims’ trust through digital media. This research employs a qualitative approach with a case study method. Data were collected through interviews, observation of the company’s official digital media, particularly the website Arrahmah Tour, and documentation of various digital contents such as company profiles, travel packages, pilgrims’ testimonials, and service information. Data analysis was conducted using a descriptive-qualitative technique focusing on identifying patterns of digital communication strategies in building trust. The findings show that Arrahmah Tour implements a digital communication strategy focused on building digital trust through three main elements: information transparency, social proof, and communication consistency. Digital media functions not only as a promotional tool but also as an organizational legitimacy instrument and a mechanism for reducing perceived risk among prospective pilgrims. The company’s website serves as an information hub as well as a primary reference in the decision-making process. Thus, the implemented digital communication strategy significantly contributes to building pilgrims’ trust in the context of high uncertainty within the Umrah travel industry.

This study explores the influence of Electronic Word of Mouth (E-WOM) on Umrah ticket purchasing decisions through the Instagram account @umrohbarengyuk.id. In today’s digital era, social media serves as a primary channel in shaping consumer perceptions of services, particularly in religious travel industries like Umrah. E-WOM, consisting of interaction intensity, opinion valence, and content quality, plays a vital role in providing trustworthy information and building consumer confidence. Using a quantitative method involving surveys and simple linear regression analysis, the study finds that digital reviews and testimonials strongly influence prospective pilgrims’ decisions. The @umrohbarengyuk.id account is perceived as providing transparent, responsive, and relevant communication, making it a key reference in users’ information-seeking and service evaluation processes. These findings reinforce E-WOM as a powerful digital marketing communication strategy that not only increases service appeal but also enhances customer trust and purchasing confidence. The study offers practical insights for Umrah service providers in developing personalized, credible digital content and strategies to reach broader audiences effectively.

This study aims to analyze the E-Relationship Marketing strategy implemented by PT. Travel Al-Amar Madani Masyhur Medan through social media in an effort to maintain pilgrim loyalty amidst the increasingly competitive Umrah travel industry in the digital era. The research method used is descriptive qualitative with a case study approach. Data collection was conducted through in-depth interviews with management and pilgrims, observation of social media activities (Instagram, Facebook, and WhatsApp), and documentation. Data analysis used data reduction, data display, and conclusion drawing techniques. The results show that the implementation of E-Relationship Marketing is carried out through four main dimensions: service personalization, digital community building, responsive interaction, and consistency of Islamic brand character. The use of social media is proven effective in increasing trust and emotional closeness of pilgrims, leading to loyalty in the form of repeat orders and recommendations (advocacy). The main obstacle found is the digital literacy gap among elderly pilgrims, which the company addressed through simpler and more intensive communication approaches on the WhatsApp platform.