The Role of Strategic Entrepreneurship To Develop Sustainable Competitive Advantage (A case study on Umrah and Hajj Travel agencies)

This study aims to analyses the marketing strategies implemented by PT. Hajj/Umrah Travel Agency “X” Bekasi Branch in enhancing its competitiveness as a specialized Hajj travel agency. The focus of this study is on the application of the 7P marketing mix (Product, Price, Place, Promotion, Process, People, Physical Evidence) and the effectiveness of each strategy in attracting pilgrims. Using a qualitative approach, data was collected through in-depth interviews, participatory observation, and documentation studies. The results of the study show that promotional strategies through social media and collaboration with religious leaders are the most effective marketing tools. However, the company also faces challenges such as intense industry competition and limited use of digital technology. This study provides recommendations for strengthening digital marketing strategies and improving service quality so that PT. Hajj/Umrah Travel Agency “X” Bekasi Branch can compete sustainably.