ABSTRAK
Renaldi Tri Laksono. 211231074. Strategi Public Relation dalam Membangun Tingkat Kepercayaan Jemaah Umrah (Studi Kasus PT Surya Buana Wisata Surakarta). Manajemen Dakwah. Fakultas Ushuluddin dan Dakwah Universitas Islam Negeri Raden Mas Said Surakarta. 2025.
PT Surya Buana Wisata merupakan biro perjalanan umroh yang memiliki kantor pusat di kota Surakarta. PT Surya Buana Wisata sebagai penyelenggara ibadah umroh berpengalaman dalam melayani dan memberangkatkan ribuan jamaah ke tanah suci sejak tahun 2019. Strategi public relation yang dilakukan oleh PT Surya Buana Wisata dilakukan dengan menggunakan strategi public relation PENCILS (Publication, event, news, community involvement, inform or image, lobbying and negotiation, social responsibility). Penelitian ini bertujuan untuk mengetahui strategi public relation yang diterapkan PT Surya Buana Wisata Surakarta dalam membangun dan meningkatkan tingkat kepercayaan jemaah umrah serta mengidentifikasi tantangan yang dihadapi PT Surya Buana Wisata dalam proses tersebut.
Metode yang digunakan adalah penelitian kualitatif. Jenis pendekatan field research (pendekatan lapangan) untuk memperoleh data langsung dari sumber terkait. Adapun penelitian ini terdiri dari 6 informan.
Hasil penelitian menunjukkan bahwa PT Surya Buana Wisata menggunakan strategi public relation PENCILS (publication, event, news, community involvement, inform or image, lobbying and negotiation, social responsibility) dalam membangun tingkat kepercayaan jemaah. Tantangan yang dihadapi perusahaan meliputi faktor internal seperti sumber daya manusia dan manajemen, serta faktor eksternal yang berkaitan dengan persaingan industri dan persepsi publik terhadap biro perjalanan umrah. Strategi ini membantu perusahaan dalam menjalin komunikasi efektif dan meningkatkan kepercayaan jemaah umrah secara berkelanjutan.

Kata Kunci : Strategi, Public Relation, PENCILS, Kepercayaan


ABSTRACT
Renaldi Tri Laksono. 211231074. Public Relations Strategy in Building the Level of Trust of Umrah Pilgrims (Case Study of PT Surya Buana Wisata Surakarta). Da'wah Management. Faculty of Ushuluddin and Da'wah Raden Mas Said State Islamic University. Surakarta. 2025.
PT Surya Buana Wisata is an Umrah travel agency headquartered in Surakarta. PT Surya Buana Wisata as an Umrah pilgrimage organizer has experience in serving and sending thousands of pilgrims to the holy land since 2019. The public relations strategy carried out by PT Surya Buana Wisata is carried out using the PENCILS public relations strategy (Publication, event, news, community involvement, inform or image, lobbying and negotiation, social responsibility). This study aims to determine the public relations strategy implemented by PT Surya Buana Wisata Surakarta in building and increasing the level of trust of Umrah pilgrims and identifying the challenges faced by PT Surya Buana Wisata in the process.
The method used is qualitative research. The type of field research approach is to obtain data directly from related sources. This study consists of 6 informan.
The results of the study indicate that PT Surya Buana Wisata uses the PENCILS public relations strategy (publication, event, news, community involvement, inform or image, lobbying and negotiation, social responsibility) in building the level of pilgrim trust. The challenges faced by the company include internal factors such as human resources and management, as well as external factors related to industry competition and public perception of the Umrah travel agencies. This strategy helps the company in establishing effective communication and increasing the trust of Umrah pilgrims in a sustainable manner.

Keywords: Strategy, Public Relations, PENCILS, Trust