Analisis Strategi Manajemen Sumber Daya Manusia dalam Peningkatan Kualitas Pelayanan Umrah pada PT. Mambaul Khairat Tour & Travel Kabupaten Ketapang

Abstract

This study aims to analyze Human Resource Management (HRM) strategies in umrah services at PT. Mambaul Khairat Tour & Travel in Ketapang Regency using the perspective of Strategic Human Resource Management (SHRM) and the Resource-Based View (RBV) approach. Previous studies generally place HRM in the operational aspects and service quality, but have not comprehensively examined the integration of religious values as a source of competitive advantage in the context of umrah travel agencies. This study uses a qualitative approach with interview, observation, and documentation techniques, and is analyzed through data reduction, presentation, and verification. The research results indicate that HR strategies are implemented through adaptive workforce planning, competency- and religious value-based recruitment, continuous training, as well as performance and reward systems that enhance intrinsic motivation. A religious organizational culture serves as an integrative mechanism aligning employee behavior with the orientation of serving congregants. The novelty of this research lies in the conceptualization of religious values as an intangible asset within the SHRM framework that affects service quality. The contribution of this study is the development of a conceptual model of religious value-based HR strategy that expands the application of RBV theory in the religious service sector and provides practical implications for improving the competitiveness of Umrah travel agencies.