Strategy of Implementing the Canvas Business Model Using SWOT Analysis in Developing the Tour & Travel Business of Umrah and Hajj Tourism at PT. Sa'yan Masykuro
Abstract
The development of the Hajj and Umrah travel business creates selective competition. PT. Sa'yan Masykuro is one of the companies engaged in Hajj and Umrah Services or known as PPIH (Hajj Travel Organizer). This study aims to analyze the Sa'yan Masykuro model using the business model canvas approach and evaluate it based on SWOT analysis to produce recommendations for improving the elements of the business model block. This study uses a qualitative descriptive approach using Business Model Canvas (BMC) data analysis techniques and SWOT analysis which includes the use of IFAS and EFAS. The data collection method was interviews with several selected informants and document research. The informants of this study consisted of randomly selected owners, employees, and customers of Sa'yan Masykuro, totaling 11 people who had made repeated purchases. The findings show that the SWOT analysis diagram leads to a diversification strategy (product/market) that is an input for the improvement of the canvas model business. From its implementation, it is recommended to improve the nine elements of the Business Model Canvas, as well as strategies that allow the development of the Umrah & Hajj Tour & Hajj Tourism Business of PT. That is a very serious matter.
Downloads
References
Arivetullatif, A., & Ardina, G. (2022). Creative Economy-Based Small and Medium Business Development Strategy in Pariaman City. Ensiklopedia of Journal, 4(4), 364–371. https://doi.org/10.33559/eoj.v4i4.888
Dewi, A. A. K., Samsudin, A., Hidayat, R., Sari, D., Destrina, I., Cornelia, M., Netanya, S. A., & Abir S, S. (2023). The Influence of SWOT Analysis on Decision Making in Laundry Businesses in Kalijudan Surabaya. El-Mal: Journal of Islamic Economic and Business Studies, 4(5), 1263–1274. https://doi.org/10.47467/elmal.v4i5.2754
Dharma Nurhalim, A. (2023). The Importance of Business Ethics as an Effort in the Progress of the Company. Journal of Computer Science and Business, 14(2a), 11–20. https://doi.org/10.47927/jikb.v14i2a.536
Farisi, S. Al, Fasa, M. I., & Suharto. (2022). The Role of MSMEs (Micro, Small and Medium Enterprises) in Improving Community Welfare. Journal of Sharia Economic Dynamics, 9(1), 73. https://doi.org/10.25273/equilibrium.v8i2.7118
Fitri Anggreani, T. (2021). Factors influencing SWOT: HR development strategy, business strategy, and MSDM strategy (a review of the literature on human resource management). Journal of Information Systems Management Economics, 2(5), 619–629. https://doi.org/10.31933/jemsi.v2i5.588
Isbahi, M. B., Zuana, M. M. M., & Toha, M. (2024). The Multi-Social Relation of the Cattle Industry in the Plaosan Subdistrict Animal Market of Magetan Regency. Malacca: Journal of Management and Business Development , 1(1), 31–46. https://doi.org/10.69965/malacca.v1i1.51
Malik, I. (2020). Business planning and development strategies in the face of free trade of the Asean Economic Community. Negotium: Journal of Business Administration Sciences, 3(1), 39. https://doi.org/10.29103/njiab.v3i1.3051
Mamangkey, D. S., Tinangon, J. J., & Budiarso, N. S. (2023). Evaluation of planning, implementation, administration, reporting and accountability of APBDesa financial management based on Permendagri Number 20 of 2018 (Case study in Toiba Village, Bualemo District, Banggai Regency). Accounting Research and Investment Portfolio, 1(2), 95–105. https://doi.org/10.58784/rapi.65
Nurhani. (2024). Product Completeness on the Decision to Purchase City Souvenir MSME Products. IJMA (Indonesian Journal of Management and Accounting), 5(1), 175–181.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers.
Osterwalder, A., & Pigneur, Y. (2019). Business Model Generation. PT Elex Media Komputindo.
Rapi'ah, S., Yusuf, M., & Safitri, Y. (2024). SWOT Analysis on Micro, Small and Medium Enterprises (MSMEs) Soybean Processed Industry Center in Selat Village, Pemayung District, Batanghari Regency. Journal of Science Student Research, 2(5), 104–117. https://doi.org/10.61722/jssr.v2i5.2617
Saputra, M. P. D., & Afifah, N. (2021). Business Development Strategy at the Kapuas Hulu Forest Honey Cooperative Center Through the Canvas Model Business (BMC). Proceedings of the Business Seminar Series V, 249–268.
Copyright (c) 2026 Berliana Henisyafitri, Lia Nirawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
