LEGAL, ETHICS, PRIVACY, AND SECURITY IN DIGITAL MARKETING FOR UMRAH TRAVEL

Abstract

Digital marketing has transformed the way travel service providers communicate value, attract customers, and build long-term relationships. However, the rapid expansion of digital channels has increased the urgency to address legal compliance, ethical conduct, privacy protection, and data security. This study analyzes the conceptual framework presented by Raj Sachdev in Digital Marketing (2024), particularly the chapter on legal, ethical, privacy, and security considerations, and applies these concepts to the context of Umrah travel marketing. Using qualitative methods through document analysis, literature review, and case analysis of Maghfirah Travel, this research identifies key challenges related to misleading advertising, ethical persuasion, excessive data collection, and the vulnerability of consumer information. The study reveals that Umrah travel companies operate in a highly sensitive sector that requires strict adherence to legal advertising principles, transparency, and compliance with data protection laws, such as Indonesia’s Personal Data Protection Law. Findings suggest that integrating Sachdev’s framework strengthens digital trust, enhances consumer protection, and builds a sustainable marketing strategy grounded in legal and ethical accountability. This research contributes to communication and digital marketing studies by providing a contextualized model of responsible digital marketing for religious travel services.