STRATEGI KOMUNIKASI LEMBAGA AMIL ZAKAT (LAZ) SWADAYA UMMAH DALAM MENINGKATKAN JUMLAH MUZAKKI DI PEKANBARU
Abstract: The first one that
established in Riau province is Lembaga Amil Zakat (LAZ) Swadaya Ummah. Due to
big potential of zakat in Indonesia, especially in Pekanbaru made growth of
Zakat Institution in Pekanbaru increased. It can be seen the number of branches
National Zakat Institutionopened in Pekanbaru like Dompet Duafa, Rumah Zakat
(RZ) and Program Keadilan Peduli Umat (PKPU). As increasing ofZakat Institution
National,Lembaga Amil Zakat (LAZ) Swadaya Ummah should further enhance
communication strategy in order to remain trusted by society in Pekanbaru. The
purpose of this study is to examine the introduction of targeted strategy,
media selection strategy, assessment strategy objectives and strategies message
communicator role which is used by Lembaga Amil Zakat (LAZ) Swadaya Ummah in
Pekanbaru.
This research receipts qualitative methods, namely the collection of data
obtained based on the fact data in the field through observations, interviews,
and documentation. Subjects of this study consisted of 10 persons namely 1
deputy director, 4 fundraiser , 1 customer service, and 4 muzakki Lembaga Amil
Zakat (LAZ) Swadaya Ummah that are selected by using purposive technique. To
analyze the results of this study use interactive data analysis techniques,
while data validity checking techniques through extension of participation and
triangulation.
The results showed that the communication strategyof Lembaga Amil Zakat
(LAZ) Swadaya Ummah in terms of the introduction of goals of the entire Muslim
society in Pekanbaru, the placement target is divided into three strategic
segments, namely employment, education, and region. For further, the election
of media is divided into mass media, face-to-face media and internet media, in
order to reach all levels of society. The contents of the message delivered by
Lembaga Amil Zakat (LAZ) Swadaya Ummah Pekanbaru is persuasive, educative and
informativemessage. After the contents of the message was conveyed, then muzakki
will see the role of communicators in the communication that includes the
appeal of the source and credibility of the source. Based on the communication
strategy that was undertaken by communicator, it was quite effective that can
be seens from tending the growing number of muzakki every year.
Penulis: Rahmi Hidayah,
Evawani Elysa Lubis
Kode Jurnal: jpkomunikasidd150460
