NURBAITI, FIRDHA (2025) KREATIVITAS KOMUNIKASI PERSUASI DEWAN KEMAKMURAN MASJID DALAM MEMBANGUN KEPERCAYAAN MASYARAKAT GUNA IMPLEMENTASI PROGRAM IBADAH GHAIRU MAHDHA (Studi Kasus Pada DKM Masjid Raya Usuwatun Hasanah di Daan Mogot, Cengkareng, Jakarta Barat Tahun 2024). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Building public trust to participate in faith-based social programs that do not offer direct financial benefits is not an easy task. According to data from the Ministry of Religious Affairs in 2024, there are 299,692 mosques in Indonesia, whose functions have now evolved beyond places of worship to also serve as centers for social activities. One such initiative is the Ghairu Mahdha Worship Program implemented by the Mosque Prosperity Council (DKM) of the Usuwatun Hasanah Grand Mosque in West Jakarta. For this program to succeed, strong public support is required support that can only be obtained through effective persuasive communication. This study aims to explain and describe the “what” and “how” of the creative forms of persuasive communication used by the Mosque Prosperity Council to build public trust for the implementation of the Ghairu Mahdha Worship Program at Usuwatun Hasanah Grand Mosque, Daan Mogot, Cengkareng, West Jakarta in 2024, and also to examine the underlying reasons. This is a qualitative study using a constructivist paradigm and an exploratory case study method. Theories applied include Relationship Maintenance, Interaction Adaptation, and Computer Mediated Communication (CMC). Data were collected through semi-structured interviews and observations involving 10 informants. The findings show that the DKM’s creative forms of persuasive communication include transparent financial reporting every Friday, inclusive behavior without social discrimination, and the active involvement of the community in the planning and implementation of programs such as mass circumcision, free weddings, and dawn vegetable harvests. The DKM also utilizes digital media such as social media platforms and live streaming to reach a wider congregation. Communication is carried out honestly, openly, and with integrity, reflecting the principles of adaptive interaction. The main obstacle identified is the turnover of DKM administrators, which disrupts program continuity due to a lack of education and adaptation. These findings contribute to the development of religious-based social communication studies and serve as a practical reference for other mosque councils in designing effective persuasive strategies for mosque-based social programs. Keywords; Persuasive Communication, Communication Creativity, Mosque Prosperity Council, Ghairu Mahdha Worship Program Tidak mudah membangun kepercayaan masyarakat untuk berpartisipasi dalam program sosial berbasis agama yang tidak memberi keuntungan finansial langsung bukanlah hal mudah. Berdasarkan data Kementerian Agama 2024, terdapat 299.692 masjid di Indonesia dengan fungsi yang kini berkembang, tidak hanya sebagai tempat ibadah, tetapi juga pusat kegiatan sosial. Salah satunya adalah Program Ibadah Ghairu Mahdha yang dijalankan oleh DKM Masjid Raya Usuwatun Hasanah, Jakarta Barat. Agar program ini berhasil, dibutuhkan dukungan masyarakat yang hanya bisa diraih melalui komunikasi persuasif yang efektif. Penelitian ini bertujuan dapat menjelaskan serta menggambarkan: “apa dan bagaimana” bentuk kreativitas komunikasi persuasi Dewan Kemakmuran Masjid dalam membangun kepercayaan masyarakat guna implementasi program Ibadah Ghairu Mahdha pada Masjid Raya Usuwatun Hasanah di Daan Mogot, Cengkareng, Jakarta Barat Tahun 2024, dan mengapa demikian. Penelitian kualitatif dengan paradigma konstruktivis, metode studi kasus eksploratif, dan teori yang digunakan meliputi Pemeliharaan Hubungan, Interaksi Adaptasi, dan Computer Mediated Communication (CMC). Data dikumpulkan melalui wawancara semi-terstruktur dan observasi terhadap 10 informan. Hasil penelitian menunjukkan bahwa bentuk kreativitas komunikasi persuasi DKM mencakup transparansi laporan dana setiap Jumat, sikap inklusif tanpa diskriminasi sosial, serta pelibatan masyarakat dalam perencanaan dan pelaksanaan program seperti khitanan, nikah gratis, dan panen sayur subuh. DKM juga memanfaatkan media digital seperti media sosial dan live streaming untuk menjangkau jamaah lebih luas. Komunikasi dilakukan secara jujur, terbuka, dan amanah, mencerminkan prinsip interaksi adaptif. Hambatan utama yang dihadapi adalah pergantian pengurus DKM yang mengganggu kesinambungan program akibat kurangnya edukasi dan adaptasi. Temuan ini memberi kontribusi terhadap pengembangan ilmu komunikasi sosial berbasis keagamaan dan dapat menjadi acuan praktis bagi DKM lain dalam merancang strategi persuasi yang efektif untuk program sosial masjid. Kata Kunci; Komunikasi Persuasi, Kreativitas Komunikasi, Dewan Kemakmuran Masjid, Program Ibadah Ghairu Mahdha
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