Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI KOMUNIKASI BIMAS ISLAM DALAM MENYOSIALISASIKAN PROGRAM BIMBINGAN PERKAWINAN PRA NIKAH PADA MASYARAKAT YOGYAKARTANIM.: 19107030102Dhanis Stya Luthfi AnsoriauthorThe Pre-Marital Guidance Program (Bimbingan Perkawinan Pra Nikah/BimWin) is an initiative implemented by the Islamic Community Guidance Division (Bimas Islam) of the Ministry of Religious Affairs Office in Yogyakarta City to prepare prospective couples for marriage by strengthening their mental, emotional, and spiritual readiness. However, some members of the community still perceive the program merely as an administrative requirement, indicating the need to examine the effectiveness of the communication strategy applied. This study aims to analyze the communication strategy used by Bimas Islam in disseminating the Pre-Marital Guidance Program to the people of Yogyakarta by applying SWOT analysis and Effendy’s (2015) communication strategy concept. This research employed a descriptive qualitative method. Data were collected through in-depth interviews with the Head of the Bimas Islam Section, program staff, and BimWin participants, supported by observation and documentation. Data analysis was conducted through data condensation, data presentation, and conclusion drawing. The findings indicate that the communication strategy implemented by Bimas Islam has considered the identification of communication targets, the formulation of educational and persuasive message objectives, the use of various communication media, and the role of credible communicators. The SWOT analysis reveals that the program’s strengths lie in institutional legitimacy and competent human resources, while its weaknesses include limited outreach and public perception. Meanwhile, the development of information technology and the increasing public awareness of marital preparedness present opportunities to enhance the effectiveness of the program’s communication strategy.153.6 Psikologi Komunikasi2026-01-30UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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