Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI KOMUNIKASI ORGANISASI WAROENG BADMINTON ACADEMY YOGYAKARTA DALAM MENCETAK ATLET BERAKHLAK QUR’ANINIM.: 22107030019Dwi UtamiauthorThis study examines the organizational communication strategy used by Waroeng Badminton Academy (WBA) Yogyakarta in developing athletes with Qur’anic character (akhlak Qur’ani). Unlike many sports institutions that focus mainly on athletic achievement, WBA integrates Islamic values into its coaching system. This research applies a qualitative case study approach within a constructivist paradigm. Data were collected through in-depth interviews with four key informants, including the head coach and dormitory supervisors. The study uses Anwar Arifin’s communication strategy model, consisting of audience recognition, message formulation, and method determination, alongside Goldhaber’s concept of organizational communication. The findings show that WBA implements adaptive communication strategies based on athletes’ age, background, and psychological condition. Messages delivered combine technical guidance with moral and spiritual values. Communication methods include interpersonal, persuasive, educative, habituation-based, and evaluative approaches applied in training and dormitory life. These strategies foster disciplined athletes who balance sports performance, religious practice, social harmony, and responsibility, reflecting the values of Qur’anic characters.302.2 Communication/Komunikasi2026-06-10UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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