Institutional Repository UIN Sunan Kalijaga YogyakartaPEMANFAATAN MEDIA DIGITAL OLEH MUALAF CENTER YOGYAKARTA DALAM MEMPERKUAT DUKUNGAN PUBIKNIM.: 23202011037Bahrun MahabiauthorThe escalation of media and information technology integration in the digital era has disrupted the sociological interaction landscape between socio-religious institutions and the public. Furthermore, within the sociocultural dynamic landscape of the Special Region of Yogyakarta, the phenomenon of religious conversion (mualaf) represents a multidimensional complexity. Religious conversion goes beyond mere theological justification through the declaration of faith (shahada); rather, it is a liminal transitional phase fraught with psychosocial vulnerabilities. This necessitates the role of digital media in strengthening public support. The problem formulations of this research are: first, how is the integration of digital media at Mualaf Center Yogyakarta? Second, how is the public support towards the digital media integration at Mualaf Center Yogyakarta? And third, how is the public support obtained by Mualaf Center Yogyakarta? This research aims to uncover how the Mualaf Center Yogyakarta institution integrates communication media using the dimensions of the Integrated Marketing Communication theory by Terence A. Shimp, to analyze the public needs fulfilled by the institution's digital media, and to reveal the public support activities that occur. The research method used is qualitative with a case study approach, collecting data through observation, documentation, and interviews, as well as employing data triangulation as the validation process. Successful Implementation of Adaptive Integrated Marketing Communication (IMC): MCY has proven successful in orchestrating its digital media ecosystem through an IMC framework tailored to the ethics of (Islamic propagation). Audience Need Fulfillment as a Catalyst for Trust (Uses and Gratifications): MCY's digital media integration does not position the public as a passive audience, but successfully satisfies their various active needs. Transformation of Needs into Tangible Public Support: Audience satisfaction regarding the fulfillment of personal and social integrative needs is proven to escalate into tangible and measurable public support. Deep-rooted trust (brand trust) drives physical mobilization—transforming virtual viewers into active volunteers in the field. Additionally, MCY's high legitimacy creates an exclusive preference for prospective mualaf to execute their shahada exclusively at the institution, and triggers an organic Word of Mouth chain across demographics that expands the reach of the institution's guidance programs.302.231 Media Komunikasi, Media Massa, Media Sosial2026-08-19UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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