%0 Thesis
%9 Masters
%A Yuni Zuniar Halifu, NIM.: 23202011020
%B FAKULTAS DAKWAH DAN KOMUNIKASI
%D 2026
%F digilib:79512
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Komunikasi Persuasif, Dakwah, Retorika Aristoteles,  AIDDA, K.H. Ahmad Zuhdi Mudhlor
%P 240
%T KOMUNIKASI PERSUASIF K.H. AHMAD ZUHDI  MUDHLOR DALAM AKTIVITAS DAKWAH DI  YOGYAKARTA
%U https://digilib.uin-suka.ac.id/id/eprint/79512/
%X This research examines the persuasive communication of K.H.  Ahmad Zuhdi Mudhlor in his da’wah activities in Yogyakarta, focusing  on the communication patterns and strategies employed to influence the  understanding, attitudes, and behaviors of mad’u (audiences). This  study aims to analyze the persuasive communication patterns and  strategies applied by K.H. Ahmad Zuhdi Mudhlor in delivering Islamic  messages.  This research uses a descriptive qualitative approach with data  collection techniques through observation, interviews, and  documentation. The analysis is based on Aristotle’s rhetorical theory  (ethos, pathos, and logos), the AIDDA communication model,  persuasive communication techniques, and Nahdlatul Ulama (NU)  da’wah approaches.  The findings reveal that K.H. Ahmad Zuhdi Mudhlor’s  persuasive communication patterns are reflected through the three  elements of Aristotle’s rhetoric. The ethos aspect is demonstrated  through his credibility as an academic, former judge, and Chairman of  PWNU Yogyakarta, supported by his humility and exemplary character  in daily life. The pathos aspect is reflected in his humanistic and  contextual da’wah approach, which creates emotional closeness with  the audience. Meanwhile, the logos aspect is shown through the  delivery of rational, systematic, and knowledge-based messages. The  implementation of the AIDDA model indicates that his persuasive  communication occurs through several stages: gaining attention,  building interest, developing desire, encouraging decision-making, and  generating concrete actions among mad’u.  The persuasive communication strategies applied include  integration, association, reward, red-herring, and arrangement  techniques. The integration technique becomes the dominant strategy  through strengthening the values of togetherness, unity, and social  harmony. Furthermore, K.H. Ahmad Zuhdi Mudhlor’s da’wah also  applies NU’s approaches, including theological, scientific, institutional,  social, and cultural approaches. These approaches demonstrate that his  da’wah activities are not only focused on conveying Islamic teachings  but also on building social relationships and responding to community  needs.
%Z Dr. H. Zainudin, M.Ag.