Institutional Repository UIN Sunan Kalijaga YogyakartaKOMUNIKASI PERSUASIF K.H. AHMAD ZUHDI MUDHLOR DALAM AKTIVITAS DAKWAH DI YOGYAKARTANIM.: 23202011020Yuni Zuniar HalifuauthorThis 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.297.64 Aktivitas Dakwah, Pembinaan, Penyuluhan Agama2026-08-19UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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