STRATEGI KOMUNIKASI PENGGALANGAN DANA BAITULMAAL MUNZALAN INDONESIA YOGYAKARTA DALAM PROGRAM GERAKAN INFAQ BERAS, MELALUI INSTAGRAM @INFAQBERASJOGJA

Riko Dwiyanto, NIM.: 17102010068 (2023) STRATEGI KOMUNIKASI PENGGALANGAN DANA BAITULMAAL MUNZALAN INDONESIA YOGYAKARTA DALAM PROGRAM GERAKAN INFAQ BERAS, MELALUI INSTAGRAM @INFAQBERASJOGJA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The era of globalization has a very broad impact, including in terms of zakat activities. The era of globalization has made zakat-raising possible in a wider and more interesting way through the use of social media. Baitulmaal Munzalan Indonesia (BMI) as a legal institution in receiving zakat, is able to become a media liaison for the community about the importance of zakat by using Instagram media as a means of socializing communication. Therefore, this research aims to find out how the communication strategy of the Baitulmaal Munzalan Indonesia (BMI) institution in socializing zakat through Instagram. This research employs a descriptive method with data consisting of words, interview results, images, documentation, and observations. The approach used is qualitative, which is a type of research aimed at describing and analyzing events, social activities, attitudes, beliefs, perceptions, and thoughts, either individually or in groups. Qualitative research produces findings that cannot be achieved through statistical procedures or quantification. The results of the study found that Baitulmaal Munzalan Indonesia (BMI) had carried out communication strategy management namely strategy formulation, where at this stage Baitulmaal Munzalan Indonesia (BMI) prepared future steps in the form of internal and external aspects to be faced and conducted in-depth research to identify communication goals . Implementation of the strategy at this stage Baitulmaal Munzalan Indonesia (BMI) uses Instagram media as a means of socialization by displaying zakat content that has been designed in such a way. Then the evaluation process where to find out the success or failure of the communication strategy that has been done. In this case, Baitulmaal Munzalan Indonesia (BMI) is very dependent on the Instagram engagement rate which indicates the interaction between communicators and communicants. The process of diffusion of zakat information innovations through Instagram can be well adopted because the variations of the strategy used are quite interesting so that the messages conveyed are quite easy to understand and can be accepted by the community

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