MARKETING PUBLIC RELATIONS LAZISMU SLEMAN DALAM UPAYA PENINGKATAN MUZAKKI DI ERA RESESI EKONOMI

Farrel Aribah Qatrunada, NIM.: 20107030084 (2024) MARKETING PUBLIC RELATIONS LAZISMU SLEMAN DALAM UPAYA PENINGKATAN MUZAKKI DI ERA RESESI EKONOMI. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Indonesia is one of the countries affected by the economic recession. The negative impacts in the form of layoffs, declining performance of investment instruments, and weakening purchasing power are felt evenly by the Indonesian people. One effort that can be used to reduce the impact of an economic recession is good management of zakat. Unfortunately, this economic recession has also had a negative impact on fundraising at various philanthropic institutions in Indonesia. One of the philanthropic institutions affected by the Covid-19 pandemic is the Zakat Infaq and Shadaqah Muhammadiyah Institution (LAZISMU) Sleman. The Institute for Demographic and Poverty Studies (IDEAS) (Aligori, 2020) revealed that there is a need for an institutional branding strategy and strengthening trust in muzakki in order to restore the function of philanthropic institutions that can solve problems in society. So this research aims to find out how marketing public relations is carried out by Lazismu Sleman in an effort to increase Muzakki in the era of economic recession. The main theory used is the Marketing Public Relations theory according to Kotler and Keller and Muzakki's decision to pay zakat. This research was conducted using a qualitative method in which researchers collected data by conducting interviews, observation and documentation. So, based on the data that has been obtained, Lazismu Sleman has implemented 6 aspects of Marketing Public Relations and sharing session activities in the Event aspect are considered to be the most effective. Then in practice, Marketing Public Relations has succeeded in increasing the number of Muzakki Lazismu Sleman in this era of economic recession.

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