STRATEGI KOMUNIKASI PEMASARAN DOMPET DHUAFA DALAM MENINGKATKAN KEPERCAYAAN MUZAKKI

Tarsani Tarsani

Abstract


This research study of marketing communications strategy practiced by Dompet Dhuafa in improving
muzakki. And chose this case for marketing cmmunicatios strategy is vital to nonprofit /social
institution especially institution of Amil and Zakat to survive, more advanced and believed the public
so they want of charitable disbursing funds infak and shadaqah through LAZ concerned. Dompet
Dhuafa as an institution of amil zakat national level, which have been confirmed by the decree of the
minister of religious affairs 439 dated the 8 october 2001, having various program sustainable and
useful for the society. This institution is one of the largest LAZ in Indonesia althogh many similar
spiringing social institution. Among the key to the success of the Dompet Dhuafa people is major laz
and trusted of marketing communications strategy creative innovative and effective. Methods used in
this researh is qualitative with the kind of research laz Dompet Dhuafa case study in Jakarta the
paradigm is konstruktivis paradigm that is used. Researchers found that srategy of marketing
communications done LAZ Dompet Dhuafa, consisting of two models is collecting fund and donor
services strategy. Collecting fund activity performed by some means;fundrising, among other methods
media campaign make newa,advertising,hold event in central boisterousness picklock ambassador and
public figure as rogram. While donor services comprising;access brzakat,eas a system of
membership,wisata zakat and publication report. Marketing communications strategy the increase
trust so far succesfully muzakki against Laz Dompet Dhuafa so that these institutions to grow from
donor number and multiply
Keywords : Strategy, Marketing Communication, Dompet Dhuafa, Muzakki


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DOI: http://dx.doi.org/10.30813/bricolage.v2i01.834

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UNIVERSITAS BUNDA MULIA PRESS
PROGRAM STUDI MAGISTER ILMU KOMUNIKASI
Lantai 3 Ruang Pascasarjana - Universitas Bunda Mulia
Jl. Lodan Raya No. 2, Ancol – Jakarta Utara 14430, Indonesia
Telp: +62 21 692 9090 ext.1317
Email: bricolage@ubm.ac.id; bricolage.mikom@gmail.com

 

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