<![CDATA[This study is motivated by the importance of coaches' communication strategies in internalizing Catur Bhakti values among students of the Persaudaraan Setia Hati Terate (PSHT) Baradatu Branch (Ranting) in the Way Kanan Chapter (Cabang) as part of character building particularly in addressing issues related to discipline, responsibility, respect, and the application of moral values. The study aims to describe the communication strategies employed by coaches, the communication process between coaches and students, and the design and planning of communication strategies for internalizing Catur Bhakti values. A qualitative approach using a case study method was adopted. Research informants included the Branch Chairperson (key informant), coaches and students (primary informants), and parents (supporting informants), all selected via purposive sampling. Data were gathered through interviews, non-participant observation, and documentation, then analyzed using the Miles and Huberman model, comprising data reduction, data display, and conclusion drawing. Data validity was verified through source and technique triangulation. The results indicate that coaches' communication strategies involve verbal and non-verbal communication, the delivery of moral guidance and advice, dialogue, motivation, reprimands, leading by example, active listening, and behavioral evaluation. These strategies are implemented through group communication within local training units (rayon) and tailored to the students' characteristics and belt levels. The internalization process is carried out continuously through training sessions and SH-an lectures, enabling students to understand, internalize, and apply Catur Bhakti values in their daily lives. The study also found that prior communication planning was largely situational; therefore, a more structured communication strategy is required, involving the development of simple Standard Operating Procedures (SOPs), periodic coach evaluations, the adaptation of communication methods to student conditions, and strengthened collaboration with parents. It is concluded that a planned, open, persuasive, and continuous communication strategy by coaches plays a vital role in supporting the internalization of Catur Bhakti values among PSHT students.Keywords: Catur Bhakti, Interpersonal Communication, Value Instillation, Persaudaraan, Case Study ]]>
