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All Journal Jurnal Pewarta Indonesia Dawuh: Islamic Communication Journal
Ulva Lathifah
Universitas Budi Luhur
Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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Tuli Mengaji Goes Digital Instagram as a Cooperative Communication and Social Marketing Strategies for Inclusive Islamic Philanthropy Ulva Lathifah; Rocky Prasetyo Jati
DAWUH : Islamic Communication Journal Vol. 7 No. 2 (2026): July
Publisher : Yayasan Darussalam Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62159/dawuh.v7i2.1998

Abstract

The digital transformation of Islamic philanthropy has created new opportunities for inclusive social engagement, yet the strategic use of social media platforms as channels integrating cooperative communication and social marketing remains underexplored, particularly regarding disability-inclusive programs. This study examines how LAZNAS PPPA Daarul Qur'an leverages Instagram as a cooperative communication and social marketing channel to communicate the "Tuli Mengaji" program, an inclusive Quranic education initiative designed for the Deaf community. Grounded in a Cooperative Communication framework (Jati, 2023), Integrated Marketing Communication (IMC), and the AIDA persuasion model, this qualitative case study analyzes message construction, content strategies, and audience responses generated through the official Instagram account @daarul_quran. Data were collected through non-participant observation of Instagram content, in-depth interviews with digital communication managers, and campaign documentation. Thematic analysis following Miles and Huberman's interactive model was employed to identify dominant communication patterns. Findings reveal that the organization employs emotionally resonant visual storytelling, participatory content co-creation, consistent faith-based messaging, and strategic calls-to-action aligned with both IMC and cooperative communication principles across Instagram's multiple content formats. The AIDA model is evident in how content progression moves audiences from initial attention toward donation behavior. The study contributes an initial conceptual model of inclusive digital social marketing for Islamic philanthropy institutions, embedding cooperative communication as a key mechanism of audience engagement and empowerment, offering theoretical and practical implications for nonprofit communication in the digital era.
Efektivitas Saluran Komunikasi Vertikal dan Horizontal Lembaga Filantropi Islam Ulva Lathifah; Rocky Prasetyo Jati
Jurnal Pewarta Indonesia Vol 7 No 2 (2025): Jurnal Pewarta Indonesia
Publisher : Persatuan Wartawan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jpi.v7i2.221

Abstract

Komunikasi internal yang optimal merupakan faktor esensial dalam mempertahankan kinerja organisasi, khususnya di sektor sosial keagamaan. Melalui pendekatan kualitatif deskriptif, pengumpulan data dilakukan dengan wawancara mendalam, observasi langsung, serta analisis dokumen pada salah satu lembaga filantropi Islam yang memiliki reputasi nasional Laznas PPPA Daarul Qur’an. Tujuan kajian ini adalah untuk mengevaluasi efektivitas saluran komunikasi vertikal dan horizontal dalam konteks lembaga filantropi Islam. Hasil kajian mengungkapkan bahwa komunikasi vertikal—antara pimpinan dan bawahan—bersifat formal dan mengikuti struktur organisasi, namun sering kali belum mampu merespons perubahan yang terjadi di lapangan secara cepat. Sebaliknya, komunikasi horizontal antarpegawai atau antarbagian menunjukkan karakteristik yang lebih fleksibel dan adaptif, meskipun berisiko memunculkan tumpang tindih informasi jika tidak ditata dengan sistem koordinasi yang baik. Temuan tersebut menekankan pentingnya pengembangan sistem komunikasi dua arah yang efektif, serta integrasi teknologi informasi guna memperlancar arus komunikasi dalam organisasi.
Co-Authors Jati, Rocky Prasetyo