<![CDATA[Abstract. The rapid development of online transportation services has transformed public mobility by emphasizing efficiency and convenience. Nevertheless, interactions between drivers and customers are generally limited to transactional relationships and have not been widely utilized as a medium for conveying Islamic values. Pemuda Ekspress is a Sharia-based online transportation service that integrates service activities with the implementation of dakwah bil-hal through exemplary conduct, ethical service, and the application of Islamic values within its operational system. This study aims to analyze the implementation of dakwah bil-hal, identify supporting and inhibiting factors, and examine its impact on both drivers and users. A qualitative approach with a case study method was employed. Data were collected through observation, in-depth interviews, and documentation and analyzed using data reduction, data display, and conclusion drawing techniques. The findings reveal that dakwah bil-hal is implemented through Islamic-based service practices, including courteous interpersonal communication, commitment to performing prayers on time, and gender-appropriate service policies. Supporting factors include organizational commitment to Islamic values, a work culture oriented toward dakwah, and the utilization of information technology. Meanwhile, the refusal of external investment has constrained business development. The implementation of dakwah bil-hal has contributed to improved religious awareness, professional behavior, and public trust in Sharia-based transportation services. Abstrak. Perkembangan transportasi online di Indonesia telah menghadirkan berbagai inovasi layanan yang berorientasi pada efisiensi dan kemudahan masyarakat. Namun demikian, interaksi antara pengemudi dan pelanggan pada umumnya masih dipandang sebagai hubungan transaksional sehingga belum banyak dimanfaatkan sebagai media penyampaian nilai-nilai keislaman. Pemuda Ekspress hadir sebagai layanan transportasi online berbasis syariah yang mengintegrasikan aktivitas pelayanan dengan implementasi dakwah bil-hal melalui keteladanan perilaku, etika pelayanan, serta penerapan nilai-nilai Islam dalam sistem operasionalnya. Penelitian ini bertujuan menganalisis implementasi dakwah bil-hal, mengidentifikasi faktor pendukung dan penghambat, serta menjelaskan dampak penerapannya terhadap pengemudi dan pengguna layanan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa implementasi dakwah bil-hal diwujudkan melalui pelayanan yang berlandaskan nilai-nilai Islam, seperti penerapan adab dalam komunikasi interpersonal, komitmen menjalankan salat tepat waktu, serta kebijakan kesesuaian gender antara pengemudi dan pelanggan. Faktor pendukung meliputi komitmen organisasi terhadap nilai-nilai Islam, budaya kerja berbasis dakwah, serta pemanfaatan teknologi informasi. Sementara itu, keterbatasan pengembangan usaha akibat penolakan investasi eksternal menjadi salah satu faktor penghambat. Implementasi dakwah bil-hal memberikan dampak positif berupa meningkatnya kesadaran beribadah, perilaku profesional, dan kepercayaan masyarakat terhadap layanan transportasi berbasis syariah.]]>
