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All Journal Jurnal Kajian Manajemen Dakwah
Fakhrul Ihsan
Sekolah Tinggi Ilmu Dakwah dan Komunikasi Islam Ar-Rahmah Surabaya
Religion Humanities

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Experiential Marketing in Mosque Rebranding: Masjid Oasis Ar Rahman Case Study Fakhrul Ihsan; Isa Saleh; Syahril Sidik Ibrahim
Jurnal Kajian Manajemen Dakwah Vol. 8 No. 1 (2026): Jurnal Kajian Manajemen Dakwah
Publisher : Institut Agama Islam Negeri Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/jkmd.v8i1.18229

Abstract

This study examines the application of experiential marketing in the rebranding process of Masjid Oasis Ar-Rahman, Surabaya, as a strategy for mosque management and da'wah. The study addresses the limited research integrating experiential marketing with the rebranding of faith-based nonprofit organizations, particularly urban mosques located in less strategic areas. A qualitative case study approach was employed. Data were collected through in-depth interviews with mosque administrators and congregants, participant observation, and document analysis. The data were analyzed using Miles, Huberman, and Saldaña's interactive model based on Schmitt's five Strategic Experiential Modules. The findings reveal that the rebranding process was successfully implemented through the integration of the sense, feel, think, act, and relate dimensions, supported by the effective management of idarah, imarah, and riayah. Spiritual experiences, service quality, educational programs, social initiatives, and community engagement collectively strengthened the mosque's identity as an urban spiritual oasis. The study extends the application of experiential marketing to faith-based nonprofit organizations and highlights the strategic role of congregational experience management in strengthening mosque identity, engagement, and sustainable da'wah practices
Co-Authors Isa Saleh Syahril Sidik Ibrahim