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All Journal Proceedings of International Conference on Da'wa and Communication Jurnal Manajemen Dakwah
Syauqi, Rasyid Ilyasa
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Religion Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Product Strategy of Afterwork Study at Masjid Al Lathiif Bandung : A Case Study Syauqi, Rasyid Ilyasa; Herma Musyanto, Moch.
Proceedings of International Conference on Da'wa and Communication Vol. 5 No. 1 (2023): Forging a Harmonious Future World through Da'wah and Communication Aligned with
Publisher : Da’wa and Communication Faculty of the Sunan Ampel State Islamic University, Surabaya, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/icondac.v5i1.1374

Abstract

Abstract: Masjid Al Lathiif in Bandung is actively involved in religious and educational activities. The regular program called "Afterwork Study" is held every Monday night, covering topics such as business, motivation, daily life issues, and mental health. Experts in their respective fields conduct these sessions. This research aims to describe the product strategy implemented by the mosque in the Afterwork Study program. Qualitative methods were employed, involving data collection through observation, interviews, and documentation. The findings reveal four effective product strategy points: 1) building a strong brand identity and brand equity, 2) thoughtful packaging with consideration for value impact, 3) a focus on delivering relevant and high-quality content, and 4) providing excellent services while creating a deep connection between participants and the program. This study is expected to contribute insights into the management and marketing of religious activities in a mosque. Keywords: Al Lathiif Mosque, Afterwork, Product Strategy
STRATEGI PRODUK KAJIAN AFTERWORK MASJID AL LATHIIF BANDUNG Syauqi, Rasyid Ilyasa
Jurnal Manajemen Dakwah Vol. 11 No. 2 (2023): -
Publisher : Program Studi Manajemen Dakwah - Fakultas Dakwah dan Ilmu Komunikasi - UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/jmd.v11i2.34591

Abstract

Masjid Al Lathiif in Bandung is actively involved in religious and educational activities. The regular program called "Afterwork Study" is held every Monday night, covering topics such as business, motivation, daily life issues, and mental health. These sessions are conducted by experts in their respective fields. This research aims to describe the product strategy implemented by the mosque in the Afterwork Study program. Qualitative methods were employed, involving data collection through observation, interviews, and documentation. The findings reveal four effective product strategy points: 1) building a strong brand identity and brand equity, 2) thoughtful packaging with consideration for value impact, 3) a focus on delivering relevant and high-quality content, and 4) providing excellent services while creating a deep connection between participants and the program. This study is expected to contribute insights into the management and marketing of religious activities in a mosque.Keywords: Al Lathiif Mosque, Afterwork, Product Strategy
Co-Authors Herma Musyanto, Moch.