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All Journal Proceedings of International Conference on Da'wa and Communication Kartika: Jurnal Studi Keislaman
Herma Musyanto, Moch.
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education 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 Komunikasi Dakwah Kajian Keluarga Berbasis Online: Studi di Masjid Al Irsyad Surabaya Herma Musyanto, Moch.; Masrur Huda
Kartika: Jurnal Studi Keislaman Vol. 5 No. 3 (2025): Kartika: Jurnal Studi Keislaman (November)
Publisher : Lembaga Pendidikan Tinggi Nahdlatul Ulama (LPT NU) PCNU Kabupaten Nganjuk

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59240/kjsk.v5i3.156

Abstract

The rapid advancement of digital technology has transformed the pattern of Islamic preaching (dakwah) communication from traditional approaches to online-based platforms. This study aims to analyze the dakwah communication strategies implemented in the Kajian Keluarga Online program at Al Irsyad Mosque, Surabaya, focusing on the effectiveness of the marketing communication mix in reaching and maintaining audience engagement. Using a qualitative approach with a case study design, data were collected through in-depth interviews with mosque administrators, media managers, and active participants, supported by observation and digital documentation. Data were analyzed using Miles and Huberman’s interactive model, which includes data reduction, display, and conclusion drawing. The findings indicate that the dakwah communication strategy at Al Irsyad Mosque effectively integrates elements of advertising, public relations, direct promotion, and social media marketing. The utilization of Zoom and social media platforms, particularly Instagram and YouTube, successfully expands audience reach and enhances participant loyalty. This study highlights that innovative, technology-based dakwah communication can strengthen the mosque’s role as a center for Muslim family development that is adaptive to the dynamics of the digital era.
Co-Authors Masrur Huda Syauqi, Rasyid Ilyasa