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All Journal Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Journal of Islamic Management Busyro : Jurnal Dakwah dan Komunikasi Islam
Ahmad Faiz Khudlari Thoha
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Religion Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Journal : Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam

 1 
Mosque Da'wah Through Experiental Marketing: Study on Al Ittihad Mosque Pakuwon Mall Surabaya Sidiq Ibrahim, Muh Syahril Sidik Ibrahim; Sarif Hidayatullah; Mauludi; Ahmad Faiz Khudlari Thoha
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 8 No. 02 (2025): Wasilatuna: Jurnal Komunikasi Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/wasilatuna.v8i02.2258

Abstract

Masjid Al-Ittihad Pakuwon Surabaya is one of the mosques located within a shopping mall that has successfully integrated da'wah services with an experiential marketing approach. This study aims to explore the application of experiential marketing elements in managing the mosque's da'wah services and to analyze the worshippers' experiences with the provided services and facilities. The experiential marketing elements focused on in this research include sense, feel, think, act, and relate, implemented to create a memorable experience for the worshippers. The research employs a qualitative method with a descriptive analysis technique. Data were collected through direct observations at the site, in-depth interviews with worshippers, and documentation of the mosque's programs. Data analysis was conducted to understand how each element of experiential marketing is applied to support the mosque's function as a place of worship and a center for social activities. The results indicate that Masjid Al-Ittihad has successfully provided comfort through cleanliness, organized layouts, and facilities such as lockers, children's play areas, a library, and free meals every Friday. Worshippers reported positive experiences from various service innovations, ranging from ease of access to an atmosphere that supports spiritual focus during worship. Moreover, the mosque actively integrates relevant da'wah approaches through religious studies, collaborations with religious organizations, and the use of technology to enhance interaction and engagement with worshippers. By implementing experiential marketing, Masjid Al-Ittihad has successfully met the spiritual and social needs of its worshippers, establishing itself as a model for adaptive and innovative mosque management.
Developmen of Hybrid Organizational Culture at Ar Rahmah Mosque Surabaya Abdullah Azzam; M. Syukur Ifansyah; Shobikhul Qisom; Ahmad Faiz Khudlari Thoha
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 8 No. 02 (2025): Wasilatuna: Jurnal Komunikasi Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/wasilatuna.v8i02.2489

Abstract

Masjid Ar Rahmah Surabaya adopts a hybrid organizational model that integrates Islamic values with modern management systems across four main sectors: da'wah, education, social services, and economy. This mosque functions not only as a place of worship but also as a center for community empowerment, implementing various programs based on Islamic principles. This study aims to analyze organizational culture development strategies that maintain synergy among units without causing fragmentation or internal conflicts. Using a qualitative approach, this research applies Edgar Schein’s theory to identify organizational culture at three levels: artifacts, espoused values, and underlying assumptions. The findings indicate that the implementation of the KHIDMAH culture (Collaborative, Humanistic, Integrity, Dedication, Moderate, Adaptive, Harmonious) plays a crucial role in fostering a productive, sustainable, and cohesive work environment. Strategies such as strengthening a shared vision, enhancing human resource synergy, implementing complementary practices among units, and promoting continuous organizational learning ensure that each unit contributes effectively toward the mosque’s grand mission: producing mosque imams at the Asia-Pacific level. With this model, Masjid Ar Rahmah has successfully become financially independent while serving as a center for da'wah and community empowerment, achieving a strong competitive position both nationally and internationally.
Co-Authors Abdullah Azzam Agoes Moh. Moefad Ali Nurdin Diki Taufikkurrohman Isa Saleh Kharisma Putra Budi Prasojo M. Syukur Ifansyah Mauludi Mauludi, Muh Syahril Sidik Ibrahim Moch Herma Musyanto Sarif Hidayatullah Shobikhul Qisom Sidiq Ibrahim, Muh Syahril Sidik Ibrahim