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All Journal Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam
Sidiq Ibrahim, Muh Syahril Sidik Ibrahim
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Religion Languange, Linguistic, Communication & Media Social Sciences

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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.
Dakwah Transformasional : Merespon Tren Sekulerisme Di Kalangan Gen Z Sidiq Ibrahim, Muh Syahril Sidik Ibrahim; Ainul Yaqin, Moch. Ainul Yaqin; Luluk Fikri, Zuhriyah Luluk Fikri
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 7 No. 01 (2024): 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.v7i01.1466

Abstract

In the modern era, which is increasingly influenced by dominant secular culture, Generation Z faces significant challenges in maintaining and developing their spiritual and religious values. In this context, transformative preaching emerges as a promising approach to respond to this secular trend in a relevant and meaningful way. This research aims to explore the potential of transformative preaching in responding to the secular trend among Generation Z. We seek to understand how transformative preaching can assist Generation Z in finding meaning, depth, and spiritual direction in their lives, which are saturated with secular influences. The research methodology employed is qualitative, involving in-depth interviews and participatory observation with a sample group of Generation Z actively engaged in transformative preaching activities. Data analysis is conducted using an inductive approach to identify patterns and key findings. The main findings indicate that transformative preaching holds great potential in helping Generation Z overcome the challenges of secularism. The inclusive and open approach of transformative preaching creates a supportive environment for Generation Z to explore and deepen their understanding of spirituality. Additionally, the development of moral values and the utilization of social media and digital technology have proven effective in forming inclusive and supportive communities. This research makes a significant contribution to understanding the role of transformative preaching in responding to secular trends among Generation Z. These findings can aid in the development of more effective and relevant preaching programs to guide Generation Z in their search for meaning and spiritual direction in their complex lives.
Co-Authors Ahmad Faiz Khudlari Thoha Ainul Yaqin, Moch. Ainul Yaqin Luluk Fikri, Zuhriyah Luluk Fikri Mauludi Sarif Hidayatullah