<![CDATA[Abstract. Productive waqf is an important instrument in the development of the Islamic economy, with the potential to improve community welfare through the distribution of philanthropic products. This research analyzes the promotional strategies implemented by Al Azhar in distributing Islamic philanthropic products and their impact on the economy of the community. The research method uses a qualitative approach with literature analysis from journals, books, and reports from relevant institutions. The research results show that social media-based promotion strategies, community collaboration, and public education have increased community participation in productive waqf. This study emphasizes that innovative approaches and digitalization can strengthen the role of waqf in the economic development of the Muslim community. Abstrak. Wakaf produktif merupakan instrumen penting dalam pengembangan ekonomi umat Islam, berpotensi meningkatkan kesejahteraan masyarakat melalui distribusi produk filantropi. Penelitian ini menganalisis strategi promosi yang diterapkan oleh Al Azhar dalam mendistribusikan produk filantropi Islam serta dampaknya terhadap ekonomi umat. Metode penelitian menggunakan pendekatan kualitatif dengan analisis literatur dari jurnal, buku, dan laporan lembaga terkait. Hasil penelitian menunjukkan bahwa strategi promosi berbasis media sosial, kolaborasi komunitas, dan edukasi publik telah meningkatkan partisipasi masyarakat dalam wakaf produktif. Studi ini menekankan bahwa pendekatan inovatif dan digitalisasi dapat memperkuat peran wakaf dalam pembangunan ekonomi umat Islam.]]>
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