<![CDATA[This study aims to analyze the application of persuasive communication approaches in the da’wah activities of Majelis Nururrahmah and their role in enhancing the religiosity of female congregants in Medan Sunggal District. This research employs a qualitative approach with a field research design. Data were collected through observation, interviews, and documentation, involving an ustazah and female congregants as research subjects. The findings indicate that da’wah activities are conducted in a structured manner through regular religious gatherings, sermons, and dialogic interactions. The persuasive communication approach is implemented through the use of polite language, narrative methods, emotional engagement, communicator role modeling, and interpersonal communication. These approaches are effective in building emotional closeness and trust among the congregants. The increase in religiosity is reflected in cognitive, affective, and behavioral aspects, as indicated by improved religious understanding, attitudes, and more consistent worship practices. Thus, persuasive communication plays a significant role in encouraging gradual and sustainable changes in religious behavior.]]>
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