<![CDATA[Abstract Purpose – To examine the challenges faced by Masjid Jogokariyan in raising public awareness of zakat and to formulate an appropriate strategic conceptual model. Methodology – This study adopts a qualitative methodology combining content analysis of relevant literature, journals, and official mosque documents with in-depth interviews with the management team of Masjid Jogokariyan. Findings – Three primary obstacles to zakat awareness were identified: The mosque has not yet achieved overall prosperity, the community do not regularly perform congregational prayers at the mosque, the community has not yet improved or perfected their prayer practices. Implications – To enhance zakat awareness, organizations must implement practical solutions: prospering the mosque, actively inviting and engaging the community, praying for and encouraging regular congregational worship, and improving prayer quality through targeted coaching. A synthesized conceptual model is provided to guide strategic implementation. Originality – This study presents a unique conceptual framework derived from empirical management practices at Masjid Jogokariyan, establishing a direct structural link between congregational prayer coaching, mosque vitality, and community zakat compliance.]]>
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