STRATEGI KOMUNIKASI DAKWAH PIMPINAN DALAM PENGEMBANGAN PONDOK PESANTREN AS’ADIYAH BABURRAHMAN GALUNG ERU KEC. GANTARANG KAB. BULUKUMBA

Penelitian Kualitatif

Abstract

This study aims to: 1) Identify the media and communication strategies used by the leaders of Pondok Pesantren As’adiyah Baburrahman Galung Beru in the development of the pesantren, and 2) Understand the supporting and inhibiting factors in the development process. This research employs a descriptive qualitative approach with a da’wah perspective. Data was obtained from primary and secondary sources through techniques of observation, interviews, and documentation. Data analysis was conducted through stages of data reduction, data presentation, and conclusion drawing. The results of the study show that the applied da’wah communication strategies encompass several main aspects, namely: the selection of credible communicators who understand the values of the pesantren; determining communication targets that include the general public, parents, and prospective students; constructing persuasive da’wah messages using the “Glamour Theory” and “One-side Issue” approaches; and utilizing various communication media such as public da’wah. digital media (Facebook), school visits, brochures, and billboards. This strategy involves internal communication (vertical and horizontal) as well as external communication to build a positive image of the pesantren. However, there are several obstacles in its implementation, such as limited human resources in the field of communication, suboptimal use of digital media in a professional manner, changing preferences of modern society, and competition with more established educational institutions. Therefore, the da'wah communication strategy needs to be developed adaptively and contextually according to the needs of the times. This study emphasizes the importance of a holistic communication approach as well as the improvement of facilities, infrastructure, and the mentoring system for students.