IMPLEMENTASI STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENINGKATKAN MINAT MUZAKKI MEMBAYAR ZAKAT PADA YAYASAN KESEJAHTERAAN MADANI (YAKESMA) SUMATERA SELATAN

Futri, Fitria (2024) IMPLEMENTASI STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENINGKATKAN MINAT MUZAKKI MEMBAYAR ZAKAT PADA YAYASAN KESEJAHTERAAN MADANI (YAKESMA) SUMATERA SELATAN. Undergraduate Thesis thesis, UIN Raden Fatah Palembang.

	Text COVER.pdf Download (29kB)
	Text ABSTRAK.pdf Download (11kB)
	Text BAB 1.pdf Restricted to Registered users only Download (620kB) | Request a copy
	Text BAB 2.pdf Restricted to Registered users only Download (631kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (216kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (333kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (13kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (233kB)

Abstract

Zakat is one of the pillars of Islam that is an obligation for every individual to set aside a portion of their property or wealth in accordance with sharia provisions. However, in practice, the implementation of zakat payment still faces various challenges, especially in attracting public interest (muzakki) to pay zakat to zakat institutions. This research aims to find out the implementation of Integrated Marketing Communication (IMC) strategy in increasing the interest of muzakki to pay zakat. This research was conducted at the Yayasan Kesejahteraan Madani (YAKESMA) South Sumatra. This research is a field study (field research) that uses a qualitative descriptive analysis approach. In collecting data using survey techniques, interviews and documentation. The data analysis applies the methods of data collection, data reduction, data presentation, and conclusion drawing and verification. The data sources used consist of primary and secondary data. Primary data obtained from research informants include branch heads, employees/staff of YAKESMA South Sumatra and muzakki and secondary data obtained through literature studies, articles, journals and documentation related to this research. The results revealed that the implementation of an effective IMC strategy in YAKESMA South Sumatra involves synergy between various elements of marketing communication including elements of advertising, sales promotion, events and sponsorships, public relations, personal communication, direct marketing, and social media to create consistency of messages delivered thoroughly to muzakki. The utilization of social media as a forum for delivering zakat messages, YAKESMA South Sumatra programs, educational programs to the community, and collaboration with influencers of religious leaders and local communities can increase awareness and interest of muzakki in paying zakat. In addition, the delivery of transparent and accurate information regarding zakat distribution also plays an important role in building muzakki trust.

Item Type:	Thesis (Undergraduate Thesis)
Uncontrolled Keywords:	IMC Strategy, interest, muzakki, paying zakat
Subjects:	Ekonomi dan Bisnis Islam > Ekonomi Syariah Ekonomi dan Bisnis Islam > Manajemen Zakat dan Wakaf
Divisions:	Fakultas Ekonomi dan Bisnis Islam > 74236 - Manajemen Zakat dan Wakaf
Depositing User:	Fitria Futri 2030604115
Date Deposited:	30 Jan 2025 02:05
Last Modified:	30 Jan 2025 02:05
URI:	http://repository.radenfatah.ac.id/id/eprint/43967

Actions (login required)

View Item