STRATEGI PUBLIC RELATION DOMPET DHUAFA LAMPUNG DALAM MENINGKATKAN KESADARAN MASYARAKAT TENTANG PROGRAM BERZAKAT

FADHLI, ANUGRAH (2026) STRATEGI PUBLIC RELATION DOMPET DHUAFA LAMPUNG DALAM MENINGKATKAN KESADARAN MASYARAKAT TENTANG PROGRAM BERZAKAT. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh pentingnya peran Public Relations (PR) dalam meningkatkan kesadaran masyarakat terhadap program berzakat melalui lembaga pengelola zakat yang profesional dan terpercaya. Dompet Dhuafa Lampung sebagai lembaga filantropi Islam memerlukan strategi komunikasi yang efektif untuk membangun kepercayaan publik, meningkatkan pemahaman masyarakat tentang zakat, serta mendorong partisipasi masyarakat dalam menyalurkan zakat melalui lembaga resmi. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi Public Relations yang dijalankan Dompet Dhuafa Lampung dalam meningkatkan kesadaran masyarakat tentang program berzakat secara berkelanjutan. Penelitian ini menggunakan metode penelitian lapangan (field research) dengan pendekatan deskriptif kualitatif. Data diperoleh melalui wawancara, observasi, dan dokumentasi. Informan penelitian terdiri atas pegawai Dompet Dhuafa Lampung yang terlibat dalam kegiatan Public Relations serta masyarakat yang menjadi sasaran program. Analisis data dilakukan melalui tahap reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Dompet Dhuafa Lampung menerapkan strategi Public Relations melalui empat model komunikasi, yaitu Press Agentry/Publicity Model, Public Information Model, Two-Way Asymmetric Model, dan Two-Way Symmetric Model. Strategi tersebut diwujudkan melalui sosialisasi dan edukasi zakat, pemanfaatan media digital, publikasi program, penyediaan gerai zakat di ruang publik, kegiatan sosial kemasyarakatan, serta komunikasi dua arah yang melibatkan masyarakat secara aktif. Penerapan strategi komunikasi yang terpadu, informatif, edukatif, dan partisipatif terbukti mampu meningkatkan kesadaran masyarakat mengenai pentingnya berzakat, memperkuat kepercayaan publik terhadap lembaga, serta mendorong peningkatan partisipasi masyarakat dalam program-program zakat yang dijalankan oleh Dompet Dhuafa Lampung. Dengan demikian, strategi Public Relations menjadi faktor penting dalam membangun hubungan yang harmonis dan berkelanjutan antara lembaga dan masyarakat. Kata Kunci: Public Relations, Strategi Komunikasi, Dompet Dhuafa Lampung, Kesadaran Masyarakat, Zakat. ABSTRACT This research is motivated by the important role of Public Relations (PR) in raising public awareness of the zakat program through a professional and trusted zakat management institution. Dompet Dhuafa Lampung, as an Islamic philanthropic institution, requires an effective communication strategy to build public trust, increase public understanding of zakat, and encourage community participation in distributing zakat through official institutions. This study aims to identify and analyze the Public Relations strategy implemented by Dompet Dhuafa Lampung to raise public awareness of the zakat program in a sustainable manner. This study used a field research method with a qualitative descriptive approach. Data were obtained through interviews, observation, and documentation. The research informants consisted of Dompet Dhuafa Lampung employees involved in Public Relations activities and the community members targeted by the program. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results indicate that Dompet Dhuafa Lampung implements Public Relations strategies through four communication models: the Press Agentry/Publicity Model, the Public Information Model, the Two-Way Asymmetric Model, and the Two-Way Symmetric Model. This strategy is implemented through zakat socialization and education, the use of digital media, program publications, the provision of zakat outlets in public spaces, community outreach activities, and two-way communication that actively engages the community. The implementation of an integrated, informative, educational, and participatory communication strategy has proven effective in raising public awareness of the importance of zakat, strengthening public trust in the institution, and encouraging increased community participation in zakat programs run by Dompet Dhuafa Lampung. Therefore, a public relations strategy is a crucial factor in building a harmonious and sustainable relationship between the institution and the community. Keywords: Public Relations, Communication Strategy, Dompet Dhuafa Lampung, Public Awareness, Zakat.

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