ANALISIS PROSES KOMUNIKASI PEMASARAN DALAM MEMASARKAN PENGAJIAN DAKWAH (STUDI KASUS PADA MASJID REAL MASJID 2.0)

Abstract

The mosque not only functions as a place of worship but also as a means of educating the community by holding religious study events. The fast evolution of digital communication technologies, making each mosque try to adapt with said evolution in promoting its religious events. In this context, mosques turn to the principles of marketing communication. This research aims to analyze how the process of designing marketing communication strategies and plans in recitation marketing activities is applied at the Real Masjid 2.0 Mosque. This research uses a case study approach, this research adopts the Marketing Communication Planning Framework by Chris Fill which includes context analysis, determining target audiences and communication objectives, marketing communication strategies, marketing mix, scheduling implementation, resource considerations, evaluation, and collecting feedback. The research method used is a qualitative approach with data collection techniques in the form of in-depth interviews, observation, and documentation. The results showed that Real Masjid 2.0 utilizes social media platforms such as Instagram as the main tool in conveying information to worshipers. The communication strategies implemented include the use of attractive visual content, direct interaction with followers, and the management of a consistent upload schedule. The findings also indicate that the implementation of marketing communication through social media may effectively increase the number of followers.