ABSTRACT

The background to this research is the problem faced by Baznas of South
Sumatra Province in collecting zakat infaq and shadaqoh funds is the low public
awareness in fulfilling the obligation to pay zakat, then there are still people who
are classified as muzakki but have not paid zakat to BAZNAS because of the lack
of public understanding about zakat and there are still muzakki who pay zakat to
their relatives, neighbors and the community in their surroundings on the grounds
that they feel more afdhol"
So to address this, BAZNAS of South Sumatra Province implemented a
communication strategy to increase the number of muzakki. Communication
strategy is a combination of communication planning and communication
management to achieve predetermined goals. The purpose of this study was to
determine the communication strategy of Amil BAZNAS for South Sumatra
Province in increasing the number of muzakki. This type of research is field
research, using a qualitative descriptive method. The object of this research is
Amil Baznas in the Field of Collection at Baznas in South Sumatra Province.
Technical data collection by observing, interviewing and documentation.
Based on the analysis carried out, the researcher concluded that the
communication strategy for amil Baznas for South Sumatra Province, namely that
an amil must have the level of trust of others in him (credibility), attractiveness
(attractive), and strength (power). In conducting socialization to muzzaki, amil at
BAZNAS of South Sumatra Province itself conducts direct communication by the
amil of the National Amil Zakat Agency of South Sumatra Province through
programs that directly touch the community and by listening to complaints of
muzakki who want to issue zakat at the National Amil Zakat Agency of South
Sumatra Province . Furthermore, by communicating indirectly through social
media both online and offline.
Keywords: Strategy, Communication, Amil.