Impression management lembaga amil zakat nasional dalam pembentukan citra positif: Studi deskriptif kualitatif pada LAZNAS DT Peduli di Yayasan Daarut Tauhiid Peduli Bandung

Shofa, Salma Zahira (2026) Impression management lembaga amil zakat nasional dalam pembentukan citra positif: Studi deskriptif kualitatif pada LAZNAS DT Peduli di Yayasan Daarut Tauhiid Peduli Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

Preview	Text (COVER) 1_cover.pdf Download (216kB) | Preview
Preview	Text (ABSTRAK) 2_abstrak.pdf Download (259kB) | Preview
Preview	Text (LEMBAR PERNYATAAN) file ttd.pdf Download (1MB) | Preview
Preview	Text (DAFTAR ISI) 4_daftarisi.pdf Download (240kB) | Preview
Preview	Text (BAB 1) 5_bab1.pdf Download (340kB) | Preview
	Text (BAB 2) 6_bab2.pdf Restricted to Registered users only Download (284kB) | Request a copy
	Text (BAB 3) 7_bab3.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text (BAB 4) 8_bab4.pdf Restricted to Registered users only Download (265kB) | Request a copy
	Text (DAFTAR PUSTAKA) 9_daftarpustaka.pdf Restricted to Registered users only Download (235kB) | Request a copy
	Text (LAMPIRAN) 10_lampiran.pdf Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

INDONESIA: Persaingan antar lembaga filantropi Islam di Indonesia mendorong setiap organisasi pengelola zakat untuk membangun kepercayaan publik secara strategis. LAZNAS DT Peduli sebagai lembaga yang bergantung pada kepercayaan donatur dan masyarakat memerlukan strategi komunikasi yang terencana dalam membentuk citra positif. Penelitian ini mengkaji penerapan strategi impression management Jones & Pittman dengan lima tipologi, yaitu ingratiation, self-promotion, exemplification, supplication, dan intimidation, untuk memahami bagaimana LAZNAS DT Peduli membangun citra positif lembaga di mata publik. Penelitian menggunakan metode deskriptif kualitatif dengan paradigma konstruktivistik. Data diperoleh melalui wawancara mendalam (in-depth interview) terhadap empat informan yang dipilih berdasarkan kriteria yang telah ditetapkan, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa LAZNAS DT Peduli secara aktif menerapkan empat dari lima strategi impression management. Strategi ingratiation diterapkan melalui standarisasi komunikasi, apresiasi donatur, survei kesamaan nilai, serta kemudahan akses layanan melalui berbagai kanal. Strategi self-promotion diwujudkan melalui publikasi capaian kinerja secara kuantitatif dan narasi dampak program, serta pembuktian kredibilitas melalui audit eksternal. Strategi exemplification ditampilkan melalui dokumentasi dedikasi relawan, siaran langsung penyaluran bantuan, penunjukan keteladanan lembaga dalam komitmen terhadap isu sosial dan kemanusiaan, serta keterlibatan aktif dalam Forum Zakat. Strategi supplication dilakukan melalui keterbukaan atas tantangan operasional, penerapan campaign ethic, dan penyampaian ajakan donasi yang persuasif dan humanis. Adapun strategi intimidation tidak ditemukan dalam praktik komunikasi lembaga karena tidak sesuai dengan karakter lembaga filantropi berbasis keislaman. Penerapan keempat strategi tersebut membentuk citra LAZNAS DT Peduli sebagai lembaga yang amanah, kredibel, profesional, dan rendah hati dalam menjalankan misi kemanusiaannya. ENGLISH: Competition among Islamic philanthropic institutions in Indonesia drives every zakat management organization to build public trust in a strategic manner. As an institution that relies on donor and public trust, LAZNAS DT Peduli requires a planned communication strategy in forming a positive image. This study examines the application of Jones & Pittman's impression management strategies across five typologies, ingratiation, self-promotion, exemplification, supplication, and intimidation, to understand how LAZNAS DT Peduli constructs a positive institutional image in the eyes of the public. The study employs a qualitative descriptive method with a constructivist paradigm. Data were collected through in-depth interviews with four informants selected based on predetermined criteria, along with observation and documentation. The findings indicate that LAZNAS DT Peduli actively applies four of the five impression management strategies. The ingratiation strategy is implemented through communication standardization, donor appreciation, value alignment surveys, and ease of service access across multiple channels. The self-promotion strategy is realized through the quantitative publication of performance achievements and program impact narratives, as well as credibility verification through external audits. The exemplification strategy is demonstrated through documentation of volunteer dedication, live broadcasts of aid distribution, the institution's role modeling in its commitment to social and humanitarian issues, and active participation in the Zakat Forum. The supplication strategy is carried out through transparency regarding operational challenges, the application of campaign ethics, and the delivery of persuasive and humanistic donation appeals. The intimidation strategy, meanwhile, was not found in the institution's communication practices, as it is incompatible with the character of an Islamic-based philanthropic institution. The application of these four strategies collectively shapes the image of LAZNAS DT Peduli as an institution that is trustworthy, credible, professional, and humble in carrying out its humanitarian mission.

Actions (login required)

View Item