Product-Oriented Campaign filantropi Islam di media sosial Baznas RI : Studi kasus kampanye #KurbanBerkah di akun Instagram @baznasindonesia

Harahap, Muhammad Haikal (2026) Product-Oriented Campaign filantropi Islam di media sosial Baznas RI : Studi kasus kampanye #KurbanBerkah di akun Instagram @baznasindonesia. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The development of social media has transformed the communication strategies of Islamic philanthropic institutions in building relationships with the public. Instagram is utilized as a platform to increase awareness, communicate program benefits, and encourage public participation. One of the campaigns utilizing Instagram as a communication medium is the #KurbanBerkah campaign organized by BAZNAS RI through @baznasindonesia. This study aims to analyze the introduction process, benefit communication, and public persuasion strategies in the #KurbanBerkah campaign. This research applies a qualitative approach with a case study method. Data were collected through in-depth interviews, Instagram content observations, and documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing using triangulation techniques. The study employs the Hierarchy of Effects Theory and Brand Awareness Theory by Lavidge and Steiner, integrated with the concepts of Product-Oriented Campaign, Islamic Philanthropy, and Social Media. The findings show that the campaign introduction process was conducted through brainstorming, content planning, and approval content review, supported by visual identity elements such as color palette, logo positioning, and graphic elements. Campaign consistency was maintained through publication intensity and audience interaction using Instagram features. The delivery of campaign benefits was carried out through spiritual and social messages, supported by emotional storytelling that highlighted beneficiaries' experiences. Public trust was strengthened through KOL collaborations, live reports, and live streaming as forms of transparency. The study concludes that the Product-Oriented Campaign strategy in #KurbanBerkah contributes to increasing public awareness, building trust, and encouraging participation in Islamic philanthropic activities through social media.

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