Strategi Komunikasi Dakwah Komunitas Hijrah dalam Menjaga Ukhuwah Islamiyah Sesama Umat Muslim (Studi Kasus pada Komunitas Hijrah United di Kota Malang)

The commandment of da'wah for every Muslim is obligatory in the Qur'an. Da'wah activities are part of the communication process. Because da'wah is included in the communication process, a strategy is needed so that da'wah communication is conveyed properly. The Hijrah United community is a da'wah community in Malang. Hijrah United has its own strategy in its da'wah activities. The purpose of this study is to know and describe the da'wah communication strategy carried out by the Hijrah United community in maintaining the ukhuwah islmiyah among Muslims.

This research uses qualitative approach and descriptive method. Data collection techniques are through in-depth interviews, observation and documentation. The data analysis technique uses the Miles and Huberman flow model starting from data collection, data reduction, data presentation and conclusions. Test the validity of the data using the data triangulation method. The focus of the discussion is on da'wah communication strategies with derivatives of communication elements. Such as the selection and determination of the messenger (da'i), the target of da'wah (mad'u), the message of da'wah (maddah), the media of da'wah (wasilah), the method of da'wah (thoriqoh), and the effect of da'wah (atsar).

The results of this study show that Hijrah United chooses da'i in accordance with its vision and mission to build ukhuwah islamiyah and comes from different backgrounds. The target of da'wah is to prioritize young people who are new or in the Hijra period to improve themselves by deepening the teachings of Islam, but also not closed to all other circles. His message of da'wah campaigned for the importance of maintaining harmony among Muslims (ukhuwah islamiyah). The da'wah media used are Youtube and Instagram social media for the promotion of da'wah activities. His method of da'wah with soothing religious advice (bil oral), exemplifies good behavior by sitting together two da'is of different backgrounds (bil hal) and all his da'wah is delivered in a gentle, cool and wise manner without coercion (bil hikmah). The da'wah communication strategy was able to attract the attention and enthusiasm of many parties.