Abstract

Tujuan penelitian ini untuk mengetahui strategi marketing public relations (MPR) Lembaga Amil Zakat (LAZ) Rumah Zakat (RZ). Penelitian ini merupakan penelitian kualitatif dengan metode studi kasus. LAZ RZ Pusat yang berlokasi di Bandung merupakan representasi dari LAZ RZ di Indonesia yang dipilih sebagai tempat penelitan. Hasil penelitian menjelaskan bahwa sasaran strategi marketing public relations kebanyakan berasal dari muslim kalangan middle class yang terbagi menjadi empat tipe: apathis, rationalist, conformist dan universalist. Adapun strategi marketing public relations LAZ RZ dalam menarik minat donatur terdiri atas kegiatan publikasi dan publisitas melalui media cetak, media internet, kegiatan layanan masyarakat, dan pengadaan acara khusus.


 


The purpose of this study is to know the strategy of Marketing Public Relations (MPR) Zakat Management Agency (LAZ) Rumah Zakat (RZ). This research is a qualitative research with case study method. The Headquarter of LAZ RZ located in Bandung is a representation of LAZ RZ in Indonesia as a research place. The results explain that the target marketing public relations strategy mostly comes from middle class Muslims who are divided into four types: apathis, rationalist, conformist and universalist. The public relations marketing strategy LAZ RZ in attracting donors consists of publishing and publicity activities through print media, internet media, community service activities, and special events.