STRATEGI PENGEMBANGAN MUZAKI MELALUI MEDIA DIGITAL UNTUK OPTIMALISASI PENGHIMPUNAN ZAKAT PADA LEMBAGA AMIL ZAKAT MASJID RAYA BINTARO JAYA

Abstract

The digital transformation era in Indonesia has brought significant changes in various aspects of life, including zakat payment mechanisms, which are now increasingly conducted through more efficient and practical digital platforms. In line with this development, zakat management institutions are required to adopt digital technology to maximize zakat fund collection and expand service outreach for muzaki. This study aims to analyze the digital communication strategies implemented by the Amil Zakat Institution of Masjid Raya Bintaro Jaya (LAZ MRBJ) in managing zakat fund collection and identifying efforts to optimize the role of muzaki to enhance their involvement. This research employs a descriptive qualitative approach with a case study method. Primary and secondary data were collected through in-depth interviews, direct observations, and documentation studies. To ensure accuracy, data analysis was conducted using an interactive model that includes data reduction, data presentation, and conclusion drawing. Additionally, triangulation techniques were applied to enhance the validity and reliability of the findings. The study results indicate that digital communication management at LAZ MRBJ encompasses four main aspects: initial research, strategic planning, program implementation, and evaluation. Moreover, muzaki empowerment optimization is carried out through a series of strategies, such as systematic planning, relevant social programs, and education aimed at raising awareness of the importance of zakat. This approach has proven effective in increasing muzaki engagement while ensuring transparency and accountability in zakat fund management through LAZ MRBJ's digital platform.