Model Komunikasi Pemasaran Organisasi Kemasyarakatan Muhammadiyah Kota Medan dalam membangun Brand Image Organisasi

Abstract

This study aims to analyze the marketing communication model implemented by Muhammadiyah Kota Medan in building a brand image as a da'wah (Islamic propagation) organization that is adaptive to contemporary developments. The research is motivated by the need for non-profit, particularly religious, organizations to formulate effective communication strategies amidst rapid digital transformation and changing patterns of public communication. The main theoretical frameworks used in this study are organizational communication theory, marketing communication theory, and brand image theory. A descriptive qualitative approach was adopted, with data collected through in depth interviews, participatory observation, and documentation. Data analysis was conducted thematically, using coding techniques to identify key themes based on the informants' narratives. The findings indicate that the marketing communication model of Muhammadiyah Kota Medan is developed through a synergv between internal organizational conlmunication based on a collective collegial approach. The values of da'wah bil hal preaching through concrete actions such as education, healthcare services, and social empowerment serve as the main foundation in shaping the public spositive perception of Muhammadiyah. However, challenges remain, including low digital literacy at the grassroots level and cultural resistance to change. The study recommends strengthening digital communication capacity, adopting educational andparticipatory approaches in delivering da'wah messages, and employing inclusive strategies to reach marginalized groups.