Ustadz Aam Amirudin's Dakwah Communication Model in A Study at The Percikan Iman Foundation

Authors

  • Amelia Aprilianti Study Program of Islamic Communication and Broadcasting, Faculty of Da’wah, Bandung Islamic University, Indonesia.
  • Irfan Safrudin Study Program of Islamic Communication and Broadcasting, Faculty of Da’wah, Bandung Islamic University, Indonesia.
  • M. Fadli Muttaqien Study Program of Islamic Communication and Broadcasting, Faculty of Da’wah, Bandung Islamic University, Indonesia.

Keywords:

Da'wah Communication, Communication Model, Ustadz Aam Amirudin

Abstract

Abstract. Da’wah communication in contemporary society requires an adaptive model that accommodates the diverse characteristics of audiences in the digital era. While persuasive and dialogical communication are commonly studied separately, research examining how the two are deliberately integrated within a single, large-scale da’wah forum remains limited. This study aims to fill that gap by analyzing how Ustadz Aam Amirudin integrates persuasive and dialogical approaches enriched with contextual and psychological dimensions in the Majelis Percikan Iman (MPI) study at Yayasan Percikan Iman, Bandung, to identify the characteristics of the congregation and to map the opportunities and challenges of implementing this integrated model. A descriptive qualitative approach was employed, using observation, in-depth interviews with the preacher and five congregation members, and documentation as data collection techniques. Data were analyzed through data reduction, data display, and conclusion drawing/verification based on Jalaluddin Rakhmat’s communication theory. The findings reveal that Ustadz Aam Amirudin combines persuasive communication (bil hikmah) and dialogical communication (mujadalah billati hiya ahsan) as the core of his model, reinforced by contextual (fiqh al-waqi’) and psychological (mau’izhah hasanah) approaches, to facilitate effective interaction with the congregation and engage their cognitive, affective, and conative dimensions simultaneously. The use of digital media, particularly the official YouTube channel, further extends the reach of this integrated model beyond geographical limitations. However, the diversity of congregational characteristics and the limited opportunity for direct two-way interaction remain significant challenges to sustaining genuine dialogue at scale. The study concludes that integrating persuasive and dialogical communication offers an effective, adaptive response to the communication needs of modern Muslim communities, though continuous refinement is needed to balance digital reach with direct engagement.

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Published

2026-07-31

Issue

Vol. 1 No. 2 (2026): Bandung Conference Series : Social and Humaniora

Section

Articles