Street Dakwah as a Marketing Tool for Direct Islamic Outreach to Non-Muslim Target Audiences

Dakwah Jalanan Sebagai Pemasaran Dakwah Islamiah Secara Langsung Terhadap Sasaran Orang Bukan Islam

Abstract

Islamic da’wah in the context of Malaysia's diverse society is seen as increasingly selective, often focusing on issues within the Muslim community. The lack of da’wah efforts towards non-Muslims, especially non-Malays, will only increase ambiguity and doubt about the tenets of Islam as the true religion. Moreover, the power of mass media, which is increasingly influential both inside and outside the country, has created gaps and misrepresented Islam as a religion of peace and well-being. Therefore, what is truly needed is clarity and evidence from Islam itself to correct perceptions and present the truth. The purpose of this article is to explore the potential of the street da’wah concept in marketing Islamic preaching directly to non-Muslim audiences in open and realistic venues. The research design employed is qualitative, utilizing a case study approach. The data collection methods include library research and semi-structured interviews. The data analysis method is based on document analysis as well as the experiences of practitioners in street da’wah. The findings of the research outline several factors that attract non-Muslims to approach Islam through street da’wah activities. Additionally, the study discusses the strengths and weaknesses of street da’wah, providing guidance for the open and harmonious delivery of Islamic preaching to non-Muslims in Malaysia. In conclusion, this study offers recommendations for preachers, particularly those at the forefront, to continue communicating about Islam competently and directly through street da’wah platforms.