PERAN KOMUNIKASI DAKWAH DALAM PENGUATAN KARAKTER WARGA SEKOLAH MADRASAH IBTIDAIYAH NEGERI KABUPATEN ROKAN HILIR

Abstract

The character of the school community is an important foundation in the formation of an educational culture that is religious, disciplined and has noble morals. The results of initial observations at the State Ibtidaiyah Madrasah, Rokan Hilir Regency, show that there are still character problems, especially regarding discipline and mutual respect. This research aims to analyze the role of da'wah communication in strengthening the character of madrasah residents. The research uses a qualitative approach with a phenomenological type. Data was obtained through participatory observation, in-depth interviews with madrasa heads, teachers, education staff and students, as well as documentation studies of character development programs. Data analysis was carried out through phenomenological stages which included epoche, horizontalization, theme grouping, textural and structural descriptions, as well as formulating the essence of participants' experiences. The research results show that da'wah communication plays a strategic role in the internalization of religious values, instilling discipline and responsibility, forming an attitude of mutual respect, and strengthening collective religious culture in the madrasa environment. Da'wah communication is carried out collaboratively through formal activities and informal interactions with example as the main factor. These findings confirm that da'wah communication not only functions as a medium for conveying religious values, but also as an effective instrument in character education. Therefore, it is necessary to manage da'wah communications that are contextual, creative and sustainable in order to create madrasah residents who have religious character, discipline and good morals.