Strategi Pelayanan Dompet Dhuafa dalam Upaya Meningkatkan Loyalitas Muzakki pada Masa Pandemi Covid-19 di Pekanbaru

Abstract

The practice of  zakat payment  has existed since prophet Muhammad sallallah ‘alaih wa sallam era, through an institution called Baitul Maal, the Baitul Maal collects funds and distributes them to the mustahik. This practice continues to grow until its peak in the 4.0 era, all things have turned into digital and machines, so that muzakki are given many conveniences for tithing, Dompet Dhuafa stands as one of today's baitul maal who is ready to serve community with services that have been designed properly in order to prospering the Mustahik and taking part in building the country's economy. The Covid-19 outbreak appeared at the beginning of 2020 where all citizens were forced to make peace with the situation, getting used to unusual things in order to survive. After decades of struggling, Dompet Dhuafa was faced with an unusual situation, in which several service strategies stopped, could not be implemented, this required Dompet Dhuafa to redesign strategies that were suitable for this era, in order to maintain good relations with the muzakki so that their loyalty is increasing. The indirect strategy emerged as the main strategy at the beginning of the pandemic, namely maximizing the digitalization era as a container for storing zakat assets, giving understanding to existing muzakki to distribute their zakat through digital, actively spreading goodness through social media, such as Facebook, Instagram, radio, explaining easiness procedures to do Zakat  and publishing the results of the distribution of assets very well appropriate  with what  the community needs. This research uses a qualitative approach that focuses on data management and the results of interviews with Dompet Dhuafa. After  processing  all the data, it can be concluded that Dompet Dhuafa managed to survive, even experiencing  2% increase before the pandemic, which proves that the strategy carried out by Dompet Dhuafa has succeeded in increasing muzakki loyalty during the Covid-19 period.