Strategi Komunikasi Pemujukan Pendakwah dalam Penyampaian Mesej Islam kepada Masyarakat Orang Asli di Selangor

The communication process in delivering dacwah messages among the community of indigenous peoples (Orang Asli) demands continuous dacwah efforts to impact positive changes on the practice and appreciation of Islamic teachings. This article is to identify Muslim preachers’ persuasive strategies in communicating dacwah among the community of indigenous peoples in Selangor. The study was a qualitative study which utilised the case study design. Data were collected using semi-structured interviews. Nine research participants were purposely selected, comprising the Community Development Officers for Indigenous People or Penggerak Masyarakat Orang Asli (PMOA) and the Revert Preachers Panel or Panel Dakwah Mualaf (PDM), representatives from the Association of Muslim Welfare and Management for Orang Asli Selangor or Persatuan Kebajikan dan Pengurusan Kebajikan Orang Asli Selangor (PKPI) and al-Khalifah Foundation (Yayasan al-Khalifah) which has been involved in preaching Islam to the indigenous peoples community. The data from interviews were analysed using thematic method which included transcription and reduction. The study found that the preachers’ persuasive strategies in communicating dacwah included the authority of preachers through the appointment and cooperation with Islamic institutions, the credibility of preachers encompassing knowledge, intentional preaching, spiritual practices, and noble character, and the application of changes covering cognitive, behavioural, and emotional aspects. Hence, the proponent approach, as a strategy in communicating dacwah among the indigenous peoples community, can shape the thinking, appreciation, and practice of Islamic teachings. The study has significant implications towards relevant government agencies such as the Department of Islamic Development Malaysia, State Islamic Religious Councils, and non-governmental organisations in their effort to enhance the effectiveness of the dacwah movement among the indigenous peoples community. ABSTRAK Proses komunikasi dalam penyampaian mesej dakwah terhadap masyarakat Orang Asli memerlukan usaha dakwah yang berterusan sebagai panduan ke arah perubahan positif untuk mengamalkan ajaran Islam yang sebenar. Oleh itu, artikel ini bertujuan mengenalpasti strategi komunikasi dakwah secara pemujukan yang dilakukan oleh pendakwah yang berdakwah kepada masyarakat Orang Asli di negeri Selangor. Bagi menyempurnakan penulisan ini, kajian telah dilakukan secara kualitatif dengan menggunakan reka bentuk kajian kes. Data-data diperolehi melalui temubual mendalam secara separa struktur yang dilakukan bersama peserta kajian yang terdiri daripada sembilan orang pendakwah. Mereka dipilih secara bertujuan dengan kriteria tertentu seperti tempoh penglibatan dalam dakwah Orang Asli melebihi sepuluh tahun. Mereka ialah Penggerak Masyarakat Orang Asli (PMOA) lantikan Jabatan Kemajuan Islam Malaysia (JAKIM), Panel Dakwah Mualaf (PDM) lantikan Majlis Agama Islam Selangor (MAIS), ahli Persatuan Kebajikan dan Pengurusan Islam Orang Asli Selangor dan Yayasan al-Khalifah. Data-data dianalisis secara tematik menggunakan teknik manual dengan prosedur tertentu mengikut objektif dan tema tertentu yang dipersetujui. Hasil kajian mendapati pendakwah menggunakan tiga strategi dalam proses komunikasi pemujukan ketika menyampaikan dakwah kepada Orang Asli, iaitu autoriti pendakwah, kredibiliti pendakwah dan aplikasi perubahan. Penulisan ini mempunyai kepentingan daripada sudut merangka pendekatan komunikasi dakwah berkesan ketika menyampaikan mesej Islam kepada masyarakat Orang Asli.