Strategi Komunikasi Pemasaran Terintegrasi LAZISNU dalam Membangun Brand Equity ‘NU Preneur’ dan Memobilisasi Dana Zakat

Abstract

This study examines the role of productive zakat in strengthening human and social capital among beneficiary families of the NU Preneur program under LAZISNU. Using a mixed-method approach that combines qualitative interviews with quantitative assessments of skill enhancement and social network development, the research explores how productive zakat contributes to breaking the cycle of intergenerational poverty. Findings reveal that zakat distribution, when directed toward entrepreneurship and capacity building, effectively enhances human capital through improvements in vocational skills, financial literacy, and self-efficacy among mustahik. Simultaneously, it reinforces social capital by fostering community-based cooperation, trust, and mutual support within micro-enterprise networks formed under the NU Preneur framework. The program not only increases the beneficiaries’ economic resilience but also promotes a culture of empowerment, where mustahik gradually transition into active contributors within their local economies. Moreover, the study identifies that the integration of religious motivation and social engagement amplifies the sustainability of empowerment outcomes. By embedding Islamic ethical values such as amanah and ukhuwah, productive zakat evolves beyond financial aid to become a catalyst for collective well-being and inclusive development. This research contributes to the literature on Islamic economic sociology and poverty alleviation by offering a multidimensional understanding of zakat as both an economic and social instrument for sustainable community development