Auditorium of Prof. Dr. Suwito, MA SPs UIN Jakarta, SPs NEWS – The Graduate School (SPs) of UIN Syarif Hidayatullah Jakarta held the 1697th Doctoral Promotion Exam in the Auditorium Room of Prof. Dr. Suwito, MA on Friday, July 24, 2026 with promovenda Berliana Lukitawati.

Berliana is a student of the Doctoral program in Islamic Studies with a concentration in Da'wah and Communication. His dissertation is entitled "The Effectiveness of Da'wah-Based Marketing Communication through the Word of Mouth Method in Multifarm Healthy Sources Fostered by BAZNAS Bogor Regency".

In her research, Berliana raised a case study on Sumber Sehat Multifarm, a business fostered by BAZNAS Bogor Regency. This research is motivated by the phenomenon of Marketing 4.0, where marketing orientation has shifted from just an individual approach to community strength.

According to Berliana, the support of religious communities has proven to be effective in strengthening public trust while encouraging consumer behavior. The estuary is the creation of Word of Mouth (WOM) or positive word-of-mouth promotion to boost the intention to purchase halal products.

The communication pattern carried out is not just an ordinary sales trick, but a da'wah-based marketing communication. It contains basic values such as honesty, blessings, and an emphasis on the benefits of halal and thayib products  wrapped through warm interaction between consumers.

More than just an economic transaction, this business is seen as a form of muamalah as well as the implementation of real da'wah in the community. Through the provision of guaranteed food and medicine products, economic synergy between the ummah can be built solidly.

To dissect this phenomenon, Berliana formulated the main question regarding the extent of the effectiveness of da'wah-based marketing communication through the WOM method on the object of her research. The big question is then reduced to three specific focuses: the communication process, the form of the model that is built, and the urgency of measuring its effectiveness.

This research is studied using a qualitative descriptive approach with a case study design under the auspices of a constructivist paradigm. To get a complete and in-depth picture, data was collected from business actors, marketing teams, and customers through observation techniques, documentation studies, and in-depth interviews analyzed using the Miles and Huberman methods.

The results of this study made three important findings. First, the stages of the effectiveness of da'wah-based marketing communication are mapped out in a systematic manner, starting from the determination of goals by communicators, the determination of potential communicators, the design of da'wah-product messages, media selection, to the stages of evaluation or measurement of results.

The second finding presents a form of a WOM-based da'wah-based marketing communication model that is field-tested. Meanwhile, the third finding that became the core of his academic contribution was the birth of a new effectiveness measurement formula in the form of the 5A + 4K model, an integrative formulation derived from the Qur'an, Hadith, the views of scholars, and the synthesis of various modern communication theories.

Technically, this model reformulates Andy Sernovitz's 5T concept (talkers, topics, tools, talking parts, tracking) and Philip Kotler's 4S concept of segmentation into 5A and 4K. Elements of 5A include al-mutakallimun (speaker), al-mawdu (message), al-alah (media), and al-tatabu (effect). Meanwhile, the 4K component includes da'wah areas, social conditions, character involvement, and religious involvement.

The main novelty of Berliana's dissertation lies in her success in compiling the integrative synthesis model. By marrying Andi Faisal Bakti's da'wah theory, Andy Sernovitz's WOM theory, Kotler's marketing theory, Lasswell's model, to  Lazarsfeld's and Katz's Two-Step Flow, the presence of this 5A+4K model significantly strengthens and enriches the treasures of previous theories.

Berliana successfully defended her dissertation under the guidance of Prof. Dr. Andi Faisal Bakti, MA, Prof. Dr. U. Maman, M.Si, Dr. Ir. Lilis Imamah Ichdayati, M.Si, and was tested in front of a board of examiners consisting of Prof. Dr. Zulkifli, MA, Prof. Dr. Andi Faisal Bakti, MA, Prof. Dr. U. Maman, M.Si, Dr. Ir. Lilis Imamah Ichdayati, M.Si, Prof. Dr. Ahmad Rodoni,  MM, Prof. Dr. Alek, M.Pd, Prof. Dr. Iik Arifin Mansurnoor, MA.

After paying attention to the dissertation writing, the comments of the examiner team and the answers of the promovendus, the examiner team determined that Berliana Lukitawati graduated with the title of Very Satisfactory. Berliana Lukitawati is the 1697th Doctor in the field of Islamic Studies, doctoral program of the Graduate School of UIN Syarif Hidayatullah Jakarta. (Jay A)