High Technology, High Touch: An Integrative Communication Model for Zakat Management in the 5.0 Society
DOI:
https://doi.org/10.21111/ettisal.v11i1.27Keywords:
Zakat Management, BAZNAS North Sumatra, Society 5.0, PROMANIS, Integrated Communication, Communication FraudAbstract
Zakat management in Indonesia, especially in North Sumatra Province, faces significant challenges in achieving its budget targets. As of September 2025, zakat collection in North Sumatra has only reached 26.5% of the target of Rp 28 billion. This gap is caused by a crisis of trust in the digital era, the threat of fraud, and a lack of synergy between institutions. A transformation in governance is needed that does not only rely on technology but also touches on humanitarian aspects. This study aims to analyze strategies to accelerate zakat collection through the integration of the 3A principles (Aman Syar'i, Aman Regulasi, Aman NKRI), the development of PROMANIS human resources (Professional, Trustworthy, Consistent), and the application of Integrated Marketing Communication in the context of Society 5.0. This study uses a qualitative approach with a case study design at BAZNAS North Sumatra Province. Data were collected through systematic observation of digital communication channels, documentation of audited financial reports, and statistical analysis of zakat realization. Data analysis techniques used the interactive model of Miles, Huberman, and Saldana to reduce, present, and draw conclusions from the data. Research findings show that the effectiveness of zakat management in the Society 5.0 era depends on the concept of “High Tech, High Touch.” BAZNAS North Sumatra has successfully converted regulatory compliance into credibility through real-time transparency (e-Zakat). However, automation technology (AI/Chatbot) must be supported by PROMANIS human resources as an emotional bridge to overcome muzakki skepticism. In addition, the use of communication based on local wisdom (such as the Dalihan Na Tolu approach and the use of regional languages) has proven effective in reducing social distance and increasing muzakki loyalty. The synergy between the automation system (3A) and human professionalism (PROMANIS) results in a robust and accountable zakat ecosystem. Integrative communication acts as a binding force to ensure that the “One Voice” message remains consistent across all digital platforms and conventional services. The main recommendation from this study is to accelerate digitization accompanied by an increase in High Order Thinking Skills (HOTS) for amil to reduce the risk of fraud and strengthen public trust.
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