the dakwah stategy kupinami cafe in east jakarta استراتيجية دعوة مقهى kupinamiبجكرتا الشرقية

Abstract

 This study analyzes the implementation of da’wah strategies in business activities at Kafe Kupinami, East Jakarta, and identifies challenges affecting their sustainability. The background of this research is the growing development of Islamic value-based business models that integrate economic activities with da’wah functions in modern public spaces. This research employs a qualitative approach using a field study method. Data were collected through observation, semi-structured interviews, and documentation involving managers, employees, and customers selected through purposive sampling. The findings indicate that da’wah strategies are implemented through three main approaches: da’wah bil kitabah through written media such as menus, posters, and social media; da’wah bil lisan through religious lectures, Qur’anic teaching, and spiritual guidance; and da’wah bil hal through exemplary behavior, provision of prayer facilities, and Islamic ethical practices in service. These approaches demonstrate an integration of business activities with Islamic values in daily practice. The study also identifies several challenges, including differences in religious understanding among visitors, limited human resources, ineffective da’wah media, low visitor participation, and competition with non-religious cafés. This research highlights the integrative model of da’wah implementation in a modern sharia-based café business context.