Article Sidebar

Submitted
November 22, 2025
Accepted
March 27, 2026
Published
April 2, 2026
Download
Full text PDF
Statistic
Read Counter : 0 Download : 0

Downloads

Download data is not yet available.

Main Article Content

Abstract

Purpose – This study aims to analyze the relational marketing strategy of the Nahdlatul Ulama Amil Zakat, Infaq, and Sadaqah Institution (Lembaga Amil Zakat, Infak, dan Sedekah Nahdlatul Ulama, LAZISNU) Institute in strengthening muzakki trust in Central Java. The primary focus is on how communication, service quality, transparency, and sociocultural factors contribute to the formation of trust and loyalty among muzakki.
Methodology – This research employs a descriptive qualitative approach and utilizes in-depth interviews, observations, and document analysis at several LAZISNU branches in Central Java. Thematic analysis techniques were used to identify the patterns of relationships and dynamics of muzakki beliefs.
Findings – The research results show that personal communication, responsive service, and transparent reporting are the primary pillars of strengthening muzakki trust. Nahdliyin’s socio-cultural network’s support accelerates the adoption of relational strategies and increases donation loyalty. Community-based strategies have been proven to create emotional closeness, a sense of belonging, and the sustainability of donations.
Implications – Relational strategies reduce digital trust deficits through transparent digital reporting, personalized communication, CRM-based donor tracking, and participatory program monitoring that verifies real social impact.
Originality – This research integrates a relational marketing perspective with NU’s sociocultural studies to develop a new model for understanding the formation of muzakki trust in community-based Islamic philanthropic institutions.

Keywords

Relational Marketing Muzakki Trust Transparency Services LAZISNU

Article Details

License

Copyright (c) 2026 Muhamad Masrur, Dwi Novaria Misdawati, Umar Ali Ahmad, Uthman Shehu Lawal, Rizky Andrean

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Masrur, M., Misdawati, D. N., Ahmad, U. A., Lawal, U. S., & Andrean, R. (2026). Relational marketing strategy of LAZISNU to strengthen muzakki trust. Review of Islamic Social Finance and Entrepreneurship, 5(1), 81–99. https://doi.org/10.20885/RISFE.vol5.iss1.art5
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abashah, A., Samah, I. H. A., Saraih, U. N., Rashid, I. M. A., Ramlan, S. N., & Radzi, W. N. S. W. M. (2018). The impact of attitude and subjective norms towards zakat compliance behavior in Malaysia. International Journal of Engineering and Technology (UAE), 7(3.21), 17155. https://doi.org/10.14419/ijet.v7i3.21.17155
  2. Abdullah, Z., Mohd Sharif, M. H., Saad, R. A. J., Mohd Ariff, A. H., Md Hussain, M. H., & Mohd Nasir, M. H. (2023). Zakat institutions’ adoption of social media. Journal of Islamic Accounting and Business Research, 14(8). https://doi.org/10.1108/JIABR-01-2022-0013
  3. Adinugraha, H. H., Rahmawati, F., Shulthoni, M., & Sain, Z. H. (2025a). Digital transformation strategy for implementing halal management: A case study of the MSME industry in Pakistan. Jurnal Al-Qalam, 31(1), 146–161. https://jurnalalqalam.or.id/index.php/Alqalam/article/view/1623/815
  4. Adinugraha, H. H., Shulthoni, M., Adella, D., & Al-Ksyaf, M. Z. (2025b). Islamic philanthropy in Indonesia: A bibliographic analysis of its regulation and practice. PROFJES: Profetik Jurnal Ekonomi Syariah, 4(1), 322–341. https://doi.org/10.24952/profjes.v4i1.14706
  5. Ahmad, M., Ahmed, Z., Bai, Y., Qiao, G., Popp, J., & Oláh, J. (2022). Financial inclusion, technological innovations, and environmental quality: Analyzing the role of green openness. Frontiers in Environmental Science, 10, 851263. https://doi.org/10.3389/fenvs.2022.851263
  6. Ahmad Tamizi, N., Mohd Soffian Lee, U. H., Ahmad, N. A., & Mohd Shafiai, M. H. (2021). Enhancing service quality through good governance practice in zakat institution. International Journal of Academic Research in Economics and Management Sciences, 10(3). https://doi.org/10.6007/ijarems/v10-i3/10184
  7. Arrivé, S. (2022). Digital brand content: Underlying nature and rationales of a hybrid marketing practice. Journal of Strategic Marketing, 30(4). https://doi.org/10.1080/0965254X.2021.1907612
  8. Ashfahany, A. E., & Lestari, N. (2023). Optimizing cash waqf and cash waqf linked sukuk: The role of Nazhir and the strategies. IQTISHADIA, 15(2). https://doi.org/10.21043/iqtishadia.v15i2.16353
  9. Azzahra, F., & Majid, M. S. A. (2020). What drives muzakki to pay zakat at Baitul Mal? Shirkah: Journal of Economics and Business, 5(1). https://doi.org/10.22515/shirkah.v5i1.297
  10. Bahri, E. S., Putri, R. A., & Romansyah, D. (2022). Interests of muzaki to pay zakat: The role of accountability, transparency, service quality, and financial technology. IQTISHADIA, 15(1). https://doi.org/10.21043/iqtishadia.v15i1.10713
  11. Bahri, E. S., Zakiyyah, H. Y., & Bisyri, A. (2021). How is the transparency of zakat management entities in Indonesia? Al-Amwal: Jurnal Ekonomi dan Perbankan Syari’ah, 13(1). https://doi.org/10.24235/amwal.v13i1.8373
  12. Bin-Nashwan, S. A. (2022). Toward diffusion of e-Zakat initiatives amid the COVID-19 crisis and beyond. Foresight, 24(2). https://doi.org/10.1108/FS-08-2020-0082
  13. Bin-Nashwan, S. A., Abdul-Jabbar, H., Aziz, S. A., & Sarea, A. (2020). Zakah compliance in Muslim countries: An economic and socio-psychological perspective. Journal of Financial Reporting and Accounting, 19(3). https://doi.org/10.1108/JFRA-03-2020-0057
  14. Boateng, S. L. (2019). Online relationship marketing and customer loyalty: A signaling theory perspective. International Journal of Bank Marketing, 37(1). https://doi.org/10.1108/IJBM-01-2018-0009
  15. Borges, M., Lucchetti, G., Leão, F. C., Vallada, H., & Peres, M. F. P. (2021). Religious affiliations influence health-related and general decision making: A Brazilian nationwide survey. International Journal of Environmental Research and Public Health, 18(6). https://doi.org/10.3390/ijerph18062873
  16. Chen, M., Cao, Y., & Liang, Y. (2023). Determinants of open government data usage: Integrating trust theory and social cognitive theory. Government Information Quarterly, 40(4). https://doi.org/10.1016/j.giq.2023.101857
  17. Cokrohadisumarto, W. M., Zaenudin, Z., Santoso, B., & Sumiati, S. (2020). A study of Indonesian community’s behaviour in paying zakat. Journal of Islamic Marketing, 11(4). https://doi.org/10.1108/JIMA-10-2018-0208
  18. Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
  19. Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6). https://doi.org/10.1177/0149206305279602
  20. Deni, D. R., & Apriliani, L. (2022). The effect of service and trust on muzakki satisfaction at Baitul Mal, Aceh Tamiang Regency. ASNAF: Journal of Economic Welfare, Philanthropy, Zakat and Waqf, 1(2). https://doi.org/10.32505/asnaf.v1i2.4767
  21. Dewi, N. D., & Zaenurrosyid, A. (2023). Islamic philanthropic institutions in the development of education and economic empowerment. Islamic Review: Jurnal Riset dan Kajian Keislaman, 12(1). https://doi.org/10.35878/islamicreview.v12i1.695
  22. Doddy, M., Ali, J., Hindardjo, A., & Sani, A. (2022). Boost zakat fundraising through e-customer relationship management in digital era. Technium Business and Management, 2(2). https://doi.org/10.47577/business.v2i2.6762
  23. Egan, J. (2011). Relationship marketing: Exploring relational strategies in marketing. European Journal of Marketing, 38(1/2). https://doi.org/10.1108/03090560410511230
  24. El-Rumi, U. (2022). Socio-cultural transformation of Muhammadiyah and Nahdlatul Ulama communities in East Java prismatic society. Millati: Journal of Islamic Studies and Humanities, 7(1). https://doi.org/10.18326/mlt.v7i1.6985
  25. Fatoni, A., & Fakhrudin, M. (2021). Measurement of the zakat transparency index of amil zakat institutions (LAZ) in Banten Province, Indonesia. Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam, 6(1). https://doi.org/10.31332/lifalah.v6i1.2262
  26. Fauzy Bahitsul, A., Karunia, I., Putri Pratiwi R, H., & Faizzatul Amalia, N. (2021). Distingsi pemberdayaan masyarakat melalui ZISWAF dalam meningkatkan ekonomi masyarakat. Management of Zakat and Waqf Journal (MAZAWA), 3(1), 29–44. https://doi.org/10.15642/mzw.2021.3.1.29-44
  27. Fitriyani, E., & Ersya, M. (2024). Implementasi fundraising program KOIN NU di Lembaga NU-CARE LAZISNU Kecamatan Kamal Bangkalan. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(4). https://doi.org/10.47467/alkharaj.v6i4.770
  28. Geertz, C. (2022). The impact of the concept of culture on the concept of man. In Man in adaptation: The cultural present (2nd ed.). Routledge. https://doi.org/10.4324/9780429337949-3
  29. Grönroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2). https://doi.org/10.1108/08858620410523981
  30. Grönroos, C. (2014). Relationship marketing: The Nordic school perspective. In Handbook of Relationship Marketing. SAGE. https://doi.org/10.4135/9781452231310.n4
  31. Hadi, R., Shafrani, Y. S., Hilyatin, D. L., Riyadi, S., & Basrowi. (2024). Digital zakat management, transparency in zakat reporting, and the zakat payroll system toward zakat management accountability and its implications on zakat growth acceleration. International Journal of Data and Network Science, 8(1). https://doi.org/10.5267/j.ijdns.2023.8.025
  32. Hampel, K., Ucieklak-Jez, P., Bem, A., Ruta, P., Predkiewicz, P., & Urbanska, K. (2023). Revolutionizing healthcare: The crucial impact of relational marketing strategies. European Research Studies Journal, 26(3). https://doi.org/10.35808/ersj/3343
  33. Hermanto, B. A., Antoni, & Rospida, L. (2024). Transparency in village fund management (A case study in the Bang Haji Subdistrict, Central Bengkulu Regency). International Journal of Business and Applied Economics, 3(1). https://doi.org/10.55927/ijbae.v3i1.7820
  34. Hidayat, A. (2025). Lazisnu Jateng salurkan dana tanggap darurat tangani banjir di Kabupaten Kendal. Berita LazizNU Jateng. https://lazisnujateng.org/berita/lazisnu_jateng_salurkan_dana_tanggap_darurat_tangani_banjir_di_kabupaten_kendal/detail
  35. Irawan, A. (2019). Analisis Customer Relationship Management (CRM) terhadap Customer Relationship Quality (CRQ) dan Customer Lifetime Value (CLV) Rumah Zakat di Indonesia. At-Taradhi: Jurnal Studi Ekonomi, 10(1). https://doi.org/10.18592/at-taradhi.v10i1.2802
  36. Iskandar Putri, F. (2022). Productivity of zakat institutions in Indonesia. Islamic Social Finance, 2(2). https://doi.org/10.58968/isf.v2i2.156
  37. Kamaruddin, M. I. H., Shafii, Z., Hanefah, M. M., Salleh, S., & Zakaria, N. (2024). Exploring Shariah audit practices in zakat and waqf institutions in Malaysia. Journal of Islamic Accounting and Business Research, 15(3). https://doi.org/10.1108/JIABR-07-2022-0190
  38. Koesworodjati, Y., Budiarti, R. H. S., & Suryana, P. (2024). Analysis of marketing capabilities, relational marketing, and company capabilities in affecting customer retention consumer financing products. Quality - Access to Success, 25(199). https://doi.org/10.47750/QAS/25.199.37
  39. Koseoglu, G., Breidenthal, A. P., & Shalley, C. E. (2023). When perceiving a coworker as creative affects social networks over time: A network theory of social capital perspective. Journal of Organizational Behavior, 44(8). https://doi.org/10.1002/job.2737
  40. LAZISNU. (2024). Annual report. https://lazisnujateng.org/page/annual_report
  41. Lourenço, R. P., Piotrowski, S., & Ingrams, A. (2017). Open data driven public accountability. Transforming Government: People, Process and Policy, 11(1). https://doi.org/10.1108/TG-12-2015-0050
  42. Machmudi, Y. (2021). Modernization and changes in kiai-santri relations in three pesantrens in Java. ISLAMICA: Jurnal Studi Keislaman, 16(1). https://doi.org/10.15642/islamica.2021.16.1.58-79
  43. Mahamid, M. N. L. (2023). The management of Islamic philanthropic institutions using a total quality management approach: A case in Magelang. Profetika: Jurnal Studi Islam, 24(1). https://doi.org/10.23917/profetika.v24i01.1571
  44. Malhotra, N. K., & Agarwal, J. (2002). A stakeholder perspective on relationship marketing: Framework and propositions. Journal of Relationship Marketing, 1(2). https://doi.org/10.1300/J366v01n02_02
  45. Maliha, H. (2024). Efficiency and productivity performance of Dompet Dhuafa based on the type of fund for 2010-2019. Review on Islamic Accounting, 3(2). https://doi.org/10.58968/ria.v3i2.377
  46. Mas’ut, M., Guntur, B., & Huda, M. A. A. (2021). Analisis pengelolaan koin NU pada perekonomian mustahiq oleh Lazisnu Cabang Nganjuk. Jurnal Dinamika Ekonomi Syariah, 8(1). https://doi.org/10.53429/jdes.v8i1.141
  47. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3). https://doi.org/10.2307/1252308
  48. Mulyana, M., Hendar, H., Zulfa, M., & Ratnawati, A. (2020). Marketing innovativeness on marketing performance: Role of religio-centric relational marketing strategy. Journal of Relationship Marketing, 19(1). https://doi.org/10.1080/15332667.2019.1664869
  49. Munir, Z. A. H. (2021). The effect of financial report transparency and zakat management on muzakki trust in Baznas Lombok Timur. Al-Risalah: Forum Kajian Hukum dan Sosial Kemasyarakatan, 21(2). https://doi.org/10.30631/alrisalah.v21i2.889
  50. Nawi, R. M., Said, N. M., & Hasan, H. (2023). Zakat payers’ satisfaction as a mediator in the relationship between service quality and zakat payers’ trust. Lecture Notes in Networks and Systems, 487. https://doi.org/10.1007/978-3-031-08084-5_65
  51. Noviana, A., Arifudin, O., Indah, D. Y., Tanjung, R., & Sofyan, Y. (2020). Effect of accountability, transparency of management amil zakat institutions and poverty alleviation of muzakki trust. Journal of Advanced Research in Dynamical and Control Systems, 12(6). https://doi.org/10.5373/JARDCS/V12I6/S20201022
  52. NU Care-LAZISNU. (2025a). Budaya kerja. https://lazisnujateng.org/page/budaya_kerja
  53. NU Care-LAZISNU. (2025b). Sekilas NU Care-LAZISNU. https://lazisnujateng.org/page/sekilas_nu_care
  54. Ong, A. K. S., German, J. D., Dangaran, P. C., Paz, J. J. B., & Macatangay, R. R. G. (2024). Service quality and customer satisfaction analysis among motorcycle taxi transportation in the Philippines through SERVQUAL dimensions and social exchange theory. Case Studies on Transport Policy, 15, 101139. https://doi.org/10.1016/j.cstp.2023.101139
  55. Petrakis, P. E., & Kanzola, A. M. (2022). On the micro-foundations of creative economy: Life satisfaction and social identity. Sustainability (Switzerland), 14(9), 4878. https://doi.org/10.3390/su14094878
  56. Rahmasari, D., & Darmawanti, I. (2023). Self identity and religiosity of Madurese people: Indigenous concepts based on the perspective of Madurese youth. Psikis: Jurnal Psikologi Islami, 9(1). https://doi.org/10.19109/psikis.v9i1.14583
  57. Roby Candra Yudha, A. T., & Sunan Ampel Surabaya, U. (2019). Measuring professionalism in zakat management institution in East Java. KnE Social Sciences, 3(11). https://doi.org/10.18502/kss.v3i11.4058
  58. Roziq, A., Sulistiyo, A. B., Shulthoni, M., & Anugerah, E. G. (2021). An escalation model of muzakki’s trust and loyalty towards payment of zakat at BAZNAS Indonesia. Journal of Asian Finance, Economics and Business, 8(3). https://doi.org/10.13106/jafeb.2021.vol8.no3.0551
  59. Ryandono, M. N. H., Widiastuti, T., Cahyono, E. F., Filianti, D., Qulub, A. S., & Al Mustofa, M. U. (2023). Efficiency of zakat institutions in Indonesia: Data envelopment analysis (DEA) vs free disposal hull (FDH) vs super-efficiency DEA. Journal of Islamic Accounting and Business Research, 14(8). https://doi.org/10.1108/JIABR-05-2021-0144
  60. Santoso, C. B., & Gamal, A. (2019). The influence of the implementation of total quality management and the implementation of good governance on the muzakki trust (Study on amil zakat institution in Batam City). International Conference of Zakat. https://doi.org/10.37706/iconz.v0i0.197
  61. Shaw, R. (2002). Relationship marketing: Exploring relational strategies in marketing. Interactive Marketing, 3(3). https://doi.org/10.1057/palgrave.im.4340142
  62. Sirisawat, S., Chatjuthamard, P., Kiattisin, S., & Treepongkaruna, S. (2022). The future of digital donation crowdfunding. PLoS ONE, 17(11), e0275898. https://doi.org/10.1371/journal.pone.0275898
  63. Soleh, M., & Linggasari, Y. S. (2023). The intimacy with muzakki in increasing trust, commitment and loyalty to increase ZISWAF fund at zakah institutions. Jurnal Ekonomi Syariah Teori dan Terapan, 10(6), 643–655. https://doi.org/10.20473/vol10iss20236pp643-655
  64. Sunarsih, S., Hamdani, L., Rizal, A., & Yusfiarto, R. (2025). Motivational factors to paying zakat through institutions: A multigroup analysis of urban and suburban muzakki based on digital payment scheme. Journal of Islamic Accounting and Business Research, 16(6). https://doi.org/10.1108/JIABR-12-2022-0333
  65. Usman, H., Mulia, D., Chairy, C., & Widowati, N. (2022). Integrating trust, religiosity and image into technology acceptance model: The case of the Islamic philanthropy in Indonesia. Journal of Islamic Marketing, 13(2). https://doi.org/10.1108/JIMA-01-2020-0020
  66. Yeni, A., & Mukhibad, H. (2020). Muzakki’s intention in paying zakat. AFEBI Islamic Finance and Economic Review, 5(1). https://doi.org/10.47312/aifer.v5i01.436
  67. Zogaj, A., Tscheulin, D. K., Lindenmeier, J., & Olk, S. (2021). Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: The moderating role of issue involvement. Journal of Business Economics, 91(3). https://doi.org/10.1007/s11573-020-01006-9