Etika Tradisi sebagai Fondasi Manajemen Dakwah: Analisis Implementasi Nilai-Nilai Budaya dalam Organisasi Keagamaan (Studi Kasus Nahdlatul Ulama)

Abstract

This study analyzes the implementation of traditional ethical values as the foundation of da'wah management in the Nahdlatul Ulama (NU) organization. As the largest Islamic organization in Indonesia with more than 90 million members, NU is unique in integrating the traditional ethical values of Ahlussunnah Wal Jamaah with modern da'wah management practices. This study uses a qualitative approach with a case study method, collecting data through in-depth interviews with NU administrators and kiai, observation of organizational activities, and documentation studies. The results show that the values of tawassuth, tasamuh, tawazun, and amar ma'ruf nahi munkar are the philosophical foundations that distinguish NU management from other modern organizations. These values are operationalized through the dualism system of Syuriah-Tanfidziyah leadership, the Bahtsul Masail mechanism, and the use of yellow books as a source of decision legitimacy. The principle of al-muhafadhah 'ala al-qadim al-shalih allows NU to maintain the tradition of Islamic boarding schools while adopting modern technology in its da'wah. The concepts of adab and ta'dhim create an informal hierarchy based on scholarly seniority that strengthens organizational cohesion. The main challenges faced are harmonizing the flexibility of tradition with the demands of modern management standardization, as well as generational conflict between senior kiai and younger activists. This research contributes to the development of a humanistic and sustainable model of da'wah management based on local wisdom, and provides an alternative for religious organizations in optimizing management based on traditional values in the contemporary era.