Communicator's Credibility in Persuasive Communication of Da'wah: A Study of the Pandawara Group Environmental Conservation Campaign Perspective Source Credibility Theory

Abstract

This study examines the credibility of the Pandawara Group as a communicator in persuasive communication of environmental da'wah by referring to the Source Credibility Theory and the da'wah bil hal approach. This study is motivated by the increasing environmental crisis in Indonesia and the strengthening of the role of non-formal communities that are able to mobilize public participation through digital media. The research method used was qualitative with a case study design, through non-participant observation of social media content, analysis of activity and campaign documentation, and review of relevant literature. The results of the study show that the credibility of the Pandawara Group is formed from the synergy of three main dimensions, namely expertise in environmental issues, public trust built through consistency of real action and transparency, and attractiveness born from the same identity and authentic communication style. The application of da'wah bil hal through direct action on environmental conservation has been proven to strengthen the effectiveness of persuasive messages, increase community participation, and encourage changes in pro-environmental attitudes. This study emphasizes that credibility based on real action is a key factor in the success of environmental da'wah.