Da’wah Management of Corporate Social Responsibility as Da’wah bil-Hal: Planning, Organizing, and Controlling Social Activities at PT Kereta Api Indonesia Regional Division I North Sumatra

Manajemen Dakwah Tanggung Jawab Sosial Perusahaan sebagai Dakwah bil-Hal: Perencanaan, Pengorganisasian, dan Pengendalian Kegiatan Sosial di PT Kereta Api Indonesia Divisi Regional I Sumatera Utara

Abstract

This study analyzes the management of da’wah within the Corporate Social Responsibility (CSR) activities of PT Kereta Api Indonesia Regional Division 1 North Sumatra, examining how social activities are planned, organized, implemented, and controlled as a form of da’wah bil-hal (da’wah through real action). The method used is descriptive qualitative with data collection techniques through observation, interviews, and literature studies. The results indicate that the da’wah management functions have been carried out fairly well but are not yet fully optimal or systematic. Planning and controlling are relatively well established through structured program design, documentation, key performance indicators, and managerial verification, yet the actuating function still tends to rely on formal procedures that do not fully internalize da’wah values of empathy and wisdom (hikmah). Railway-crossing safety socialization and social assistance are proven to be effective forms of da’wah bil-hal that build community trust and a positive institutional image. Strengthening the integration of da’wah management principles into CSR planning, organizing, actuating, and controlling is needed so that social activities function not merely as corporate programs but as systematically managed da’wah.