MIMBAR, Vol. 35 No. 1 st (2019) pp. 19-27 19 Persuasive 'Da’wah' Agenda based on Sociodemographic Factors: A Study in Cimahi 1 BAMBANG S.MA’ARIF, 2 UMAR YUSUF, 3 SULIADI, 4 PARI HAT 123 Universitas Islam Bandung, Jl. Tamansari no.1 Bandung, Indonesia email: 1 basmar_ali@yahoo.com; 2 krumar@yahoo.com; 3 suliadi@gmail.com; 4 parihat@unisba.ac.id Abstract . This paper is a result of primary research titled “Mapping the Profle of Persuasive Da’wah Agenda in Cimahi City.” Cimahi is well known as the industrial centre of ‘creative animation’. The method of research is quantitative by conducting surveys through questionnaires to 399 respondents in Cimahi using multistage random sampling technique. This paper presents important data on the socio-demographic factors of the citizens which can be basic in planning the efective da’wah activities. The sociodemographic factor aforementioned are age, education, and gender of respondents. Those factors must be accurately identifed in order to plan the persuasive da’wah . The views of the citizens toward da’wah activity can be parameters toward persuasive da’wah , including what religious theme they preferred to, their preference on the actual da’wah themes, their liking on entrepreneurial da’wah , etc. Citizens give responses to da’wah agenda of both bil - lisan ( da’wah through speech) and bil-hal ( da’wah through one’s character). The more accepted a da’wah , it means the more persuasive the da’wah is. When citizens do not like the da’wah , it can be said an unpersuasive one. Da’wah persuasion is closely related to its acceptability by the citizens. Keywords: response to da’wah , mapping of da’wah activity, profle of persuasive da’wah , Introduction Cimahi is a comfortable independent city because of its relatively cool weather and its clear spring water. Many Cimahi residents work in Bandung City and its surroundings, and it resulted in an intensive interaction between the citizens. The population of Cimahi is more than 594,021 people (source: Statistical Bureau, BPS Cimahi, June 2016), which are spread over 3 districts, namely 163,452 people live in North Cimahi, 172,366 people in Central Cimahi, and 258, 203 people in South Cimahi. Their professions are labors, traders, private employees, farmers, businessmen/women, and civil servants. Regarding da’wah (Islamic preaching), it needs to recognize the state of people they communicate with communicant, (Gullen, 2011: 213). The socio-demographic factor needs to be mapped accurately and is associated with the interest level of the da’wah. Cimahi has held many Islamic lectures, but at the same time, there are many law violations as well. These conditions gave rise to skepticism about the role of da’wah in the society. People of Cimahi are religious, which can be indicated by the existence of many mosques and majlis taklim (a place where Muslim gather to learn Islam). Almost every sub-district holds weekly Islamic lectures by inviting an ustadz (a respected Islamic teacher), a typical da’wah activities with themes. Although the citizens are creative, consumptive, and fond of entertainment; nevertheless, Cimahi does not have night clubs, bars, nor discotheques. The phenomenon is that da’wah asks the congregation to live moderate lifestyle (be thrifty, reasonable, and not wasteful). However, the city condition supports people to be creative, fashionable, and also consumptive. Consumerism inherent in big cities, including in Cimahi. The thing that must be considered is how to make the da’wah agenda is going to be favored by the citizen. Received: 2018-07-20, Revisied: 2019-02-17, Accepted: 2019-06-02 Print ISSN: 0215-8175; Online I SSN : 2303-2499. DOI: http://dx.doi.org/10.29313/mimbar.v35i1.3866 Accredited S2 based on the decree No.10/E/KPT/2019 until 2024. Indexed by DOAJ, Sinta, Garuda, Crossref, Dimensions