Analisis Retorik Surah Yusuf: Prinsip Komunikasi Kepimpinan Nabi Yusuf untuk Aplikasi Masa Kini

This study aims to analyse the rhetorical communication of Prophet Yusuf A.S. based on the principles of ethos, pathos, and logos as outlined in Aristotle's rhetorical theory. Through a textual content analysis approach, this study examines how Prophet Yusuf's communication, as depicted in Surah Yusuf, can be applied in the context of modern leadership. The study found that Prophet Yusuf applied the principle of ethos through his strong credibility, demonstrated by honesty, integrity, and trustworthiness, which earned him the respect and trust of the people of Egypt. The pathos principle was reflected in his empathetic approach, emotional control, and ability to forgive his brothers, successfully reuniting his family and strengthening interpersonal relationships. Meanwhile, the logos principle was evident in Prophet Yusuf's wisdom in interpreting the Pharaoh's dream, devising an effective economic management strategy, and ensuring justice through decisions based on logic and solid evidence. These findings demonstrate that balancing ethos, pathos, and logos in leadership communication plays a crucial role in building trust, resolving conflicts, and enhancing organisational effectiveness. This study also emphasises that Prophet Yusuf's communication principles are relevant for modern leaders to address increasingly complex communication and management challenges. The findings of this study are expected to serve as an important reference in enriching Islamic leadership theory and providing practical guidance for leaders at various organisational levels. Keywords: Rhetoric, leadership communication, surah Yusuf, Islamic leadership, tafsir pimpinan Ar-Rahman.