DA'WAH ENGINEERING AMONG THE MURUT ETHNIC COMMUNITY IN SABAH: AN ANALYSIS

Da’wah engineering refers to a strategic approach in Islamic preaching that must align with the cultural context and needs of its target audience. A mismatch between da’wah methods and the characteristics of a particular community can lead to ineffective outreach. Despite the various da’wah activities conducted today, many efforts have yet to succeed in touching the hearts of the intended recipients, indicating that some preachers may not be fully prepared to deliver the message of Islam effectively. This study aims to explore suitable da’wah strategies for the Murut ethnic community in Sabah. Employing a qualitative research approach, data collected through interviews, participant observation, and a review of previous studies, and were analyses thematically. The findings reveal that effective da’wah among the Murut people involves building social relationships, understanding their psychological makeup, employing effective communication, avoiding overly confrontational religious debates, and ensuring basic infrastructure support. The study also identified seven major challenges in implementing da’wah among the Murut: the influence of online information, weak da’wah management, the background of the preachers, financial constraints, Western cultural influences, community attitudes, and the commitment level of da’wah practitioners. Based on these findings, contextually appropriate da’wah strategies have shown promising results in fostering the Murut community’s interest in embracing Islam.