Vol. 5 No. 1 (2026): June

This study aims to examine the process of da'wah communication in the local cultural context of Pasarean Village, Pamijahan District, Bogor Regency. This study begins with the importance of integrating Islamic values ​​with local culture so that da'wah messages can be effectively received by the community. Da'wah communication not only functions to convey religious teachings, but also as a social process influenced by values, norms, and traditions in society. Therefore, a cultural approach is crucial for achieving da'wah success. This study uses a qualitative approach through descriptive analysis methods. Information is obtained through observation, in-depth interviews, and documentation, involving religious leaders, community members, and da'wah practitioners as sources of information. Data analysis is carried out through data reduction, data presentation, and drawing conclusions using an interactive analysis model. Data validity is tested using triangulation of sources and methods to ensure the validity of the research results. The results show that the da'wah communication process in Pasarean Village occurs through three main patterns: individual communication, group communication, and communication rooted in local traditions. Interpersonal communication occurs through direct interaction between the da'wah preacher and the community, while group communication is carried out through religious study groups and religious study groups. Meanwhile, tradition-based communication utilizes cultural activities as a means to convey the message of da'wah. The integration of Islamic values ​​with local culture has been shown to increase the effectiveness of da'wah communication, as the message is more relevant and easily accepted by the community. This research shows that the effectiveness of da'wah communication is greatly influenced by the preacher's ability to understand and adapt to local cultural values. Therefore, a relevant and flexible da'wah approach based on local wisdom is a key factor in developing optimal and sustainable da'wah communication in modern society.