<![CDATA[Sahabat Hijrah Community is a da'wah community which was founded on September 10, 2016. Youth becomes the main target of the Sahabat Hijrah community. The community managed to gather thousands of young people in each event they organized. In increasing the number of participants, an effective communication strategy is needed to attract study participants. The purpose of this research was to determine the communicator strategy, message strategy, media selection strategy, audience determination strategy and the effect of the communication strategy carried out by the Sahabat Hijrah community in delivering messages to youth in Pekanbaru city.This research uses qualitative research methods and is supported by Lasswell's theory. Subjects in the research consisted of seven subjects as informants, selected through purposive techniques. Data collection techniques are grouped into three parts, namely: interviews, documentation and observation. Data analysis techniques in this research used the interactive data model of Miles and Hiberman. Checking the validity of the data using researcher persistence techniques, extension of participation and triangulation.The results showed that in the selection of communicators by the Sahabat Hijrah community, they were selected from the community members who had been fostered and the clerics who were selected according to their credibility with youth. The message strategy they used was to choose a theme that was tailored to the needs of youth at this time. The media they use in the form of online media (Instagram and Facebook) and offline media, in the form of distributing leaflets at CFD events. The target audience of the Sahabat Hijrah community are young Muslims who are in the city of Pekanbaru. While the effects of the Sahabat Hijrah's communication strategy, they succeeded in attracting young people to be on the da'wah path. Keyword : Communication Strategy, Youth, Da’wah, Message]]>
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