| Summary: | This paper focuses on the communication strategy and da’wah (Islamic missionary endeavor) in relation to reducing uang panai’ (spending money) of marriage in Bulukumba. The problem is formulated in several research questions: (1) What is the communication strategy in reducing uang panai’ of marriage in Bulukumba community? (2) What is the da’wah strategy in reducing uang panai’ of marriage in Bulukumba community? This research aims to identify the strategy of communication and da’wah in reducing uang panai’ in Bulukumba by using the methods of observation and interview with the brides’ families, prospective marriage pair and community leaders. The results indicate that both communication and da’wah strategies reduce uang panai’ in Bulukumba. The communication strategy is through mappese-pese (apply for introduction) using interpersonal communication strategies, delegating closer people, families, and influential and experienced people, so that this strategy can reduce uang panai’ in Bulukumba. In addition, the strategy of da'wah is also necessary to apply in an effort to reducing uang panai’ by making clear the position of uang panai’ with the dowry, forming simple movements at wedding receptions, and changing people's views in terms of giving priority to marriage based on religious teachings rather than culture.
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