Blue Ocean Strategy in Da’wah: Reconfiguring Public Space and Value Creation in Ngopi Ngaji Trotoar Pamekasan

Abstract

The expansion of da’wah into nontraditional public spaces calls for an analytical framework that can explain changes in da’wah practice rather than merely document a shift in venue. This study examines da’wah innovation in the Ngopi Ngaji Trotoar activity in Pamekasan using the Blue Ocean Strategy framework, particularly the Eliminate-Reduce-Raise-Create (ERRC) framework, to examine how changes in da’wah practice contribute to value innovation and community engagement. The study employs a qualitative single-case study design based on interviews with eight informants, including organizers, preachers, biker community participants, and surrounding residents, as well as two direct observations. The findings identify three ERRC actions in the practice: the elimination of formal elements such as podiums and hierarchical seating, the enhancement of interaction and accessibility, and the creation of a format that combines religious study with community social activities. The Reduce dimension was not identified in the data. These changes generated five forms of value: religious, accessibility, experiential, relational, and community value. Value creation also involved co-creation, as participants moved beyond attendance to contribute ideas, invite others, assist with activities, and provide feedback, fostering a sense of community ownership. The findings extend the empirical application of ERRC in da’wah studies and indicate that innovation for young audiences can be achieved not only through digital technology but also through adapting space and activity formats to the characteristics of the target community.