DAKWAH DIGITAL DAN PEMBENTUKAN ETIKA SOSIAL GENERASI Z BERBASIS AKHLAK ISLAMI DI TIKTOK DAN INSTAGRAMNIM.: 24204011050Farkhatul UmmiauthorThis study aims to analyze the practice of digital da'wah in representing Islamic moral values on TikTok and Instagram, examine the process of Generation Z's reception and internalization of these values, and explain the formation of social ethics based on Islamic morality through digital da'wah. This study employed a qualitative approach using Robert V. Kozinets' netnography method. Data were collected through observations of digital da'wah content, documentation, and in-depth interviews with Generation Z informants. The data were analyzed using data condensation, data display, and conclusion drawing. The findings reveal that, first, digital da'wah on TikTok and Instagram represents Islamic moral values through storytelling, educational, and trend-based content that aligns with the characteristics of Generation Z. Second, Generation Z actively receives, interprets, internalizes, and implements Islamic moral values in both digital communication and everyday social life. Third, the formation of social ethics occurs through sequential stages consisting of exposure to digital da'wah content, reception, interpretation, internalization, and implementation, resulting in ethical digital communication, verification of information (tabayyun), social responsibility, tolerance, respect for parents and teachers, and the promotion of good deeds through social media. This process is influenced by the characteristics of da'wah content, the credibility of preachers, social media algorithms, digital community interactions, and individuals' readiness to reflect upon moral values. The main finding of this study is an empirical model of Generation Z's social ethics formation based on Islamic moral values through digital da'wah, demonstrating that digital da'wah functions not only as a medium for disseminating Islamic teachings but also as a medium for moral education and social learning.370. 114 Pendidikan Moral, Pendidikan Karakter2026-06-29UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis