STRATEGI DAKWAH HANAN ATTAKI DALAM MEMOTIVASI GENERASI Z MENGGUNAKAN MODEL ATTENTION, RELEVANCE, CONFIDENCE, SATISFACTION (ARCS) DI AKUN TIK TOK @ayah_amanah

Rizka Hidayatullah, NIM.: 23202011005 (2025) STRATEGI DAKWAH HANAN ATTAKI DALAM MEMOTIVASI GENERASI Z MENGGUNAKAN MODEL ATTENTION, RELEVANCE, CONFIDENCE, SATISFACTION (ARCS) DI AKUN TIK TOK @ayah_amanah. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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	Text (STRATEGI DAKWAH HANAN ATTAKI DALAM MEMOTIVASI GENERASI Z MENGGUNAKAN MODEL ATTENTION, RELEVANCE, CONFIDENCE, SATISFACTION (ARCS) DI AKUN TIK TOK @ayah_amanah) 23202011005_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (27MB) | Request a copy

Abstract

This study discusses Hanan Attaki's Da'wah Strategy in motivating Generation Z using the Attention, Relevance, Confidence, Satisfaction (ARCS) Model on the TikTok account @ayah_amanah. The strategy used here is the focus of this study, namely the use of the Attention, Relevance, Confidence, Satisfaction (ARCS) Model in Ustadz Hanan Attaki's da'wah towards Generation Z. Hanan Attaki's da'wah communication is one example of an effort to convey a motivational message that is relevant, relatable to daily life, and accepted and understood by Generation Z, making his da'wah highly popular among the congregation/audience. This study aims to analyze the da'wah strategy used by Ustadz Hanan Attaki on his TikTok account @ayah_amanah using the Attention, Relevance, Confidence, Satisfaction (ARCS) model towards Generation Z. Additionally, this study aims to identify the strategies used by Hanan Attaki in conveying motivational messages to Generation Z and to understand how Generation Z responds to these messages. The research method employs documentation and observation (monitoring) of da'wah content through the TikTok account @ayah_amanah. This study uses message analysis techniques to obtain research results. Furthermore, to ensure the validity of the research data, the data obtained also employs data validity techniques consisting of source triangulation. The research findings reveal that Hanan Attaki's Da'wah Strategy in motivating Generation Z using the Attention, Relevance, Confidence, Satisfaction (ARCS) Model on the TikTok account @ayah_amanah includes several aspects, such as determining the target audience or communicators of the message to be delivered and understanding the characteristics of those individuals, selecting the media to be used, setting the target audience for the da'wah sessions, determining the theme of the da'wah sessions, presenting the message during the study session, and the nonverbal messages conveyed during the study session or the approach used by the preacher (da'i). Through this motivational strategy, there is an increase in understanding and interest among Generation Z in Hanan Attaki's da'wah studies, which are relevant and aligned with the needs of young people, particularly Generation Z.

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