STRATEGI KOMUNIKASI DAN ENGAGEMENT KONTEN DIGITAL DALAM BERDAKWAH STUDI PADA AKUN INSTAGRAM @MASJIDNURULASHRI DAN @REALMASJID.OFFICIAL

Muhammad Falah Rizky, NIM.: 23202011010 (2025) STRATEGI KOMUNIKASI DAN ENGAGEMENT KONTEN DIGITAL DALAM BERDAKWAH STUDI PADA AKUN INSTAGRAM @MASJIDNURULASHRI DAN @REALMASJID.OFFICIAL. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of digital technology has significantly transformed the methods of Islamic preaching, shifting from conventional face-to-face models to digital approaches based on social media. Instagram, as one of the largest social media platforms in Indonesia, offers new opportunities for religious institutions to expand their preaching outreach through fast, interactive, and visually engaging content relevant to younger generations. In this context, the Instagram accounts @masjidnurulashri and @realmasjid.official were selected as case studies, as both represent distinct approaches to digital communication strategies in Islamic preaching. This study addresses the gap in comparative research on how communication strategies and audience engagement influence the effectiveness of Islamic preaching in the social media era. This research employed a mixed-methods approach with Concurrent Integrated Design, combining qualitative and quantitative data simultaneously. The qualitative data was collected through in-depth interviews with account managers and content documentation. Conversely, quantitative data were obtained through structured observation and secondary data analysis. The data were analyzed thematically to explore communication strategies and statistically using a non-parametric test (Mann-Whitney U Test) to compare engagement levels between the two accounts. Data validation was conducted through triangulation of sources and methods, ensuring credible and comprehensive findings. The findings indicate that @masjidnurulashri places significant emphasis on a community-based strategy that is collaborative, socially responsive, and consistent in content production. This strategy fosters audience engagement through emotional closeness and community participation. Conversely, @realmasjid.official employs a more informal, visual, and segmented preaching style with a minimalist team structure, enabling the creation of viral content despite long-term inconsistency. A thorough statistical analysis reveals a substantial discrepancy in engagement levels between the two accounts. Key determinants of this discrepancy include posting consistency, communication style, and relatability to younger audiences. These findings underscore the notion that the efficacy of digital da'wah is not exclusively determined by the religious message imparted, but is also contingent upon the congruence of communication strategies with the characteristics of the platform and its respective audiences. This study makes a significant theoretical contribution to the Diffusion of Innovations and Uses and Gratifications frameworks within the context of social media–based Islamic preaching.

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