Transformasi Dakwah di Era Digital: Analisis Strategi Komunitas Shift Pemuda Hijrah dalam Membangun Ekosistem Dakwah Online yang Berkelanjutan

Wahidin Wahidin; Muhammad Hidayatullah

doi:10.70742/nahdah.v1i1.1050

Authors

Wahidin Wahidin UIN Mataram
Muhammad Hidayatullah Institut Agama Islam Darussalam Martapura

DOI:

https://doi.org/10.70742/nahdah.v1i1.1050

Keywords:

Digital da’wah, online community, personal branding, emotional narrative, multiplatform strategy, Shift Pemuda Hijrah.

Abstract

The advancement of digital technology has fundamentally reshaped Islamic preaching in Indonesia, shifting from conventional approaches toward more inclusive and interactive practices in cyberspace. This study examines the strategies employed by the Shift Pemuda Hijrah community in building an active and impactful digital-based da'wah ecosystem. Using a qualitative descriptive approach through social media content analysis and community activity documentation, this research identifies three key strategies underlying Shift's success: personal branding, emotional narrative, and optimized multiplatform utilization. Authentic personal branding makes preachers relatable and accessible to urban youth. Emotional narratives grounded in spiritual experiences and affective closeness foster meaningful bonds between preachers and their audiences. Meanwhile, multiplatform strategies enable da'wah to reach diverse societal segments through flexible and adaptive content formats. The findings reveal that the synergy of these three strategies forms a digital community-based da'wah model capable of enhancing participation, strengthening interaction, and ensuring the sustainability of the da'wah movement in the new media era. Academically, this study contributes to the development of digital da'wah literacy while offering practical guidance for Islamic organizations in effectively and sustainably managing online communities.

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