The Effectiveness of Islamic Preaching Content on TikTok for Changing Religious Attitudes of Gen Z
Efektivitas Konten Dakwah Islami di TikTok terhadap Perubahan Sikap Keagamaan Gen Z
DOI:
https://doi.org/10.34306/alwaarits.v2i2.890Keywords:
Islamic Da’wah Content, TikTok, Gen Z, Religious Attitudes, Digital Da’wahAbstract
The development of digital technology has influenced various aspects of life, including Islamic da'wah. Social media platforms such as TikTok have emerged as preferred spaces for Generation Z to access religious content. Da'wah content on TikTok not only conveys spiritual messages but also integrates entertainment elements that appeal to young audiences. \textbf{This study aims} to examine how Islamic da'wah content on TikTok influences the religious attitudes and understanding of Generation Z and to identify the dominant factors contributing to this transformation. This study uses a quantitative approach employing surveys and Focus Group Discussions (FGDs) to measure the influence of da'wah content on three dimensions of religious attitude: cognitive (knowledge), affective (emotion), and conative (behavior). The results show that emotionally engaging and creatively presented da'wah content significantly affects Gen Z’s religious perceptions. Messages communicated in a relaxed, concise, and visually appealing format enhance understanding and emotional resonance. An effective digital da'wah strategy for Generation Z should balance educational, emotional, and entertainment aspects. Light, innovative, and authentic content aligned with Islamic teachings strengthens digital da'wah’s impact, positioning TikTok as a vital medium for fostering youth religiosity and promoting spiritual literacy in the digital age.
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