<![CDATA[This study comparatively examines how three contemporary Indonesian preachers, KH. Abdullah Gymnastiar (AA Gym), Ustadz Aa Hilman Fauzi, and KH. Athian Ali, construct their digital da'wah rhetoric and negotiate religious authority through distinct strategic pathways, particularly amid the character crisis facing contemporary da'wah communicators. A qualitative multiple case study design was applied. Data were collected through non-participant observation, documentation, and verbatim transcription of sermon content on YouTube and Instagram, then analyzed using Miles and Huberman's interactive model modified with three theoretical frameworks: Cicero's the good man speaks well principle, elocutionary theory combined with the Qaulan typology, and Aristotle's ethos-pathos-logos model. Source and method triangulation ensured data validity. Three distinct rhetorical patterns emerged. AA Gym constructs authority through personal character and spiritual depth. Ustadz Aa Hilman Fauzi relies on elocutionary skill and Qaulan application as a tool for psychological conflict resolution. KH. Athian Ali builds authority through textual-normative argumentation. These findings confirm that digital religious authority is plural and negotiable according to audience segmentation. Theoretically, the study integrates three rhetorical traditions into a single comparative framework; practically, it offers guidance for developing more contextual da'wah rhetoric training. Further research incorporating the congregation's perspective is recommended.]]>
