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p-Index From 2021 - 2026
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All Journal JURNAL KOMUNIKATIO
Akbar Satria
UIN Sunan Gunung Djati Bandung, Indonesia
Languange, Linguistic, Communication & Media

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Digital Da’wah As Islamic Education for Generation Z: A Study of Ustadz Alfie Alfandy’s Preaching Strategy on Youtube Nase Saepudin Zuhri; Akbar Satria; Hilma Fatimatul Zahro; Muhamad Rizza; Muhammad Hafidzin Maulana Rahman
JURNAL KOMUNIKATIO Vol. 12 No. 2 (2026): Jurnal Komunikatio
Publisher : Universitas Djuanda Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/jk.v12i2.24793

Abstract

The rapid growth of digital media has transformed Islamic communication, requiring more adaptive approaches to engage Generation Z audiences. Although previous studies have explored digital Islamic communication, limited attention has been paid to digital khitobah delivered through long-form YouTube content for socially excluded youth communities. This study aims to analyze the digital khitobah strategy employed by Ustadz Alfie Alfandy in reaching Generation Z through YouTube. An instrumental qualitative case study was conducted by analyzing three YouTube videos published on Ustadz Alfie Alfandy's official channel during the observation period from April 2 to April 30, 2026. Data were collected through systematic video observation and document analysis and analyzed using qualitative content analysis with thematic coding. The findings reveal four interrelated communication strategies: the use of accessible, everyday language; personal transformation storytelling; empathetic, non-judgmental communication; and audience segmentation targeting biker communities and other socially excluded youth. These strategies are reinforced by integrating online content with offline community activities, thereby strengthening audience engagement and message acceptance. The study concludes that an adaptive, narrative-driven, and audience-centered digital khitobah model enhances the effectiveness of Islamic communication among Generation Z on YouTube.
Co-Authors Hilma Fatimatul Zahro Muhamad Rizza Muhammad Hafidzin Maulana Rahman Nase Saepudin Zuhri