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M. Yoserizal Saragih
State Islamic University Of North Sumatera, Medan, Indonesia
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Integrasi Nilai-Nilai Jurnalistik Profetik dalam Pengembangan Kompetensi Digital Marketing pada Era Transformasi Media Digital Nur Ahmad, Fitria; Saragih, M. Yoserizal
Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Vol. 12 No. 1 (2026): Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/alwatzikhoebillah.v12i1.5240

Abstract

This study aims to analyze the integration of prophetic journalism values into the development of digital marketing competencies in the era of digital media transformation and to formulate a value-based competency model. Employing a qualitative phenomenological approach, the study collected data through in-depth interviews with seven informants consisting of Islamic communication scholars, digital marketing practitioners, and senior undergraduate students. The data were analyzed using thematic analysis to identify patterns of understanding and implementation of prophetic values in digital marketing practices. The findings reveal that the values of humanization, liberation, and transcendence can be effectively integrated into digital communication strategies, content production, and audience relationship management. The implementation of these values contributes to enhancing credibility, integrity, ethical responsibility, and professional sustainability among digital marketing practitioners. The novelty of this study lies in the formulation of the Prophetic Digital Marketing Competence (PDMC) model, which integrates digital marketing competencies with prophetic journalism values as an ethical foundation for digital communication practices. The study concludes that prophetic values remain highly relevant as a moral framework for developing digital marketing competencies in the contemporary digital media landscape.
Co-Authors ., Zuhriah Abdillah, Baihaqi Abidin, Syahrul Adnan, Hafizur Kahfi Afifah, Nisa Ahmad Tamrin Sikumbang Anugrah, Tirta Asad Ullah Babayo Sule Belay Sitotaw Goshu Benson O. Ademiluyi Berampu, Afif Eido Pemanta Chan, Fikri Azis Chinwe I. Saani Denny Al Anshori Daulay Djellouli Zineb Edria, Ade Lola Eugene Agbasi Adjoteye Ferdiansyah, Veri Gladys Modupe Kayode Harahap, Berliana Harahap, Suheri Haryanti, Ulvi Hasina Wajid Hsb, Habibi Martua Ibrahim Abdulkadir Ikhwansyah, Rizki Indriana, Loula Umaiyah Israel Odion E. Idewele Jambak, Susanti Javaid Ahmad Andrabi Jock Matthew Agai Joshua Kayode Kamran Khan Khairatun Uma Daulay Khairunnisari, Wulan Kurnia Balqis, Putri Salwa Kustiawan, Winda Laila Rohani Manik, Alfia Rahman Manurung, Afwan Syahril Mary Olufunke Adedokun Muhammad A. Bello Muhammad Ridwan Muhammad Ridwan Murad A. Bein Mursyida, Shania Nasution, Roby Septian Noah Echa Attah Nur Ahmad, Fitria Nurrahmad, Taufiq O Babayo Sule Olusola Oladapo Makinde Oluwayemi Blessing Adegbola Peter Eriki Pratiwi, Tria Qorib, Ahmad Raisya, Hafiz Riani Iskandar Batubara, Gadis Ririn Ramadani Rizky Pratama Rizky, Elvina Rohani, Laila Rudhani, Goenersya Haidar Sabila, Umaira Sakti Tambak, Ahmad Budi Salam, Abdillah Salman Khan Sami Ullah Senouci Boumediene Sihombing, Haris Fadillah Siti Nuraini Sururi, Zanniro Taufiq Sarfan Hasibuan Usman Sambo Usman Sambo Virdinia, Thasya Widya Astuty Zahara J, Ayu