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All Journal Jurnal Hortikultura Indonesia (JHI) PROSIDING SENATEK FAKULTAS TEKNIK UMP UNEJ e-Proceeding Jurnal Pengabdian Magister Pendidikan IPA Jurnal Keselamatan Transportasi Jalan (Indonesian Journal of Road Safety) Transformasi Jurnal Bastra (Bahasa dan Sastra) JOISCOM (Journal Of Islamic Communications) Journal of Social and Humanities Socio-Economic and Humanistic Aspects for Township and Industry JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Tri Handoyo
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Social Sciences Transportation

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Digital Sermons and Youth Engagement: Measuring the Effectiveness of Islamic Preaching on TikTok Derma Seprianti; Tri Handoyo; Desi Firmasari; Eti Efrina; N. Baskautshar
Socio-Economic and Humanistic Aspects for Township and Industry Vol. 2 No. 4 (2024): Socio-Economic and Humanistic Aspects for Township and Industry
Publisher : Tinta Emas Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59535/sehati.v2i4.591

Abstract

This study quantitatively examines the effectiveness of Islamic preaching (dakwah) content on TikTok in fostering youth engagement and religious behavioral intentions. Grounded in the Heuristic-Systematic Model and Source Credibility Theory, the research investigates how message quality, preacher credibility, and content interactivity influence behavioral engagement and subsequent religious intentions. Data from 450 young Indonesian TikTok users were analyzed using Structural Equation Modeling (SEM). The results identify preacher credibility as the strongest predictor of behavioral engagement (β = 0.41, p < 0.001), followed by message quality (β = 0.32, p < 0.001) and content interactivity (β = 0.28, p < 0.001). Behavioral engagement significantly influences religious intentions (β = 0.53, p < 0.001) and acts as a significant partial mediator, translating the effects of independent variables into religious behavioral intentions. These findings underscore the pivotal role of source credibility and active audience participation in digital religious persuasion, offering practical insights for religious communicators to design effective digital preaching strategies on short-form video platforms. The study contributes to digital religion literature by validating the complementary nature of heuristic and systematic processing in religious content evaluation on social media.
Co-Authors Adita Widara Putra Arif, Muzayin Awaludin Ghofar, Awaludin Budi Kriswanto Dedy Novriadi Derma Seprianti Desi Firmasari Devita Nurwulan Dina Alistri Efrina, Eti Eti Efrina Galih Kusuma, Raditya HARDIAN SUSILO ADDY Muchammad Devara , Yusuf Mukhlizar Mya Mulyany N. Baskautshar Nazwa Agnia Teja Respati Oon Feryanto Parawita Dewanti Rasman Ratnasari, Tri Restanto, Didik Pudji Rifai’i, Rifai’i Roby Rahmat Kausar Rusdiana, Riza Yuli Septiwianti, Rista Septiwianti Slameto . Sugeng Wahyudiono, Sugeng Syukri Amin Tika Permata Asri