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All Journal SANGKEP: Jurnal Kajian Sosial Keagamaan Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal ICT : Information Communication & Technology Jurnal Pemberdayaan Masyarakat Jurnal khabar: Komunikasi dan Penyiaran Islam Jurnal Indonesia : Manajemen Informatika dan Komunikasi Edusoshum: Jurnal Pendidikan Islam dan Sosial Humaniora Maktabatun: Jurnal Perpustakaan dan Informasi Aksioreligia : Jurnal Studi Keislaman Lentera: Jurnal Ilmu Dakwah dan Komunikasi Cendekia: Media Komunikasi Penelitian dan Pengembangan Pendidikan Islam Edumaspul: Jurnal Pendidikan
Tengku Walisyah
Universitas Islam Negeri Sumatera Utara
Religion Arts Humanities Computer Science & IT Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Soft Selling as an Influencer Marketing Communication Strategy in Shaping Gen-Z's Consumer Behavior Yusni Rahma; Tengku Walisyah
Edusoshum : Journal of Islamic Education and Social Humanities Vol. 6 No. 3 (2026)
Publisher : Ikatan Cendikiawan Ilmu Pendidikan Islam (ICIPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52366/edusoshum.v6i3.480

Abstract

The development of digital communication technology has transformed marketing communication practices, particularly through social media platforms that enable influencers to become strategic actors in delivering promotional messages. One widely implemented approach is soft selling, where promotional content is presented subtly through lifestyle representation, personal narratives, and authentic experiences. Previous studies have largely examined influencer marketing from the perspective of purchase intention, brand awareness, and consumer engagement, while limited attention has been given to how soft selling communication strategies construct lifestyle meanings and gradually shape consumptive tendencies among Generation Z. This study aims to analyze how influencers implement soft selling strategies and how these strategies influence the formation of Gen Z consumer behavior. Using a descriptive qualitative approach, data were collected through interviews with five Gen Z informants aged 18–28 years and content analysis of influencer accounts on Instagram and TikTok. The findings reveal that soft selling strategies operate through impression management, consistent personal branding, and identity commodification, causing products to be perceived as part of an aspirational lifestyle. The novelty of this research lies in explaining soft selling not only as a marketing technique but also as a symbolic communication process that shapes consumption meanings. Theoretically, this study contributes to influencer marketing and communication studies by emphasizing the relationship between digital identity construction, lifestyle representation, and consumer behavior formation.  
Hijab Symbolism as a Medium of Da'wah in the Film Keajaiban Air Mata Wanita: A Roland Barthes Semiotic Analysis Annisa Fatika; Tengku Walisyah
Lentera: Jurnal Ilmu Dakwah dan Komunikasi VOL. 10, No. 02 (2026): LENTERA
Publisher : Fakultas Ushuluddin, Adab dan Dakwah, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21093/lentera.v10i02.13842

Abstract

This study aims to analyze the symbolism of the hijab in constructing the meaning of female piety in the film Keajaiban Air Mata Wanita. As a visual medium, film conveys religious values through symbols that shape audience interpretation. In this context, the hijab functions as a central symbol associated with the emotional experiences of female characters. This research uses a qualitative approach with Roland Barthes’ semiotic analysis, covering denotation, connotation, and myth. Data were collected from scenes, dialogues, and visual elements in the film and analyzed to uncover the meanings of hijab symbolism within different narrative contexts. The findings reveal that the hijab is not merely a religious attribute but a symbol consistently present in various emotional situations, such as sorrow, suffering, and relational conflict. At the levels of connotation and myth, it signifies piety through women’s ability to manage emotions, endure life’s challenges, and maintain religious identity under non-ideal conditions. Furthermore, the hijab functions as an implicit medium of religious communication through visual narratives, shaping cultural and ideological understandings of female piety.
Fenomena Doom Spending: Analisis Komunikasi Digital terhadap Perilaku Konsumtif Generasi Z di Tiktok Dwi Asyila Sabrina Br. Saragih; Tengku Walisyah
Aksioreligia Vol. 4 No. 2 (2026): Aksioreligia : Jurnal Studi Keislaman
Publisher : CV Global Research Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59996/aksioreligia.v4i2.1206

Abstract

The rise of doom spending among Generation Z on the TikTok platform reflects a financial literacy crisis as well as vulnerability to manipulative digital marketing strategies. This study aims to analyze the digital communication patterns on TikTok that trigger doom spending behavior, identify usage motives and consumptive effects based on the uses and effects theory, and formulate mitigation recommendations. Utilizing a qualitative content analysis approach based on Krippendorff’s framework, data were collected through visual documentation consisting of screenshots of user comments, product reviews, and live shopping interactions on the @dictionarei and @lozyhijab_ accounts. Grounded in Uses and Effects Theory, the findings identify four primary digital communication mechanisms driving impulsive buying: FOMO engineering, social proof amplification, parasocial relationship exploitation, and frictionless commerce integration. The results indicate that usage motives—such as entertainment, information seeking, social affiliation, and identity expression—produce mutually reinforcing cognitive, affective, and conative effects that actively construct artificial needs. This phenomenon is criticized as modern extravagance (tabdzir and israf) that contradicts the principles of qana'ah and hifz al-mal. This study recommends strengthening social commerce regulations, enhancing digital and financial literacy among Gen Z, and internalizing self-control values to foster more responsible digital consumption.
Co-Authors Ahmad Tamrin Sikumbang Anggi Nanda Fadilah Nasution Annisa Fatika Dwi Asyila Sabrina Br. Saragih Indah Yani M Iqbal Ihsani Melisa Afriani Nst Muhammad Nadzim Nur Azmi Fauzizah Putri Amelia Rijal Nur Amali Ritonga, Hasnun Jauhari Tifani Liusnimun Yusni Rahma