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Branding Identity as Da’wah Strategy: Islamic Business Ethics Chairiawaty Chairiawaty; Kiki Zakiah
Ilmu Dakwah: Academic Journal for Homiletic Studies Vol 14, No 2 (2020): Ilmu Dakwah: Academic Journal for Homiletic Studies
Publisher : Faculty of Da'wah and Communication, UIN Sunan Gunung Djati, Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/idajhs.v14i2.10595

This study aims to analyze the branding identity used as a da'wah strategy. Besides, the research is directed to find the concept of Islamic business ethics as a branding identity. This study used the descriptive qualitative method. The object of research is the slogan as one of the branding identities carried out in 10 companies. The results showed that branding identity as a da'wah strategy was carried out in two ways: Qolam (oral and written). Six institutions use Islamic business ethics in their slogans directly and clearly, while four institutions do not state business ethics. The slogan as an Islamic branding identity refers to the principles of communication in Islam, namely Qawlan Sadidan, Qawlan Balighon, Qawlan Karieman, and Qawlan Layyinan.Penelitian ini bertujuan untuk menganalisis identitas Branding digunakan sebagai strategi dakwah. Selain itu, penelitian diarahkan untuk menemukan konsep etika bisnis Islam sebagai identitas Branding. Penelitian ini menggunakan metode deskriptif-kualitatif. objek penelitian adalah Slogan sebagai salah satu identitas branding yang dilakukan pada 10 perusahaan. Hasil penelitian menunjukkan bahwa identias branding sebagai strategi dakwah dilakukan dalam dua cara yaitu secara Qolam (lisan maupun tulisan). Sebanyak 6 institusi menggunakan etika bisnis Islam dalam slogan mereka secara langsung dan jelas, sedangkan 4 institusi tidak menyatakan etika bisnis secara langsung dan jelas. Penggunaan slogan sebagai identitas branding Islam merujuk pada prinsip komunikasi dalam Islam yakni Qawlan Sadidan, Qawlan Balighon, Qawlan Karieman dan Qawlan Layyinan.

Pemaknaan Perempuan Kepala Keluarga terhadap Pesan-Pesan Pada Radio Komunitas Pekka FM Chairiawaty Chairiawaty
Communicatus: Jurnal Ilmu komunikasi Vol 3, No 2 (2019): Communicatus: Jurnal Ilmu Komunikasi
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/cjik.v3i2.5785

The research objective is to obtain a picture of the female head of household in interpreting broadcasts on Pekka FM Community Radio in Batumulik Village, Lombok, including; knowledge of broadcasts on Pekka FM radio, the most popular radio broadcasts, benefits and changes that occur to female household heads after listening to Pekka FM radio broadcasts. Research using the phenomenological method. Data collection is done through observation, interviews, and documentation. The results showed that female heads of the household knew and knew Pekka FM Radio as a radio that delivered broadcasts and provided knowledge about various things, the most preferred radio broadcasts by informants were about women's reproduction, adolescent health, family planning, pregnancy, news about Pekka, entertainment and advertising. The change felt by women household heads after listening to broadcasts on Pekka FM Radio is that it can change the mindset and mentality of women household heads, so that they become confident, diligently care for the body, and dare to speak. Broadcast programs that provide significant change can answer the needs of the audience.Tujuan penelitian adalah untuk memperoleh gambaran mengenai Perempuan Kepala Keluarga dalam memaknai siaran-siaran pada Radio Komunitas Pekka FM di Dusun Batumulik Lombok, meliputi ; pengetahuan terhadap siaran-siaran di radio Pekka FM, siaran radio yang paling diminati, manfaat dan perubahan yang terjadi pada perempuan kepala keluarga setelah mendengarkan siaran-siaran radio Pekka FM. Penelitian menggunakan metode fenomenologi. Pengumpulan data dilakukan dengan observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa, Para perempuan kepala keluarga mengenal dan mengetahui Radio Pekka FM sebagai Radio yang menyampaikan siaran-siaran dan memberikan pengetahuan mengenai berbagai hal, siaran radio yang paling disukai oleh para informan adalah mengenai reproduksi wanita, kesehatan remaja, KB, kehamilan, berita seputar Pekka, hiburan dan iklan. Perubahan yang dirasakan oleh para perempuan kepala keluarga setelah mendengarkan siaran-siaran pada Radio Pekka FM adalah, dapat mengubah pola pikir dan mental para perempuan kepala keluarga, sehingga menjadi percaya diri, rajin merawat tubuh, dan berani berbicara. Program-program siaran yang memberikan perubahan signifikan adalah yang mampu menjawab kebutuhan khalayak.

Standardized Certification for Indonesian Female Migrant Workers: Towards Qualified Domestic Workers Kiki Zakiah; Chairiawaty
Salasika Vol 1 No 2 (2018): Salasika (Indonesian Journal of Gender, Women, Child, and Social Inclusion's Stud
Publisher : Asosiasi Pusat Studi Wanita/Gender & Anak Indonesia (ASWGI)

This research paper is entitled Standardized Certification for Indonesian Female Migrant Workers: Towards Qualified Domestic Workers. The problem of the research was derived from the fact that Indonesia is the highest sender of female migrant workers. Based on the data taken from BNP2TKI, female migrant workers from Indonesia mostly work in domestic sector as housemaids. Unfortunately, most of them are still considered unskilled. There is a quite significant difference between Philippines and Indonesia’s government policy in positioning migrant workers. The government of Philippines is very serious about preparing policy to position migrant workers by providing diplomatic protection, since they realize that the income from remittance can reach 20 %, and preparing public education policy concerning migration in the form of massive pre-departure orientation in migrant worker areas. In order for Indonesian migrant workers to compete with other workers, government is required to prepare the migrant workers to fulfill requirements and standards and prepare the agenda for strengthening legal recognition of their work as housemaids. Nusron Wahid, BNP2TKI chairperson, stated that Indonesian migrant workers need to improve their skills. This is necessarily required to change the face of Indonesian migrant workers. Skill improvement program for migrant workers is provided by Labor Training Centers that can be found in every province in Indonesia. Labor Training Center offers some programs and activities both for migrant workers and public, so they can improve their knowledge, skill and character This research focused on how migrant workers empower themselves in terms of knowledge, skill, and character building through certified programs given by Labor Training Center. The research problems can be identified as follows: (1) to what extent can the certified programs given by Labor Training Center upgrade migrant worker’s knowledge, (2) to what extent can the certified programs given by Labor Training Center increase migrant worker’s skill, and (3) to what extent can the certified programs given by Labor Training Center improve migran workers’ character. The objectives of the research are: (1) to find out the map of the knowledge development of migrant workers taking the certified programs in Labor Training Center; (2) to know the improvement of migrant workers’ skill s, and (3) to find out the improvement of migrant workers’ character s . The research used descriptive qualitative method. The data were gathered from previous research, in form of journals, documents and participant observation. From the data gathered, it was found out that the initiation programs organized by Labor Training Center was the dissemination of information about working abroad. This was aimed to give information to those who wanted to work outside Indonesia legally, securely, and appropriately, and to give information on opportunities to find some jobs overseas along with the advantages and disadvantages. This is one way to prepare Indonesian migrant workers to be ready to work outsideIndonesia. This means that migrant workers are given some knowledge to be well-prepared workers. In order to increase the skill of migrant workers, Labor Training Center offered some skill upgrading programs supported by practices. The skills are divided into: personal skill, social skill, and technology skill such as housework activities, social interaction, communication media, and many more. The aim was to improve the skill of migrant workers. As for character development, Labor Training Center offered some trainings, such as motivation, ethics, self-defense, work ethos, and personality. These are very needed to ensure migrant workers’ mental preparedness. The findings of the research showed that the knowledge of the migrant workers increased after they took part in the programs conducted by Labor Training Center. They knew that they needed to have legal contract when they worked overseas so that they could work safely, securely and appropriately. They would not be kicked out form a certain country any more. In terms of skill, the migrant worker could increase their social and technology skill to equip them to work overseas, whereas in terms of character building, the migrant workers could have positive mind and strong confidence to work overseas.

Branding Identity Chairiawaty Chairiawaty
Jurnal Ilmu Komunikasi Vol. 2 No. 2 (2012): Oktober
Publisher : Program Studi Ilmu Komunikasi Fakultas Dakwah dan Komunikasi, UIN Sunan Ampel Surabaya

Branding

Komunikasi Verbal yang Dilakukan oleh Jubir Covid 19 di Indonesia Qolbiya Sakinah; Chairiawaty
Jurnal Riset Komunikasi Penyiaran Islam Volume 1, No 1, Juli 2021, Jurnal Riset Komunikasi Penyiaran Islam (JRKPI)
Publisher : UPT Publikasi Ilmiah Unisba

Abstract. Communication is a very basic thing in human life, even communication has become a phenomenon for the formation of a society or community that is integrated by information, where each individual in the community itself shares information (Information sharing) to achieve common goals. . In simple terms, communication can occur when there is a similarity between the message and the person receiving the message. In providing information for the task force to accelerate the handling of covid 19 in Indonesia, Achmad Yurianto gave a statement "the rich and the poor" which could cause controversy in a press conference regarding the handling of covid 19. For a Muslim, in speaking, he certainly uses good ethics communication, such as ethics in an Islamic perspective, namely Qoulan Sadidan, Qoulan Balighan, Qoulan Masyura, Qoulan Layyina, Qoulan Karima, Qoulan Ma'rifa. Based on this phenomenon, the researcher conducted a study entitled Verbal Communications Done by The Covid 19 In Indonesia (Verbal Communication Discourse Analysis in Islamic Perspective Online). This qualitative research uses a descriptive study with discourse analysis techniques from an Islamic perspective. This study aims to determine the use of diction, phrases, sentences in verbal communication carried out by the Covid 19 spokespersons in Indonesia in an Islamic perspective. The results obtained from this study are (1) 34 diction which are included in the Islamic perspective. (2) 37 phrases included in the Islamic perspective. (3) 39 sentences that fall into the Islamic perspective. Abstrak. Komunikasi merupakan suatu hal yang sangat mendasar dalam kehidupan manusia, bahkan komunikasi telah menjadi suatu fenomena bagi terbentuknya suatu masyarakat atau komunitas yang terintegrasi oleh informasi, di mana masing-masing individu di dalam masyarakat itu sendiri saling berbagi informasi (Information sharing) untuk mencapai tujuan bersama. Secara sederhana komunikasi dapat terjadi apabila ada kesamaan antara pesan dan orang yang menerima pesan. Dalam memberikan informasi jubir gugus tugas percepatan penanganan covid 19 di Indonesia Achmad Yurianto memberikan pernyataan “si kaya dan si miskin” yang dapat menimbulkan kontroversi dalam suatu konferensi pers dalam penanganan covid 19. Bagi seorang muslim seharusnya dalam berbicara, beliau tentunya menggunakan etika yang baik dalam berkomunikasi, seperti etika dalam perspektif Islam, yaitu Qoulan Sadidan, Qoulan Balighan, Qoulan Masyura, Qoulan Layyina, Qoulan Karima, Qoulan Ma’rifa. Berdasarkan fenomena tersebut, peneliti melakukan penelitian dengan judul Komunikasi Verbal yang Dilakukan oleh Jubir Covid 19 di Indonesia (Analisis Wacana Komunikasi Verbal Dalam Perspektif Islam secara Online). Penelitian kualitatif ini menggunakan studi deskriptif dengan teknik analisis wacana dalam perspektif Islam. Penelitian ini bertujuan untuk mengetahui penggunaan diksi, frase, kalimat dalam komunikasi verbal yang dilakukan oleh jubir covid 19 di Indonesia dalam persepektif Islam. Hasil yang didapatkan dari penelitian ini adalah (1) 34 diksi yang termasuk ke dalam perspektif Islam. (2) 37 frase yang termasuk ke dalam perspektif Islam. (3) 39 kalimat yang termasuk ke dalam perspektif Islam. Kata Kunci: , ,

Pesan Dakwah dalam Akun @Basyasman00 Ismah Faturohmi; Chairiawaty
Jurnal Riset Komunikasi Penyiaran Islam Volume 2, No 1, Juli 2022, Jurnal Riset Komunikasi Penyiaran Islam (JRKPI)
Publisher : UPT Publikasi Ilmiah Unisba

Abstract. Da'i activities in this digital era are increasingly being carried out by da'i through various social media that can reach the wider community. One of them is what Husain Basyaiban did on Tiktok social media. Each video content contained in the @Basyaman00 account focuses on activities to convey da'wah messages. Da'wah messages about Aqidah, Sharia and Morals. Where the message has a very important role in the process of forming human character, who behaves according to the teachings of Islam, and upholds Islamic values. This study aims to analyze the Da'wah Message in the @Basyasman00 Account. This qualitative research uses the method of content analysis (Content Analysis). The results of this study indicate that the video content contained in Husain Basyaiban's account contains da'wah messages, namely da'wah messages about Aqidah, Sharia, and Morals. The content tries to give positive impressions and invites followers to live and behave according to Islamic teachings. Abstrak. Aktifitas dakwah di era digital ini semakin gencar dilakukan oleh para da’i melalui berbagai media sosial yang dapat menjangkau masyarakat luas. Salah satunya adalah yang dilakukan oleh Husain Basyaiban pada media sosial Tiktok. Pada setiap konten video yang terdapat dalam akun @Basyaman00 berfokus pada kegiatan menyampaikan pesan dakwah. Pesan dakwah mengenai Aqidah, Syariah dan Akhlak. Dimana pesan tersebut memilki peranan yang sangat penting dalam proses membentuk karakter manusia, yang berperilaku sesuai ajaran agama Islam, serta menjunjung tinggi nilai-nilai Islam. Penelitian ini bertujuan untuk menganalisis Pesan Dakwah dalam Akun @Basyasman00. Penelitian kualitatif ini menggunakan metode analisis isi (Content Analysis). Hasil penelitian ini menunjukan bahwa konten video yang terdapat di dalam akun Husain Basyaiban terdapat pesan-pesan dakwah, yaitu pesan dakwah mengenai Aqidah, Syariah, dan Akhlak. Konten tersebut berusaha memberikan tayangan yang positif dan mengajak followers-nya agar hidup dan berprilaku sebagaimana ajaran Islam.

Etika Komunikasi Islam dalam Film Movie Animasi "The Journey" Reza Nur Rifa'i; Chairiawaty; Sausan M. Sholeh
Bandung Conference Series: Islamic Broadcast Communication Vol. 2 No. 2 (2022): Bandung Conference Series: Islamic Broadcast Communication
Publisher : UNISBA Press

Abstract. In today's development, there are many technologies so that communicating with others is very easy, especially when we can use da'wah activities so that activities run perfectly. Da'wah activities are also found through technology and works of art in the form of audio, visual, audio visual, social media, Instagram, Youtube, Telegram, Facebook, and others. Therefore we can develop da'wah activities through the media provided. One of the media that researchers want to study is an animated film from Saudi Arabia in collaboration with Japan. This study aims to determine the background of making The Journey animation and what narrative is delivered based on Islamic communication ethics. In this study, the type of qualitative research is used, namely research that does not use statistical data and only describes the results of the study. Based on the research results, the animated film The Journey contains the history of the previous prophets, even written in the Qur'an. Islamic communication ethics is divided into six namely qoulan sadidan, qoulan kariman, qoulan maysuran, qoulan balighan, qoulan ma'rufan, qoulan layyinan. Which of each section is found in the sources of the Qur'an and hadist.The Journey animation has a target audience from all walks of life, both toddlers and seniors and also in this film carries the theme of da'wah with narration that is carried out, namely aqidah, Sharia, morality, and muamalah. Abstrak. Pada perkembangan zaman saat ini sudah banyak teknologi sehingga dalam berkomunikasi kepada sesame lain sangat mudah dilakukan, terlebih ketika kegiatan dakwah dapat kita gunakan agar kegiatan berjalan dengan sempurna. Kegiatan dakwah juga ditemukan melalui teknologi dan karya seni baik berupa audio, visual, audio visual, media sosial, Instagram, Youtube, Telegram, Facebook, dan lain-lain. Oleh karenanya kita bisa mengembangkan kegiatan dakwah melalui media yang disediakan. Salah satu media yang peneliti ingin pelajari adalah sebuah film animasi Arab Saudi yang berkolaborasi dengan Jepang. Penelitian ini bertujuan untuk mengetahui latar belakang pembuatan animasi The Journey dan narasi apa yang dibawakan berdasarkan etika komunikasi Islam. Pada penelitian ini digunakan jenis penelitian kualitatif yaitu penelitian yang tidak menggunakan data-data statistik dan hanya mendeskripsikan hasil penelitian. Berdasarkan hasil penelitian fim animasi The Journey ini mengandung sejarah dari para Nabi terdahulu bahkan tertulisa dalam surat Al-Qur’an. Etika komunikasi Islam dibagi menjadi enam yakni qoulan sadidan, qoulan kariman, qoulan maysuran, qoulan balighan, qoulan ma’rufan, qoulan layyinan. Yang mana dari masing-masing bagian terdapat pada sumber Al-Qur’an dan hadits. Animasi The Journey memiliki sasaran penonton dari semua kalangan baik balita maupun manula dan juga dalam film ini mengsusung tema dakwah dengan narasi yang dibawa yaitu aqidah, Syariah, akhlak, dan muamalah.

Pesan Dakwah dalam Novel Bidadari Berbisik: (Analisis Semiotika Ferdinand de Saussure) Lukman Mulyana; Chairiawaty; Fauzi Arief
Bandung Conference Series: Islamic Broadcast Communication Vol. 2 No. 2 (2022): Bandung Conference Series: Islamic Broadcast Communication
Publisher : UNISBA Press

Abstract. Da'wah in its delivery is widely interpreted by the community as a lecture. Though the delivery of da'wah can be done in many ways. One of them is da'wah through writing, the media of da'wah with this writing is in the form of a novel. One of the novels that contains elements of da'wah messages is Bidadari Whispering by Asma Nadia. The problem studied in this study is how the messages of aqidah, shari'ah, mua'malah, and morals in the novel Bidadari Whispering use Ferdinand de Saussure's theory of analysis. The purpose of this study was to find the message of da'wah in the novel Bidadari Whispering using Ferdinand de Saussure's theory. To examine the problems previously mentioned, the researcher used a qualitative descriptive method with qualitative research, using two data analysis techniques, namely data triangulation and semiotic analysis developed by Ferdinand de Saussure, by analyzing the signifier and the signified. Based on the research that has been done that the markers and signifiers of the da'wah message contained in the novel, the results of this study indicate that there are data of da'wah messages. There are data of aqidah da'wah messages including; faith in Allah, faith in Qada and Qadar Allah, and taqwa. There are data of Islamic da'wah messages including; worship, the law of nihayah. There are data of mu'amalah da'wah messages including; deliberation, marriage and there are data on moral da'wah messages, including; patience and devotion to parents. Abstrak. Dakwah dalam penyampaiannya banyak diartikan masyarakat sebagai ceramah. Padahal penyampaian dakwah dapat dilakukan dengan banyak cara. Salah satunya dakwah melalui tulisan, media dakwah dengan tulisan ini berupa novel. Salah satu novel yang mengandung unsur pesan dakwah yaitu Bidadari Berbisik Karya Asma Nadia. Masalah yang dikaji dalam penelitian ini adalah bagaimana pesan dakwah Aqidah, syari’ah, mua’malah, dan akhlak dalam novel Bidadari Berbisik menggunakan teori analisis Ferdinand de Saussure. Tujuan penelitian ini adalah untuk menemukan pesan dakwah dalam novel Bidadari Berbisik menggunakan teori Ferdinand de Saussure. Untuk mengkaji permasalahan yang telah disebutkan sebelumnya peneliti menggunakan metode Deskriptif kualitatif dengan jenis penelitian kualitatif, menggunakan dua teknik analisis data yaitu triangulasi data dan analisis semiotik yang dikembangkan oleh Ferdinand de Saussure, dengan menganalisis penanda (signifier) dan petanda (signified). Berdasarkan penelitian yang sudah dilakukan bahwa penanda dan petanda pesan dakwah yang terkandung dalam novel hasil penelitian ini menunjukan bahwa terdapat empat puluh data pesan dakwah. Terdapat data pesan dakwah aqidah diantaranya; iman kepada Allah, iman kepada Qada dan Qadar Allah, dan taqwa.Terdapat data pesan dakwah syari’ah diantaranya; ibadah, hukum nihayah. Terdapat data pesan dakwah mu’amalah diantaranya; musyawarah, pernikahan dan terdapat data pesan dakwah akhlak, diantaranya; sikap bersabar dan berbakti kepada orang tua.

Pesan Dakwah dalam Film Zharfa: Analisis Isi Max Weber Fajar Nur Hidayat; Chairiawaty
Bandung Conference Series: Islamic Broadcast Communication Vol. 3 No. 1 (2023): Bandung Conference Series: Islamic Broadcast Communication
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v3i1.5550

Abstract. Film is an effective mass communication medium and is in great demand by the public. Aside from being entertainment, film can also be used as a medium for preaching. Da'wah must be packaged with various means so that da'wah is more effective, interesting and not outdated, one of which is using film media. In today's modern era, not all films that have been produced can be used as examples or can be imitated in everyday life, not a few films in which contain negative things that are morally destructive for those who watch them. The film Zharfa is one of the films that contains a lot of da'wah and moral messages in it, this film tells about the process of moving a woman named Zharfa who came from Malaysia. Zharfa was put by his parents to a boarding school in West Java, Indonesia. The purpose of this study was to find out how the message of aqidah, sharia, muamalah and morals through Max Weber's content analysis contained in the film Zharfa. The method used in this study is descriptive content analysis which is qualitative in nature, namely by describing and analyzing the characteristics of a message. From the results of the research conducted, there are seventy scenes that the researchers found in the film Zharfa, but not every scene contains a da'wah message. The da'wah messages in Zharfa's film contain as many as twenty-five messages spread over twenty-two scenes. There are five messages of faith, ten messages of sharia, four messages of muamalah and six messages of morality. Abstrak. Film merupakan media komunikasi massa yang efektif dan banyak diminati oleh masyarakat. Selain sebagai hiburan, film juga dapat dijadikan sebagai media untuk berdakwah. Dakwah haruslah di kemas dengan berbagai sarana agar dakwah lebih efektif, menarik dan tidak ketinggalan zaman, salah satunya menggunakan media film. Pada era modern saat ini, tidak semua film yang telah diproduksi dapat dijadikan teladan atau dapat ditiru dalam kehidupan sehari-hari, tidak sedikit film didalamnya berisi hal-hal negatif yang bersifat merusak moral bagi yang menontonnya. Film Zharfa adalah salah satu film yang mengandung banyak pesan dakwah dan moral didalamnya, film ini bercerita tentang proses hijrah seorang perempuan bernama Zharfa yang berasal dari Malaysia. Zharfa dimasukkan oleh kedua orangtuanya ke sebuah pesantren di Jawa Barat, Indonesia. Tujuan penelitian ini adalah untuk mengetahui bagaimana pesan akidah, syariah, muamalah dan akhlak melalui analisis isi Max Weber yang terdapat dalam film Zharfa. Metode yang digunakan dalam penelitian ini adalah analisis isi deskriptif yang bersifat kualitatif, yaitu dengan mendeskripsikan dan menganalisis karakteristik dari suatu pesan. Dari hasil penelitian yang dilakukan, terdapat tujuh puluh scene yang peneliti temukan dalam film Zharfa, namun tidak setiap scene mengandung pesan dakwah. Pesan dakwah dalam film Zharfa terkandung sebanyak dua puluh lima pesan yang tersebar dalam dua puluh dua scene. Terdapat lima pesan akidah, sepuluh pesan syariah, empat pesan muamalah dan enam pesan akhlak.

Studi Fenomenologi tentang Nilai-Nilai Dakwah Melalui Akun Tiktok Ustadz Syam pada Santri PPI 50 Lembang Alya Aulia; Chairiawaty
Bandung Conference Series: Islamic Broadcast Communication Vol. 3 No. 1 (2023): Bandung Conference Series: Islamic Broadcast Communication
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v3i1.5584

Abstract. Social media has become an effective medium in everyday life, the impact of changes on da'wah in society is carried out through the virtual realm. Tiktok is a music video platform and social media network. The Ustadz Syam Tiktok account is an account that distributes da'wah content. Ustadz Syam wrapped his preaching in an interesting, funny, easy to understand manner, and not monotonous. This made researchers interested in researching da'wah on social media through Ustadz Syam's tiktok account. This research uses a qualitative approach with the type of Phenomenological Study. The purpose of this study was to find out (1) the understanding of the MTS Class 2 PPI 50 Lembang Santri students about the values of da'wah on Ustadz Syam's tiktok, (2) the Motives of the Santri in following Ustadz Syam's Tiktok account, and (3) the Santri's experience after becoming a follower of the tiktok account Ustadz Syam. The results of the study show that the understanding contained in Ustadz Syam's Tiktok account is categorized into three, namely, Aqidah, Sharia and Morals. Santri's motives in following Ustadz Syam's Da'wah content are divided into two, namely motives for encouragement and motives for hope. And the experience of followers is divided into two namely, sensory experience and spiritual experience. Overall, the da'wah value of Ustadz Syam's Tiktok content has meaning as a form of Muslim endeavor in spreading Islamic teachings by providing in-depth information and insight into Islam and also as inspiration for readers. Abstrak. Media sosial menjadi media yang efektif dalam kehidupan sehari-hari, dampak perubahan terhadap dakwah di masyarakat yang dilakukan melalui ranah virtual. Tiktok merupakan platform video musik dan jejaring media sosial. Akun Tiktok Ustadz Syam adalah akun yang menyebarkan konten dakwah. Ustadz Syam membungkus dakwahnya dengan pembawaan yang menarik, lucu, mudah dimengerti, dan tidak monoton. Hal ini membuat peneliti tertarik untuk meneliti tentang dakwah di media sosial melalui akun tiktok Ustadz Syam. Penelitian ini menggunakan pendekatan kuallitatif dengan jenis penelitian Studi Fenomenologi. Tujuan penelitian ini adalah untuk mengetahui (1) Pemahaman Santri MTS Kelas 2 PPI 50 Lembang tentang nilai-nilai dakwah pada tiktok Usstadz Syam, (2) Motif Santri dalam mengikuti akun Tiktok Ustadz Syam, dan (3) Pengalaman Santri setelah menjadi pengikut akun tiktok Ustadz Syam. Hasil penelitian menunjukkan bahwa Pemahaman yang terkandung dalam akun Tiktok Ustadz Syam dikategorikan menjadi tiga yaitu, Aqidah, Syariah dan Akhlak. Motif Santri dalam mengikuti konten Dakwah Ustadz Syam terbagi menjadi dua yaitu motif pendorong dan motif harapan. Dan pengalaman pengikut terbagi menjadi dua yaitu, pengalaman indrawi dan pengalaman spiritual. Secara keseluruhan, nilai dakwah konten Tiktok Ustadz Syam memiliki makna sebagai bentuk ikhtiar umat muslim dalam menyebarluaskan ajaran Islam dengan memberikan infomasi serta wawasan mendalam mengenai keIslaman dan juga sebagai inspirasi bagi para pembaca.

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