<![CDATA[Social identity is one of the factors that contribute to the use of certain strategies in religious preaching. Strategies in conveying da'wah can be identified through the elements of the language variations that appear. This article aims to identify the social identity shown by the language variations that arise from the da'wah strategies of Ustadz Abdul Somad (UAS) and Habib Jafar. This research uses a descriptive method with a qualitative approach. Data collection utilizes the TikTok search field by collecting the videos with most number of likes for the two preachers in the span of the first week of June 2023. The data is analyzed and classified based on the type of language variation elements that appear. The results of the data analysis show that there are differences in social identity in the da'wah strategies of the two speakers related to the goals and objectives of the listeners of each speaker.]]>
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