<![CDATA[Changing times pose new challenges for the younger generation to maintain Islamic values ??amidst the rapid flow of globalization. In this context, the role of innovation in da'wah becomes very important in meeting the increasingly diverse spiritual needs of the younger generation. With an innovative community-based Da'wah strategy approach, the Darul Mustofa Jepara Dhikr and Sholawat Council plays an important role in shaping the religious character of the younger generation, especially Gen Z. This study aims to analyze the da'wah strategies implemented by the council in fostering noble morals and religiosity among Gen Z youth. The research method uses a qualitative approach with interview, observation, and documentation techniques. The results show that the council implements five main strategies, namely mujadalah, da'wah bil hal, mau'idhoh hasanah, uswah hasanah, and Islamic art. The implementation of these strategies has proven effective in fostering love for Islamic values, increasing consistency in worship, and strengthening religious identity among Gen Z. The study concluded that the Darul Musthofa Dhikr and Sholawat Assembly plays a crucial role in shaping the Islamic character of the younger generation. Through the implementation of comprehensive and contextual da'wah strategies, this assembly can effectively instill spiritual, moral, and socio-religious values ??amidst the dynamics of modern life.]]>
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