<![CDATA[The research examines how K.H. Ahmad Rajafi conventional and virtual da'wah in the North Sulawesi region. Da'wah in the midst of conditions and situations of a society that has a high level of multicultural and multi-religious has its own challenges and opportunities. The research subject is a charismatic Muslim cleric and scholar, K.H. Ahmad Rajafi. This research is a comparison between field research and virtual ethnography using a descriptive qualitative approach. The results of the study found that K.H. Ahmad Rajafi da'wah is divided into two, namely: First, the conventional form is in the form of recitation, majelis taklim, tabligh akbar, and kitab kuning studies. Second, the virtual form is carried out through social media youtube, facebook, and instagram in the form of Islamic motivational content, hadith studies, and yellow book studies. K.H. Ahmad Rajafi packages his da'wah material by prioritizing educational and inspirational values that can be accepted by cross-generations ranging from baby boomers to gen Z, then they use learning materials and increase religious literacy to be applied. The challenges that are present in K.H. Ahmad Rajafi da'wah are the differences in culture and tradition, the potential for social pressure, and the lack of religious literacy level of mad'u.]]>
Copyrights © 2026
