<![CDATA[This study examines the segmentation and positioning model of digital da'wah implemented by the Executive Board of Nahdlatul Ulama (PBNU) in strengthening Islamic economic literacy in the digital era. The rapid development of information technology has transformed da'wah practices from conventional methods into more interactive, adaptive, and wide-reaching digital platforms. This research employs a qualitative method with a descriptive approach to comprehensively analyze PBNU's digital da'wah communication strategies. The findings reveal that audience segmentation is carried out based on demographic, psychographic, and digital behavioral aspects, enabling da'wah messages to be tailored to the characteristics of each audience group. Meanwhile, the positioning strategy places PBNU's digital da'wah as a moderate, inclusive, and solution-oriented movement that is relevant to the economic needs of the community. Through the utilization of various digital platforms, the da'wah content is not only normative but also practical, including education on Islamic economics, entrepreneurship, and Sharia-based financial management. In conclusion, an effective segmentation and positioning model in digital da'wah significantly contributes to improving Islamic economic literacy, expanding public participation, and promoting sustainable community economic empowerment in the era of social media.]]>
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