<![CDATA[Perkembangan teknologi informasi telah mendorong transformasi dakwah Islam dari media konvensional menuju media sosial digital. Dengan 139 juta pengguna media sosial di Indonesia pada tahun 2024, dakwah digital menawarkan jangkauan yang luas, kecepatan penyebaran pesan, serta aksesibilitas tinggi terutama bagi generasi Z. Namun, logika algoritma media sosial yang berorientasi pada viralitas dan keterlibatan pengguna mendorong penyederhanaan pesan keagamaan, munculnya budaya religius instan, dan fenomena FOMO religius yang lebih mengutamakan tampilan daripada pengamalan. Penelitian ini bertujuan menganalisis transformasi dakwah digital beserta faktor pendorongnya, sekaligus mengidentifikasi tantangan yang dihadapi dalam upaya pembentukan karakter religius generasi Z. Metode yang digunakan adalah studi literatur sistematis (systematic literature review) dengan analisis isi kualitatif dan sintesis naratif terhadap 35 sumber literatur terpilih. Hasil kajian menunjukkan bahwa dakwah digital cenderung hanya memengaruhi aspek kognitif tanpa diikuti perubahan sikap dan perilaku yang nyata, karena pembentukan karakter sejatinya memerlukan keteladanan, pembiasaan, konsistensi, dan komunitas yang mendukung. Agar dakwah digital benar-benar transformatif, diperlukan strategi yang mengutamakan substansi di atas sensasi, pendekatan kontekstual, integrasi edukasi dan keteladanan, penguatan literasi digital keagamaan, serta kolaborasi antara ulama, akademisi, dan kreator digital. Keberhasilan dakwah digital tidak diukur dari viralitas, melainkan dari sejauh mana ia mampu membentuk karakter Islami yang autentik dalam kehidupan nyata. Kata kunci: dakwah digital, media sosial, generasi Z, karakter religius, viralitas Abstract The advancement of information technology has driven the transformation of Islamic da'wah from conventional media to digital social media platforms. With 139 million social media users in Indonesia in 2024, digital da'wah offers extensive reach, rapid message dissemination, and high accessibility, particularly for Generation Z. However, the algorithmic logic of social media, oriented toward virality and user engagement, promotes the simplification of religious messages, the emergence of instant religious culture, and the phenomenon of religious FOMO (Fear of Missing Out), which prioritizes appearances over genuine practice. This study aims to analyze the transformation of digital da'wah and its driving factors, while identifying the challenges it faces in forming the religious character of Generation Z. A systematic literature review method was employed, utilizing qualitative content analysis and narrative synthesis of 35 selected literary sources. The findings indicate that digital da'wah tends to influence only the cognitive dimension without producing meaningful changes in attitudes and behavior, as genuine character formation requires role modeling, habituation, consistency, and a supportive community for sustained value internalization. For digital da'wah to be truly transformative, several strategic approaches are needed: prioritizing substance over sensation, adopting a contextual approach, integrating education with exemplary conduct, strengthening religious digital literacy, and fostering collaboration among scholars, academics, and digital content creators. The success of digital da'wah should not be measured by virality metrics, but rather by the extent to which it shapes authentic Islamic character in the real lives of its audience. Keywords: digital da'wah, social media, Generation Z, religious character, virality]]>
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