<![CDATA[The rapid development of social media has transformed the pattern of Islamic preaching (da'wah) in Indonesia by providing a broader, more interactive, and more accessible digital communication space. This phenomenon encourages Muslim preachers to develop personal branding as a communication strategy for delivering Islamic messages. This study aims to analyze the personal branding of Habib Husein Ja'far on social media from the perspective of Islamic Broadcasting Communication. The research employed a qualitative approach using qualitative content analysis. The data were collected from Habib Husein Ja'far's social media content, including YouTube, Instagram, and other digital platforms, supported by relevant literature. The analysis was conducted using Montoya and Vandehey's Personal Branding theory, Rampersad's Authentic Personal Branding concept, Hovland, Janis, and Kelley's Source Credibility theory, and the principles of Islamic Broadcasting Communication. The findings reveal that Habib Husein Ja'far has established his personal branding as a young Muslim preacher who is moderate, inclusive, dialogic, and closely connected with younger audiences. His personal branding is strengthened by scholarly competence, consistency in delivering Islamic messages, integrity, a humanistic communication approach, and the effective use of social media as a medium for da'wah. From the perspective of Islamic Broadcasting Communication, his personal branding reflects the Islamic values of ?idq (truthfulness), amanah (trustworthiness), tabligh (effective message delivery), and fathanah (wisdom and intelligence), as well as the principles of bil hikmah, mau'izhah hasanah, and mujadalah billati hiya ahsan in conveying Islamic teachings. This study concludes that personal branding grounded in Islamic communication ethics can enhance the effectiveness of digital da'wah while strengthening the credibility of Muslim preachers in contemporary society.]]>
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