<![CDATA[This study examines the dakwah rhetoric of Ustadz Hilman Fauzi and follower responses to his content on TikTok. The development of digital media has transformed dakwah communication from conventional methods into interactive and accessible digital formats, particularly for younger audiences. This study aims to analyze the rhetorical elements of ethos, pathos, and logos based on Aristotle’s rhetorical theory and examine follower responses to dakwah content delivered through TikTok. A qualitative approach was employed using descriptive and phenomenological methods. Data were collected through observation, documentation, and analysis of follower comments on the TikTok accounts @menatahati.tc and @kajianhati_ttv. The findings indicate that Ustadz Hilman Fauzi’s rhetoric is dominated by pathos through gentle, emotional language that resonates with audiences’ psychological experiences. Logos is reflected in the use of Quranic verses and coherent, rational messages, while ethos appears through his polite, humble, and credible persona as a preacher. TikTok also serves as an effective medium for digital dakwah by reaching broad audiences through short, communicative, and relatable videos. Follower responses demonstrate emotional, spiritual, and psychological engagement with the content. Based on Uses and Gratifications theory, followers utilize dakwah content to fulfill needs for information, emotional tranquility, self-reflection, and spiritual reinforcement. Thus, effective digital dakwah depends not only on message content but also on rhetorical strategies aligned with social media characteristics and audience needs.]]>
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