Strategi Dakwah Digital pada Program Tadabur Ayat Cinta-Nya di Chanel Youtube TV Harmoni

Abstract

Abstract. The development of digital technology has transformed the patterns of Islamic propagation (da'wah) communication in Indonesia, notably through the utilization of YouTube as a "virtual mosque" that reaches cross-generational audiences. This study aims to analyze the digital da'wah strategies implemented in the program "Tadabur Ayat Cintanya" on the TV Harmoni YouTube channel, employing the theoretical framework of sentimental (al-manhaj al-atifi), rational (al-manhaj al-aqli), and sensory (al-manhaj al-hissi) strategies. This study utilized a descriptive qualitative method, gathering data through in-depth interviews, content observation, and documentation studies, which were then analyzed using the Miles and Huberman interactive model. The findings indicate that the sentimental strategy is manifested through humanistic, persuasive, and empathetic narratives tailored to adapt to the communication styles of Millennials and Generation Z. The rational strategy is executed through systematic, clause-by-clause Quranic analysis, research on contemporary social issues, and the reinforcement of the tabayyun (fact-checking) culture to maintain scholarly accountability. Meanwhile, the sensory strategy is managed by optimizing audio-visual production, utilizing green screen studios, inserting relevant supporting footage, and employing interactive devices. These three strategies operate in an integrated and complementary manner. This study concludes that the success of digital da'wah relies not only on the depth of religious messages but also on managerial communication practices that simultaneously engage the emotional, rational, and sensory dimensions of the audience.

Abstrak. Perkembangan teknologi digital telah mengubah pola komunikasi dakwah di Indonesia, salah satunya melalui pemanfaatan YouTube sebagai “masjid virtual” yang menjangkau audiens lintas generasi. Penelitian ini bertujuan untuk menganalisis strategi dakwah digital pada program “Tadabur Ayat Cintanya” di kanal YouTube TV Harmoni menggunakan kerangka strategi dakwah sentimental (al-manhaj al-atifi), rasional (al-manhaj al-aqli), dan indrawi (al-manhaj al-hissi). Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi konten, dan studi dokumentasi, yang dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi sentimental diwujudkan melalui narasi yang humanis, persuasif, dan penuh empati, serta dipadukan dengan gaya komunikasi yang adaptif bagi Generasi Milenial dan Generasi Z. Strategi rasional diterapkan melalui pembedahan ayat secara sistematis per-makna, riset isu-isu sosial kontemporer, serta penguatan budaya tabayun untuk menjaga akuntabilitas keilmuan. Sementara itu, strategi indrawi dikelola melalui optimalisasi produksi audio-visual, penggunaan studio green screen, sisipan footage pendukung, hingga pemanfaatan perangkat interaktif. Ketiga strategi ini berjalan secara terintegrasi dan saling melengkapi. Penelitian ini menyimpulkan bahwa keberhasilan dakwah digital tidak hanya bergantung pada kedalaman pesan keagamaan, melainkan juga pada pengelolaan manajerial komunikasi yang menyentuh dimensi emosional, rasional, dan sensorik audiens secara simultan.