Analysis of Islamic Communication Ethics in TikTok Live Hosts of Bumi Tauhid Official

Abstract

Abstract. This study examines the application of Islamic communication ethics by hosts of Bumi Tauhid Official during TikTok live streaming and identifies the opportunities and challenges of using an Islamic communication model in digital marketing and da'wah. The study uses a qualitative descriptive-analytical approach. Data were collected through non-participant observation of TikTok live sessions, in-depth interviews with one live-streaming supervisor/coordinator and two hosts, and documentation in the form of relevant screenshots. The analysis uses six principles of Islamic communication described through Jalaluddin Rakhmat's framework, qaulan sadida (truthful speech), qaulan karima (noble and respectful speech), qaulan baligha (effective and impactful speech), qaulan ma'rufa (good and proper speech), qaulan layyina (gentle speech), and qaulan maysura (speech that is easy to understand). The findings show that the hosts apply all six principles. Product information is delivered honestly without excessive claims audiences are addressed politely, Islamic messages encourage closeness to the Qur'an and worship, negative comments are answered calmly, and everyday language is used to accommodate diverse audiences. The Islamic communication model also creates opportunities to expand digital da'wah, strengthen audience trust, build a positive Islamic image, and support purchase interest and customer loyalty. However, challenges remain, including maintaining ethical consistency in a fast and competitive platform, managing diverse audiences and negative comments, balancing da'wah with marketing goals, and maintaining performance during long live sessions. The study concludes that Islamic communication ethics can function not only as a moral standard but also as a practical communication strategy for educational, persuasive, and trustworthy TikTok live streaming.