Strategi Dakwah melalui Short Form Video TikTok pada Akun @hafazzz dalam Meningkatkan Pengamalan Puasa GEN Z

Sri Indah Wati Harahap; Muhammad Husni Ritonga

doi:10.59996/aksioreligia.v4i1.1081

Authors

Sri Indah Wati Harahap Universitas Islam Negeri Sumatera Utara
Muhammad Husni Ritonga Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.59996/aksioreligia.v4i1.1081

Keywords:

Digital Dakwah, Short-form Video, TikTok, Generation Z, Fasting, Social Media

Abstract

The study is grounded in the growing dominance of TikTok as an information consumption platform among Gen Z, alongside the declining consistency of fasting observance attributed to digital distractions and modern lifestyle transformations. The study aims to analyze the da'wah strategy implemented through the TikTok account @bghafazzz by utilizing short-form video content. A qualitative approach was employed, with data collected through observation and documentation of content uploaded during February 2026. The data were analyzed through the stages of data reduction, data display, and conclusion drawing. The findings reveal that the @bghafazzz account applies three pillars of da'wah strategy: sentimental (emotional packaging through music, visuals, and reflective narratives), rational (concise fiqh explanations and practical question-and-answer sessions), and interactive (video replies, fasting challenges, and an active comment section). These strategies are delivered through a casual communication style, first-person perspective format, consistent visual identity, and a peer-to-peer approach that builds emotional connection and increases Generation Z's motivation to observe fasting consistently. Nevertheless, the inherent time constraints of the short-form format demand a careful balance between creative packaging and substantive accuracy to prevent oversimplification of religious meaning. Theoretically, this study contributes the TikTok Short-Form Transformational Da'wah Theory (DTSTT), which identifies three interrelated psycho-spiritual mechanisms underlying religious transformation in Generation Z: cognitive absorption, emotional resonance, and behavioral modeling.

References

Abdillah, Moh Rifqi, Renisya Putri, and A. H. S. (2026). Mengatasi Kesenjangan Epistemik Dakwah melalui Pendekatan Sosiologi: Model Intervensi Transformasional Berbasis Analisis Struktur–Agen dalam Konteks Fragmentasi Sosial Kontemporer: Overcoming Epistemic Gaps in Da’wah through a Sociological Approach: A Tra. DIRASAH: Jurnal Kajian Islam, 3(1), 25–53.

Abdillah, Moh Rifqi, Renisya Putri, and Ali Hasan Siswanto. 2026. “Mengatasi Kesenjangan Epistemik Dakwah Melalui Pendekatan Sosiologi: Model Intervensi Transformasional Berbasis Analisis Struktur–Agen Dalam Konteks Fragmentasi Sosial Kontemporer: Overcoming Epistemic Gaps in Da’wah through a Sociological Approach: A Tra.” DIRASAH: Jurnal Kajian Islam 3(1): 25–53.

APJII. (2023). Laporan survei internet Indonesia 2022–2023. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id

Arifin, A. (2018). Metode dakwah kontemporer: Pendekatan komunikatif dalam masyarakat modern. Pustaka Dakwah.

Departemen Agama Republik Indonesia. (t.t.). Al-Qur'an dan terjemahannya. (QS. An-Nahl: 125).

Djuned, Z., & Husna. (2022). Pemanfaatan media dakwah platform digital di era Generasi Z. Jurnal Studi Islam Lintas Negara, 5(2).

Fathurrahman Pupuh. (2010). Pengantar strategi: Konsep dan aplikasi. Pustaka Strategi.

Fatimah Az-Zahra, N., Nurkholisoh, I. H., Wijayanarti, A., Khoirun Nisa, R., & Suresman, E. (2025). Efektivitas pesan Islam di Instagram dan TikTok sebagai media dakwah. Global Research and Innovation Journal, 1(2), 145–153.

Kusumawati, S. P., Nihaya, N., & Avicena, H. N. (2022). Penyampaian dakwah Islam di media sosial bagi Generasi Z. Jurnal Al Insan, 3(1).

Luluk Makrifatul Madhani. (2021). Dampak TikTok terhadap perilaku sosial di Indonesia. Jurnal Media Sosial, 5(2), 45–59.

Mahfud, C. (2023). Dakwah digital dan literasi keagamaan masyarakat Muslim Indonesia. Journal of Islamic Studies and Humanities, 8(1), 45–68.

Marzuki, M., Mulyawan, L. H., Yani, M., Athar, M., & Ferdiansyah, D. S. (2026). Narasi Spritual di Tiktok: Strategi Mikro-Dakwah dan Budaya Partisipatif Generasi Z di Indonesia. Kediri Journal of Journalism and Digital Media (KJOURDIA), 4(1), 57–72. https://doi.org/10.30762/kjourdia.v4i1.3714

Muchtar, S., Hidayat, R., & Nurlaela, F. (2025). Transformasi komunikasi keagamaan di era digital. Jurnal Dakwah dan Komunikasi Islam, 12(1), 78–95.

Nabila, W. M., Fadhilatunnisa, S., Alamsyah, M. I., & Suryandari, M. (2023). Efektivitas konten dakwah pada media sosial TikTok terhadap perilaku keberagamaan remaja. Jurnal Ilmu Sosial dan Pendidikan, 7(3).

Nahruddin, Aulia, Z., & Kurniati. (2025). Internalisasi Puasa Ramadhan terhadap Karakter Generasi Muda Digital. Al-Qolamuna: Journal Komunikasi Dan Penyiaran Islam, 2(4), 452–463. https://doi.org/10.71242/r63xw282

Nasrullah, M. (2020). Karakteristik Generasi Z dan implikasinya bagi komunikasi publik. Jurnal Komunikasi Kontemporer, 3(1), 21–37.

Nasution, R. (2021). PRINSIP DAN STRATEGI DALAM DAKWAH ISLAM. An-Nahdhah : Jurnal Pendidikan, Komunikasi Dan Keagamaan, 4(1). https://jurnal.stai-nias.ac.id/index.php/annahdhah/article/view/41

News UAD. (2023). Generasi Z dan tingkat spiritualitas yang rendah. https://news.uad.ac.id/generasi-z-dan-tingkat-spiritualitas-yang-rendah/

Parhan, M., & Alifa, S. (2020). Analisis metode baru dakwah Hanan Attaki di era konvergensi media. KOMUNIDA, 175–196.

Prangesti, W. I. (2021). Analisis Strategi Komunikasi Utsman bin Affan Dalam Menyebarkan Agama Islam. IAIN Metro. https://repository.metrouniv.ac.id/view/creators/Prangesti=3AWidya_Indah=3A=3A.default.html

Rahmawati, N. (2022). Pengaruh konten religi pada platform digital terhadap perilaku beragama remaja. Jurnal Sosioreligius, 7(3), 112–129.

Ramadhina, A., Pratiwi, D., & Santoso, B. (2025). Algoritma dan penyebaran konten religi di platform short-form: Kasus TikTok. Jurnal Teknologi dan Masyarakat, 8(2), 33–50.

Sitti, M. (2025). Teori Dakwah Transformasional Short-Form TikTok (DTSTT): Mekanisme perubahan perilaku religius. Jurnal Studi Dakwah, 4(1), 1–20.

Sugiyono. (2021). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.

Supardi, S. (2014). PENGUJIAN COGNITIVE ABSORPTION TERHADAP KEPERCAYAAN-KEPERCAYAAN PENGGUNA UNTUK BERBAGI INFORMASI DI LINGKUNGAN VIRTUAL WORLDS. Jurnal Riset Akuntansi dan Keuangan, 2(3), 525–549. https://doi.org/10.17509/jrak.v2i3.6602

Syaifuddin, S., & Muhid, A. (2021). Efektivitas pesan dakwah di media sosial terhadap religiusitas masyarakat Muslim: Analisis literature review. Alhadharah: Jurnal Ilmu Dakwah, 20(1), 17–28.

Tarumingkeng, R. C. (2025). Behavior Modeling—Social Learning Theory Dalam Manajemen Moderen [Document]. https://rudyct.com/ab/MSDM-Behavior.Modeling.pdf

Taufikurrahman, & Setyowati, E. (2023). Sistem komunikasi dakwah di era digital melalui Instagram, TikTok, YouTube. AL-MADA: Jurnal Agama, Sosial, dan Budaya, 4(1), 207–216.

Tripalupi, Merry Fridha, and Rahmat Edi Irawan. 2025. “Media Transformation Management Strategy in the Era of Multiplatform (Case Study on Tribun Network).” Jurnal Komunikasi 19(3).

Wahid, A. (2021). Dakwah Islam digital: Strategi, konten, dan etika komunikasi di media sosial. Diva Press.

Zaman, R. (2025). Tantangan algoritma dan durasi pendek dalam penyampaian pesan religi. Jurnal Media Digital, 6(1), 55–68.