BAYHAQI, ABDURRAHMAN (2026) STRATEGI PEMANFAATAN MEDIA SOSIAL SEBAGAI MEDIA DAKWAH: STUDI KASUS YOU TUBE AL BAHJAH. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The emergence of digital technology, particularly social media supported by internet networks, has facilitated the rapid, effective, and widespread access to and dissemination of information. This development has created opportunities for educational institutions and Islamic boarding schools (pesantren) to utilize social media as a means of delivering Islamic preaching messages. One of the institutions that has embraced this development in digital technology is Al Bahjah through Al Bahjah TV. This study aims to analyze the strategy employed by Al Bahjah TV in delivering Islamic preaching messages through social media and to analyze the content of the preaching messages conveyed through these media. This research employs a qualitative approach using a case study method and a constructivist paradigm. Data were collected through interviews, observations, and documentation. The results show that Al Bahjah TV utilizes social media, particularly Instagram and YouTube, as platforms for disseminating Islamic preaching messages in audio-visual formats. Its preaching strategy is adapted to the characteristics of digital media through engaging content packaging, the use of visual designs and animations, and the presentation of materials relevant to social media users. In managing its preaching strategy, Al Bahjah TV applies management stages consisting of Planning, Organizing, Actuating, Controlling, and Evaluation (POACE). The implementation of these stages demonstrates that Al Bahjah TV's preaching strategy is carried out systematically and purposefully in managing the production and dissemination of preaching content. Through the utilization of social media and the implementation of POACE management, Al Bahjah TV is able to package and disseminate Islamic preaching messages in a more engaging, effective, and adaptive manner in response to the development of digital media. Keywords: Islamic preaching strategy, social media, Al Bahjah TV, preaching messages, POACE. Kehadiran teknologi digital, khususnya media sosial yang didukung oleh jaringan internet, memberikan kemudahan dalam memperoleh dan menyebarluaskan informasi secara cepat, efektif, dan luas. Perkembangan tersebut membuka peluang bagi lembaga pendidikan dan pesantren untuk memanfaatkan media sosial sebagai sarana penyampaian pesan dakwah. Salah satu lembaga yang memanfaatkan perkembangan teknologi digital tersebut adalah Al Bahjah melalui Al Bahjah TV. Penelitian ini bertujuan untuk menganalisis strategi Al Bahjah TV dalam menyampaikan pesan dakwah melalui media sosial serta menganalisis isi pesan dakwah yang disampaikan melalui media tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan paradigma konstruktivisme. Data penelitian diperoleh melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa Al Bahjah TV memanfaatkan media sosial, khususnya Instagram dan YouTube, sebagai sarana penyebaran pesan dakwah dalam bentuk audio-visual. Strategi penyampaian dakwah disesuaikan dengan karakteristik media digital melalui pengemasan konten yang menarik, penggunaan desain visual, animasi, serta penyajian materi yang relevan dengan karakteristik pengguna media sosial. Dalam pengelolaan strategi dakwah, Al Bahjah TV menerapkan tahapan manajemen yang meliputi Planning (perencanaan), Organizing (pengorganisasian), Actuating (penggerakan/pengarahan), Controlling (pengawasan), dan Evaluation (evaluasi) atau POACE. Penerapan tahapan tersebut menunjukkan bahwa strategi dakwah Al Bahjah TV dilakukan secara sistematis dan terarah dalam mengelola produksi serta penyebaran konten dakwah. Melalui pemanfaatan media sosial dan penerapan manajemen POACE, Al Bahjah TV mampu mengemas serta menyebarluaskan pesan dakwah secara lebih menarik, efektif, dan adaptif terhadap perkembangan media digital. Kata kunci: Strategi dakwah, Media Sosial, Al Bahjah TV, Pesan Dakwah, POACE.
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