Model Dakwah Digital Kreator Muslim di Tiktok dan Transformasi Pesan Dakwah pada Mahasiswa Universitas Islam As’adiyah Sengkang

Abstract

The rapid growth of TikTok as one of the most widely used social media platforms has significantly transformed the dissemination of Islamic messages, particularly among young people. However, studies examining how Muslim content creators construct digital da'wah models and how these messages are transformed and interpreted by university students remain limited. This study aims to analyze the digital da'wah model employed by Muslim content creators on TikTok and examine the transformation of da'wah messages received by students of Universitas Islam As'adiyah Sengkang. The research employed a qualitative approach using a case study design. Data were collected through observation of TikTok da'wah content, in-depth interviews with Muslim content creators and university students, and documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data collection, data condensation, data display, and conclusion drawing. The validity of the data was ensured through source and method triangulation. The findings indicate that digital da'wah on TikTok has shifted from a linear communication pattern to a transactional, interactive, dialogical, and participatory communication process. This transformation is reflected in contextual and concise messages, creative audiovisual presentation formats, and communication styles that are more engaging and relevant to young audiences. Students use TikTok as a source of religious knowledge, spiritual motivation, and social interaction while maintaining a critical attitude by verifying information based on their religious literacy. The study concludes that TikTok has considerable potential as an effective platform for digital da'wah among young people. Nevertheless, its effectiveness depends on improving the quality of da'wah content, strengthening the digital communication competence of Muslim creators, and enhancing both digital and religious literacy to ensure that Islamic messages remain credible, moderate, and educational.