HANAN ATTAKI AND SALIM A. FILLAH'S Dakwah Communication Strategy Based on TikTok Social Media in Motivating Generation Z

Abstract

This study analyzes the da'wah communication strategies of Hanan Attaki and Salim A. Fillah through TikTok in motivating Generation Z. The study employs a qualitative approach with a netnographic method. Data were obtained through virtual observation of ten TikTok videos, consisting of five videos from Hanan Attaki/Ayah Amanah (@am.event) and five videos from Salim A. Fillah (@salimafillahofficial). Data were analyzed thematically using John Middleton's communication strategy framework, which consists of communicator, message, channel, audience, and effect. The findings show that Hanan Attaki tends to build closeness with Generation Z through relaxed, communicative, emotional, and contextual language, while Salim A. Fillah tends to use reflective, narrative, and practical delivery enriched with Islamic values. The messages cover life motivation, spiritual motivation, mental health from an Islamic perspective, marriage and destiny, repentance, family relationships, patience, happiness, and moral improvement. Audience responses appear in positive, reflective, affective, argumentative, critical, and conative forms. These responses indicate engagement and meaning-making, but should not be interpreted as direct evidence of long-term changes in religious behavior. The study concludes that TikTok functions not only as a channel for disseminating da'wah messages but also as an interactive space in which audiences interpret, respond to, and negotiate the meanings of da'wah content.