Personal Branding through Da'wah on TikTok Social Media

Amirah Nabilah  -  Faculty of Economics and Business, Universitas Al-Azhar Indonesia, Indonesia
Bhunga Aulia*  -  Faculty of Economics and Business, Universitas Al-Azhar Indonesia, Indonesia
Dwi Yuniar  -  Faculty of Economics and Business, Universitas Al-Azhar Indonesia, Indonesia

(*) Corresponding Author

The COVID-19 pandemic that has hit the world requires people to stay at home, making social media the choice of people to seek entertainment or share knowledge. TikTok is one of the interesting centers for preachers to do their preaching. This study discussed Personal Branding on Husain Basyaiban @basyasman00 account through TikTok social media intending to be achieved by researchers is to find out how personal branding Husain Basyaiban through three da'wah content with the highest viewers on social media TikTok. Husain is a person with successful personal branding through the social media networking platform TikTok, where he presents content about Islamic Da'wah. Based on this, the research team was interested in analyzing how the personal branding process carried out by Husain Basyaiban through Da'wah on the social media platform TikTok. This research uses a qualitative approach with a data collection method in the form of document study, resulting in descriptive data in the form of written words from the behavior studied. The results of the research showed that Husain Basyaiban can meet 11 Criteria for Effective Authentic Personal Branding, namely Authenticity, Integrity, Consistency, Specialization, Authority, Privileges, Relevant, Perseverance, Visibility, Good Deeds, Performance.

Keywords: Personal Branding, Da'wah, Social Media, TikTok, Husain Basyaiban.

  1. Andre, M. ;, Rahmanto, N., & Satyawan, I. A. (2020). Challenges and Opportunities for Mahasantri Da’wah through Social Media. International Journal of Multicultural and Multireligious Understanding, 7(4), 355–363.
  2. Dong, H., & Cao, X. (2021). The digital divide behind the news spread of novel coronavirus. Procedia Computer Science, 183, 820–826. https://doi.org/10.1016/j.procs.2021.03.004
  3. Hakim, M. L. (2021). Manajemen Dakwah Pesantren Berbasis Daring: Studi pada Kanal Youtube AlamienTV. Lentera, 4(2), 136–150. https://doi.org/10.21093/lentera.v4i2.2682
  4. Hew, W. W. (2018). The Art of Da’wah: social media, visual persuasion, and the Islamist propagation of Felix Siauw. Indonesia and the Malay World, 46(134), 61–79. https://doi.org/10.1080/13639811.2018.1416757
  5. Islam, M. T. (2019). The Impact of Social Media on Muslim Society: From Islamic Perspective. International Journal of Scientific & Technology Research, 3(3), 95–441.
  6. Ismail, A. M., Mujani, W. K., & Zuhaily, A. A. (2018). Methods of Da’wah and Social Networks in Dealing with Liberalism and Extremism Metode Dakwah dan Jaringan Sosial dalam Menghadapi Liberalisme dan Ekstremisme. Islamiyyat, 40(2), 131–139.
  7. Johnson, K. (2017). The Importance of Personal Branding in Social Media: Educating Students to Create and Manage their Personal Brand. International Journal of Education and Social Science Www.Ijessnet.Com, 4(1), 21–27. www.ripknet.org
  8. Karaduman, İ. (2013). The Effect of Social Media on Personal Branding Efforts of Top Level Executives. Procedia - Social and Behavioral Sciences, 99, 465–473. https://doi.org/10.1016/j.sbspro.2013.10.515
  9. Liu, P. L. (2021). COVID-19 information on social media and preventive behaviors: Managing the pandemic through personal responsibility. Social Science & Medicine, 277(April), 113928. https://doi.org/10.1016/j.socscimed.2021.113928
  10. Pandela, T., & Riadi, I. (2020). Browser Forensics on Web-based Tiktok Applications. International Journal of Computer Applications, 175(34), 47–52. https://doi.org/10.5120/ijca2020920897
  11. Petruca, I. (2016). Personal Branding Through Social Media. International Journal of Communication Research, 6(4), 389–392. https://doi.org/10.4018/978-1-4666-9593-1.les4
  12. Rahma, F. N., & Mada Wijaya Kusumah. (2020). Youtube Sebagai Media Dakwah Masa Pandemi Covid 19 (Studi Analisis Konten Dakwah Channel Muslimah Media Center 15-30 Juni 2020). Dakwah Di Masa Pandemi Covid-19, 19, 41–54.
  13. Romadhoni, L., Anam, D. S., & Lestari, M. (2020). Smart Uses Da’wah Social Media: Konsep Revolusi Kesehatan Mental Remaja Melalui Strengthening Morals of Islam. Psisula: Prosiding Berkala …, 2(November), 401–412.
  14. Rusli, N. (2013). Spiritualising New Media : The Use of Social Media for Da ’ wah Purposes within Indonesian Muslim Scholars. Jurnal Komunikasi Islam, 03(1), 1–21.
  15. Suherdiana, D., & Muhaemin, E. (2018). The Da’wah of Nahdlatul Ulama and Muhammadiyah in Social Media of Facebook. Ilmu Dakwah: Academic Journal, 12(2), 187–200. https://doi.org/10.15575/idajhs.v12i1.617
  16. Thaib, E. J. (2019). Problems of Da’wah in Social Media in Gorontalo City Communities. Ilmu Dakwah: Academic Journal for Homiletic Studies, 13(1), 37–53. https://doi.org/10.15575/idajhs.v12i1.4412
  17. Ulfah, M., & Barry, A. (2019). Indonesia Leader Forum, post-truth and political interests in social media and television. International Journal of Communication and Society, 1(1), 17–25. https://doi.org/10.31763/ijcs.v1i1.18
  18. Vitelar, A. (2019). Like Me: Generation Z and the Use of Social Media for Personal Branding. Management Dynamics in the Knowledge Economy, 7(2), 257–268. https://doi.org/10.25019/mdke/7.2.07
  19. Wandi. (2020). Social Media Tik Tok in Islamic Perspective. Alakka:Media and Islamic Communication, 1(1), 13–22.
  20. Zulhazmi, A. Z., & Hastuti, D. A. S. (2018). Da’wa, Muslim Millennials and Social Media. Lentera, 2(2), 121–138. https://doi.org/10.21093/lentera.v2i2.1235

Open Access Copyright (c) 2021 Journal of Digital Marketing and Halal Industry
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
apps