Islamic educational values in Ustadz Das’ad Latif’s preaching on social media: A study of content analysis and the perceptions of generation Z in Salakan city

Abstract

This study examines Islamic educational values ​​within Ustadz Das’ad Latif’s da’wah (Islamic preaching) on social media, by addressing the following questions; what forms do Islamic educational values ​​take in Ustadz Das’ad Latif’s da’wah content and how does Generation Z perceive the Islamic educational values ​​found in Ustadz Das’ad Latif’s da’wah content on social media? This study employed a qualitative research method, utilizing content analysis, in-depth interviews, and document analysis. The data were analyzed through data reduction, data presentation, data verification, and conclusion drawing. The results of the study indicate that ustadz Das’ad Latif’s preaching embodies Islamic educational values predominantly concerning aqidah (faith), ibadah (worship), and akhlaq (morality), as well as values ​​related to character education and social concern. These values ​​are conveyed through calls to believe in Allah SWT, perform acts of worship, honor one’s parents, cultivate noble character, and care for others, the environment, and society at large. His communicative and humorous delivery style, incorporating analogies, personal experiences, and real-life examples, makes the message easier to understand and accept. Ustadz Das’ad Latif’s preaching method implements the three approaches outlined in Islamic preaching, such as wisdom, good counsel, and reasoning, in the best manner. These methods are applied in an integrated fashion through humor, advice, motivation, rhetorical questions, comparisons, and arguments relating to everyday life issues. Generation Z holds a positive yet critical perception of ustadz Das’ad Latif’s preaching content on YouTube. The content is viewed as engaging, accessible, relevant, and beneficial for providing knowledge and motivation, as well as encouraging self-improvement and positive social engagement. As such, YouTube holds potential as a medium for dakwah targeting Generation Z, although factors such as information credibility, the appropriateness of humor, video duration, and source verification remain important considerations. Thus, the success of digital dakwah depends not only on the substance of the message but also on the ability to package it in a way that is relevant, communicative, and engaging, while remaining consistent with Islamic values.