Efektivitas Konten Dakwah Berbasis Short Video terhadap Perubahan Perilaku Religius Mahasiswa Muslim di Era Media Baru

Abstract

The development of new media has transformed the dissemination pattern of Islamic preaching among young Muslims, particularly through short video-based platforms such as TikTok, Instagram Reels, and YouTube Shorts. The intensity of digital religious content consumption encourages changes in students’ religious behavior, including worship awareness, compliance with religious norms, and the formation of Islamic value-based social attitudes. This study aims to analyze the effectiveness of short video-based preaching content on changes in the religious behavior of Muslim university students in the new media era by employing a quantitative survey approach. The research applies the Theory of Planned Behavior to explain the relationship between exposure to digital preaching content, the formation of religious attitudes, and students’ religious behavioral intentions. Research data were collected through questionnaires distributed to active Muslim university students who regularly use digital social media and were analyzed using linear regression techniques. The findings indicate that access intensity, quality of preaching messages, and digital literacy significantly influence the improvement of students’ religious behavior. Short video-based preaching content is proven effective in enhancing religious awareness because it delivers religious messages in concise, visual, interactive, and youth-friendly formats. This study contributes to the development of Islamic law and digital media studies by explaining the transformation of Muslim religious behavior within the contemporary digital communication ecosystem.