Efektivitas Dakwah Persuasif melalui Fitur Live Streaming TikTok terhadap Partisipasi Audiens Muslim Muda

Abstract

The development of TikTok live streaming features has transformed digital da’wah communication patterns among young Muslims through more direct, personal, and participatory interactions. This study aims to analyze the effectiveness of persuasive da’wah through TikTok live streaming features on young Muslim audience participation and to explain the forms of audience engagement in digital religious communication. The study employs a descriptive qualitative approach using persuasive communication and symbolic interaction analysis toward Islamic-themed TikTok live streaming activities. Data were collected through observation of live streaming content, documentation of audience interactions, and relevant literature review on digital communication, social media da’wah, and youth audience behavior. The findings indicate that the effectiveness of persuasive da’wah is influenced by the intensity of two-way interaction, communicative language use, message personalization, and the preacher’s ability to establish emotional closeness with audiences. Live comment features, real-time responses, and informal communication styles significantly increase active participation among young Muslim audiences in the form of comments, sharing religious experiences, and repeated engagement in live sessions. This study argues that TikTok live streaming functions not only as a medium for disseminating religious messages but also as a participatory communication space that strengthens digital da’wah engagement among young Muslim generations in the era of interactive media.