KnE Social Sciences

Published date: Jul 15 2025

Journal Title: KnE Social Sciences

Issue title: The International Conference on Da'wah & Communication 2024 (ICDComm 2024)

Pages: 801 - 813

DOI: 10.18502/kss.v10i14.19141

Muna Farah Azzahra munafarah1111@gmail.comRaden Intan State Islamic University

Muhammad Faruq Al AzzamRaden Intan State Islamic University

Saras Wati PutriRaden Intan State Islamic University

The principle of every Muslim is a Da’i and da’wah can be done anywhere and by anyone as long as it is done with the main goal of inviting goodness and preventing evil, so da’wah on the Instagram platform as the most popular platform in the world and the second most used in Indonesia is important. As a Da’i on social media, we can see and then learn from the content of influencers who have already received enthusiasm from netizens but also consistently maintain their Muslim identity. One influencer who has become an inspiration for many young people, seen from the many positive reviews about her on the internet is Zhafira Aqyla Syadzya Syahidah. This study aims to determine how the Instagram account @zhafiraiha as an influencer spreads da’wah on Instagram social media and to find out the variations in the types of content uploaded to netizens on her Instagram. This study uses a qualitative approach with the netnography method, and content analysis techniques. Based on the results and discussion of the analysis, it was concluded that the @zhafiraiha account is consistent, uses additional features, uploads various types of content (multiple slides, reels, IG TV, live), adds captions, maintains relationships with the audience, and uploads varied content. The eight content type variations are trips, family, romance, friendship, work, insight, education, and brand promotion.

Keywords: content, da’wah, influencer, Instagram, netnographic, Zhafiraiha

[1] Coe E, Doy A, Enomoto K, Healy C. Gen Z mental health: the impact of tech and social media. McKinsey Heal. Inst.; 2023. pp. 1–12. [Online], Available https://www.mckinsey.com/mhi/our-insights/gen-z-mental-health-the-impactof- tech-and-social-media

[2] Rubawati E. Media Baru: Tantangan dan Peluang Dakwah. J. Stud. Komun. 2018;2(1).

[3] Dwi Jatmiko L. “Kalahkan Milenial, Generasi Z Paling Betah Main Media Sosial,” BisnisTekno, Jakarta. [Online]. Available: https://teknologi.bisnis.com/read/20230913/ 84/1694625/kalahkan-milenial-generasi-z-paling-betah-main-media-sosial

[4] Aris AS. Ilmu Pendidikan Islam. Penerbit Yayasan Wiyata Bestari Samasta; 2022.

[5] Aripudin A, Azra A. Pengembangan metode dakwah: respons da’i terhadap dinamika kehidupan beragama di kaki Ciremai. RajaGrafindo Persada; 2011.

[6] Hakim L, Septiana E, Ambil JD, Rohimah A. “KAMPANYE PENDIDIKAN SEKSUAL PADA ANAK DI MEDIA SOSIAL (Analisis Wacana Kritis Pada Akun Instagram@ taulebih. id),” PROMEDIA (PUBLIC Relat. DAN MEDIA KOMUNIKASI), vol. 10, no. 1, 2024.

[7] Toledano M. Emergent methods: using netnography in public relations research. Public Relat Rev. 2017;43(3):597–604.

[8] Kozinets RV. Netnography: Doing Ethnographic Research Online. Sage Publications; 2010.

[9] Bowler GM Jr. Netnography: A method specifically designed to study cultures and communities online. Qual Rep. 2010;15(5):1270

[10] L. J. Moleong, “Metodelogi penelitian,” Bandung: Penerbit Remaja Rosdakarya, vol. 3, no. 01, 2004.

[11] A. Z. A. Aziz, “Optimasi Instagram Sebagai Media Penyampaian Pesan Dakwah,” J. Syntax Imp. J. Ilmu Sos. dan Pendidik., vol. 1, no. 4, pp. 216–226, 2020.

[12] Dwi Atmoko B. Instagram Handbook Tips Fotografi Ponsel. Jakarta Media Kita; 2012.\

[13] Kiranasari B. Faktor-Faktor yang Menentukan Online Seller Memilih Situs Jejaring Instagram sebagai Media Promosi Online Shop (Studi Deskriptif Kualitatif Mengenai Faktor-Faktor yang Menentukan Toko Online di Yogyakarta Memilih Media promosi Instagram). UAJY; 2014.