Assyfa International of Multidisciplinary Education, vol. 2 (1), pp. 26-33, 2024
Received 30 January 2024/published 31 March 2024
https://doi.org/10.61650/ajme.v2i1.754

Adapting Muhammadiyah's Da'wah
Strategies to Engage Generation Z in the
Digital Age
Fitri Agustina1*, Asrofi Asrofi2, and Nur Hakim3
Universitas Muhammadiyah Malang, Indonesia
E-mail correspondence to: nurhakim@umm.ac.id

Abstract:
This study examines the adaptation of Muhammadiyah's da'wah strategies
to modern technological advancements, with a focus on engaging Generation
Z, who are known for their tech-savviness. The research aims to identify
effective methods for delivering religious messages to this demographic
through digital platforms. Utilizing a library research method, analytical data
were gathered from a variety of sources, including books, academic journals,
research papers, and other relevant literature. The study found that
Muhammadiyah's digital da'wah model is sufficiently flexible to integrate
contemporary technological tools, ensuring continuous and effective religious
communication. Specific findings highlight the importance of using social
media, video content, and interactive online platforms to engage Generation
Z. Additionally, the research underscores the need for da'i (preachers) to be
well-versed in digital communication, possess deep knowledge of religious
content, and create engaging, relevant material.This adaptive approach not
only addresses technological advancements but ensures that the da'wah
message is impactful and resonates with Generation Z. The practical
implications of this study suggest that digital da'wah can significantly
enhance the reach and effectiveness of religious communication in the
modern age. In conclusion, Muhammadiyah's use of digital da'wah
demonstrates its capacity to evolve and remain relevant, particularly in
communicating with a tech-oriented audience like Generation Z.
Keywords: Generation Z, Adapting Muhammadiyah's, Da'wah Strategies,
beginners, design.

INTRODUCTION
The landscape of religious communication has undergone
significant transformations with modern technology
(Alhidayah, 2018; Zahro & Nawawi, 2023), presenting
challenges and opportunities for traditional Islamic
movements like Muhammadiyah (Maulana & Astari, 2020; M.
Nawawi & Fazri, 2022). Previous studies have identified
several critical challenges in adapting da'wah (Islamic
proselytizing) to the digital age, particularly when engaging
with Generation Z.

One of the primary challenges observed in earlier research is the
generational gap in communication methods (Nurhakim et al.,
2024). Traditional da'wah approaches (Kurniawan, 2022), often
reliant on face-to-face interactions and physical gatherings,
have proven less effective for Generation Z, who are heavily
immersed in digital environments. A study by Ali and Ahmad
(2019) highlighted that traditional methods fail to capture the
attention of this tech-savvy generation, leading to a decrease in
religious engagement among younger audiences (Djafarova,
2021).
Empirical evidence further underscores the need for a digital
transformation in da'wah strategies. For instance, a survey
conducted by the Pew Research Center (2020) revealed that
85% of Generation Z individuals spend significant time online,
particularly on social media platforms. This indicates a shift in
how information is consumed and shared, necessitating a
modernized approach to religious communication.
Moreover, previous research has highlighted the importance of
content relevance and engagement (Degen, 2017). A study by
Rahman et al. (2021) demonstrated that Generation Z values
content that is informative, interactive, and visually appealing.
Static and traditional forms of communication are often
disregarded in favor of dynamic and multimedia-rich content,
highlighting the need for da'wah to evolve in both form and
substance (Nel, 2021).
The existing literature also emphasizes the necessity for
preachers (da'i) to possess digital literacy (Liberatore, 1997).
As noted by Ibrahim (2018), the effectiveness of digital
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da'wah is significantly influenced by the da'i's ability to utilize
various digital tools and platforms efficiently(Christian, 2023).
This includes understanding algorithms, engagement metrics,
and content creation techniques that resonate with
Generation Z (Munsch, 2021).
Given these challenges and empirical findings, it is clear that
there is a crucial need for research focused on adapting
Muhammadiyah's da'wah strategies to digital platforms. This
study aims to fill this gap by examining how Muhammadiyah
can effectively leverage technological advancements to
engage Generation Z. By doing so, it seeks to provide a
framework for digital da'wah that is both adaptable and
impactful, ensuring that the core messages of Islam continue
to reach and resonate with younger audiences.
In an era dominated by rapid technological advancements,
the methods of religious teachings must evolve to remain
effective and engaging. Muhammadiyah, a prominent Islamic
organization, has long been recognized for its progressive
initiatives and commitment to the Hadith and Al-Quran
teachings. This study aims to delve into the adaptation of
Muhammadiyah's da'wah strategies to the digital landscape,
explicitly focusing on Z (NAWAWI et al., 2021; N. Nawawi &
Wardhani, 2023), a demographic known for its technological
adeptness and distinct media consumption habits.
One of the primary advantages of this research lies in its
timely relevance. Generation Z (da Silva Santiago et al., 2023;
Darmayanti, 2024), born into a world of digital connectivity,
requires communication strategies that leverage the
platforms and technologies they frequent. By understanding
and implementing digital-based da'wah, Muhammadiyah can
ensure that its religious messages are conveyed and resonate
deeply with this generation.
Empirical evidence suggests that digital platforms have
become indispensable tools for communication and
education among Generation Z (Kristoffersen, 2020).
According to a study by Pew Research Center (2018), 95% of
teens have access to a smartphone, and 45% are online
almost constantly (Instefjord, 2017). This pervasive use of
digital media underscores religious organizations' need to
adapt their outreach strategies to include digital formats
(Windasari, 2022).
Moreover, previous research highlights the potential of digital
da'wah to expand the reach of religious teachings (Nurhakim
et al., 2024a; Pandia et al., 2024). A study by Al-Fadhli et al.
(2019) demonstrated that online platforms could significantly
enhance the dissemination of Islamic teachings (Nel, 2020),
making them accessible to a broader audience (Kangwa,
2021). This aligns with Muhammadiyah's mission to
propagate Islamic values widely and effectively (Cattaneo,
2022).
Several studies have provided empirical evidence supporting
the efficacy of digital-based da'wah. For instance, research
conducted by (Pandia et al., 2024)found that digital media,

mainly social media platforms (Alam, 2019), played a crucial
role in engaging young Muslims and fostering a deeper
understanding of Islamic teachings (Hakim, 2023). The study
highlighted that interactive and visually appealing content
significantly boosted young audiences' engagement and
retention of religious messages (Liermann, 2021).
Another study by Rahman and Zailani (2021) emphasized the
importance of adaptability in da'wah strategies (Saif, 2022).
Their findings indicated that religious organizations that
tailored their messages to align with contemporary
technological trends were more successful in maintaining
relevance and fostering community engagement (Luo, 2023).
This adaptability is crucial for Muhammadiyah as it seeks to
connect with Generation Z (Widodo, Muhammad, et al.,
2023).
The primary objective of this research is to explore how
Muhammadiyah can effectively utilize digital platforms to
engage Generation Z in its da'wah activities. This study will
use a library research method to analyze data from various
books, journals, papers, and other relevant literature. This
comprehensive approach will provide a well-rounded view of
the current landscape and offer insights into best practices for
digital da'wah.
In conclusion, this study emphasizes the necessity for
Muhammadiyah to embrace digital transformation in its
da'wah efforts. By doing so, the organization can continue to
fulfill its mission of spreading Islamic teachings while
remaining relevant and impactful in the digital age. The
findings of this research will benefit Muhammadiyah and
serve as a valuable resource for other religious organizations
seeking to engage with Generation Z through digital means.
Furthermore, this research's importance lies in its potential to
bridge the gap between traditional da'wah methods and
Generation Z's digital preferences. By exploring and
addressing the challenges identified in previous studies, this
research strives to contribute to the evolution of
Muhammadiyah's da'wah strategies, ensuring their relevance
and effectiveness in the digital age.
Ultimately, the insights gained from this study underscore the
critical role that digital transformation plays in modern
religious outreach. By adopting innovative digital strategies,
Muhammadiyah and similar organizations can better connect
with younger generations, fostering a more engaged and
spiritually enriched community.

RESEARCH METHODOLOGY.
This research employs a library research method to
systematically investigate how Muhammadiyah tailors its
da'wah strategies for Generation Z using digital platforms.
The methodology is organized into several key steps to ensure
a thorough and meticulous analysis.

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2.1. Literature Review

findings are analyzed to create a solid foundation for the
study.

The aim is to compile extensive information on digital da'wah
and its significance for Generation Z.

Recent studies underscore Muhammadiyah’s proactive
adjustment to new media and digital platforms, emphasizing
the essential role of mass media and digital communication in
engaging younger audiences in Figure 1.

The process begins with identifying and reviewing books,
academic journals, research papers, and online articles
related to digital da'wah and Generation Z’s media habits.
Following this, theoretical frameworks and previous research

A mindmap of the literature review process is provided to outline this stage

2.2. Data Collection

engagement strategies, and platform-specific approaches are
analyzed in detail. Muhammadiyah has modernized its
da'wah by utilizing web-based platforms and social media,
aligning with the digital habits of Generation Z. The sources of
data collection are organized in a table below.

The goal is to gather analytical data on Muhammadiyah's
current digital da'wah practices. This involves examining
Muhammadiyah's digital platforms, including websites, social
media, podcasts, and online forums. The content,
Platform Type
Website

Table 1. Data Collection
Example
Data Collected
Suara Muhammadiyah
Articles, multimedia content

Social Media

Instagram, Twitter

Posts, comments, engagement

Podcasts

Muhammadiyah Podcast

Audio content, listener stats

Online Forums

Facebook Groups

Discussions, Q&A

2.3. Data Analysis
The data analysis phase focuses on interpreting the collected
data to discern underlying patterns and assess the
effectiveness of Muhammadiyah's digital da'wah strategies.
By employing qualitative content analysis, researchers can

delve into the nuances of digital communication, categorizing
data to identify recurring themes and trends. This approach
allows for a deeper understanding of how Generation Z
engages with religious content online, evaluating the
resonance and impact of current strategies. Empirical support
underscores the suitability of qualitative research in this

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context, as it facilitates a comprehensive exploration of
complex social phenomena and provides insights into the
human-centered aspects of digital da'wah. This method not
only highlights the strengths and weaknesses of current
practices but also informs future adaptations to ensure
continued relevance and engagement with tech-savvy
audiences.
2.4. Empirical Evidence
In this stage, empirical evidence is meticulously gathered to
validate the study's findings by comparing them with data
from previous research, case studies, and surveys regarding
Generation Z's interaction with digital religious content. This
comparative analysis underscores the successful adaptation
and effectiveness of Muhammadiyah's digital da'wah
strategies. Comprehensive studies confirm that digital
platforms, particularly social media, have significantly
enhanced the engagement of Generation Z. This
demographic's preference for interactive and visually
stimulating content aligns well with Muhammadiyah's
modernized approach, which skillfully transitions traditional
da'wah into contemporary digital formats. Such case studies
vividly illustrate Muhammadiyah's adeptness in leveraging
digital media to maintain relevancy and resonance with
younger audiences, thereby ensuring that religious messages
are both impactful and widely accessible.
This structured methodology—comprising literature review,
data collection, data analysis, and empirical validation—
ensures a comprehensive understanding of how
Muhammadiyah's digital da'wah strategies effectively engage
Generation Z. This approach is supported by recent empirical
studies and aligns with best practices in qualitative research.

RESULT AND DISCUSSION
3.1 Adaptation of Da'wah Strategies in the Digital Age
Muhammadiyah has significantly shifted its da'wah strategies
by embracing digital platforms (Ndou, 2022). This adaptation
ensures that the organization remains relevant and effective
in its outreach efforts (Darmayanti et al., 2024). Empirical
evidence from previous studies indicates that digital
platforms, such as social media, websites, and mobile
applications, are highly effective in disseminating religious
messages to a tech-savvy audience. For instance, a study by
Ahmad & Rahman (2020) found that social media
engagement significantly increased young Muslims'
awareness and participation in religious activities.
Several experts agree on adapting religious outreach
strategies to integrate digital technologies (Kanungo, 2021).
According to Zainul (2019), the use of digital platforms in
da'wah activities not only broadens the reach of religious
messages but also allows for interactive and engaging
communication, which is crucial for Generation Z (Duffett,
2020). This generation, characterized by their digital
nativeness, prefers dynamic and participatory forms of

communication, which digital media aptly provides (Allam,
2021).
In Indonesia, a study by Suryadi (2019) highlights that
integrating digital media in da'wah has increased engagement
among young Muslims. The research shows that 85% of
respondents aged 18-24 preferred receiving religious content
through social media platforms like Instagram and YouTube
over traditional face-to-face sermons or printed materials
(Santoso, 2023). This preference underscores the importance
of leveraging contemporary communication tools to remain
relevant to younger audiences (Jünger, 2020).
Empirical evidence from other countries also supports this
trend. A study conducted in Malaysia by Hamid & Osman
(2021) revealed that digital da'wah initiatives have effectively
reached the younger Muslim population (Bigot, 2021). Their
research indicated that religious organizations that utilized
digital platforms saw a 60% increase in youth participation in
religious events and activities (Lockee, 2021). Similarly, in
Turkey, Kaya (2020) found that digital da'wah efforts through
social media and mobile applications significantly enhanced
religious engagement among Generation Z (Kusumaningtyas,
2022), leading to a deeper understanding and appreciation of
Islamic teachings.
These findings collectively suggest that adapting da'wah
strategies to include digital platforms is practical and
necessary for engaging Generation Z (Mesquita, 2023). The
success of Muhammadiyah's digital da'wah model lies in its
ability to harness the power of modern technology to
maintain continuous religious communication (Hilmi, 2020).
By utilizing social media, websites, and mobile applications,
Muhammadiyah ensures its da'wah message is accessible,
engaging, and relevant to a tech-oriented audience (Kwilinski,
2020).
In conclusion, the empirical evidence supports the notion that
digital platforms are instrumental in modernizing da'wah
strategies. Muhammadiyah's proactive approach to adopting
digital technologies highlights its commitment to evolving
and effectively reaching Generation Z. This evolution is crucial
for ensuring the continuity and impact of religious
communication in an increasingly digital world.
3.2 Engaging Generation Z through Technology
Generation Z, known for its technological proficiency,
requires a unique approach to religious engagement
(Stefanovic, 2021). Muhammadiyah has recognized this need
and has tailored its content to be more interactive and
visually appealing (Purnama, 2022a). Previous research by
Yusof and Harun (2019) shows that Generation Z responds
positively to multimedia content, such as videos, podcasts,
and infographics, which make religious teachings more
accessible and engaging (Fauzi, 2022).
To delve deeper into this topic, we explore various studies
and expert opinions on the engagement of Generation Z
through digital platforms:
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According to a study by Smith & Anderson (2018), Generation
Z prefers content that is not only informative but also
interactive (Purnama, 2022b). This includes live streaming of
religious events, interactive Q&A sessions, and virtual
community gatherings (Estrin, 2022). The study found that
78% of Generation Z participants were more likely to engage
with religious content that allowed them to interact directly
with the speaker or other participants (Kilay, 2022; Noja,
2022).
Research by McLuhan & Fiore (2017) emphasizes the
importance of visual aesthetics in capturing the attention of
Generation Z. They found that infographics and visually
appealing videos significantly increase engagement levels. For
example, a comparative study showed that religious
teachings presented through high-quality videos had a 60%
higher retention rate than traditional text-based content.
An empirical study by Garcia & Lee (2020) highlighted the
influence of social media on Generation Z's religious
engagement. Platforms like Instagram, TikTok, and YouTube
are preferred for their ability to deliver short, impactful
messages. The study revealed that 85% of Generation Z
respondents followed at least one religious influencer on
social media, and 70% reported that these influencers
positively impacted their religious views and practices.
Various countries have also successfully implemented digital
da'wah strategies to engage Generation Z. In Malaysia, the
Platform
Instagram
Twitter
YouTube

These empirical findings support the assertion that
Muhammadiyah's digital da'wah model must incorporate
multimedia and interactive elements to effectively engage
Generation Z (Falloon, 2020). By leveraging technology and
adapting to the preferences of this tech-savvy generation
(Harfiani, 2021), Muhammadiyah can ensure that its religious
messages are not only heard but also embraced by young
Muslims around the world (Widodo, Rachmawati, et al.,
2023).
3.2 Utilization of Social Media for Da'wah
In the digital era, social media platforms such as Instagram,
Twitter, and YouTube have become indispensable tools in
Muhammadiyah's digital da'wah strategy. These platforms
facilitate real-time interaction and feedback, which fosters a
sense of community among young followers, particularly
Generation Z. This section delves deeper into the findings and
discussions around the utilization of social media for da'wah,
bolstered by empirical evidence and expert opinions.

Table 2: Engagement Metrics on Social Media Platforms
Engagement Rate
Increase in Followers (2018-2020)
5.2%
150%
4.8%
130%
6.1%
180%
Source: Adapted from Farid & Abdullah (2018)

3.3 Expert Opinion and Empirical Evidence
Real-time Interaction and Community Building: According to
a study by Farid & Abdullah (2018), religious organizations like
Muhammadiyah that utilize social media have experienced a
significant increase in follower engagement and message
retention compared to traditional methods. The interactive
nature of these platforms allows for immediate feedback and
engagement, creating a more dynamic and responsive
communication channel. This is particularly effective for
Generation Z, who value instant communication and
community involvement.
a)

Islamic Development Department has launched a series of
educational videos and mobile apps aimed at young Muslims.
Similarly, the Nahdlatul Ulama organization has developed an
online platform offering religious courses and webinars in
Indonesia in Indonesia. These initiatives have received
positive feedback and high participation rates among
Generation Z users.

Case Study: Muhammadiyah in Indonesia: Research
conducted by Susilo (2020) on Muhammadiyah's social
media presence in Indonesia revealed that Instagram
posts with visual content related to daily religious
practices and motivational quotes garnered the highest
engagement rates. This suggests that visual storytelling
and relatable content are vital to engaging young
audiences.

Retention Rate
70%
65%
75%

b) Comparative Analysis: Da'wah Practices in Different
Countries: Ahmed (2019) conducted a comparative
analysis of the digital da'wah strategies of
Muhammadiyah in Indonesia and the Muslim Council of
Britain (MCB). The study found that both organizations
effectively utilized YouTube for long-form content, such
as lectures and seminars, with high retention rates
among viewers. However, while Muhammadiyah
focused on Instagram for daily engagement, the MCB
leveraged Twitter for real-time updates and community
discussions.
Empirical data from Farid & Abdullah (2018) shows that
Instagram and YouTube are particularly effective platforms
for digital da'wah, with 5.2% and 6.1% engagement rates,
respectively. This is higher than traditional outreach, which
methodically shows lower engagement rates due to its oneway communication nature.
The increase in followers on social media platforms from 2018
to 2022 further supports the effectiveness of digital da'wah.

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Instagram and YouTube saw the highest growth rates at 150%
and 180%, respectively. This growth indicates a significant
shift towards digital platforms for religious engagement
among Generation Z.
Retention rates, which measure how well the audience
retains the messages conveyed, were also higher on social
media platforms. YouTube had the highest retention rate at
75%, followed by Instagram at 70% and Twitter at 65%. These
rates underscore the importance of engaging and interactive
content to maintain audience interest.
In conclusion, the utilization of social media platforms in
Muhammadiyah's digital da'wah strategy has proven to be
highly effective in engaging Generation Z. The empirical
evidence and expert opinions highlight the necessity of
adapting da'wah approaches to contemporary technological
advancements to ensure the message resonates with
younger, tech-savvy audiences. By leveraging the strengths of
different social media platforms, Muhammadiyah can
continue to foster a sense of community and maintain high
engagement and retention rates among its followers.
3.4 Challenges and Opportunities in Digital Da'wah
While the digital transformation of da'wah presents
numerous opportunities, it also comes with challenges
(Rutter, 2006). Digital literacy, cybersecurity, and maintaining
authentic religious messaging are critical (Göbel, 2009).
Empirical studies, such as those by Karim & Hasan (2021),
suggest that digital literacy and digital literacy training
programs for da'i (preachers) are essential to overcome these
challenges (Humaidi et al., 2022). Additionally, safeguarding
against misinformation and cyber threats is crucial to
maintaining the integrity of the da'wah message (Lim, 1986).
3.5 Digital Literacy and Training
Digital literacy is a fundamental challenge in digital da'wah.
The study by Karim & Hasan (2021) emphasizes the
importance of educating data on how to use digital platforms
effectively (Nambisan, 2017). This is supported by research
conducted in Malaysia, where the government has
implemented training programs to improve digital literacy
among religious educators (Ahmad & Rahman, 2020). These
programs focus on enhancing skills in using social media,
creating engaging content, and understanding digital
communication tools (Li, 2022). The success of these
initiatives highlights the importance of similar training
programs within Muhammadiyah to ensure that preachers
are well-equipped to engage with Generation Z digitally (de
Freitas, 2011).
3.6 Cybersecurity and Authentic Messaging
Maintaining cybersecurity is another significant challenge
(Selwyn, 2016). Cyber threats such as hacking and
misinformation can undermine the credibility of da'wah
efforts. A study by Yusuf et al. (2019) in Indonesia revealed
that many religious organizations lack adequate cybersecurity

measures, making them vulnerable to attacks (Humaidi et al.,
2022; Rohman & Mulyati, 2019) This requires a proactive
approach to implementing robust cybersecurity protocols
(Farahsani & Harmanto, 2022; Nurhakim et al., 2024b).
Additionally, the research underscores the need for da'i to be
vigilant about the authenticity of their messages (Sajić, 2018).
This is echoed by the findings of a study conducted in Turkey,
where religious messaging is carefully monitored to prevent
the spread of false information (Kaya & Şahin, 2020).
Empirical evidence further supports the necessity of these
measures (Goumeh, 2021). For instance (Ansong, 2019), a
study in Saudi Arabia highlighted how the strategic use of
digital platforms can enhance the reach and effectiveness of
religious messaging (Al-Mutairi & Al-Farsi, 2018). Preachers
can create more engaging and impactful da'wah messages by
incorporating multimedia elements such as videos and
interactive content (Alakrash, 2021). Similarly (Amhag, 2019),
research in the United States demonstrated that digital
literacy training for religious leaders significantly improved
their ability to connect with younger audiences (Aminullah,
2024), mainly through social media platforms (Smith & Jones,
2019).
In conclusion, while the digital realm offers vast opportunities
for da'wah, it also presents significant challenges that must
be addressed. Ensuring digital literacy, enhancing
cybersecurity, and maintaining authentic religious messaging
is crucial for effective digital da'wah. By learning from
empirical studies and adopting best practices from other
countries, Muhammadiyah can continue to evolve and
effectively engage Generation Z in the digital age.
3.7 Future Directions for Digital Da'wah
The study also explores future directions for digital da'wah,
emphasizing continuous innovation and adaptation (Calleja,
2010). Artificial intelligence (AI) and virtual reality (VR) could
further enhance Generation Z's engagement (Krumsvik,
2014). Research by Ali & Siti (2022) suggests that AI-driven
chatbots and VR-based religious experiences can offer
personalized and immersive learning experiences, making
religious teachings more relatable and impactful
(Vaidyanathan, 2001).
To delve deeper into the potential of these technologies, we
can examine the perspectives of various experts and
countries (Vives, 2019). For instance, Dr. Ahmed from Egypt
asserts that AI chatbots can serve as 24/7 virtual religious
counselors, responding instantly to queries about Islamic
teachings (Huggett, 2013). This aligns with a study conducted
in Indonesia by Rani et al. (2021), which demonstrated that AI
chatbots significantly increased engagement and
understanding among young Muslims by providing accessible
and interactive religious guidance (Matias, 2016).
In Malaysia, the use of VR in education is already gaining
traction (Correani, 2020). A study by Lim and Tan (2020)
explored the implementation of VR in religious education,
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revealing that students who participated in VR-based learning
sessions showed a 30% increase in retention and
understanding of spiritual concepts compared to traditional
methods (McAdam, 2020). This empirical evidence
underscores the efficacy of VR in creating immersive and
impactful learning environments, which could be highly
beneficial for digital da'wah (Liu, 2022).
Moreover, a comparative study by Johnson et al. (2021) in the
United States and Saudi Arabia found that integrating AI and
VR technologies into religious education profoundly affected
students' engagement and motivation (Quinton, 2018). The
study highlighted that these technologies made learning
more enjoyable and facilitated a deeper connection with the
material, making religious teachings more meaningful and
relevant to Generation Z (Ottestad, 2014).
In conclusion, integrating AI and VR into digital da'wah is not
just a futuristic concept but (Maulana & Astari, 2020; N.
Nawawi et al., 2019) a practical approach that has already
shown promising results in various educational contexts. The
empirical evidence from previous studies supports the
potential of these technologies to revolutionize religious
communication and education (N. Nawawi et al., 2021; N.
Nawawi & Darmawan, 2018), ensuring that the message of
da'wah remains relevant and impactful for Generation Z. As
Muhammadiyah continues to adapt its strategies to the
digital age, leveraging AI and VR can significantly enhance its
ability to engage and educate the tech-savvy younger
generation.
Discussion
The study's findings underscore the dynamic nature of
Muhammadiyah's da'wah strategies, particularly in their
adaptation to digital platforms to engage Generation Z. This
generation, characterized by its extensive use of technology
and social media, necessitates a da'wah approach that is both
modern and relatable (Sugianto et al., 2022). The research
reveals that Muhammadiyah has successfully integrated
various digital tools to disseminate its religious messages,
such as social media, podcasts, and webinars. These
platforms allow for a more interactive and engaging form of
communication, which is crucial for maintaining the interest
of Generation Z (Susilawati, 2021). The flexibility of
Muhammadiyah's digital da'wah model is evident in its ability
to adapt content to the preferences and behaviors of younger
audiences, ensuring that the message of Islam is both
accessible and relevant.
Empirical evidence from previous studies supports these
findings, demonstrating the effectiveness of digital da'wah in
reaching younger audiences. For instance, a survey by
Nurhayati (2020) found that using Instagram and YouTube
significantly increased engagement and interaction among
Muslim youths. Similarly, research by Fajar (2019) highlighted

the positive impact of interactive webinars in fostering a
deeper understanding of Islamic teachings. These studies
underscore the importance of utilizing contemporary digital
tools to enhance the reach and influence of religious
communication. However, contrasting opinions and studies
have suggested that traditional da'wah methods may still
hold significant value, particularly in fostering personal
connections and community bonds. This study addresses
these concerns by proposing a hybrid model that combines
both digital and traditional approaches, ensuring a
comprehensive strategy that caters to diverse audience
needs.
Moreover, the study emphasizes the critical role of da'i
(preachers) in this digital transformation. Effective digital
da'wah requires preachers to be well-versed in religious
knowledge, technological trends, and communication
strategies. The ability to create engaging and relevant content
is paramount. Preachers must continuously update their skills
and expertise to keep pace with technological advancements.
This study addresses the digital age's challenges, presenting a
model where continuous learning and adaptation are
essential. By doing so, Muhammadiyah ensures that its
da'wah efforts remain impactful and resonate deeply with
Generation Z, ultimately fostering a more informed and
connected Muslim community.
CONCLUSION
The research underscores technology's pivotal role in
disseminating Islamic teachings, specifically through
Muhammadiyah's digital da'wah efforts. By strategically
leveraging modern technological tools and platforms,
Muhammadiyah has successfully extended its outreach to
Generation Z, a demographic that thrives on digital interaction
and connectivity. The flexibility of Muhammadiyah's da'wah
model in adapting to contemporary technological
advancements is evident, showcasing its commitment to
maintaining a dynamic and relevant approach to religious
communication.
The study reveals that for da'wah to be effective in today's
digital age, it must be adaptive and innovative, aligning its
strategies with the preferences and behaviors of its target
audience. Preachers (da'i) are encouraged to embrace digital
media and communication tools, enrich their knowledge base,
and deliver relevant and engaging content to Generation Z. This
ensures that the da'wah message reaches and resonates with
young, tech-savvy individuals.
Ultimately, Muhammadiyah's digital-based da'wah represents a
significant evolution in its approach, reflecting an
understanding of the importance of aligning religious outreach
with technological advancements. This evolution not only
enhances the accessibility and impact of the da'wah message
but also reinforces Muhammadiyah's position as a progressive

32

Agustina et al.. Adapting Muhammadiyah's Da'wah Strategies to Engage Generation Z in the Digital Age

Islamic movement capable of navigating and thriving in the
digital landscape. As technology continues to evolve, so must
the strategies employed in da'wah, ensuring that the message
remains impactful and meaningful for future generations .

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