Model Segmentation and Positioning of PBNU's Digital Da'wah in Strengthening the Economic Literacy of the Community Islam

Authors

  • Hari Risky Syahputra UIN Syarif Hidayatullah Jakarta
  • Muhamad Zen UIN Syarif Hidayatullah Jakarta
  • Fatmawati UIN Syarif Hidayatullah Jakarta

DOI:

https://doi.org/10.30651/jms.v11i2.31235

Abstract

This study examines the segmentation and positioning model of digital da'wah implemented by the Executive Board of Nahdlatul Ulama (PBNU) in strengthening Islamic economic literacy in the digital era. The rapid development of information technology has transformed da'wah practices from conventional methods into more interactive, adaptive, and wide-reaching digital platforms. This research employs a qualitative method with a descriptive approach to comprehensively analyze PBNU's digital da'wah communication strategies. The findings reveal that audience segmentation is carried out based on demographic, psychographic, and digital behavioral aspects, enabling da'wah messages to be tailored to the characteristics of each audience group. Meanwhile, the positioning strategy places PBNU's digital da'wah as a moderate, inclusive, and solution-oriented movement that is relevant to the economic needs of the community. Through the utilization of various digital platforms, the da'wah content is not only normative but also practical, including education on Islamic economics, entrepreneurship, and Sharia-based financial management. In conclusion, an effective segmentation and positioning model in digital da'wah significantly contributes to improving Islamic economic literacy, expanding public participation, and promoting sustainable community economic empowerment in the era of social media.

Downloads

Published

2026-05-09

How to Cite

Hari Risky Syahputra, Muhamad Zen, & Fatmawati. (2026). Model Segmentation and Positioning of PBNU’s Digital Da’wah in Strengthening the Economic Literacy of the Community Islam. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 11(1). https://doi.org/10.30651/jms.v11i2.31235

Issue

Vol. 11 No. 1 (2026)

Section

Artikel

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.

Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.

Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.

Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:

  • Patent and trademark rights and rights to any process or procedure described in the article.
  • The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
  • The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.