MODEL SEGMENTASI DAN POSITIONING DAKWAH DIGITAL PBNU DALAM PENGUATAN LITERASI EKONOMI UMAT 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

Penelitian ini membahas model segmentasi dan positioning dakwah digital yang dilakukan oleh Pengurus Besar Nahdlatul Ulama (PBNU) dalam upaya memperkuat literasi ekonomi Islam di era digital. Perkembangan teknologi informasi telah mendorong transformasi dakwah dari metode konvensional menuju platform digital yang lebih interaktif, adaptif, dan luas jangkauannya. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif untuk menggambarkan secara mendalam strategi komunikasi dakwah digital PBNU. Hasil penelitian menunjukkan bahwa segmentasi audiens dilakukan secara komprehensif berdasarkan aspek demografis, psikografis, dan perilaku digital, sehingga pesan dakwah dapat disesuaikan dengan karakteristik masing-masing kelompok. Sementara itu, positioning dakwah digital PBNU dibangun sebagai gerakan yang moderat, inklusif, solutif, dan relevan dengan kebutuhan ekonomi umat. Melalui pemanfaatan berbagai platform digital, konten dakwah tidak hanya bersifat normatif, tetapi juga aplikatif dalam bentuk edukasi ekonomi syariah, kewirausahaan, dan pengelolaan keuangan berbasis Islam. Model segmentasi dan positioning yang tepat dalam dakwah digital terbukti mampu meningkatkan literasi ekonomi Islam, memperluas partisipasi masyarakat, serta mendorong pemberdayaan ekonomi umat secara berkelanjutan di era media sosial.

Published

2026-05-09

How to Cite

Hari Risky Syahputra, Muhamad Zen, & Fatmawati. (2026). MODEL SEGMENTASI DAN POSITIONING DAKWAH DIGITAL PBNU DALAM PENGUATAN LITERASI EKONOMI UMAT ISLAM. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 11(2). https://doi.org/10.30651/jms.v11i2.31235

Issue

Vol. 11 No. 2 (2026)

Section

Artikel

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