Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram

  • Siti Mutmainah UIN Sunan Ampel Surabaya
  • Sayidah Afyatul Masruroh Universitas Hasyim Asy'ari
  • Agoes Moh Moefad UIN Sunan Ampel Surabaya
  • Izzatul Muwahhidah UIN Sunan Ampel Surabaya
Keywords: Celebrity, da'wah, female preacher, Instagram

Abstract

Branding a public persona for a religious preacher in today's digital era is more accessible thanks to social media platforms such as Instagram. Personal branding is essential for boosting a preacher's credibility, which increases public trust. Therefore, this paper aims to reveal the implementation of personal branding for da'wa by a famous female celebrity preacher, Oki Setiana Dewi, who has been active in online da'wa for over a decade. Data for this paper were mainly obtained by documenting Oki Setiana Dewi's Instagram account (@okisetianadewi). The content analysis technique was applied to qualitatively and descriptively analyze the collected data. The findings of this research show that eight principles are actively used in da'wa personal branding: specialization, leadership, personality, difference, visibility, unity, firmness, and good name. Oki Setiana Dewi consistently displays various da'wa content in photos, videos, and written captions to build her image as a female preacher.

References

Amanda, D. (2019). Penggunaan Media Sosial Pada Ibu Rumah Tangga Dalam Tinjauan Teori Dramaturgi Di Kota Surabaya [PhD Thesis]. UNIVERSITAS AIRLANGGA.
Anshori, H. (2016). Urgensi Manajemen Dakwah Dalam Membentuk Da’I Profesional. Hikmah, 10(1).
Ardiano, D. D. (2021). Personal Branding Rio Purba Melalui Media Sosial (Analisis Semiotika Video YouTube Rio Purba yang Berjudul’Rio Purba Kalah di Sayembara Logo Ini’) [PhD Thesis]. Universitas 17 Agustus 1945 Surabaya.
Aziz, M. A. (2014). Ilmu Dakwah. Prenadamedia Group.
Butar, C. R. B., & Ali, D. S. F. (2018). Strategi personal branding selebgram non selebriti. PRofesi Humas, 2(2), 86–101.
Efrida, S., & Diniati, A. (2020). Pemanfaatan fitur media sosial Instagram dalam membangun personal branding Miss International 2017. Jurnal Kajian Komunikasi, 8(1), 57–71.
Fatoni, U., & Mugni, A. (2019). Peran Kelompok Rujukan dalam Meningkatkan Popularitas Mubaligh. Jurnal Al-Bayan: Media Kajian Dan Pengembangan Ilmu Dakwah, 24(1).
Fitri, A. (2015). Dramaturgi: Pencitraan Prabowo Subianto di Media Sosial Twitter Menjelang Pemilihan Presiden 2014. Interaksi: Jurnal Ilmu Komunikasi, 4(1), 101–108.
Franzia, E. (2018). Personal Branding Melalui Media Sosial. Prosiding Seminar Nasional Pakar, 15–20.
Frischmann, R. M. (2014). Online Personal Brand: Skill Set, Aura, and Identity (1st edition). CreateSpace Independent Publishing Platform.
Ghazali, M. (1961). Ma’allahi Diraasat Fi Dakwah wa Du’ah: Vol. Cet.2. Dar al-Kutub al-Hadith.
Hamidi. (2020). Teori Komunikasi dan Strategi Dakwah (cet. 1). UMM Press. https://ummpress.umm.ac.id/katalog/detail/toerikomunikasidanstrategidakwah.html
Haroen, D. (2014). Personal Branding. Gramedia Pustaka Utama.
Ievansyah, I., & Sadono, T. P. (2018). Personal Branding Dalam Komunikasi Selebritis (Studi Kasus Personal Branding Alumni Abang None Jakarta Di Media Sosial “Instagram”). Bricolage: Jurnal Magister Ilmu Komunikasi, 4(02), 149–162.
Instagram. (2022, July 9). [Encylopedia].
Islamiyah, H., & Rachman, A. (2018). Personal Branding Pejabat Publik di Media Sosial. ORASI: Jurnal Dakwah Dan Komunikasi, 9(1), 1–14.
Montoya, P., & Vandehey, T. (2002). The Personal Branding Phenomenon: Realize Greater Influence, Explosive Income Growth and Rapid Career Advancement by Applying the Branding Techniques of Michael, Martha & Oprah. Peter Montoya Incorporated.
Nisrina, M. (2015). Bisnis online: Manfaat media sosial dalam meraup uang. Kobis. http://balaiyanpus.jogjaprov.go.id/opac/detail-opac?id=283150
Nizar, M. (2018). Strategi Dakwh Al Bayanuni (Analisis Strategi Muhammad Abu Fatah Al Bayanuni Dalam Kitab Al Madkhal Ila Ilmi Dakwah). Islamic Communication Journal, 3, 74. https://doi.org/10.21580/icj.2018.3.1.2679
Nurjuman, H., Priana, R. Y. S., Fajri, M. D., & Anshori, Y. T. (2022). Personal Branding Da’i Muhammadiyah: Studi Komparatif Pada Ustadz Alfian Tanjung Dan Ustadz Muhammad Ziyad. Derivatif: Jurnal Manajemen, 16(1), 184–193.
Personalbrand.com. (2022). [Wikipedia]. Definition of Personal Branding Vs Personal Brand. https://personalbrand.com/definition/
Pertiwi, F., & Irwansyah, I. (2020). Personal Branding Ria Ricis pada Media Sosial Instagram. Jurnal Penelitian Komunikasi, 23(1).
Prakoso, H. A. (2016). Personal Branding Prabowo Subianto (Analisis Isi Kuantitatif Personal Branding Prabowo Subianto di Situs Berita Online Republika. Co. Id dan Tempo. Co. Id Tanggal 9 Juni-9 Juli 2014). Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 7(1), 18–24.
Punk, G. (2017). Jangan Memulai Bisnis Tanpa Personal Branding.
Putri, S. D., & Azeharie, S. (2021). Strategi Pengelolaan Komunikasi dalam Membentuk Personal Branding di Media Sosial Tiktok. Koneksi, 5(2), 280–288.
Qonitat, N. M. (2019). Strategi Online Personal Branding Taqy Malik Di Instagram. Voxpop, 1(1), 108–113.
Rachmawati, D., & Ali, D. S. F. (2018). Analisis Personal Branding Selebgram Nonselebriti Akun Instagram@ Lippielust. Warta Ikatan Sarjana Komunikasi Indonesia, 1(01), 34–40.
Restusari, F. N., & Farida, N. (2020). Instagram Sebagai Alat Personal Branding Dalam Membentuk Citra Diri (Studi Pada Akun Bara Pattiradjawane). Mediakom: Jurnal Ilmu Komunikasi, 3(2), 176–186.
Salam, O. D. (2020). Personal Branding Digital Natives di Era Komunikasi Media Baru (Analisis Personal Branding di Media Sosial Instagram). Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 19–30.
Saputra, W. (2011). Pengantar Ilmu Dakwah (Cet.2). Raja Grafindo Persada. http://inlislite.uin-suska.ac.id/opac/detail-opac?id=21962
Setiawan, D., & Nurmandi, A. (2020). Sandiaga Uno: Personal branding di Twitter. Jurnal Public Policy, 6(1), 19–24.
Soraya, I. (2017). Personal Branding Laudya Cynthia Bella Melalui Instagram (Studi Deskriptif Kualitatif Pada Akun Instagram@ Bandungmakuta). Jurnal Komunikasi, 8(2).
Stevani, S., & Widayatmoko, W. (2017). Kepribadian Dan Komunikasi Susi Pudjiastuti Dalam Membentuk Personal Branding. Jurnal Komunikasi, 9(1), 65–73.
Sunarto AS, A. (2014). Etika Dakwah / A. Sunarto AS. UIN Sunan Ampel Pres.
Vivi, S., Marta, R. F., & Isnaini, M. (2021). Creativity of Messages on Instagram Content of@ Winngas as a Trigger for Brand Addiction for Their Followers. LENTERA, 105–132.
Widyastuti, D. A., Wiloso, P. G., & Herwandito, S. (2017). ANALISIS PERSONAL BRANDING DI MEDIA SOSIAL (Studi Kasus Personal Branding Sha’an d’Anthes di Instagram). Jurnal Inovasi, 11(1), 1–16.
T, D., & Hunadiah. (2009). Psikologi Sosial. UMM Press.
Li, X. (2021). The Analysis of Internet Celebrities’ Impression Management Tactics on Social Media from the Perspective of Dramaturgical Theory. International Conference on Educational Reform, Management Science and Sociology (ERMSS 2021). https://doi.org/10.25236/ermss.2021.037
Melyani, Lady, & Wihardi, D. (2021). IMPRESSION MANAGEMENT POLITISI DEWAN PIMPINAN CABANG PDI PERJUANGAN DALAM MEMENANGKAN PEMILU LEGISLATIF 2019 DI KOTA. Pantarei, 5(2). https://jom.fikom.budiluhur.ac.id/index.php/Pantarei/article/view/688
Published
2022-08-13
Section
Articles