Main Article Content
Abstract
This study aims to analyze the personal branding strategy of Ustadzah Oki Setiana Dewi on YouTube and its impact on the increase in popularity and credibility of digital da'wah. The research method used in this study is a case study with a qualitative approach, analyzing the content uploaded by Ustadzah Oki Setiana Dewi and her interactions with the audience. The results show that Ustadzah Oki Setiana Dewi’s personal branding is consciously and consistently built through various types of da'wah content relevant to everyday life, including religious lectures, routine studies, and personal vlogs. Additionally, her closeness to the audience, especially through comments, live streaming, and Q&A sessions, gives the impression that she is an approachable and empathetic figure. The impact of the personal branding built is an increase in the popularity and credibility of digital da’wah, reflected in a surge in followers and audience trust in the da’wah content shared. This study implies that consistency in building an authentic self-image and close interaction with the audience can expand the reach of digital da’wah and strengthen the credibility of da’i.
Keywords
Personal BrandingDigital Da’wahYouTubeCredibility of Da'wah
Article Details
References
- A’yuni, Q., & Nasrullah, R. (2022). Seeding Peaceful Preaching in the Digital Universe: Mediatization of Preaching Husein Ja’far Al-Hadar on Instagram. Al-Balagh Jurnal Dakwah Dan Komunikasi, 7(2), 345–378. https://doi.org/10.22515/albalagh.v7i2.5643
Adi, A. N., Reza, F., Ilham, Y., Sugiarta, N., & Lestari, A. (2023). Identitas Virtual Hisqie Furqoni dalam YouTube “Gak Penting sih Channel.” Journal of Digital Communication Science, 1(1), 33–41. https://doi.org/10.56956/jdcs.v1i1.182
Amal, M. A., Aglia, A., & Prabowo, A. (2024). Innovating Islamic Preaching Through TikTok Live Streaming and Mobile Legends Gaming. Ijlcb, 2(3), 90–94. https://doi.org/10.46336/ijlcb.v2i3.139
Aziz, M. S., Indrasari, M., Pamuji, E., Wulandari, E. R., & Prasnowo, M. A. (2022). Systematic Review: Use of Digital Media as a Means of Communication of Da’wah. Jurnal Spektrum Komunikasi, 10(2), 187–193. https://doi.org/10.37826/spektrum.v10i2.324
Correa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M., & Goncalves, C. A. (2020). The Influence of YouTubers on Followers’ Use Intention. Journal of Research in Interactive Marketing, 14(2), 173–194. https://doi.org/10.1108/jrim-09-2019-0154
Dwi, C. (2025). 10 Negara Dengan Umat Muslim Terbanyak Di Dunia, RI Nomor Berapa? CNBC Indonesia. https://www.cnbcindonesia.com/research/20240310150636-128-521083/10-negara-dengan-umat-muslim-terbanyak-di-dunia-ri-nomor-berapa
Efendi, E., Ramadhani, G., & Tanti, T. (2023). Efektivitas Dakwah Dalam Media Digital Untuk Generasi Z. Da Watuna Journal of Communication and Islamic Broadcasting, 4(2), 880–887. https://doi.org/10.47467/dawatuna.v4i2.5480
Majid, M. N. (2024). Humanist Da’wah Husain Ja’far Al Hadar on Instagram Media: Millennial Generation Perspective. Mediakita, 8(1), 85–98. https://doi.org/10.30762/mediakita.v8i1.1439
Maulana, A. (2024). Digitalisasi Dakwah Tiktok Era Modern Pada Akun Tiktok Husein Basyaiban (@Basyasman00). Mudabbir: Jurnal Manajemen Dakwah, 5(1), 1–10. https://doi.org/10.20414/mudabbir.v5i1.4890
Muflih, H., Fikriyasin, C. A., Falah, M. B., Imawan, K., & Erawati, D. (2024). Influencers: the Importance of Personal Branding on Instagram. International Journal of Social Service and Research, 4(10). https://doi.org/10.46799/ijssr.v4i10.870
Mulitawati, I. M., & Retnasary, M. (2020). Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi Kasus Deskriptif Komunikasi Pemasaran Prodak Polycrol Forte Melalui Akun Instagram @Ahlinyaobatmaag). Komunikologi Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 4(1), 23. https://doi.org/10.30829/komunikologi.v4i1.7616
Mutmainah, S., Masruroh, S. A., Moefad, A. M., & Muwahhidah, I. (2022). Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram. Lentera: Jurnal Ilmu Dakwah Dan Komunikasi, 6(1), 39–63. https://doi.org/10.21093/lentera.v6i1.4803
Nerita, R. S., & Noorrizki, R. D. (2023). Persepsi Terhadap Citra Diri Pengguna Media Sosial Instagram. Flourishing Journal, 2(6), 435–439. https://doi.org/10.17977/um070v2i62022p435-439
Novriyanto, B., Utari, P., & Satyawan, A. (2024). Transformation of Ulama as Communicators: Youtube as a Da’wah Channel. International Journal of Media and Communication Research, 5(1), 21–32. https://doi.org/10.25299/ijmcr.v5i1.14598
Nurhuda, A., & Setyaningtyas, N. A. (2022). Values of Islamic Education in Ustadzah Oki Setiana Dewi Youtube Lecture. Jurnal Pendidikan Vokasi Raflesia, 2(1), 20–25. https://doi.org/10.53494/jpvr.v2i1.128
Octaviani, A. (2022). From Cafe to the Mosque: The Construction of Dakwah Digital Communication of Shift Community. Dimas Jurnal Pemikiran Agama Untuk Pemberdayaan, 21(2), 275–296. https://doi.org/10.21580/dms.2021.212.9429
Okviosa, A. N. R. (2022). Penggunaan LinkedIn Untuk Personal Branding Karyawan. Artcomm Jurnal Komunikasi Dan Desain, 5(2), 67–82. https://doi.org/10.37278/artcomm.v5i2.537
Robeet, R. T., & Sunarto, A. (2023). Effective E-Da’wah Strategies for Navigating Religious Moderation Campaign in the Era of Digital Disruption. Jurnal Komunikasi Islam, 13(2), 233–248. https://doi.org/10.15642/jki.2023.13.2.233-248
Saputra, D. C., & Astari, D. W. (2024). Pemanfaatan Media Sosial Instagram Sebagai Personal Branding dalam Membangun Citra Positif Generasi Z. Jurnal Mutakallimin : Jurnal Ilmu Komunikasi, 7(2). https://doi.org/10.31602/jm.v7i2.16578
Sulistyaningra, D. (2024). Teori Uses and Gratification Sebagai Motif Personal Branding. Fisipol UNESA. https://ikom.fisipol.unesa.ac.id/post/teori-uses-and-gratification-sebagai-motif-personal-branding?utm_source=chatgpt.com
Suriati, S., Faridah, F., & Damayanti, D. (2023). Da’wah Through Youtube in The Perspective of Millennial Society. Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 19(1). https://doi.org/10.18196/afkaruna.v19i1.16111
Susanti, C., & Paramita, S. (2024). Pembentukan Digital Personal Branding di Media Sosial Akun Instagram @Chiquitalimer. Prologia, 8(1), 42–49. https://doi.org/10.24912/pr.v8i1.21608
Tahir, A., Cangra, H., & Arianto. (2021). Da’i Sebagai Komunikator : Peranan dan Kredibilitas dalam Menyampaikan Pesan Dakwah pada Komunitas Mualaf di Kawasan Pegunungan Karomba Kabupaten Pinrang. Jurnal Pekommas, 6(1), 65–73.
Uyuni, B., Adnan, M., Hadi, A., Rodhiyana, M., & Anim, S. (2025). Virtual Spaces of Islamic Preaching: Digital Majelis Taklim and the Changing Role of Women in Indonesia. Nature Anthropology, 3(2), 10005–10005. https://doi.org/10.70322/natanthropol.2025.10005
Yusraeni. (2023). Peran Dakwah Dalam Menghasilkan Kesetaraan Gender. https://doi.org/10.31219/osf.io/hvubq
References
A’yuni, Q., & Nasrullah, R. (2022). Seeding Peaceful Preaching in the Digital Universe: Mediatization of Preaching Husein Ja’far Al-Hadar on Instagram. Al-Balagh Jurnal Dakwah Dan Komunikasi, 7(2), 345–378. https://doi.org/10.22515/albalagh.v7i2.5643
Adi, A. N., Reza, F., Ilham, Y., Sugiarta, N., & Lestari, A. (2023). Identitas Virtual Hisqie Furqoni dalam YouTube “Gak Penting sih Channel.” Journal of Digital Communication Science, 1(1), 33–41. https://doi.org/10.56956/jdcs.v1i1.182
Amal, M. A., Aglia, A., & Prabowo, A. (2024). Innovating Islamic Preaching Through TikTok Live Streaming and Mobile Legends Gaming. Ijlcb, 2(3), 90–94. https://doi.org/10.46336/ijlcb.v2i3.139
Aziz, M. S., Indrasari, M., Pamuji, E., Wulandari, E. R., & Prasnowo, M. A. (2022). Systematic Review: Use of Digital Media as a Means of Communication of Da’wah. Jurnal Spektrum Komunikasi, 10(2), 187–193. https://doi.org/10.37826/spektrum.v10i2.324
Correa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M., & Goncalves, C. A. (2020). The Influence of YouTubers on Followers’ Use Intention. Journal of Research in Interactive Marketing, 14(2), 173–194. https://doi.org/10.1108/jrim-09-2019-0154
Dwi, C. (2025). 10 Negara Dengan Umat Muslim Terbanyak Di Dunia, RI Nomor Berapa? CNBC Indonesia. https://www.cnbcindonesia.com/research/20240310150636-128-521083/10-negara-dengan-umat-muslim-terbanyak-di-dunia-ri-nomor-berapa
Efendi, E., Ramadhani, G., & Tanti, T. (2023). Efektivitas Dakwah Dalam Media Digital Untuk Generasi Z. Da Watuna Journal of Communication and Islamic Broadcasting, 4(2), 880–887. https://doi.org/10.47467/dawatuna.v4i2.5480
Majid, M. N. (2024). Humanist Da’wah Husain Ja’far Al Hadar on Instagram Media: Millennial Generation Perspective. Mediakita, 8(1), 85–98. https://doi.org/10.30762/mediakita.v8i1.1439
Maulana, A. (2024). Digitalisasi Dakwah Tiktok Era Modern Pada Akun Tiktok Husein Basyaiban (@Basyasman00). Mudabbir: Jurnal Manajemen Dakwah, 5(1), 1–10. https://doi.org/10.20414/mudabbir.v5i1.4890
Muflih, H., Fikriyasin, C. A., Falah, M. B., Imawan, K., & Erawati, D. (2024). Influencers: the Importance of Personal Branding on Instagram. International Journal of Social Service and Research, 4(10). https://doi.org/10.46799/ijssr.v4i10.870
Mulitawati, I. M., & Retnasary, M. (2020). Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi Kasus Deskriptif Komunikasi Pemasaran Prodak Polycrol Forte Melalui Akun Instagram @Ahlinyaobatmaag). Komunikologi Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 4(1), 23. https://doi.org/10.30829/komunikologi.v4i1.7616
Mutmainah, S., Masruroh, S. A., Moefad, A. M., & Muwahhidah, I. (2022). Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram. Lentera: Jurnal Ilmu Dakwah Dan Komunikasi, 6(1), 39–63. https://doi.org/10.21093/lentera.v6i1.4803
Nerita, R. S., & Noorrizki, R. D. (2023). Persepsi Terhadap Citra Diri Pengguna Media Sosial Instagram. Flourishing Journal, 2(6), 435–439. https://doi.org/10.17977/um070v2i62022p435-439
Novriyanto, B., Utari, P., & Satyawan, A. (2024). Transformation of Ulama as Communicators: Youtube as a Da’wah Channel. International Journal of Media and Communication Research, 5(1), 21–32. https://doi.org/10.25299/ijmcr.v5i1.14598
Nurhuda, A., & Setyaningtyas, N. A. (2022). Values of Islamic Education in Ustadzah Oki Setiana Dewi Youtube Lecture. Jurnal Pendidikan Vokasi Raflesia, 2(1), 20–25. https://doi.org/10.53494/jpvr.v2i1.128
Octaviani, A. (2022). From Cafe to the Mosque: The Construction of Dakwah Digital Communication of Shift Community. Dimas Jurnal Pemikiran Agama Untuk Pemberdayaan, 21(2), 275–296. https://doi.org/10.21580/dms.2021.212.9429
Okviosa, A. N. R. (2022). Penggunaan LinkedIn Untuk Personal Branding Karyawan. Artcomm Jurnal Komunikasi Dan Desain, 5(2), 67–82. https://doi.org/10.37278/artcomm.v5i2.537
Robeet, R. T., & Sunarto, A. (2023). Effective E-Da’wah Strategies for Navigating Religious Moderation Campaign in the Era of Digital Disruption. Jurnal Komunikasi Islam, 13(2), 233–248. https://doi.org/10.15642/jki.2023.13.2.233-248
Saputra, D. C., & Astari, D. W. (2024). Pemanfaatan Media Sosial Instagram Sebagai Personal Branding dalam Membangun Citra Positif Generasi Z. Jurnal Mutakallimin : Jurnal Ilmu Komunikasi, 7(2). https://doi.org/10.31602/jm.v7i2.16578
Sulistyaningra, D. (2024). Teori Uses and Gratification Sebagai Motif Personal Branding. Fisipol UNESA. https://ikom.fisipol.unesa.ac.id/post/teori-uses-and-gratification-sebagai-motif-personal-branding?utm_source=chatgpt.com
Suriati, S., Faridah, F., & Damayanti, D. (2023). Da’wah Through Youtube in The Perspective of Millennial Society. Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 19(1). https://doi.org/10.18196/afkaruna.v19i1.16111
Susanti, C., & Paramita, S. (2024). Pembentukan Digital Personal Branding di Media Sosial Akun Instagram @Chiquitalimer. Prologia, 8(1), 42–49. https://doi.org/10.24912/pr.v8i1.21608
Tahir, A., Cangra, H., & Arianto. (2021). Da’i Sebagai Komunikator : Peranan dan Kredibilitas dalam Menyampaikan Pesan Dakwah pada Komunitas Mualaf di Kawasan Pegunungan Karomba Kabupaten Pinrang. Jurnal Pekommas, 6(1), 65–73.
Uyuni, B., Adnan, M., Hadi, A., Rodhiyana, M., & Anim, S. (2025). Virtual Spaces of Islamic Preaching: Digital Majelis Taklim and the Changing Role of Women in Indonesia. Nature Anthropology, 3(2), 10005–10005. https://doi.org/10.70322/natanthropol.2025.10005
Yusraeni. (2023). Peran Dakwah Dalam Menghasilkan Kesetaraan Gender. https://doi.org/10.31219/osf.io/hvubq
Adi, A. N., Reza, F., Ilham, Y., Sugiarta, N., & Lestari, A. (2023). Identitas Virtual Hisqie Furqoni dalam YouTube “Gak Penting sih Channel.” Journal of Digital Communication Science, 1(1), 33–41. https://doi.org/10.56956/jdcs.v1i1.182
Amal, M. A., Aglia, A., & Prabowo, A. (2024). Innovating Islamic Preaching Through TikTok Live Streaming and Mobile Legends Gaming. Ijlcb, 2(3), 90–94. https://doi.org/10.46336/ijlcb.v2i3.139
Aziz, M. S., Indrasari, M., Pamuji, E., Wulandari, E. R., & Prasnowo, M. A. (2022). Systematic Review: Use of Digital Media as a Means of Communication of Da’wah. Jurnal Spektrum Komunikasi, 10(2), 187–193. https://doi.org/10.37826/spektrum.v10i2.324
Correa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M., & Goncalves, C. A. (2020). The Influence of YouTubers on Followers’ Use Intention. Journal of Research in Interactive Marketing, 14(2), 173–194. https://doi.org/10.1108/jrim-09-2019-0154
Dwi, C. (2025). 10 Negara Dengan Umat Muslim Terbanyak Di Dunia, RI Nomor Berapa? CNBC Indonesia. https://www.cnbcindonesia.com/research/20240310150636-128-521083/10-negara-dengan-umat-muslim-terbanyak-di-dunia-ri-nomor-berapa
Efendi, E., Ramadhani, G., & Tanti, T. (2023). Efektivitas Dakwah Dalam Media Digital Untuk Generasi Z. Da Watuna Journal of Communication and Islamic Broadcasting, 4(2), 880–887. https://doi.org/10.47467/dawatuna.v4i2.5480
Majid, M. N. (2024). Humanist Da’wah Husain Ja’far Al Hadar on Instagram Media: Millennial Generation Perspective. Mediakita, 8(1), 85–98. https://doi.org/10.30762/mediakita.v8i1.1439
Maulana, A. (2024). Digitalisasi Dakwah Tiktok Era Modern Pada Akun Tiktok Husein Basyaiban (@Basyasman00). Mudabbir: Jurnal Manajemen Dakwah, 5(1), 1–10. https://doi.org/10.20414/mudabbir.v5i1.4890
Muflih, H., Fikriyasin, C. A., Falah, M. B., Imawan, K., & Erawati, D. (2024). Influencers: the Importance of Personal Branding on Instagram. International Journal of Social Service and Research, 4(10). https://doi.org/10.46799/ijssr.v4i10.870
Mulitawati, I. M., & Retnasary, M. (2020). Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi Kasus Deskriptif Komunikasi Pemasaran Prodak Polycrol Forte Melalui Akun Instagram @Ahlinyaobatmaag). Komunikologi Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 4(1), 23. https://doi.org/10.30829/komunikologi.v4i1.7616
Mutmainah, S., Masruroh, S. A., Moefad, A. M., & Muwahhidah, I. (2022). Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram. Lentera: Jurnal Ilmu Dakwah Dan Komunikasi, 6(1), 39–63. https://doi.org/10.21093/lentera.v6i1.4803
Nerita, R. S., & Noorrizki, R. D. (2023). Persepsi Terhadap Citra Diri Pengguna Media Sosial Instagram. Flourishing Journal, 2(6), 435–439. https://doi.org/10.17977/um070v2i62022p435-439
Novriyanto, B., Utari, P., & Satyawan, A. (2024). Transformation of Ulama as Communicators: Youtube as a Da’wah Channel. International Journal of Media and Communication Research, 5(1), 21–32. https://doi.org/10.25299/ijmcr.v5i1.14598
Nurhuda, A., & Setyaningtyas, N. A. (2022). Values of Islamic Education in Ustadzah Oki Setiana Dewi Youtube Lecture. Jurnal Pendidikan Vokasi Raflesia, 2(1), 20–25. https://doi.org/10.53494/jpvr.v2i1.128
Octaviani, A. (2022). From Cafe to the Mosque: The Construction of Dakwah Digital Communication of Shift Community. Dimas Jurnal Pemikiran Agama Untuk Pemberdayaan, 21(2), 275–296. https://doi.org/10.21580/dms.2021.212.9429
Okviosa, A. N. R. (2022). Penggunaan LinkedIn Untuk Personal Branding Karyawan. Artcomm Jurnal Komunikasi Dan Desain, 5(2), 67–82. https://doi.org/10.37278/artcomm.v5i2.537
Robeet, R. T., & Sunarto, A. (2023). Effective E-Da’wah Strategies for Navigating Religious Moderation Campaign in the Era of Digital Disruption. Jurnal Komunikasi Islam, 13(2), 233–248. https://doi.org/10.15642/jki.2023.13.2.233-248
Saputra, D. C., & Astari, D. W. (2024). Pemanfaatan Media Sosial Instagram Sebagai Personal Branding dalam Membangun Citra Positif Generasi Z. Jurnal Mutakallimin : Jurnal Ilmu Komunikasi, 7(2). https://doi.org/10.31602/jm.v7i2.16578
Sulistyaningra, D. (2024). Teori Uses and Gratification Sebagai Motif Personal Branding. Fisipol UNESA. https://ikom.fisipol.unesa.ac.id/post/teori-uses-and-gratification-sebagai-motif-personal-branding?utm_source=chatgpt.com
Suriati, S., Faridah, F., & Damayanti, D. (2023). Da’wah Through Youtube in The Perspective of Millennial Society. Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 19(1). https://doi.org/10.18196/afkaruna.v19i1.16111
Susanti, C., & Paramita, S. (2024). Pembentukan Digital Personal Branding di Media Sosial Akun Instagram @Chiquitalimer. Prologia, 8(1), 42–49. https://doi.org/10.24912/pr.v8i1.21608
Tahir, A., Cangra, H., & Arianto. (2021). Da’i Sebagai Komunikator : Peranan dan Kredibilitas dalam Menyampaikan Pesan Dakwah pada Komunitas Mualaf di Kawasan Pegunungan Karomba Kabupaten Pinrang. Jurnal Pekommas, 6(1), 65–73.
Uyuni, B., Adnan, M., Hadi, A., Rodhiyana, M., & Anim, S. (2025). Virtual Spaces of Islamic Preaching: Digital Majelis Taklim and the Changing Role of Women in Indonesia. Nature Anthropology, 3(2), 10005–10005. https://doi.org/10.70322/natanthropol.2025.10005
Yusraeni. (2023). Peran Dakwah Dalam Menghasilkan Kesetaraan Gender. https://doi.org/10.31219/osf.io/hvubq