STRATEGI KOMUNIKASI DIGITAL EDUKASI KEISLAMAN SEGMEN TANYA KIAI PADA INSTAGRAM @MUITVKOTABEKASI SEBAGAI MEDIA KOMUNIKASI

Abstract

This study aims to examine the digital communication strategy for Islamic education implemented through the Tanya Kiai segment on the Instagram account @muitvkotabekasi as a communication medium. The study employed a qualitative approach using a descriptive research method. Data were collected through in-depth interviews, observation, documentation, and literature review. The research informants consisted of the Head of MUI-TV Bekasi City, the production manager, the social media administrator, Islamic scholars (kiai) serving as speakers, and followers of the MUI-TV Bekasi City Instagram account. Data were analyzed using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The findings indicate that MUI-TV Bekasi City implements its digital communication strategy by presenting content relevant to current issues and public needs, using simple language, light discussion topics, short video durations, and Instagram features such as Reels, Stories, comments, and Direct Messages to foster audience engagement. The message presentation is further enhanced through visual elements, slogans, and creative gimmicks to make the content more attractive and easier to understand. The study concludes that Instagram effectively expands the reach of Islamic preaching, increases audience interaction, and provides timely, practical, and accessible Islamic educational information without spatial and temporal limitations.