Transmission of da'wah content of Rabbani Brand in broadcasting islamic fashion
Abstract
In the age of globalization, shifts in consumer lifestyles have influenced various aspects, including fashion preferences. With a predominantly Muslim population, Indonesia has become a significant market for Islamic fashion. Companies like Rabbani seize this opportunity by integrating da'wah principles into their business strategies. This study aims to examine how Rabbani utilizes Islamic fashion to transmit da'wah messages and assess the impact of this strategy on audience receptiveness to Islamic values. A qualitative descriptive approach was used, employing interviews, observations, and document analysis. The study applies the diffusion of innovation theory to analyze the Gokil program as a creative medium for da’wah targeting youth; social identity theory to examine the role of Rabbani Student Ambassadors as micro-influencers; and John Fiske’s semiotic theory to explore how visual and textual content contributes to the transmission of Islamic messages. Triangulation was used to ensure data validity. The findings reveal that Rabbani uses digital platforms such as Instagram, YouTube, and Facebook, alongside educational initiatives like Gokil, which blends da'wah with youth-friendly activities including fashion shows, interactive quizzes, and sermons. Rabbani Student Ambassadors also play a strategic role in fostering Islamic identity among peers. This approach effectively enhances awareness of fashionable yet Sharia-compliant clothing. The study concludes that Rabbani’s integration of da’wah into its business model successfully promotes Islamic values while engaging a modern audience. Future research should further evaluate specific components of business-based da’wah strategies and address the challenges of expanding outreach to broader audiences.
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Copyright (c) 2023 Maula Hasanah, Rojabi Azharghany
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