ANALISIS STRATEGI BRANDING DAKWAH NU ONLINE DI ERA DIGITALISASI MELALUI YOUTUBE
Keywords:
Strategi Branding, Youtube, NU Online, Dakwah Digital
Abstract
Penelitian ini menganalisis strategi branding NU Online serta efektivitas dan dampaknya. Menggunakan pendekatan kualitatif dan metode analisis konten, berfokus pada konten video yang dipublikasikan di kanal YouTube resmi NU Online untuk mengidentifikasi elemen-elemen dalam strategi branding dakwah. Alat analisis yang digunakan termasuk Tuberanker dan AiTubeTool untuk mendapatkan statistik terkait penonton, retensi audiens, dan interaksi di kanal YouTube. Hasil penelitian menunjukkan, strategi branding NU Online berhasil memanfaatkan digitalisasi untuk memperluas pengaruh dakwah Islam. NU Online mampu memperkuat identitas merek digital dengan produksi konten yang konsisten, lebih dari 5.400 video, serta pertumbuhan audiens dan tingginya tingkat keterlibatan. Peluang terbuka untuk peningkatan melalui strategi konten yang lebih terfokus pada audiens luar Jawa dan pemanfaatan isu keagamaan serta diversifikasi konten berbasis tokoh agama populer juga dapat meningkatkan efektivitas branding.
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References
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Santoso, Bobby Rachman, Lutfi Fatmasari, and Ahmad Nurcholis. “Strategi Dakwah Multimedia Nahdlatul Ulama Melalui Instagram @nuonline_id.” Al-Insyiroh: Jurnal Studi Keislaman 7, no. 1 (March 16, 2021): 115–35. https://doi.org/10.35309/alinsyiroh.v7i1.4244.
Tajudeen, Farzana Parveen, Devika Nadarajah, Noor Ismawati Jaafar, and Ainin Sulaiman. “The Impact of Digitalisation Vision and Information Technology on Organisations’ Innovation.” European Journal of Innovation Management 25, no. 2 (February 8, 2021): 607–29. https://doi.org/10.1108/EJIM-10-2020-0423.
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Balakrishnan, Janarthanan, and Mark D. Griffiths. “Social Media Addiction: What Is the Role of Content in YouTube?” Journal of Behavioral Addictions 6, no. 3 (September 14, 2017): 364–77. https://doi.org/10.1556/2006.6.2017.058.
Bungin, Burhan. Metodologi Penelitian Kuantitatif: Edisi Kedua. 2nd ed. Jakarta: Prenada Media, 2017.
Chairiyah, Ummy, and Fikry Zahria Emeraldien. “Building Religious Moderation Amid the Buzzer Raid.” COMSERVA Indonesian Jurnal of Community Services and Development 1, no. 11 (March 25, 2022): 868–79. https://doi.org/10.36418/comserva.v1i11.166.
Chen, Lizhu. “Effective Strategies for Attracting and Engaging Target Audiences in Today’s Competitive Market.” Journal of Education, Humanities and Social Sciences 16 (July 2, 2023): 141–47. https://doi.org/10.54097/ehss.v16i.9587.
Fitriananda, Nabila Eka, Dinna Chaerun Nisa, Ahmad Naufal, and Pia Khoirotun Nisa. “Strategi Pemasaran Dakwah Digital Dengan Menganalisis Kinerja Iklan Dalam Kampanye Sosial Dan Komersial (Studi Deskriptif Pada Akun @Ayah_Amanah).” Jurnal Ekonomi Dan Bisnis Digital 1, no. 4 (June 9, 2024): 846–51.
Genelify. “YouTube Channel Audit & Stats Tool - Genelify,” 2024. https://www.genelify.com/tools/youtube-channel-audit-stats.
Google. “Google Trends.” Google Trends, 2025. https://trends.google.com/trends/explore?date=today%203-m&geo=ID&gprop=youtube&q=nu%20online&hl=en.
Haeba, Ilham Dwitama, Anis Malik Thoha, and Rasinah Ahim. “Wacana Dinamis Nahdlatul Ulama: Analisis Kritis Terhadap Perubahan Sosial: Nahdlatul Ulama’s Dynamic Discourse: A Critical Analysis of Social Change.” Tasfiyah: Jurnal Pemikiran Islam 8, no. 1 (March 19, 2024): 125–58. https://doi.org/10.21111/tasfiyah.v8i1.11613.
Hankunaseth, Sukritta, and W. Nadee. “An Analysis of YouTuber’s Collaboration towards Audience Engagement,” 26–34. Thailand: AIS Electronic Library (AISeL), 2022. https://aisel.aisnet.org/iceb2022/4.
Hilmi, Mustofa. “Youtube as Da’wah Media Innovation in Disruption Era.” In MUHARRIK: Jurnal Dakwah Dan Sosial, 4:21–31, 2021. https://doi.org/10.37680/muharrik.v4i01.234.
Hoiles, William, Anup Aprem, and Vikram Krishnamurthy. “Engagement and Popularity Dynamics of YouTube Videos and Sensitivity to Meta-Data.” IEEE Transactions on Knowledge and Data Engineering 29, no. 7 (July 1, 2017): 1426–37. https://doi.org/10.1109/TKDE.2017.2682858.
Izbasarova, Sofia A., Ol’ga T. Mel’nikova, and Tat’jana V. Suhina. “Role of the Logo in Actualization of Visual Expressiveness of a Brand.” National Psychological Journal 46, no. 2 (2022): 56–64. https://doi.org/10.11621/NPJ.2022.0206.
Jansen, Bernard J., Soon-gyo Jung, Joni Salminen, Jisun An, and Haewoon Kwak. “Combining Behaviors and Demographics to Segment Online Audiences: Experiments with a YouTube Channel.” In Internet Science, edited by Svetlana S. Bodrunova, 141–53. Cham: Springer International Publishing, 2018. https://doi.org/10.1007/978-3-030-01437-7_12.
Karimullah, Suud Sarim. “The Influence of Humanist Da’wah in Social Transformation and Social Change in Muslim Societies.” Syiar: Jurnal Komunikasi Dan Penyiaran Islam 3, no. 2 (December 5, 2023): 51–70. https://doi.org/10.54150/syiar.v3i2.240.
Karimullah, Suud Sarim, Rahman Rahman, St Rahmah, and Fawwaz Elmurtadho. “Reflections of Prophetic Values on Strengthening Da’wah in the Digitalization Era.” Mawaizh : Jurnal Dakwah Dan Pengembangan Sosial Kemanusiaan 14, no. 2 (November 8, 2023): 134–54. https://doi.org/10.32923/maw.v14i2.3279.
Keni, Keni, Nicholas Wilson, and Ai Ping Teoh. “Antecedents of Viewers’ Watch Behavior toward YouTube Videos: Evidence from the Most Populous Muslim-Majority Country.” Journal of Islamic Marketing 15, no. 2 (June 15, 2023): 446–69. https://doi.org/10.1108/JIMA-01-2023-0008.
Khan, M. Laeeq. “Social Media Engagement: What Motivates User Participation and Consumption on YouTube?” Computers in Human Behavior 66 (January 1, 2017): 236–47. https://doi.org/10.1016/j.chb.2016.09.024.
Krippendorff, Klaus. Content Analysis: An Introduction to Its Methodology. London: SAGE, 2013.
Malhotra, Naresh K, and James Agarwal. “Customer Relationship Marketing: Theories, Models, and Frameworks,” 21–50. WORLD SCIENTIFIC (US), 2021. https://doi.org/10.1142/9781944659721_0002.
Miles, Matthew B., and A. Michael Huberman. Qualitative Data Analysis: An Expanded Sourcebook. London: SAGE, 1994.
Muda, Mazzini, and Muhammad Iskandar Hamzah. “Should I Suggest This YouTube Clip? The Impact of UGC Source Credibility on eWOM and Purchase Intention.” Journal of Research in Interactive Marketing 15, no. 3 (June 15, 2021): 441–59. https://doi.org/10.1108/JRIM-04-2020-0072.
Mutmainah, Siti, Sayidah Afyatul Masruroh, Agoes Moh Moefad, and Izzatul Muwahhidah. “Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram.” Lentera: Jurnal Ilmu Dakwah Dan Komunikasi, August 13, 2022, 39–63. https://doi.org/10.21093/lentera.v6i1.4803.
Nurfaizi, Rizal, Hasan Basri Tanjung, and Muhyani Muhyani. “STRATEGI PENGGUNAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Pada Akun Instagram Mazlem.Id).” KOLONI 1, no. 3 (August 3, 2022): 115–22. https://doi.org/10.31004/koloni.v1i3.132.
Salminen, Joni, Sercan Şengün, Haewoon Kwak, Bernard J. Jansen, Jisun An, Soon-gyo Jung, Sarah Vieweg, and D. Fox Harrell. “From 2,772 Segments to Five Personas: Summarizing a Diverse Online Audience by Generating Culturally Adapted Personas.” First Monday, June 1, 2018. https://doi.org/10.5210/fm.v23i6.8415.
Santoso, Bobby Rachman, Lutfi Fatmasari, and Ahmad Nurcholis. “Strategi Dakwah Multimedia Nahdlatul Ulama Melalui Instagram @nuonline_id.” Al-Insyiroh: Jurnal Studi Keislaman 7, no. 1 (March 16, 2021): 115–35. https://doi.org/10.35309/alinsyiroh.v7i1.4244.
Tajudeen, Farzana Parveen, Devika Nadarajah, Noor Ismawati Jaafar, and Ainin Sulaiman. “The Impact of Digitalisation Vision and Information Technology on Organisations’ Innovation.” European Journal of Innovation Management 25, no. 2 (February 8, 2021): 607–29. https://doi.org/10.1108/EJIM-10-2020-0423.
Trisakti, Febby Amelia. “Cyber-Da’wah: Narasi Konten Video Sebagai Metode Dakwah Non-Ulama Pada Media Sosial Tiktok.” Idarotuna 3, no. 3 (October 31, 2021): 258–71. https://doi.org/10.24014/idarotuna.v3i3.16645.
TubeRanker. “YouTube Channel Audit for NU Online,” 2024. https://tuberanker.com/youtube.com/uco3muy2mwpmlbb21a_9dvpw.
———. “YouTube Keyword Tool,” 2025. https://tuberanker.com/youtube-keyword-tool.
Yu, Mengyao, Zainal Abidin Sazrinee Binti, Binti Shaari Nazlina, Changhua He, and Lijun Shi. “Effects of Brand Visual Identity on Consumer Attitude ：A Systematic Literature Review.” INPLASY - International Platform of Registered Systematic Review and Meta-analysis Protocols, May 11, 2024. https://doi.org/10.37766/inplasy2024.5.0048.
Published
2025-06-28
How to Cite
Dwi Estuningtyas, R., Fadilah, U., & Faridah. (2025). ANALISIS STRATEGI BRANDING DAKWAH NU ONLINE DI ERA DIGITALISASI MELALUI YOUTUBE. Hujjah: Jurnal Ilmiah Komunikasi Dan Penyiaran Islam, 9(1), 62-78. https://doi.org/10.52802/hjh.v9i1.1448
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