RETORIKA DAKWAH PADA AKUN TIKTOK @USTADZ_HILMAN_FAUZI

AHMAD, NURZAMAN (2026) RETORIKA DAKWAH PADA AKUN TIKTOK @USTADZ_HILMAN_FAUZI. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan media sosial, khususnya TikTok, telah membawa perubahan signifikan dalam pola penyampaian dakwah Islam di era digital. TikTok sebagai platform video pendek menuntut pendakwah untuk menyampaikan pesan keagamaan secara singkat, padat, dan persuasif agar mampu menarik perhatian audiens, terutama generasi muda. Dalam konteks tersebut, retorika menjadi unsur penting dalam keberhasilan dakwah digital. Penelitian ini berangkat dari fenomena meningkatnya popularitas dakwah Ustadz Hilman Fauzi di TikTok serta kebutuhan untuk memahami bagaimana unsur retorika Aristoteles, yaitu ethos, pathos, dan logos, diterapkan dalam konten dakwahnya. Penelitian ini menggunakan metode kualitatif dengan sifat deskriptif. Objek penelitian adalah konten video dakwah pada akun TikTok @ustadz_hilman_fauzi, khususnya video dengan jumlah penonton, suka, komentar, dan bagikan terbanyak. Teknik pengumpulan data dilakukan melalui observasi dan dokumentasi, sedangkan analisis data menggunakan teknik content analysis (analisis isi). Data dianalisis dengan menelaah penerapan unsur ethos (kredibilitas pendakwah), pathos (pendekatan emosional), dan logos (logika dan argumentasi) dalam penyampaian pesan dakwah. Hasil penelitian menunjukkan bahwa Ustadz Hilman Fauzi menerapkan unsur ethos, pathos, dan logossecara terpadu dalam konten dakwahnya di TikTok. Ethos terlihat dari kredibilitas personal, latar belakang keilmuan, serta gaya penampilan yang sederhana dan meyakinkan. Pathos tampak melalui penggunaan bahasa yang menyentuh emosi, intonasi suara, serta contoh kehidupan sehari-hari yang dekat dengan audiens. Sementara itu, logos diwujudkan melalui penyampaian pesan yang logis, runtut, dan didukung oleh dalil keislaman. Simpulan penelitian ini menegaskan bahwa sinergi ketiga unsur retorika tersebut menjadikan dakwah Ustadz Hilman Fauzi efektif, komunikatif, dan relevan dengan karakteristik audiens TikTok di era digital. Kata Kunci: Dakwah, TikTok, Ethos, Logos, Pathos, Retorika.ABSTRACT The development of social media, particularly TikTok, has significantly transformed the pattern of Islamic preaching in the digital era. TikTok as a short-video platform requires preachers to deliver religious messages in a concise, clear, and persuasive manner in order to capture audience attention, especially among younger generations. In this context, rhetoric plays a crucial role in determining the effectiveness of digital da’wah. This study is motivated by the growing popularity of Ustadz Hilman Fauzi’s da’wah on TikTok and the need to understand how Aristotelian rhetorical elements ethos, pathos, and logos are applied in his preaching content. This research employs a qualitative method with a descriptive approach. The object of the study is da’wah video content on the TikTok account @ustadz_hilman_fauzi, focusing on videos with the highest numbers of views, likes, comments, and shares. Data were collected through observation and documentation, while data analysis was conducted using content analysis techniques. The analysis focuses on identifying the application of ethos (speaker credibility), pathos (emotional appeal), and logos (logical argumentation) in the delivery of da’wah messages. The findings reveal that Ustadz Hilman Fauzi integrates the elements of ethos, pathos, and logos harmoniously in his TikTok da’wah content. Ethos is reflected in his personal credibility, educational background, and simple yet convincing appearance. Pathos is demonstrated through emotionally engaging language, vocal intonation, and relatable life examples, while logos appears in the use of logical, structured messages supported by Islamic references. The study concludes that the synergy of these three rhetorical elements contributes to the effectiveness, attractiveness, and relevance of Ustadz Hilman Fauzi’s digital da’wah for TikTok audiences in the contemporary digital era. Keywords: Da’wah, Ethos, Logos, Pathos, TikTok, Rhetori.

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