The Influence of Instagram Usage and Content Creativity on the Dissemination of Islamic Preaching Among Youth in Jakarta, With Personal Branding as a Mediator

Pengaruh Penggunaan Instagram Dan Kreativitas Konten Terhadap Penyebaran Dakwah Islam Pada Anak Muda Di Wilayah Jakarta Dengan Brand Personal Sebagai Mediator

Abstrak

This study aims to analyze the influence of Instagram usage and content creativity on the dissemination of Islamic preaching among youth in the Jakarta area, with personal branding as a mediating variable. The research employed a quantitative method with data collected through an online survey involving 100 Muslim youths aged 18–24 in Jakarta who actively use the Instagram platform. The collected data were analyzed using SmartPLS 4.0. The results show that both Instagram usage and content creativity have a direct influence on the dissemination of Islamic preaching as a source of information and knowledge about Islam. However, personal branding as a mediating factor does not have a significant influence on the dissemination of Islamic preaching among youth in Jakarta. Additionally, Instagram usage and content creativity do not significantly affect the dissemination of Islamic preaching when mediated by personal branding. These findings suggest that although Instagram has potential as an information platform, its effectiveness in enhancing the spread of Islamic preaching among youth in Jakarta remains limited and is influenced by various other factors.