THE EFFECT OF COLLABORATIVE DA’WAH CONTENT BY MUSLIM AND NON-MUSLIM INFLUENCERS ON GENERATION Z’S PERCEPTIONS OF DIVERSITY HARMONISATION IN YOGYAKARTA

Muhammad Syafri Laudiu; Novia Fetri  Aliza

Authors

Muhammad Syafri Laudiu Muhammadiyah University of Yogyakarta, Yogyakarta, Indonesia
Novia Fetri Aliza Muhammadiyah University of Yogyakarta, Yogyakarta, Indonesia

Keywords:

Collaborative, Diversity, Generation Z, Influencer, Preaching

Abstract

This study investigates the influence of collaborative da'wah content between Muslim and non-Muslim influencers on Generation Z's perceptions of diversity harmony in Yogyakarta, addressing a key research problem in how interfaith digital outreach can foster positive attitudes toward pluralism amid Indonesia's religious diversity, particularly among active social media users like Gen Z, where such collaborative approaches remain underexplored in digital religiosity contexts. Employing a causal relationship study design, the research involved 35 Gen Z subjects in Yogyakarta, with data collected via validated and reliable questionnaires measuring perceptions of collaborative da'wah content (focusing on message quality and exposure frequency) and diversity harmony perceptions, analyzed through multiple linear regression techniques to assess causal impacts. Findings reveal that message quality and exposure frequency significantly contribute to positive attitudes toward diversity, enhanced tolerance understanding, and comfort in interfaith interactions, with an R-squared value of 0.388 indicating that 38.8% of variance in diversity harmony perceptions is explained by this content, while 61.2% stems from unexamined external factors. In analysis, these results underscore social media's pivotal role in shaping tolerance and interreligious harmony, offering practical implications for Islamic content creators, religious institutions, and digital communicators to prioritize interfaith collaborations in promoting inclusive messaging. Ultimately, the study concludes that such strategies serve as an effective model for building peaceful societies, enriching interfaith communication literature with novel insights into progressive da'wah on digital platforms and highlighting the need for further exploration of influencing variables to strengthen societal pluralism among Gen Z.

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