AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
Mickail Ginting
dan Hasnun Jauhari Ritonga
1, 2
FDK, State Islamic University of North Sumatra
This study aims to determine the management of Habib Husein Ja'far's da'wah strategy in YouTube
videos about Islamic messages. This research is a qualitative research with qualitative data types.
The data collection technique is in the form of observation and library research (library research)
obtained from various data related to the things studied, in the form of literature related to this
research. The results of the study show that the management of the da'wah strategy used by Habib
Husein Ja'far is in the form of lecture breaks, writing pauses and chatting pauses. Habib Husein is
more often active in the digital world, covering social media, be it Twitter, Instagram and Youtube.
Habib Husein Ja'far's YouTube channel, which has been managed independently from the start,
contains studies on da'wah materials on Islam that are light and packaged in an attractive way. The
method of conveying Habib Husein Ja'far Al-Hadar's preaching on YouTube has an appeal with the
technique of applying a relaxed style of delivery, the Dominant style delivery method, and the
animated expressive style delivery method.
Keyword: Strategy, Da'wah Method, Youtube.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 CC BY-SA International License.
Habib Husein Ja'far is known as a religious figure and scholar who is known in Islamic
circles. He is known as someone who is active in giving and delivering lectures, da'wah, and
Islamic advice through various media, including the YouTube platform. In the context of the
management of his da'wah strategy, some of the backgrounds that might influence the
approach and Islamic messages he conveys in the YouTube video are the first regarding
knowledge and speaking skills Habib Husein Ja'far was educated in a solid Islamic religious
scientific environment. His expertise in understanding and explaining Islamic teachings
enables him to provide a deep and accurate understanding to his audience. His ability to
speak clearly and decisively is also an advantage in conveying Islamic messages. The second
is the Contemporary challenge, in the digital and globalization era as it is now, people are
faced with various challenges that are different from the past. Habib Husein Ja'far may try
to link Islamic teachings with contemporary problems faced by Muslims and society in
general. His da'wah strategy may try to answer the questions and spiritual needs of today's
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
Social Media and Technology is the third influence in conveying Habib Husein Ja'far's
Islamic message, namely the use of platforms such as YouTube as a means of da'wah allows
Habib Husein Ja'far to reach a wider audience, including those who are more connected to
technology and social media. (Fiorentina, 2022) Therefore, the preaching approach may be
adapted to the characteristics of the media, including appropriate video duration, easy-to-
understand language, and attractive visual arrangements. Furthermore, namely
Multidimensional Messages, Islamic messages conveyed in Habib Husein Ja'far's YouTube
videos may cover various aspects of life, such as morals, ethics, law, mental health, and so
on. The aim may be to provide a holistic view of Islam that is relevant to various dimensions
of human life. Community Engagement Habib Husein Ja'far may also be directly involved
in the community and observe the conflicts faced by the people around him. This experience
can influence the focus of his Islamic messages so that they can provide solutions and
guidance for the community in dealing with these problems. The last one is Typical Values,
Each scholar has a unique approach and emphasis in conveying Islamic teachings. Habib
Husein Ja'far may have unique values that he wants to convey to his audience, such as the
importance of compassion, brotherhood, hard work, or an emphasis on certain worship.
Islam is a religion that offers various teachings to help make a person better, more
moral, and more capable as a superior and qualified individual. Islam invites its people to
always do good so that they are able to build an advanced civilization, a humane life order
in the sense of a life that is just, advanced, free from various threats, oppression, and various
worries (Aziz, 2004 ) . The spread of Islam is currently trending in various regions due to
the influence of young preachers who are wise in spreading Islamic teachings. The use of
rhetoric during a debate is a tactic used by the preacher to intimidate, frighten, and mislead
the audience or mad'you so that they will be excited to hear the arguments the preacher has
made well. Thus, the presence of rhetoric will make it easier for Mad'u to understand,
understand, accept, and carry out the preaching instructions that are disseminated.
Modern rhetoric emphasizes clear understanding, vivid imagination, sound
argumentation, and the application of appropriate techniques of expression and evidentiary
power. This modern rhetoric is a conversation between understanding, speculating,
expressing oneself, and having a balanced perspective. Whether in conversation or in
popular language, rhetorical devices include speaking at the right time, doing it in a more
effective way, and using words that are clear and concise. This means that others are able to
communicate clearly, concisely, and effectively. Thus, it can be said with certainty that
rhetoric is a branch of knowledge that teaches about or explores the topic of how to behave
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
when involved in a heated argument and has a strong component of appeal so that those who
hear it can understand it and are sensitive to its implications, so that everyone who hears it
understand and be sensitive to its meaning. To ensure that their da'wah can be properly
understood, preachers today use rhetoric that appeals to the reader. One of them is Habib
Husein Ja'far al Hadar, who uses da'wah strategies to attract audiences. Many millennials
like it because of its simple, simple, and easy to understand logic.
Overall, Habib Husein Ja'far's dakwah approach in YouTube videos about Islamic
messages may reflect a combination of scientific background, age context, media
characteristics, as well as a deep understanding of societal needs and challenges.
Before preaching Habib Husein Ja'far write and officially published on the website or
in national newspapers, then distributed in a book. This is a form of bil-lisan and bil-qolam
da'wah. After that, when he saw how popular YouTube was for recording da'wah, Habib
Husein created a personal YouTube channel as a media outlet to broadcast the recording.
According to a large number of people involved with the accompanying film, Habib Husein's
method of dialogical and monological realism was used. This concept involves quite sharp
conversations and questions. Questions and answers in this case are usually used for the
da'wah section with the theme "Youth Lost" featuring Coki Pardede and Muslim Tretan.
Instead, these discussions will usually involve members of other faiths of other faiths, such
as clergy. Habib Husein uses monological rhetoric when he builds his own lectures, without
collaborating with anyone in particular. (Abdullah, 2009) . After that, Husein Ja'far uses light
techniques to make it easy for followers of other religions to understand, so that language is
lighter and makes more sense. He is known to never offend any religion in the process of
preaching. Habib Husein did this when he spoke about Palestine. Habib Husein Ja'far's style
of discourse is rhetorically sensitive, namely an adaptable orator who quickly adjusts to local
customs. In accordance with Habib Husein who understands that young people are the main
target and purpose of his da'wah, then he must adjust it in a way that will be interesting for
others so that they hear the da'wah that has been delivered. (Arifin, 2019) .
The current research uses qualitative methods, namely research that is very suitable
for understanding phenomena about what research subjects actually experience, such as
behavior, perceptions, motivations, actions, and other phenomena, holistically, and in a way
that is explained in language and words , in certain straightforward contexts, and by making
use of various direct methods. (Muhammad Nazir, 2017) Qualitative, namely to interpret an
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
event from an event that is understood by the research subject, meaning that this research is
used to describe, explain an object being studied as it is and not in the form of numbers (Lexy
J. Moleong, 2016).
The type of data used in this research analysis is qualitative data. This qualitative data
consists of text, numbers, and images. The data source used for this research is library
research. The following methods were used to collect data for this research: 1) Direct
observation of research objects through the five senses is what is meant by the term
"observation". The researcher observed the display of da'wah content, in the form of
clothing, da'wah studio, language, and questions asked to Habib Ja'far and his answers. (S.
Aminah Roikan, 2019) . 2) Research conducted in the library uses various studies related to
the series of objects being discussed. According to Lexy J. Moleong (2016), the author
obtains these materials and theories from scientific books, dictations, articles and various
other scientific research literature related to journal titles.
Researchers used descriptive analysis to analyze the data. Data reduction for the
process of selection, simplification, and classification, which takes place continuously, are
the steps in the process of processing and analyzing data. Presentation of data for action and
verification in order to fully describe patterns and configurations and draw conclusions from
them. (Sugiyono, 2019)
Habib Husein Ja'far Da'wah Strategy Management in YouTube Videos
According to Habib Husein Ja'far: Da'wah is not only very intelligent; It's also very
emotional. Not only knowledge is transferred, but also morals. Conveying da'wah, especially
to human children, is not an easy task. Because of this, Habib Husein Jafar's way of
preaching is different from the behavior of today's stereotypical habibs. According to the
author, the truth must be presented in a clear and concise way, and it would be even better if
it was done in an unconventional way. (Firmansyah, 2022) Da'wah usually has art in it.
Habib Husein Jafar's style is known to be tolerant, blending in, and innocent. Many questions
from internet users who are considered "odd" center on the idea that Habib Husein Jafar is
able to handle sensitive issues while being loyal to Islamic law. Habib Husein Jafar explains
in his book "The Art of Seducing God" that if an Islamist actually divorces a Muslim in the
name of a different view, it means that they have misunderstood the Prophet Muhammad.
The Prophet was persecuted, but he was also involved in disintegration. Because the Prophet
embraced, but he scattered and wanted to separate. (Masfufa, 2019).
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
It was not enough to go through face-to-face preaching and writing, now Habib Husein
is more active in appearing in the digital world, covering social media, be it Twitter,
Instagram, and Youtube. Habib Husein Ja'far's YouTube channel, which has been managed
independently from the start, contains studies on da'wah materials on Islam that are light and
packaged in an attractive way. Currently, his YouTube channel already has more than seven
hundred thousand followers or commonly referred to as Youtube Subscribers.
When the element of communication has been used to find out the type of method
used, the next step is the efforts made in the process of implementing da'wah through the
management of da'wah strategies in Habib Husein Ja'far's YouTube video. Using the
following missionary management strategies:
a) Pause Lecture. Pause Lecture is a form of da'wah video content category on Habib
Ja'far's Pause Nulis Youtube Channel. This content category is Habib Ja'far's routine
da'wah video content where he gives monologue lectures to his digital congregation.
Habib Husein Ja'far created the content of this da'wah video with the aim that the
process of learning religion for the wider community would be more open and more
accessible. With this video content, it will certainly be easy to attract people's interest
in studying religion with new discussions so that the congregation's insights will
b) Pause Write. Like the name of his YouTube channel, Jeda Nulis is also one of the
categories of da'wah video content on Habib Ja'far's YouTube channel. It is called
Paus Nulis because of the origin of the name of Habib Husein's YouTube channel
"Juda Nulis" because in the midst of his busy schedule he wrote "Pause" to create the
Paus Nulis Youtube channel. In accordance with the category of video content,
namely Pause Nulis, Habib Ja'far initially preached through writing, then after
creating a YouTube channel, the da'wah videos on YouTube are the result of Habib
Husein Ja'far's writings which were later converted into a video monologue.
c) Pause Chat. Apart from actively preaching with the content of da'wah videos written
by Habib Ja'far, Habib Husein Ja'far is also active in dialogue with religious leaders
from religions other than Islam. According to Habib Husein Ja'far the most important
thing in religion that must be instilled in Muslims is that Islam has two main pillars,
namely mercy (love) and great morals in his book "God Is in Your Heart", Habib
Ja'far quotes When asked, "What is religion?" by the Prophet Muhammad, he replied
that religion is nothing more than worship of Allah (Marifatullah). The way God
speaks to us is through ahklak (good speech). Connecting the ropes of affection
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
(silaturrahim) is (good) morals. And silaturrahim is an expression of happy feelings
in the human heart. (Ja'far, 2020)
The three categories of da'wah video content above are da'wah videos that have been
running for as long as Habib Husein Ja'far Al Hadar managed his YouTube channel, namely
the Jeda Nulis Youtube channel. In each da'wah video provided by Habib Husein, the content
of the da'wah video becomes the main da'wah video in the process of da'wah activities
carried out by Habib Husein Ja'far on his YouTube channel. Habib Husein Ja'far is someone
who always uses different methods in the delivery process, so that the da'wah video becomes
an activity used by Habib Ja'far in the strategy of implementing da'wah in YouTube videos.
In this part of the article, the author highlights some of the preaching that Habib Husein
Ja'far Al Hadar has provided through the Paus Nulis YouTube channel. The universal
message of Islam aims to promote transdensation of humanities (humanity), natural science
(humanitarian naturalism), or even naturalness (rahmatan lil alamin), and divine values.
Habib Husein wants to explain that Islamic teachings about religion are teachings about
peace. A more well-known topic in Prophet Muhammad's Da'wah is War, which includes
the wars of badr, uhud wars, and other types of war.
In his preaching scenario, he presents a figure as a millennial preacher without
distancing himself from the object of his preaching. His appearances on television and
YouTube show that his preaching goals are in line with Indonesia's millennial preaching
needs. Therefore, Habib Husein Jafar Al-Hadar decided to move forward as a preacher in
the era of the technology industry. He started creating da'wah content on YouTube social
media under the name "Juda Nulis" because he did not like social media content full of
stories and negative content such as hoaxes and hate speech.
Efforts to Implement Habib Husein Ja'far's Da'wah Method in YouTube Videos
The rise of da'wah activities on social media cannot be separated from the
commodification of religion. By converting private values into more expensive exchange
rates, Karl Marx described commodification as a medium of exchange for whatever labor
power produces. This includes turning sentimental family relationships into relationships
that capitalize on wealth. So anything that doesn't have an exchange value is considered to
have no value. Therefore, religion can be considered as a commodity that has value if it is
commodified. In the context of religious values, syiar and da'wah of Islam can become
something that influences life and has great opportunities.
Likewise all views presented on Habib Husein Ja'far Al-Hadar's YouTube channel on
the Indonesian Funny Council youtube with video content shared, no videos without humor
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
content. Because from the beginning of his career as a young preacher he always delivered
preaching with content that was not heavy and always accompanied by humor and education
for the Muslim community. And the da'wah content shared by Habib Husein Ja'far Al-
Hadar's YouTube channel on YouTube is increasingly liked by many people because video
reviews look better. Taking pictures or angles of events is taken in such a way as to make it
The method of conveying Habib Husein Ja'far Al-Hadar's da'wah on YouTube has an
appeal with the first technique of applying a relaxed delivery style. This aspect is also present
in the style of communication between Habib Hussein and Treatan in the current content;
Habib was the one who warned Treatan that the result he hoped for would be some kind of
action. Likewise with Coki (opposite) although sometimes his opinion cannot be justified,
Habib is never directly angry with Coki (Habib's attitude is only smiling) and only insinuates
or talks about his differences in opinion towards Coki by using communication in a
humorous tone. Second, the method of delivery is dominant style, the style of an individual
to control social situations. This style is very visible when Habib Husein is able to balance
himself with Tretan and also Coki who is a comic, like when he often adds spices of humor
in between his sermons in this content. Third, the method of delivering animated expressive
styles , colors in communication, such as eye contact, facial expressions, gestures and
gestures. (Ishaq, 2016).
It is very clear that Habib Husein Ja'far often uses expressive animated communication
elements in his preaching methods on YouTube content. This can be seen from the fact that
he always faces or pays attention to the other person when they are talking, even when they
are talking silly things. When Habib Husein was preaching or the usual thing he always did
was, he always had a smile on his face, even when he was a bit irritated by Coki's behavior.
Habib's gestures and movements are very easy to interpret, and we can guess what Habib is
The aim of da'wah is to return humans to their natural state based on amar ma'ruf nahi
munkar, aiming at da'wah based on knowledge, charity, and the spirit of jihad (divine
transcendence values). Currently, da'wah is any activity or effort that encourages people to
uphold Islamic values. The definition and purpose of da'wah is stated in the Qur'an (Qur'an
3:104): They are the lucky ones.” In the verse above, it is explained that the best ummah are
those who invite the good and forbid the bad, and that their da'wah only believes in Allah.
Theologically, the core of Islamic teachings is the teaching to surrender to Allah SWT,
follow His teachings, and leave all His prohibitions. Thus, da'wah and all matters related to
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
it must be easily understood correctly and in accordance with the teachings of the principles
of the Qur'an and the Sunnah of the Prophet.
It was not enough to go through face-to-face preaching and writing, now Habib Husein
is more active in appearing in the digital world, covering social media, be it Twitter,
Instagram, and Youtube. Habib Husein Ja'far's YouTube channel, which has been managed
independently from the start, contains studies on da'wah materials on Islam that are light and
packaged in an attractive way. Currently, his YouTube account already has more than seven
hundred thousand followers or commonly referred to as Youtube Subscribers. Using da'wah
strategy management in the form of lecture breaks, writing pauses and chatting pauses. The
method of conveying Habib Husein Ja'far Al-Hadar's preaching on YouTube has an appeal
with the technique of applying a relaxed delivery style, Dominant style delivery method, and
animated expressive delivery method.
Abdullah. (2009). "Islamic Rhetoric and Da'wah". Da'wah Journal. Vol. 4 No. 1
Ali, Aziz. (2017). Da'wah Science . Jakarta: Kencana.
Arifin, Ferdi. (2019). "Mubalig Youtube and Modification of Da'wah Content" . Al-Balagh:
Journal of Da'wah and Communication, Vol. 4(No. 1).
Asdan, iKindarto. (2008). Self-study YouTube . Jakarta: PT Elex Media Komputindo.
Aziz, Muhammad Ali. (2004). Da'wah Science . Jakarta: Kencana.
Fiorentina, D. (2022). Commodification of Religion in Youtube Content 'Ukhti Mega
Official. SUARGA Journal: Religious and Diversity Studies , Vol. 1 (No. 1).
Firmansyah, M. and MFN (2022). Dakwah 'Lost Youth: Style of Da'wah Habib Ja'far Al
Hadar. JIIP - Scientific Journal of Education , Vol. 5 (No. 5).
Ishaq, Ropingi. el. (2016). Introduction to the Science of Da'wah: A Comprehensive Study
of Da'wah from Theory to Practice . Malang: Madani.
Ja'far, Husein. (2020). God Is In Your Heart . Jakarta: PT Mizan Publica.
Karya, Suparta. (2010). Da'wah Method . Jakarta: Kencana.
Lexy J. Moleong. (2016). Revised Edition of Qualitative Research Methods . PT Juvenile
Masfufa, A. (2019). Digital Da'wah Habib Husein Ja'far Al Hadar. Journal of Dakwah , Vol.
20 (No. 2).
Muhammad, Nazir. (2017). Research Methods . Bogor: Ghalia Indonesia.
Grace. (2008). Communication Psychology . Bandung: PT Juvenile Rosdakarya.
AoEJ: Academy of Education Journal
Vol. 14 No 2 Tahun 2023
Aminah Roykan. (2019). Introduction to Political Science Qualitative Research Methods .
Jakarta: Kencana.
Sarbini, Elisa, Ridwan. (2021). The Role of Religiosity and Emotional Intelligence on the
Resilience of the Sunda Strait Tsunami Survivors. Journal of Islamic and Cultural
Psychology , Vol. 4 (No. 2).
Sugiyono. (2019). Quantitative Research Methods, Qualitative and R&D . Bandung:
Timbowo, Deify. (2016). Benefits of Using a Smartphone as a Communication Media. Acta
Diurna E-Journal , Vol. 5 (No. 2).