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Digital Personal Branding Strategies of Contemporary Preachers on YouTube: A Qualitative Analysis of Gus Miftah and Gus Baha

Hanifiya: Jurnal Studi Agama-Agama · Vol. 9 No. 1 (2026) · hlm. 93–114

DOI
10.15575/hanifiya.v9i1.48198
ISSN
2722-2772, 2089-8835
Terbit
2026-03-27
Penerbit
Program Studi Studi Agama-Agama Pascasarjana UIN Sunan Gunung Djati Bandung
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

This study explores the construction of personal branding by two prominent Indonesian preachers, Gus Miftah and Gus Baha, through YouTube as a medium for digital Islamic preaching. Employing a qualitative interpretive approach, the research adopts the Circle-P framework, which encompasses five key elements: competency, connectivity, creativity, compliance, and contribution. Data were collected through in-depth interviews, passive participant observation, and content documentation from both da’is’ official YouTube channels. The analysis followed Creswell’s six-step qualitative research method. The findings reveal that personal branding in the digital age is a multidimensional process rooted in each preacher’s unique character, communication style, and social engagement. Gus Miftah constructs his brand by engaging marginalized communities through an inclusive, relaxed, and empathetic style of preaching that breaks conventional boundaries. In contrast, Gus Baha builds his personal branding on scholarly authority, humility, and a calm, narrative approach grounded in Qur’anic interpretation and pesantren traditions. The study concludes that effective personal branding in Islamic preaching is not merely about gaining popularity but about maintaining authenticity, aligning values with audience expectations, and delivering consistent, value-driven communication. This research contributes theoretically to the discourse on Islamic communication and personal branding, and practically offers a strategic model for preachers to enhance their influence and credibility in digital religious spaces.

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  • Sunan Gunung Djati State Islamic University Bandung
  • Sultan Ageng Tirtayasa University
  • Al Asyariah Mandar University
  • Universitas Muhammadiyah Sukabumi
  • Universitas Muhammadiyah Bandung
  • Bandung Islamic University
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Rekan penulisOrganisasiArtikel bersama
Zaenal MukaromSunan Gunung Djati State Islamic University Bandung5
Asep Iwan SetiawanSunan Gunung Djati State Islamic University Bandung2
Hamzah TurmudiSunan Gunung Djati State Islamic University Bandung2
Muhammad Yusuf WibisonoSunan Gunung Djati State Islamic University Bandung2
Lida Imelda CholidahSunan Gunung Djati State Islamic University Bandung2
Imron RosyidiSunan Gunung Djati State Islamic University Bandung2
Acep MuslimSunan Gunung Djati State Islamic University Bandung1
Abdul LatiefAl Asyariah Mandar University1
Sinta DewantiSunan Gunung Djati State Islamic University Bandung1
Barzan FaizinSunan Gunung Djati State Islamic University Bandung1
Dadang KahmadSunan Gunung Djati State Islamic University Bandung1
Enjang ASSunan Gunung Djati State Islamic University Bandung1
Andri Moewashi Idharoel HaqUniversitas Muhammadiyah Sukabumi1
Roni TabroniUniversitas Muhammadiyah Bandung1
Desi SukmawatiAfiliasi tidak diketahui1
Siti SumijatiSunan Gunung Djati State Islamic University Bandung1
Abdul MujibSunan Gunung Djati State Islamic University Bandung1
Siti SumijatySunan Gunung Djati State Islamic University Bandung1
Dono DarsonoSunan Gunung Djati State Islamic University Bandung1
Mochamad Nurizal MaulanaSunan Gunung Djati State Islamic University Bandung1
Doddy IskandarBandung Islamic University1
Dody S. TrunaSunan Gunung Djati State Islamic University Bandung1
Abdul SyukurSunan Gunung Djati State Islamic University Bandung1
Iman MukhromanSultan Ageng Tirtayasa University1
Ikhsan AhmadSultan Ageng Tirtayasa University1
Darajat WibawaSunan Gunung Djati State Islamic University Bandung1
Kiki ZakiyahSunan Gunung Djati State Islamic University Bandung1
Riztria Zahra AmaliaSunan Gunung Djati State Islamic University Bandung1
Aulia Muhamad MatinSunan Gunung Djati State Islamic University Bandung1
Galuh Puteri Nurul IchwanSunan Gunung Djati State Islamic University Bandung1
Aang RidwanSunan Gunung Djati State Islamic University Bandung1
Faiz Imam FadhlurrahmanSunan Gunung Djati State Islamic University Bandung1
Farhan Kurnia FitriSunan Gunung Djati State Islamic University Bandung1
Mohamad Rinaldi NugrohoSunan Gunung Djati State Islamic University Bandung1
Aldi FadillahSunan Gunung Djati State Islamic University Bandung1
Novita SafitriSunan Gunung Djati State Islamic University Bandung1
Widi Ayuni MaulidiaSunan Gunung Djati State Islamic University Bandung1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/hanifiya/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Digital Personal Branding Strategies of Contemporary Preachers on YouTube: A Qualitative Analysis of Gus Miftah and Gus Baha</dc:title>
	<dc:creator>Astuti, Dyah Rahmi</dc:creator>
	<dc:creator>Enjang, Enjang</dc:creator>
	<dc:creator>Muhtadi, Asep Saeful</dc:creator>
	<dc:subject xml:lang="en-US">Authenticity</dc:subject>
	<dc:subject xml:lang="en-US">compliance</dc:subject>
	<dc:subject xml:lang="en-US">competence</dc:subject>
	<dc:subject xml:lang="en-US">contribution</dc:subject>
	<dc:subject xml:lang="en-US">creativity</dc:subject>
	<dc:subject xml:lang="en-US">digital da'wah</dc:subject>
	<dc:description xml:lang="en-US">This study explores the construction of personal branding by two prominent Indonesian preachers, Gus Miftah and Gus Baha, through YouTube as a medium for digital Islamic preaching. Employing a qualitative interpretive approach, the research adopts the Circle-P framework, which encompasses five key elements: competency, connectivity, creativity, compliance, and contribution. Data were collected through in-depth interviews, passive participant observation, and content documentation from both da’is’ official YouTube channels. The analysis followed Creswell’s six-step qualitative research method. The findings reveal that personal branding in the digital age is a multidimensional process rooted in each preacher’s unique character, communication style, and social engagement. Gus Miftah constructs his brand by engaging marginalized communities through an inclusive, relaxed, and empathetic style of preaching that breaks conventional boundaries. In contrast, Gus Baha builds his personal branding on scholarly authority, humility, and a calm, narrative approach grounded in Qur’anic interpretation and pesantren traditions. The study concludes that effective personal branding in Islamic preaching is not merely about gaining popularity but about maintaining authenticity, aligning values with audience expectations, and delivering consistent, value-driven communication. This research contributes theoretically to the discourse on Islamic communication and personal branding, and practically offers a strategic model for preachers to enhance their influence and credibility in digital religious spaces.</dc:description>
	<dc:publisher xml:lang="en-US">Program Studi Studi Agama-Agama Pascasarjana UIN Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2026-03-27</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/hanifiya/article/view/48198</dc:identifier>
	<dc:identifier>10.15575/hanifiya.v9i1.48198</dc:identifier>
	<dc:source xml:lang="en-US">Hanifiya: Jurnal Studi Agama-Agama; Vol. 9 No. 1 (2026): Hanifiya: Jurnal Studi Agama-Agama; 93-114</dc:source>
	<dc:source>2722-2772</dc:source>
	<dc:source>2089-8835</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/hanifiya/article/view/48198/16274</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Dyah Rahmi Astuti, Enjang Enjang, Asep Saeful Muhtadi</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>