Program Sertifikasi Dai di Era Digitalisasi Dakwah: Studi Komparatif Model Tata Kelola Keagamaan MUI dan JAKIM
Kata Kunci:
sertifikasi dai, digitalisasi dakwah, strategi pemasaran, ekonomi umat, MUI, JAKIMAbstrak
Purpose. This study analyzes the dai (Islamic preacher) certification program implemented by the Indonesian Ulama Council (MUI) and the Department of Islamic Development Malaysia (JAKIM) in the context of strengthening the Muslim economic community (ekonomi umat) in the era of digital da'wah. The study focuses on: (1) marketing and communication strategies of the certification program, (2) mechanisms for constructing dai legitimacy in the digital space, and (3) the potential impact of certification on Islamic economic literacy and financial inclusion of Muslim communities.
Design/Methodology/Approach. The study employs a qualitative approach using library research methodology. Data were collected from Scopus-, SINTA-, and Web of Science-indexed academic articles, official documents of MUI and JAKIM, reports from Bank Indonesia, the Indonesian Waqf Board (BWI), and the World Bank. Data analysis followed the interactive model of Miles, Huberman, and Saldana (2014).
Findings. Dai certification functions as an institutional mechanism to rebuild religious legitimacy amid the fragmentation of digital da'wah authority. MUI adopts an interactive, empowerment-oriented social marketing approach through digital media platforms, while JAKIM implements a state-regulatory tauliah (preacher license) system emphasizing public verification and transparency via the e-Tauliah portal. Both institutions demonstrate incremental integration between certification and the strengthening of the Muslim economy through Islamic economic literacy, halal ecosystem development, and Muslim SME empowerment.
Originality. This study offers a cross-national comparative conceptual model (Indonesia–Malaysia) that integrates dai certification programs, digital marketing strategies, socio-religious legitimacy, and Muslim economic empowerment within a unified analytical framework.
Keywords: dai certification, digital da'wah, marketing strategy, Muslim economic empowerment, MUI, JAKIM
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