Program Sertifikasi Dai di Era Digitalisasi Dakwah: Studi Komparatif Model Tata Kelola Keagamaan MUI dan JAKIM
Keywords:
sertifikasi dai, digitalisasi dakwah, strategi pemasaran, ekonomi umat, MUI, JAKIMAbstract
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
References
Ahwani, M. A., & Hasiolan. (2025). Peranan Program Sertifikasi Dai Mui Dalam Upaya Penguatan Pendidikan Moderasi Beragama. SYAIKHONA: Jurnal Magister Pendidikan Agama Islam, 3(1), 48–63. https://doi.org/10.59166/SYAIKHONA.V3I1.298
Alvi, N., Fadhilah, C., & Castrawijaya, C. (2026). Perkembangan Teknologi dan Pengembangan SDM Lembaga Dakwah: Reorientasi Strategis di Era Disrupsi Digital. QOSIM : Jurnal Pendidikan Sosial & Humaniora, 4(3), 817–828. https://doi.org/10.61104/JQ.V4I3.6281
Andok, M. (2023). Religious Filter Bubbles on Digital Public Sphere. Religions 2023, Vol. 14, 14(11). https://doi.org/10.3390/REL14111359
Berger, P. L. ., & Luckmann, Thomas. (2011). The social construction of reality : a treatise in the sociology of knowledge. 467. https://books.google.com/books/about/The_Social_Construction_of_Reality.html?hl=id&id=Jcma84waN3AC
Castrawijaya, C., & Rahmat, I. (2025). Certification Model of Islamic Preachers in Muslim-Majority Countries: Experience from Indonesia and Malaysia. DAWUH : Islamic Communication Journal, 6(2), 61–72. https://doi.org/10.62159/DAWUH.V6I2.1780
Chapra, M. Umer. (2016). The Future of Economics : an Islamic Perspective. 473. https://books.google.com/books/about/The_Future_of_Economics.html?hl=id&id=0NGpDAAAQBAJ
Choirin, M., Guleng, M. P., Arbi, D. S., & Maulan, R. (2024). Muballigh in the Digital Age Based on Insights from Indonesian Phenomena: Leveraging Digital Learning for the Promotion of Islamic Values. Al-Balagh : Jurnal Dakwah Dan Komunikasi, 9(2), 167–190. https://doi.org/10.22515/albalagh.v9i2.7751
Dimon, Z., Bakar, S. A., & Majid, M. A. (2022). Pentauliahan Pengajaran Agama Di Masjid Dan Surau: Tinjauan Ringkas Undang-Undang Islam Di Malaysia: (Accreditation Of Religious Teaching In Mosques And Surau: A Brief Review Of Islamic Law In Malaysia). International Journal of Mosque, Zakat And Waqaf Management (Al-Mimbar), 11–26. https://doi.org/10.53840/ALMIMBAR.V2I2.54
Hannan, A., & Mursyidi, A. F. (2023). Social Media and the Fragmentation of Religious Authority among Muslims in Contemporary Indonesia. Digital Muslim Review, 1(2), 84–104. https://doi.org/10.32678/dmr.v1i2.10
Haramain, M., Mahyuddin, M., Nurkidam, A., Ahmad, R., Nurhikmah, N., Iskandar, I., & Qadaruddin, M. (2025). Negotiating Religious Authority in the Digital Age: A Comparative Analysis of Indonesia and Malaysia. https://conference.uin-suka.ac.id/index.php/idacon/issue/archive
Iswadi. (2024). Dakwah Di Ruang Virtual: Optimalisasi Media Sosial Dalam Penyebaran Pesan Islam. ITTISHAL JURNAL KOMUNIKASI DAN MEDIA, 1.
Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Pearson Education.
Muhyi, A., Sipa, D., & Lubis, N. (2023). Intersection of Traditional Religious Authority and New Authority in the Digital Space of Indonesia. FIKRAH, 11(1), 135–150. https://doi.org/10.21043/FIKRAH.V11I1.19678
Pabbajah, M., & Pabbajah, M. (2024). Religious Disorientation in the Digital Transformation: An Islamic Review. Advances in Digital Transformation - Rise of Ultra-Smart Fully Automated Cyberspace. https://doi.org/10.5772/INTECHOPEN.1004235
Rohman, & Al-Athiriyah, N. (2025). Membaca Ulang Etika Dakwah di Era Digital: Integrasi AI, Literasi Media, dan Argumentasi Keagamaan. Journal of Da’wah, 4(2), 119–141. https://doi.org/10.32939/JD.V4I2.6203
Zaid, B., Fedtke, J., Shin, D. D., El Kadoussi, A., & Ibahrine, M. (2022). Digital Islam and Muslim Millennials: How Social Media Influencers Reimagine Religious Authority and Islamic Practices. Religions 2022, Vol. 13, 13(4). https://doi.org/10.3390/REL13040335
