PENERIMAAN MAHASISWA PADA PESAN DAKWAH USTADZ GAMER ABI AZKAKIA MELALUI MEDIA SOSIAL INSTAGRAM @abiazkakia (Studi pada Mahasiswa IKOM Angkatan 2020 Universitas Muhammadiyah Malang)

The development of information technology has driven significant changes in the field of da'wah. Instagram is one of the platforms utilized by Ustadz Abiazkakia in delivering da'wah messages in a contemporary and relevant way to young people. This study aims to determine how Ustadz Abi Azkakia's da'wah messages are received by students, especially regarding the use of game elements in his da'wah. This study uses a descriptive qualitative approach with interviews and purposive sampling techniques. The subjects of the study consisted of 7 IKOM UMM students of the 2020 Class who followed the Instagram account @abiazkakia. The results of the study show that Ustadz Abi Azkakia's da'wah messages are conveyed by combining moral values ​​with entertainment elements such as games. The effectiveness of da'wah messages is highly dependent on how the audience receives the message based on the theory of the "Dual Process Model of Persuasion (Elaboration Likelihood Model of Persuasion)" which is divided into two categories. Audiences who are more critical and analytical tend to choose a structured and serious message delivery, and process the message through the central route to persuasion. This process is related to the affective attitude of the audience, which focuses on the audience's understanding and emotional attitude when receiving the message of da'wah. On the other hand, audiences who are more open to entertainment tend to receive da'wah messages through the peripheral route to persuasion. In this process, visual appeal, humor, and relevance to personal interests, such as a love of games, increase the acceptance of the message which ultimately leads to changes in the audience's behavior (conative). Meanwhile, supporting factors in the acceptance of da'wah messages include a relaxed delivery style and the relevance of the message to the audience's interests. Inhibiting factors arise when game elements are too dominant or the delivery of the message feels rushed, which can reduce the quality of acceptance of the da'wah message.