KONTEN DAKWAH DENGAN PENDEKATAN BUDAYA POPULER DI MEDIA SOSIAL (Analisis Isi Channel Youtube Fuadh Naim dengan Tema #BABOPINI (Bahan Obrolan Penuh Inspirasi)

This study aims to analyze da’wah content using a popular culture approach on Fuadh Naim’s YouTube channel in the #BABOPINI playlist. This research employs a descriptive qualitative method with content analysis of three selected videos based on thematic relevance. The findings show that popular culture is used in delivering da’wah messages through storytelling, K-Pop references, Korean dramas, and casual language styles relatable to young audiences. The forms of da’wah messages identified include reflective, persuasive, informative, and argumentative messages delivered in a narrative and emotional manner. This study concludes that da’wah on social media has transformed into a more contextual, communicative, and adaptive form in accordance with the characteristics of digital audiences.