Pemanfaatan TikTok Affiliate sebagai Media Dakwah dan Pemberdayaan Ekonomi Masyarakat di Era Digital

Abstract

The advancement of digital technology has opened new opportunities for communities to generate income while simultaneously disseminating religious values. TikTok Affiliate, a social media feature that allows users to earn commissions from product promotion, has the potential to serve not only as an economic instrument but also as a medium for Islamic da'wah capable of reaching a wide audience. This study aims to examine the extent to which TikTok Affiliate can be utilized as a medium for da'wah and community economic empowerment, with Pagerukir Village as the research locus. A descriptive qualitative approach was employed through field observation and discussions with residents. The findings indicate that despite its considerable potential, the majority of the Pagerukir Village community remains oriented toward physical labor and conventional economic activities. Residents who have attempted the affiliate program have generally not achieved optimal financial results due to low digital literacy, limited understanding of platform algorithms, and weak capacity in building audiences and engagement. Low participation in theoretical socialization activities further widens the gap between available technological opportunities and community readiness. Analyzed through Jim Ife's Community Empowerment Theory and supported by McQuail's New Media Theory, Moh. Ali Aziz's Digital Da'wah Theory, and Paul Gilster's Digital Literacy Theory, this study recommends shifting from theoretical seminars toward hands-on workshops, sustained mentoring, and the presentation of real success case studies as a more contextual empowerment strategy