Ustadz Zai's Preaching Rhetoric in The Instagram Content @hudzask

Abstract. This study aims to examine the format and rhetorical use of Islamic da’wah messages on Hudzaifah Aslam Mubarok's Instagram account (@hudzask). The method used was descriptive qualitative research with a content analysis approach. Data were collected from six Islamic da’wah videos uploaded between June and December 2024. The theories applied include Aristotelian rhetoric (ethos, pathos, logos), Islamic da’wah message theory, and the principles of Quranic qaulan (religious teachings). The results revealed that Ustadz Zai's Islamic da’wah messages encompass themes of faith, sharia, and morality, delivered using communicative and ethical rhetoric. Ethos is demonstrated through his credibility as a hafiz (religious memorizer) and a graduate of an Islamic boarding school (pesantren). Pathos is evident in his emotional approach, while logos is reflected in his logical delivery. The values of qaulan are also present in his honest, gentle, and polite speaking style. Ustadz Zai's sermons are closely related to the characteristics of Generation Z, who are active social media users. Abstrak. Penelitian ini bertujuan menganalisis format dan penggunaan retorika dalam pesan dakwah Islam di akun Instagram Hudzaifah Aslam Mubarok (@hudzask). Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan analisis konten. Data diambil dari enam video dakwah Islam yang diunggah antara Juni-Desember 2024. Teori yang diterapkan mencakup retorika Aristoteles (etos, pathos, logos), teori pesan dakwah Islam, dan prinsip qaulan quran (ajaran agama). Hasil penelitian menunjukkan bahwa pesan khutbah Ustadz Zai mencakup tema akidah, syariah, dan akhlak, disampaikan dengan retorika komunikatif dan etis. Etos terlihat melalui kredibilitasnya sebagai hafiz dan lulusan pesantren. Pathos muncul dalam pendekatan emosionalnya, sementara logos tercermin dari penyampaian logisnya. Nilai-nilai qaulan juga terwujud dalam gaya bicaranya yang jujur, lembut, dan santun. Dakwah Ustadz Zai terbukti relevan dengan karakteristik Generasi Z sebagai pengguna media sosial aktif.