TRANSFORMASI DIGITAL MARKETING SYARIAH NU ONLINE DALAM MEMBANGUN BRAND AWARENESS DAN ENGAGEMENT: STUDI KASUS DI ERA DISRUPSI 5.0

Abstract

The 5.0 Disruption Era has brought about significant changes in communication patterns and da'wah strategies, requiring religious organizations to adapt to digital technology without compromising Islamic values. NU Online, as the official media platform of PBNU, has leveraged these developments to expand its da'wah reach, yet continues to face content competition and challenges in maintaining public trust. This study aims to analyze the digital marketing transformation of NU Online in building brand awareness and audience engagement, including the application of Islamic Digital Marketing, brand awareness achievements, audience engagement levels, as well as supporting factors, barriers, and strategic implications in the Society 5.0 era. The study employs a qualitative approach with a case study based on literature review and content observation on NU Online platforms (website, Instagram, YouTube, TikTok, Facebook). Analysis is conducted using thematic analysis techniques grounded in the theories of Islamic Digital Marketing, Brand Equity Model, Engagement Marketing, and Society 5.0. The results indicate that NU Online consistently implements halal branding, information transparency, and Islamic communication ethics, thereby strengthening its digital identity, enhancing brand recognition and recall, and fostering audience engagement in line with the AIDA model. This success is supported by NU's reputation, digital infrastructure, and community networks, despite challenges such as limited digital literacy, algorithm changes, and information noise.