Daʿwah in the Digital Age: Bridging al-Ghazālī’s Classical Daʿwah Pedagogy and Digital Television Adoption Among Indonesian Muslims
DOI:
https://doi.org/10.32350/jitc.162.13Keywords:
al-Ghazālī, daʿwah, digital television, iḥyāʾ ʿulūm al-dīn, Indonesia, mediation analysis, multi-group analysis, Muslim communities, religiosity, turāth, UTAUT 3Abstract
Classical Islamic scholarship, particularly Abū Ḥāmid al-Ghazālī’s Iḥyāʾ ʿUlūm al-Dīn (late eleventh century CE), emphasized key principles for spreading religious knowledge (daʿwah), such as sincere intention (ikhlāṣ), developing good spiritual habits (riyāḍat al-nafs), and finding spiritual joy in worship (ladhdhat al-ʿibādah). Therefore, this study aimed to examine whether the classical principles resonated empirically with modern Muslim media behaviour through the adoption of digital television for daʿwah among Indonesian Muslims. Survey data were obtained from 129 respondents in Greater Jakarta and analysed by PLS-SEM within an extended UTAUT 3 model incorporating religiosity, followed by mediation analysis and by multi-group analysis (MGA) comparing respondents above and below the median religiosity score. Habit emerged as the strongest predictor of intention (β = 0.287, p < 0.01), ahead of religiosity (β = 0.158) and hedonic motivation (β = 0.150). Intention fully mediated the effects of religiosity and hedonic motivation on behaviour. Motivation, therefore, reached action only through the prior formation of intention, which is the claim advanced by the turāth concept of niyyah. In the MGA, the paths from habit and from hedonic motivation to intention were both stronger among highly religious respondents. Religiosity consequently reorganised the model rather than contributing an additional predictor to it. On this evidence al-Ghazālī’s daʿwah pedagogy can be treated as an operative theory of contemporary digital daʿwah rather than as historical background to it, a result that bears on Islamic intellectual history and on technology adoption research alike.
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