Manajemen Operasional Dakwah Berbasis Gamifikasi: Strategi Engagement Generasi Z di Media Digital

Abstract

The development of digital technology has transformed the way people access information, including in the context of Islamic preaching. Generation Z, as the primary users of digital platforms, demonstrates a high preference for interactivity and enjoyable learning experiences. This study aims to analyze the operational management of gamification-based preaching. as a strategy for engaging Generation Z in digital media. The research approach uses a descriptive qualitative method with a case study of Islamic preaching institutions that have implemented gamification elements in their digital content. The focus of the analysis includes planning, implementation, control, and evaluation of Islamic preaching operations by utilizing gamification mechanisms, such as point systems, badges, leaderboards, and interactive challenges. The results of the study indicate that the integration of gamification in the operational management of Islamic preaching increases participation, retention, and learning motivation of Generation Z, as well as strengthening the effectiveness of delivering Islamic preaching messages digitally. The implications of this study emphasize the need for designing Islamic preaching operations that are adaptive, measurable, and user-experience-based, in order to address the challenges of Islamic preaching in the Society 5.0 era