KREDIBILITI DAN DAYA TARIKAN DAIE DALAM MENINGKATKAN KESEDARAN AKHLAK PELAJAR: YOUTUBE SEBAGAI SATU MEDIUM

Abstract

Daie, who has credibility in communicating and utilizing YouTube as a medium of da'wah delivery is seen to raise students' moral awareness. Nevertheless, there is a question of the aspect of Daie's credibility and attractiveness in increasing the morality of university students. A survey of 351 students from Universiti Utara Malaysia (UUM) was conducted. Credibility and attractive instruments were taken from the TEARS model by Shimp (2000). Moral instruments are modified from Prihatini, Mardapi, and Sutrisno (2013) to measure the morals of university students from moral dimensions to Allah and the Prophet, morals to themselves and the surrounding areas, and morals to the environment. The results showed that there was a positive and significant relationship between Daie's credibility towards the awareness of moral changes in Allah and the Prophet with the value of r=0.295, morals towards themselves and the surrounding areas with the value of r=0.292, and morality towards the environment with r=0.315.  The findings also showed that there is a positive and significant relationship between the attractiveness of preachers towards the awareness of moral changes in Allah and the Prophet with the value of r=0.252, morals towards themselves and the surrounding areas with the value of r=0.267, and morality towards the environment with r=0.138. In conclusion, a Daie YouTube who is credible and attractive as a preacher can increase the tendency of the younger generation to gain knowledge related to religion and encourage younger generations especially university students to strive in improving their morality.   Keywords: YouTube, Morale, Credibility, Daie, TEARS