Gen Z : An Institutional Branding Strategy to Strengthen Followers of Genzi Studies at Al Akbar Mosque Surabaya
Gen Z : Strategi Branding Intutional Untuk Memperkuat Pengikut Kajian Genzi Pada Masjid Al Akbar Surabaya
DOI:
https://doi.org/10.21070/ups.6914Keywords:
Branding, Da'wah, DigitalAbstract
This study examines the institutional branding strategies implemented by the Gen Z community at Al Akbar Mosque in Surabaya to enhance engagement and loyalty among young people in mosque-based religious activities. Using a qualitative method and case study approach, it explores how social media, speaker selection, and institutional support are leveraged to create a positive and relevant image for a young audience. The findings reveal that Instagram as the primary platform, popular speakers among Gen Z, and the mosque’s reputable identity significantly attract attention and maintain follower loyalty. Consistent and well-planned institutional branding strategies foster emotional connections and active engagement among young congregants. This study offers valuable insights into effective institutional branding in a digital religious context, serving as a model for other mosques aiming to build relevant and sustainable connections in the digital era.
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