Analysis of Da'wah Messages by Okta Wirawan Through the Pecah Telur YouTube Channel in the Episode “The Strategy to Defeat Major Brands KFC and McDonald’s: The First Saudi Fried Chicken Restaurant in Indonesia”
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Abstract
This study examines the da’wah messages delivered by Okta Wirawan through the Pecah Telur YouTube channel, particularly in the episode discussing strategies to compete with major global brands such as KFC and McDonald’s in Indonesia. The research aims to analyze the forms of da’wah messages and their relevance in integrating Islamic values within a professional business context. This study employs a qualitative approach using content analysis as the primary method. The data were collected from selected video content on the Pecah Telur channel, supported by relevant literature on digital da’wah, Islamic leadership, and work ethics. The findings reveal that the da’wah messages are conveyed contextually through real business experiences, emphasizing values such as sincerity, responsibility, discipline, honesty, and the concept of work as an act of worship. These values are not only communicated verbally but also demonstrated through leadership practices, reflecting the model of da’wah bil-hal (preaching through action). The study highlights that digital media, particularly YouTube, serves as an effective platform for embedding Islamic values in modern professional environments, offering a practical model of integrating spirituality and business. This research contributes to the development of digital da’wah studies by focusing on workplace-based value internalization.
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