Halal Values in Interactive Digital Features: A Content Analysis of Wardah's Brand-Generated Content on TikTok

Authors

  • Nadya Prameswari Universitas Dian Nuswantoro, Indonesia
  • Devi Purnamasari Universitas Dian Nuswantoro, Indonesia

DOI:

https://doi.org/10.29240/jdk.v11i2.17455

Keywords:

Qualitative Content Analysis; Halal Representation; TikTok Interactive Features; Wardah; Modern Muslim Lifestyle.

Abstract

Purpose − This study aims to examine how halal values are represented through interactive digital features on Wardah's TikTok account, specifically Hijab Studio AI, Hijab Tutorial, and Haji & Umrah Kit, and to analyze how these features construct halal as modern Muslim identity and lifestyle among Generation Z consumer.

Method − This research employs a qualitative content analysis approach grounded in Stuart Hall's Representation Theory (constructionist approach), examining 32 video contents and one web-based interactive feature from Wardah's official TikTok account @wardahofficial during the 2023–2026 publication period, with observation conducted from May to July 2026. Data were analyzed using Miles and Huberman's interactive model.

Findings − The findings reveal that Wardah implicitly represents halal values through three interconnected dimensions: cultural identity symbolism (hijab-wearing models, AI interfaces, modern English instructions), modern Muslim lifestyle (digital modesty, aesthetic cleanliness/thayyib, and daily devotion support), and calming audiovisual atmospherics. Wardah constructs halal meanings without explicit verbal claims or formal certification logos, embedding Islamic values within interactive digital experiences. This research extends Stuart Hall's Representation Theory into interactive digital content and offers novelty through the daily devotion support dimension, demonstrating that halal communication must evolve from label-based toward experience-based strategies that resonate with Muslim Gen Z's spiritual needs and digital habits.roaches toward experience-based approaches that present personal, interactive digital experiences aligned with daily lifestyle and the spiritual needs of Muslim Generation Z.

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Published

14-09-2026

How to Cite

Prameswari, N., & Devi Purnamasari. (2026). Halal Values in Interactive Digital Features: A Content Analysis of Wardah’s Brand-Generated Content on TikTok. Jurnal Dakwah Dan Komunikasi, 11(2), 492–514. https://doi.org/10.29240/jdk.v11i2.17455

Issue

Vol. 11 No. 2 (2026): In Progress

Section

Articles

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Copyright (c) 2026 Nadya Prameswari, Devi Purnamasari

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