Abstrak
The rapid development of digital technology has significantly transformed communication patterns, particularly among adolescents. Social media platforms, such as Instagram, have become dominant spaces for interaction, self-expression, and information dissemination. This study aims to analyze the effectiveness of Instagram as a da’wah medium in instilling Islamic Religious Education (Pendidikan Agama Islam/PAI) values among adolescents who follow the @rifqilmoeslim account in Purwosari Village, North Metro City. This research employed a qualitative descriptive approach. Data were collected through observation, in-depth interviews, and documentation involving adolescent followers of the @rifqilmoeslim account. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results indicate that Instagram is effective as a da’wah medium in enhancing adolescents’ religious understanding, awareness, and behavior. The effectiveness is reflected in cognitive aspects (increased religious knowledge), affective aspects (positive attitudes toward Islamic values), and behavioral aspects (changes in worship practices and daily conduct). The visual, concise, and relatable da’wah content presented on Instagram contributes to higher engagement and acceptance among adolescents. This study concludes that Instagram can function as an effective contemporary da’wah medium when utilized creatively and contextually to address adolescents’ religious needs.