Utilizing Fear of Missing Out as A Da'wah Strategy to Enhance Gen Z Entrepreneurship in The Halal Lifestyle Ecosystem

Abstract

The halal lifestyle is becoming an increasingly popular trend among young people, particularly Generation Z. Islamic institutions play a significant role in promoting this lifestyle through various innovative and relevant da'wah strategies, one of which involves utilizing the FOMO (Fear of Missing Out) approach. This study aims to analyze how da'wah innovations using the FOMO strategy are employed to foster interest among Gen Z in the halal lifestyle and to encourage their involvement in da'wah-based entrepreneurship. This research adopts a descriptive qualitative approach by conducting case studies on several digital da'wah programs and campaigns targeting youth, as well as library research to support theoretical and literature analysis. The findings reveal that the use of FOMO in digital da'wah through social media, halal community events, and visual narratives is effective in building awareness and participation among young audiences. Generation Z not only becomes consumers of the halal lifestyle but also begins to engage as active participants in da'wah entrepreneurship. These findings suggest that da'wah innovations that adapt to digital culture and the social psychology of youth can be effective strategies for instilling Islamic values in a creative and sustainable manner.