Islamic Communication Journal Vol. 8, No. 2 (2023), 303-328 ISSN: 541-5182 (print); 2615-3580 (online) https://doi.org/10.21580/icj.2023.8.2.16331 Islamic Communication Journal, Vol. 8, No. 2 (December 2023) Da’wah approach to the strawberry generation: A study on Yuk Ngaji TV channel Angga Nur Rohman, 1 * Ali Nurdin, 2 Metin Eken, 3 Wazir Baksh Bax 4 1 Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel Surabaya, Indonesia 2 Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel Surabaya, Indonesia 3 The Center for Media and Religion Studies, Erciyes University, Türkiye 4 Guyana Islamic Trust, Guyana, South America Abstract The strawberry generation, Generation Z, has much potential but a fragile mentality like a strawberry, even though Indonesia will get a demographic bonus at a productive age. This is the responsibility of da'wah because it is part of the object of da'wah. YukNgaji TV is a channel that seeks to overcome the problems of millennial teenagers. The research aims to examine the da'wah approach of the YukNgaji TV channel for the strawberry generation using a content analysis approach, where data is collected using documentation and observation techniques. The findings were that the preacher of the channel was chosen from Generation Z (still young), an influencer with advanced knowledge. The da’wah method uses casual sharing discussions, lectures, inspirational stories, and brainstorming. The YouTube media is packaged with live streaming and live events and posting da'wah content, which contains themes of youth, morals, and relationships for the strawberry generation. The effects on the strawberry generation can be cognitive and affective, but further investigation is needed regarding the behavioral effects of the strawberry generation. In this way, the study can contribute to developing preaching approaches that are always required to be dynamic. Article History Received 01 Jun 2023 Revised 11 Oct 2023 Accepted 15 Dec 2023 Published 28 Dec 2023 Keywords Da’wah; strawberry generation; YukNgaji; mad’u How to cite: Rohman A. N., Nurdin, A., Eken, M., & Bax, W. B. (2023). Da’wah approach to the strawberry generation: A study on Yuk Ngaji TV channel. Islamic Communication Journal, 8 (2), 303-328. Doi: https://doi.org/10.21580/icj.2023.8.2.16331. *Corresponding author: Angga Nur Rohman (angganur234@gmail.com), Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel Surabaya. Jl. Ahmad Yani No.117, Jemur Wonosari, Kec. Wonocolo, Surabaya, Jawa Timur 60237, Indonesia. This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright © 2023 Islamic Communication Journal.