KONSTRUKSI PESAN DAKWAH PADA MEDIA INSTAGRAM SOGAN BATIK INDONESIA

Sogan Batik is a batik company in Yogyakarta engaged in batik and original stamp, besides having distinctive characteristics in its batik motifs, Sogan Batik is also a company that actively engages in propaganda through social media. Sogan Batik uses social media as a marketing media for its products. Social media used include Facebook, Instagram, Website and Line. One of the social media that plays a major role in marketing today is Instagram. Based on information from the owner during the product sales interview through Instagram, it now reaches 60% of total sales, this is what shows Instagram has the biggest role in product sales. The way to market Sogan Batik products through Instagram media is quite interesting, which is interspersed with da'wah messages in the form of stories or Islamic history that explain the meaning of the batik motif and some are also inserted with a hadith given the #soganhadits or #soganquotes which are always routine published by Indonesian Batik Sogan Instagram. This research uses qualitative data analysis method, qualitative data analysis is an effort carried out by working with data, organizing data, sorting it into manageable units, synthesizing, searching for and finding patterns, finding what is important and what is learned and deciding what can be told to others. The data analysis technique used by researchers is the interactive analysis technique of Miles and Huberman, there are three qualitative data analysis techniques, namely: Data Reduction, Data Presentation and Draw Conclusions. The theory used by researchers is the theory of social construction, media propaganda and missionary messages. From this study it can be concluded that the process of constructing da'wah messages on the Indonesian Sogan Batik Instagram media through three stages, namely Externalization, Objectification and Internalization, then after going through these stages the message of preaching will be published on the Sogan Batik Inonesia instagra