THE EFFECTIVENESS OF USING SOCIAL MEDIA IN IMPROVING ZAKAT LITERACY FOR THE THIRD SEMESTER STUDENTS TO SUPPORT ISLAMIC ECONOMICS IN BANDUNG REGENCY

Abstract

This study investigates the effect of social media in increasing zakat literacy among third- semester students. As digital technology becomes more widely used, social media has emerged as an important medium for educational outreach, particularly in raising awareness and understanding of zakat. The study uses a quantitative methodology, comparing changes in zakat literacy levels before and after exposure to particular social media campaigns on Facebook, Instagram, Tik Tok, and Youtube using pre- and post-test data. 98 third-semester students from two different academic fields were chosen as a purposive sample. The average pre-test score of 58.620 rose to 77.675 in the post-test, indicating a notable improvement in zakat literacy. This improvement of 19.055 points indicates a notable rise in comprehension. Additionally, participant qualitative feedback emphasizes how popular social media content—like videos, infographics, and interactive posts—is.