Fashion and Lifestyle: Islamic Branding Using Vlog Activities on the Sungkars Family YouTube Channel

Indonesia possesses various kinds of YouTube channels that become one of the popular social media in social life. It is used to be a communication activities platform through cyberspace by uploading videos informing diverse content. One of the existed YouTube channels nowadays is The Sungkars Family. Furthermore, it does not only provide the ordinary daily vlog activities, but it also presents a friendly content about education and missionary endeavor (da’wah). Through the videos, it can be one of the YouTube channels which promote Islamic branding based on lifestyles and fashions. Specifically, this research is included in a qualitative research methodology by using content analysis and virtual ethnography on The Sungkars Family YouTube channel. In the research, the author acts as the subscriber to observe, reconstruct the dialogues, describe, and document the information and activities virtually. Then, the results of the analysis explained descriptively. By using the representative concept, the author would like to appear how the admin of The Sungkars Family YouTube channel uses the activities-based various daily videos. Further on, the usual content providing on its YouTube channel is about family lifestyle and fashion. Through those contents, the admin can show the Islamic branding actively and the illustration of Islamic youths in Indonesia through the channel.