How Strategy Sustains Da’wah Broadcasting: Content and Resource Management in Indonesian Islamic Universities

Abstract

Islamic broadcasting institutions that operate television and radio da’wah in Indonesian higher education face mounting pressure from digital disruption, constrained funding, and shifting audience habits. This study examines whether content management and resource management mediate the relationship between strategic media management and the institutional sustainability of da’wah broadcasting units. A quantitative cross-sectional survey collected responses from 173 participants directly involved in managing campus-based da’wah television and radio, comprising unit managers, supervising lecturers, and active student crew, across four Islamic higher education institutions in Indonesia. The data were analysed using partial least squares structural equation modelling with 1,000 bootstrap subsamples. The measurement model showed satisfactory reliability, convergent validity, and discriminant validity. Strategic media management significantly predicted both content management and resource management, and each capability significantly predicted institutional sustainability. The specific indirect effects indicate that strategy reaches sustainability mainly through these two capabilities rather than directly. The findings extend the resource-based view to Islamic campus broadcasting and suggest that strategy translates into institutional survival only when it is enacted through disciplined content and resource practices. Implications for managers, supervising faculty, and broadcasting policy are discussed.