Komodifikasi Agama sebagai Identitas Kesalehan Sosial


Muh Rizki Zailani(1*), Roma Ulinnuha(2)

(1) UIN Sunan Kalijaga Yogyakarta, Indonesia
(2) UIN Sunan Kalijaga Yogyakarta, Indonesia
(*) Corresponding Author

Abstract


The purpose of this research is to identify and analyze the commodification of religion used as an identity of social piety in this modern era. In order to reveal the phenomenon of this religious commodification pattern, the researcher uses a normative qualitative method approach based on library research by using secondary data such as previous journal articles, books, proceedings and similar sources as the main data. From the research conducted, it was found that there are at least five patterns in the phenomenon of religious commodification. First, by branding products and services with Islamic and modern nuances. Second, offering facilities that make it easier for Muslims to worship even at an above-standard cost. Third, limiting activities that are considered un-Islamic as a form of Islamic service. Fourth, displaying Islamic symbols as a sign that the product is an Islamic product. Fifth, framing in the media and promotions that by buying or consuming these products or services, it is considered to comply with Islamic teachings.


Keywords


Commodification; Indentity; Piety; Religion; Social

Full Text:

PDF

References


Ayunda, A., Mutmainah, L., & Huda, N. (2018). Analisis terhadap Perilaku Konsumen Produk Fashion Muslim. Journal of Economics and Business Aseanomics (JEBA), 3(2), 243–270.

Badan Pengembangan dan Pembinaan Bahasa, Kementerian Pendidikan, Kebudayaan, Riset, dan T. R. I. (2021). Kamus Besar Bahasa Indonesia (KBBI) Daring. https://kbbi.kemdikbud.go.id/Cari/Index

Basalamah, A. (2011). Hadirnya Kemasan Syariah dalam Bisnis Perhotelan di Tanah Air. Binus Business Review, 2(2), 763–769.

Corigan, P. (1998). The Sociology of Consumtion: An Introduction. SAGE Publication.

Elanda, Y. (2019). Komodifikasi Agama pada Perumbahan Syariah di Surabaya. Al-Hikmah, 17(1), 41–59.

Fakhruroji, M. (2010). Komodifikasi Agama sebagai Masalah Dakwah. Jurnal Ilmu Dakwah, 5(16), 1–18.

Husna, A. (2018). Komodifikasi Agama: Pergeseran Praktik Bisnis dan Kemunculan Kelas Menengah Muslim. Jurnal Komunikasi Global, 2(2), 227–239.

Ilyas, M. (2016). Memaknai Fashion dalam Hukum Islam. Ad-Daulah, 5(1), 133–143.

Jati, W. R. (2015). Islam Populer sebagai Pencarian Identitas Muslim Kelas Menengah Indonesia. Teosofi: Jurnal Tasawuf Dan Pemikiran Islam, 5(1), 139–163.

Kloter, P. K. H., & Setiawan, S. (2011). Marketing 3.0. Erlangga.

Lindsey, T. (2010). Human Right and Islam in South East Asia: The Case of Indonesia, Islam und Menscchenrechte. Peter Lang Publishing.

Mosco, M. (2009). The Political Economy of Communication. SAGE Publisher.

Pye, M. (2006). Religious Harmony. Walter de Gruyter.

Rofiqo, A. (2019). Manajemen Pemasaran Hotel Syariah dengan Pendekatan Maqashid Syariah (Studi pada Hotel Syariah di Solo). Al-Intaj, 5(2), 166–175.

Saputri, M. E. (2016). Pengaruh Perilaku Konsumen terhadap Pembelian Online Produk Fashion pada Zalora Indonesia. Jurnal Sosioteknologi, 15(2), 291–297.

Saudi, Y. (2018). Media dan Komodifikasi Dakwah. Al-I’lam: Jurnal Komunikasi Dan Penyiaran Islam, 2(1), 37–44.

Shirazi, F. (2016). Brand Islam: The Marketing and Commodification of Piety. The University of Texas Press.

Sucipto, A. D. (2021). Kapitalisme dan Komodifikasi Jilbab Syar’i di Kalangan Artis dalam Perspektif Karl Marx. Al-Munqidz : Jurnal Kajian Keislaman, 9(1), 1–14.

Sucipto, S. (2015). “Berjilbab Tanpa Syariah”: Interaksi Pasar dengan Fesyen Kelas Menengah di Yogyakarta. Kontekstualita, 30(2), 139–153.

Triantoro, D. A. (2020). Pebisnis Islam dan Muslim Kelas Menengah ke Atas di Indonesia: Kesalehan, Gaya Hidup, dan Pasar. El Madani: Jurnal Dakwah Dan Komunikasi Islam, 1(2), 79–104.

Yustati, H., Auditya, L., Indra, Y. A., Fryanti, Y. E., & Stiawan, E. (2017). Religious Commodification to Increase Public Welf are Through Tourism Halal in Indonesia. Islamic Economic Development: Opportunities and Challenges in Global Economic Competition, 209–216.

Yuswohady, Y. (2014). Marketing to the Middle Class Moslem: Kenali Perubahannya, Pahami Perilakunya, Petakan Strateginya. Gramedia Pustaka Utama.




DOI: https://doi.org/10.15575/jra.v3i1.23519

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Muh Rizki Zailani

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

  Moraref