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Commodification of Religion in Marketing Communication for Sharia-Compliant Properties

Communicatus: Jurnal Ilmu komunikasi · Vol. 8 No. 1 (2024) · hlm. 39–62

DOI
10.15575/cjik.v8i1.33784
ISSN
2549-8452
Terbit
2024-06-29
Penerbit
Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung Sunan Gunung Djati Bandung
Bahasa
eng

Abstrak

This study explores the influence of integrating religious values and the use of religious symbols in marketing Sharia-compliant properties on consumer purchase decisions. Employing a netnographic method, this analysis observes consumer interactions on the Instagram account @shariagreenland, revealing how spiritual resonance and the commodification of religious symbols affect consumer preferences and behavior in the property sector. The findings reveal that religious symbols are strategically used in the marketing of Sharia-compliant properties, not only to support religious identity but also as a tool to create added value in consumer perception. These symbols are integrated into various marketing aspects, from property branding using the term “Islamic Housing”, to payment systems and facilities that comply with Islamic law, indicating the occurrence of religious commodification. Furthermore, this research identifies marketing strategies that commodify religious symbols as a major differentiating factor influencing consumer interest. The results of this study provide important insights for property developers in formulating effective marketing strategies, emphasizing the need for an authentic and transparent approach in integrating religious values into their product offerings. These findings contribute to the literature on consumer behavior in the context of Sharia-compliant properties and highlight broader social and cultural dynamics surrounding the commodification of religion in contemporary marketing.

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10 penulis · 11 tautan kepenulisan bersama · 1 lintas organisasi

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  • Sunan Gunung Djati State Islamic University Bandung
  • Universitas Islam Negeri Sultan Maulana Hasanuddin Banten
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Syihabul FurqonSunan Gunung Djati State Islamic University Bandung2
Dono DarsonoSunan Gunung Djati State Islamic University Bandung1
Jajang A RohmanaSunan Gunung Djati State Islamic University Bandung1
Ai Yeni YuliyantiSunan Gunung Djati State Islamic University Bandung1
Muhamad Ilman Maulana Nata Abdul GhoniSunan Gunung Djati State Islamic University Bandung1
Azizah AlawiyahAfiliasi tidak diketahui1
Rifki RosyadSunan Gunung Djati State Islamic University Bandung1
Naan NaanSunan Gunung Djati State Islamic University Bandung1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/cjik/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Commodification of Religion in Marketing Communication for Sharia-Compliant Properties</dc:title>
	<dc:creator>Darojatun, Rina</dc:creator>
	<dc:creator>Busro, Busro</dc:creator>
	<dc:subject xml:lang="en-US">Keywords</dc:subject>
	<dc:subject xml:lang="en-US">commodification</dc:subject>
	<dc:subject xml:lang="en-US">marketing communication</dc:subject>
	<dc:subject xml:lang="en-US">sharia properties</dc:subject>
	<dc:description xml:lang="en-US">This study explores the influence of integrating religious values and the use of religious symbols in marketing Sharia-compliant properties on consumer purchase decisions. Employing a netnographic method, this analysis observes consumer interactions on the Instagram account @shariagreenland, revealing how spiritual resonance and the commodification of religious symbols affect consumer preferences and behavior in the property sector. The findings reveal that religious symbols are strategically used in the marketing of Sharia-compliant properties, not only to support religious identity but also as a tool to create added value in consumer perception. These symbols are integrated into various marketing aspects, from property branding using the term “Islamic Housing”, to payment systems and facilities that comply with Islamic law, indicating the occurrence of religious commodification. Furthermore, this research identifies marketing strategies that commodify religious symbols as a major differentiating factor influencing consumer interest. The results of this study provide important insights for property developers in formulating effective marketing strategies, emphasizing the need for an authentic and transparent approach in integrating religious values into their product offerings. These findings contribute to the literature on consumer behavior in the context of Sharia-compliant properties and highlight broader social and cultural dynamics surrounding the commodification of religion in contemporary marketing.</dc:description>
	<dc:publisher xml:lang="en-US">Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2024-06-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/cjik/article/view/33784</dc:identifier>
	<dc:identifier>10.15575/cjik.v8i1.33784</dc:identifier>
	<dc:source xml:lang="en-US">Communicatus: Jurnal Ilmu komunikasi; Vol. 8 No. 1. June (2024): Communicatus: Jurnal Ilmu Komunikasi; 39 - 62</dc:source>
	<dc:source>2549-8452</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/cjik/article/view/33784/11057</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Rina Darojatun, Busro Busro</dc:rights>
</oai_dc:dc>