<![CDATA[ABSTRACT The digitalization of media has transformed how religious experiences are represented and interpreted in contemporary public spaces. In this context, Hajj and Umrah are no longer confined to sacred rituals but are increasingly produced, shared, and circulated through social media platforms. This study examines how Hajj and Umrah experiences are represented on Instagram and how such representations contribute to the construction of digital piety from the perspective of Jean Baudrillard. Employing a netnographic approach and thematic analysis, the study analyzes 100 Instagram posts collected from the hashtags #haji2026 and #umrah2026. The findings identify five dominant categories: Social Validation (94%), Self-Representation (89%), Spiritual Narrative (69%), Visual Sacredness (64%), and Aesthetic Content Curation (59%). These categories interact in shaping digital piety through visual symbols, spiritual narratives, self-presentation, aesthetic practices, and audience engagement. From a Baudrillardian perspective, the findings indicate a shift from representation toward simulation, were images of piety gain legitimacy through circulation and social recognition. ABSTRAK Digitalisasi media telah mengubah cara pengalaman keagamaan direpresentasikan dan dimaknai di ruang publik. Dalam konteks ini, pengalaman haji dan umrah tidak hanya berlangsung sebagai ritual spiritual, tetapi juga hadir sebagai konten yang diproduksi dan disebarluaskan melalui media sosial. Penelitian ini bertujuan menganalisis representasi pengalaman haji dan umrah di Instagram serta menjelaskan pembentukan kesalehan digital melalui perspektif Jean Baudrillard. Penelitian menggunakan metode netnografi dengan analisis tematik terhadap 100 unggahan Instagram yang diperoleh dari tagar #haji2026 dan #umrah2026. Hasil penelitian menunjukkan lima kategori utama yang membentuk representasi kesalehan digital, yaitu Social Validation (94%), Self-Representation (89%), Spiritual Narrative (69%), Visual Sacredness (64%), dan Aesthetic Content Curation (59%). Kelima kategori tersebut saling berinteraksi dalam membangun legitimasi religius melalui visualitas, narasi spiritual, presentasi diri, serta respons audiens. ]]>
