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All Journal JOURNAL OF INDONESIAN ISLAM al-Afkar, Journal For Islamic Studies Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Bertuah : Jurnal Syariah dan Ekonomi Islam juremi: jurnal riset ekonomi KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Dede Nurohman
UIN Sayyid Ali Rahmatullah Tulungagung
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JOURNAL OF INDONESIAN ISLAM

 1 
SELLING RELIGIOUS RITUALS IN INDONESIA: Commodification of Umrah Pilgrimage by Travel Agents Dede Nurohman
JOURNAL OF INDONESIAN ISLAM Vol 16, No 2 (2022)
Publisher : State Islamic University (UIN) of Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/JIIS.2022.16.2.399-425

Abstract

The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims from the substantial meaning of Umrah as a form of worship. The travel business industry designs some umrah packages as merely commonplace travel pack­ages, instead of as a form of devoted worship. In­nu­merable number of umrah travel agents relent­less­ly promote attractive packages for umrah pilgrimage at an affordable price using any possible marketing strategies to win customers, the attempts which downgrade the pilgrimage as a mere traded commo­dity. This paper aims to reveal the marketing strate­gies of Umrah travel agents to promote their umrah packages, which is highly correlated with  the commodification of religion. This article finds two primary marketing strategies of umrah travel agents: product design in various umrah packages, celebrity endorsement, involvement of managers of religious social institutions as distributors, and giving bonuses. The process of commodification of Umrah is carried out by incorporating popular cultural sentiments in Umrah products, and turns umrah into a product of worship that offers convenience.
Co-Authors Agus Eko Sujianto Ahmad Khudhory Diana Lutfiana Ulfa Eka Nur Rofik Ilbanatun Nisak Muhammad Syahrul Hidayat Samsul Huda Sucipto Sucipto Vika Mei Pratiwi Vonni Chintya Dewi Anisyah