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All Journal SANGKEP: Jurnal Kajian Sosial Keagamaan KOMUNIDA: Media Komunikasi dan Dakwah
Pipir Romadi
Universitas Islam Negeri Sultan Syarif Kasim
Religion Languange, Linguistic, Communication & Media Social Sciences

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THE MARKETING OF RELIGIOUS PRODUCT TERAS DAKWAH: YOUTH PEOPLE AND THE POPULAR DAKWAH MOVEMENT Pipir Romadi; Muhammad Irham; Eko Saputra
SANGKéP: Jurnal Kajian Sosial Keagamaan Vol. 5 No. 1 (2022): Religious Changing Pathway Post Pandemic and Welcoming Society Era 5.0
Publisher : Asosiasi Sosiologi Agama Indonesia (ASAGI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/sangkep.v5i1.5222

Abstract

The da'wah movement in the contemporary era undergoes dynamic and development according to its social context. In this matter, the da'wah movement carried out by the certain community, has several strategies in developing efforts to attract followers and the mass to come in their community. This study endovour to highlight the popular da'wah movement framed by the marketing activities of religious product as its da'wah strategy. Specifically, this study explores the Yogyakarta  Teras Da’wah, which initiates the expansion of da'wah through several product marketing strategies, from various merchandise and marketed products. This research is important to see how youth people develop the da'wah movement through the marketing of religious product. This research used ethnographic study and field observations, to see and follow the da'wah activities of Da'wah Teras directly, and is strengthened by several interview with the administrators and congregations of Teras Da'wah. The result of this study indicated that Teras Da'wah uses the da'wah model as well as doing business as the da'wah movement. They market and sell religious products through recitation and non-recitation, such as traveling, camping, adventure, workshop, training, and futsal in collaborated with youth culture. Da'wah activities through the marketing of religious product include piety, community, lifestyle, identity and enjoyment.
Dakwah Digital dan Pembentukan Identitas: Studi Netnografi Gerakan Hijrah SHIFT di Media Sosial Pipir Romadi
KOMUNIDA : Media Komunikasi dan Dakwah Vol. 16 No. 1 (2026): KOMUNIDA: Media Komunikasi dan Dakwah
Publisher : Fakultas Ushuluddin, Adab, dan Dakwah IAIN Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/komunida.v16i1.14889

Abstract

This study aims to analyze the digital preaching practices of the SHIFT hijrah community on social media and to examine how digital interactions shape religious communication patterns and the religious identity of community members. The focus of this research includes the forms of preaching content, patterns of audience engagement, and the processes of meaning-making in digital religious spaces. The study employs a qualitative method using a netnographic approach. Data were collected through non-participant observation of the SHIFT accounts on Instagram, TikTok, and YouTube. The data include various preaching posts, captions, user comments, and visual elements observed during the research period. Data analysis was conducted using thematic analysis techniques through data reduction, categorization, and interpretation of digital religious interaction patterns. The findings indicate that SHIFT’s digital preaching functions not only as a medium for delivering religious messages but also as an interactive social space. Audience engagement is built through motivational content, hijrah storytelling, the use of hashtags such as #1MinuteBoosterStories, and short video formats. High levels of interaction in the form of likes, comments, and shares indicate a process of social validation that strengthens emotional attachment and religious identity among community members. In addition, social media algorithms also contribute to expanding content reach by promoting posts with high engagement. This study highlights that social media plays an important role in the transformation of contemporary Islamic preaching, particularly in building participatory, interactive, and network-based religious communities
Co-Authors Eko Saputra Muhammad Irham