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All Journal TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora
Laili, Anisah Nur
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Humanities Computer Science & IT Engineering Public Health Other

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POPULISME RELIGIUS: Promosi Image-Branding Majelis Shalawat dalam Industri Dakwah Kontemporer Laili, Anisah Nur
TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora Vol 1, No 1 (2020): Majelis Shalawat dan Komodifikasi Agama
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (368.747 KB) | DOI: 10.33650/trilogi.v1i1.1593

Abstract

This study aims to show majalis shalawat as a new religious market in contemporary Indonesia. Focusing on Syubbanul Muslimin and related to other majelis shalawat groups, this study analyzed kiai, gus, or habaib’s approaches in marketing and expanding the Islamic da'wah industry in urban and rural areas. The results showed that while most religious preachers use public speaking skills in religious markets, a leader of the Syubbanul Muslim and other majelis shalawat leaders are utilizing performance in improving their religious and market authority. Through this performance, they are actually deploying marketing strategies of promotion and image-branding to increase the number of followers.
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