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All Journal Journal Analytica Islamica Madani: Multidisciplinary Scientific Journal
Safitrah, Muhammad
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Perubahan Sosial Ekonomi Masyarakat Muslim (Studi Pada Pedagang di Kawasan Kampus UINSU Tuntungan) Ihsan, Faiz Afza; Safitrah, Muhammad; Faras Syahara, Fiqih; Munte, Nurfadillah; Fadillah Nst, Yusva
Madani: Jurnal Ilmiah Multidisiplin Vol 2, No 12 (2025): Januari
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

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Abstract

Social change is a process that occurs in society formed on the basis of influences based on social phenomena. Various The form of change that occurs will affect the social system, including values, attitudes and behavior of individuals or groups in society. This research aims to describe the public's perception of the existence of the North Sumatra State Islamic University (UINSU) Tuntungan and analyze the impact on business opportunities around the campus. This research is a qualitative descriptive study which aims to qualitatively describe the phenomena found at the research location. The research location was carried out around the UINSU Tuntungan campus, Pancur Batu District, Deli Serdang Regency. Respondents consisted of traders around the UINSU Tuntungan campus and community leaders. The results of the research show that the existence of UINSU higher education has had a positive impact on the Muslim community, in particular, namely firstly opening up business opportunities so that many workers are absorbed, both from the transportation and culinary fields, such as opening their own business or working for other entrepreneurs. Second, it creates motivation for local children to continue their education at the highest level, so that in the end they can develop their region.
THE COMMODIFICATION OF RELIGION IN AINIQUA MINERAL WATER PRODUCTS IN MEDAN CITY Safitrah, Muhammad; Jailani, Muhammad
Journal Analytica Islamica Vol 15, No 3 (2026): ANALYTICA ISLAMICA (In Press)
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v15i3.29295

Abstract

The phenomenon of religious commodification in consumer products is increasingly evident through the use of religious symbols, narratives, and identities as marketing strategies. This study aims to analyze the process of religious commodification in Ainiqua mineral water products in Medan City and identify factors that hinder its implementation. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The research informants consisted of four people, consisting of Ainiqua managers, production heads/workers, religious leaders, and consumers in Medan City. The analysis was conducted by referring to Vincent Mosco's commodification theory and Theodor Adorno's cultural industry theory. The results show that religious commodification in Ainiqua products occurs through three main forms. First, content commodification is seen in the use of the "prayer water" narrative, murottal chanting, halal labels, and hijaiyah letter symbols as added value to the product. Second, audience commodification is carried out by targeting the Muslim middle class and the da'wah community as a market base. Third, labor commodification is seen in the involvement of workers who interpret production activities as part of spiritual devotion. This research also identified several obstacles, such as competition in the mineral water market, resistance from some communities to the commercialization of religious symbols, and the challenge of maintaining a balance between spiritual values and economic interests. This research contributes to enriching studies of religious communication, the political economy of communication, and the halal industry by demonstrating how religious symbols are constructed into economic value in the marketing practices of everyday consumer products.
Co-Authors Fadillah Nst, Yusva Faras Syahara, Fiqih Ihsan, Faiz Afza Muhammad Jailani Munte, Nurfadillah