Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah
Vol 3, No 2 (2017)

IMPLIKASI STRATEGI PEMASARAN MELALUI KOMODIFIKASI AGAMA

HERLINA YUSTATI (IAIN Bengkulu)



Article Info

Publish Date
25 Sep 2017

Abstract

Religion in Indonesia is divided into Muslim, Christian, Catholic, Hindu, Buddhist,Khong Hu Chu and Other Religions. Religion Islam is the majority religion embracedby the Indonesian population, so that business people use this opportunity to recommodificationof religion. Commodification describes how capitalism launched anaim to accumulate capital, or realize the transformation of use-value into exchangevalue. The commodification of Islam in Indonesia occurred in various aspects. Mislanyacommodification "sharia" through aspects of banking, insurance, hotel, tourism, etc.The commodification of Islamic symbols such as headscarves and halal labeling.Besides being able to be used as a marketing strategy for businesses, komodiikasi Islamalso bring positive things if businesses make this situation as a means of education. Theimpact of the commodification of Islam such as the increasing development of Islamicfinancial institutions in Indonesia, increased public awareness to abandon usury,increased public awareness using the "sharia", the increasing number of Muslimwomen who wear the hijab and the increasing awareness of Muslims to use halalproducts not only in food but also in cosmetics.

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Journal Info

Abbrev

Al-Intaj

Publisher

Subject

Religion Economics, Econometrics & Finance

Description

Focus Al Intaj : Jurnal Ekonomi dan Perbankan Syariah is designed to provide a forum for researchers who focus on Islamic economics and banking, covering current issues in Islamic economics and banking, Islamic philanthropy, and Islamic finance. Scope The scope of this journal includes: 1. Islamic ...