<![CDATA[This study explores the socio-religious phenomenon of displaying photos of Ungku Saliah, a charismatic cleric from Pariaman, by Minangkabau traders in various Indonesian regions. The research aims to understand the motivations behind this practice and how religious symbols are integrated into modern trade strategies. Using a qualitative ethnographic approach, data were collected between 2021 and 2024 through field observations and in-depth interviews with traders in Pariaman, Padang, and South Tangerang. The findings reveal that the display of Ungku Saliah’s photo functions as a form of "religious branding" and symbolic capital, believed by traders to provide spiritual protection, blessings (barakah), and a distinct market identity. Furthermore, the study identifies a contemporary transformation where these traditional symbols are now utilized in digital marketing on social media platforms. This research concludes that the practice is not merely an act of piety but a complex negotiation between maintaining local religious authenticity and adapting to pragmatic economic demands in a globalized market.]]>
Copyrights © 2025
