<![CDATA[Islam has an alternative healing method derived from the Quran and Sunnah called ruqyah. However, this practice has become a sensational issue within circles of ideological and methodological debate, caught in the grip of market logic. This research examines ruqyah among the urban middle class through Pattana Kitiarsa’s concept of the commodification of religion through symbols, goods, and branding, which exists at an ambiguous point between expressions of piety and, conversely, mere capital assets. At the same time, this addresses how ruqyah becomes a 'medium' of ideological contestation among Salafi, Tablighi, and traditionalist groups in shaping pious identity. Therefore, the author conducted field research on the alternative healing practice "Jiwa Tauhid," located in Yogyakarta City. The author obtained research data through personal communication, participant observation, interviews, and documentation. The results show that Jiwa Tauhid, through various commodities offered, such as health therapy services, spiritual ruqyah treatments, and ruqyah products, can act as a double agent: both an identity of piety and a market product. Although situated within a capitalist reality, this practice continues to thrive in modern society as an expression of piety in the era of popular Islamism in Indonesia.]]>
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