<![CDATA[The rapid development of the Islamic financial industry in Indonesia has been accompanied by increasing participation among young people in various Islamic investment products. This phenomenon is influenced not only by spiritual orientation but also by advancements in digital technology and the commodification of Islamic investment through social media. This study aims to examine the preferences of the younger generation toward Islamic investment products by exploring the interaction between spiritual orientation and market commodification. This study employed a qualitative phenomenological approach. The participants consisted of 12 members of Generation Z and early Millennials aged 18–35 who were familiar with or had invested in Islamic financial products. Additional information was obtained from practitioners, academics, and managers of Islamic investment institutions. Data were collected through in-depth interviews, observations, and document analysis and were analyzed using an interactive model consisting of data reduction, data display, and conclusion drawing. The findings reveal that spiritual orientation serves as the primary foundation for young people's preference for Islamic investment products, reflected in their commitment to investing in accordance with Islamic principles and seeking barakah (divine blessings) in wealth management. However, social media, financial influencers, and digital marketing strategies also play a significant role in shaping perceptions and enhancing the attractiveness of Islamic investment as part of a modern lifestyle. The findings further indicate that young people's investment preferences are shaped by the interaction between spiritual values and market commodification. Therefore, the development of the Islamic investment industry should maintain a balance between commercial objectives and Islamic values by strengthening Islamic financial literacy and implementing educational marketing strategies to preserve the integrity of Islamic financial principles in the digital era.]]>
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