IMPLIKASI STRATEGI PEMASARAN MELALUI KOMODIFIKASI AGAMA

Abstract

Religion in Indonesia is divided into Muslim, Christian, Catholic, Hindu, Buddhist,
Khong Hu Chu and Other Religions. Religion Islam is the majority religion embraced
by the Indonesian population, so that business people use this opportunity to recommodification
of religion. Commodification describes how capitalism launched an
aim to accumulate capital, or realize the transformation of use-value into exchange
value. The commodification of Islam in Indonesia occurred in various aspects. Mislanya
commodification "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 Islam
also bring positive things if businesses make this situation as a means of education. The
impact of the commodification of Islam such as the increasing development of Islamic
financial institutions in Indonesia, increased public awareness to abandon usury,
increased public awareness using the "sharia", the increasing number of Muslim
women who wear the hijab and the increasing awareness of Muslims to use halal
products not only in food but also in cosmetics.