Commodification of Religion as a Marketing Strategy in Era 5.0 (A Portrait of UIN Malang Students' Thoughts on (Rizky_Entrepreneur20 Instagram Account)

Abstract

Commodification of religion in the business world is interpreted as a strategy carried out by industry players by utilizing religion as a selling point, and aims to attract and increase consumer insight. Entering the 5.0 era, it is not uncommon to find industry players competing with each other by carrying religious labels or branding in order to compete with their competitors. Religion which is a sacred thing then shifts as a medium in doing business and taking advantage. The purpose of this study is to review the form of commodification of religion as a marketing strategy in the @rizky_entrepreneur20 Instagram account and map the portrait of UIN Malang students' thoughts on the account. This research is a qualitative research and field research type. The technique used as a data analysis knife is descriptive analysis. The results showed that the marketing strategy used by the Instagram account @rizky_entrepreneur20 is a form of commodification of religion. This is illustrated by the use of religious symbols including; Qur'anic verses, adhan, shalawat, and other symbols with the aim of attracting insight viewers to follow, like, share the post. Based on the results of the questionnaire that has been distributed, the portrait of UIN Malang students' thoughts on the @rizky_entrepreneur20 Instagram account can be mapped as follows; 1) Disagree (52.2%), 2) Disagree (34.5%), and 3) Agree (4.3%). The suggestions and input received from respondents can be classified as follows; invitations in religion are not used as business interests, be wiser and more critical, and selective in social media, use better language and without coercion, do not support products or services that utilize religious symbols unethically, do not make such posts as sacred.