Syariah Branding; Komodifikasi Agama Dalam Bisnis Waralaba Di Era Revolusi Industri 4.0

• Published in: Inferensi Vol. 13; no. 1; pp. 75 - 98
• Main Authors: Baharun, Hasan, Niswa, Harisatun
• Format: Journal Article
• Language: English
• Published: Institut Agama Islam Negeri (IAIN) Salatiga 20.07.2019
• Subjects: syariah branding, islamic business, industrial revolution 4.0
• ISSN: 1978-7332; 2502-1427
• DOI: 10.18326/infsl3.v13i1.75-98

This paper presents the phenomenon that develops in society, related to the existence of religious commodification in business, namely the labeling of "Syari'ah" as a medium to attract customer loyalty in the era of industrial revolution 4.0. The labeling of "Syari'ah" is used as a strategy by industry players by utilizing religion as a selling value to get attention from consumers. Religion is exploited, explored and used as a commodity by the community to take advantage. Kopotren Basmalah as the research site is present as one of the real applications of the pesantren Sidogiri which wants to become a boarding school capable of competing in the world of economy. Pesantren Sidogiri modifies the science of religion and economics to give birth to a sharia-based retail company. A phenomenon that develops in this business, religion is used as a media or tool to sell products from the business. This study uses a qualitative method with phenomenology. The results show that the public perception of the branding of "syari'ah" conducted by the Basmalah copontren namely; loyal oriented customer, performing image, santri entrepreneurship, a place for social piety and debating beliefs in the business of buying and selling.