Commodification of the Qur’an in Brand Marketing Community of Dinar Khoirur Roziqin Indonesia

DOI

10.2991/assehr.k.220206.018How to use a DOI?

Keywords

Commodification; Brand Marketing; Dinar Khoirur Rooziqiin

Abstract

This article aims to figure out the commodification of the Qur’an in the marketing brand of Dinar Khoirur Rooziqiin (Dinar KR). As a new product in the gold business sector, Dinar KR has won a place in the people’s hearts. Its community extends to various regions in Indonesia and even neighbouring countries. Dinar KR exploits the Qur’an as a marketing strategy by using Qur’anic verse numbers in their promotional pictures and pamphlets on Instagram, Facebook, website, and Telegram. Religious activities such as khatm al-Qur’an are also encouraged in their communities as religious gatherings and marketing media. By using descriptive analysis and the theory of commodification of religion, this study concludes that the practice of using the Qur’an as a marketing brand for Dinar KR has met two indicators of commodification, namely commodities and markets. In this case, the commodity in question is a gold coin filled with verses from the Qur’an. By using descriptive analysis and the theory of commodification of religion, this research produces two findings; first, using verses of the Qur’an as a product marketing practice can increase high selling power. It is due to the dominance of the Pop Religious lifestyle of the Indonesian people. Second, there is an ideological infiltration of Post-Islamism in the Dinar Khairur Rozikin community leading to the unity of Islamic Politics.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ahmad Fawaid
AU  - Nafi’ah Mardlatillah
PY  - 2022
DA  - 2022/02/17
TI  - Commodification of the Qur’an in Brand Marketing Community of Dinar Khoirur Roziqin Indonesia
BT  - Proceedings of the International Symposium on Religious Literature and Heritage (ISLAGE 2021)
PB  - Atlantis Press
SP  - 132
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220206.018
DO  - 10.2991/assehr.k.220206.018
ID  - Fawaid2022
ER  -