MARKETING OF RELIGIOUS PRODUCT TERAS DAKWAH: YOUTH PEOPLE AND THE POPULAR DAKWAH MOVEMENT

Pipir Romadi, Muhammad Irham, Eko Saputra
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Abstract

The da'wah movement in the contemporary era undergoes dynamic and development according to its social context. In this matter, the da'wah movement carried out by the certain community, has several strategies in developing efforts to attract followers and the mass to come in their community. This study endovour to highlight the popular da'wah movement framed by the marketing activities of religious product as its da'wah strategy. Specifically, this study explores the Yogyakarta  Teras Da’wah, which initiates the expansion of da'wah through several product marketing strategies, from various merchandise and marketed products. This research is important to see how youth people develop the da'wah movement through the marketing of religious product. This research used ethnographic study and field observations, to see and follow the da'wah activities of Da'wah Teras directly, and is strengthened by several interview with the administrators and congregations of Teras Da'wah. The result of this study indicated that Teras Da'wah uses the da'wah model as well as doing business as the da'wah movement. They market and sell religious products through recitation and non-recitation, such as traveling, camping, adventure, workshop, training, and futsal in collaborated with youth culture. Da'wah activities through the marketing of religious product include piety, community, lifestyle, identity and enjoyment.
宗教产品的营销与打华:年轻人与流行的打华运动
当代的“大华”运动根据其所处的社会背景而动态发展。在这个问题上,由某些社区开展的达瓦运动在努力吸引追随者和群众进入他们的社区方面有几个策略。本研究旨在强调宗教产品行销活动框架下的大众打华运动作为其打华策略。具体而言,本研究探讨了日惹Teras Da 'wah,它通过多种产品营销策略,从各种商品和销售产品开始扩展Da 'wah。本研究对于了解年轻人如何透过行销宗教产品来发展达华运动具有重要意义。本研究采用民族志研究和实地观察相结合的方法,直接观察和跟踪达瓦特拉的达瓦活动,并通过对达瓦特拉的管理人员和会众的几次访谈加强了研究。本研究结果表明,泰拉斯·达瓦在运用达瓦模式的同时,也在以达瓦运动的方式开展业务。他们与青少年文化合作,通过旅游、露营、探险、工作坊、培训、五人制足球等朗诵和非朗诵的方式,推广和销售宗教产品。通过宗教产品营销的大华活动包括虔诚、社区、生活方式、身份和享受。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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