Sharia Branding in Housing Context: A Study of Halal Lifestyle Representation

Addin Kurnia Putri*    -  Department of Sociology, Faculty of Social and Political Sciences, Universitas Sebelas Maret, Surakarta, Indonesia
Yuyun Sunesti    -  Department of Sociology, Faculty of Social and Political Sciences, Universitas Sebelas Maret, Surakarta, Indonesia

(*) Corresponding Author
DOI: 10.21580/jsw.2021.5.1.7268

Sharia housing has mushroomed in Indonesia in recent years. It offers a different concept of housing as the developers claim to be following Islamic values. This study analyses how Sharia housing advertisements on social media, especially Instagram, represent the halal lifestyle. The method used in this research was a semiotic approach to analyze the signs of Sharia housing ads in the realm of digital media and its meanings. The result of the study shows that Sharia housing advertising on social media has commodified the halal concept of Sharia-based housing. The term “halal house” was also used to signify the meaning of Sharia image symbols that distinguished it from other housing. Sharia brands were also represented in advertising languages and the visualization of symbols displayed. These ads represented the halal concept not only as an image but also as a lifestyle. The halal lifestyle relating to Sharia housing has become a new trend in Muslim communities constructed through religious symbols in Sharia housing advertisements.

_________

*The original draft of this article has been presented on the 6th International Conference on Social and Political Sciences (ICOSAPS) 2020: "Strengthening Resilient Society in the Disruptive Era" at Universitas Sebelas Maret Surakarta, Indonesia.

Keywords: halal lifestyle; media representation; sharia housing

  1. Adinugraha, Hendri Hermawan, Mila Sartika, and Ahmad Hasan Asy’ari Ulama’i. 2019. “Halal Lifestyle di Indonesia.” An-Nisbah: Jurnal Ekonomi Syariah 5(2):57–81. doi: 10.21274/an.2019.6.1.57-81.
  2. Ahmed, Tayyab, and Abdul Haseeb Basit. 2021. Global Islamic Fintech Report: Executive Summary. New York: Dinar Standard, Elipses, and Salaam Gateway.
  3. Ahyar, Mazayyin. 2015. “Membaca Gerakan Islam Radikal dan Deradikalisasi Gerakan Islam.” Walisongo: Jurnal Penelitian Sosial Keagamaan 23(1):1–26. doi: 10.21580/ws.23.1.220.
  4. Amalia, Dini. 2017. “Halal Lifestyle Bukan Hanya Makanan, Fashion, dan Pariwisata.” Kcies.Feb.Ub.Ac.Id. Retrieved (http://kcies.feb.ub.ac.id/halal-lifestyle-bukan-hanya-makanan-fashion-dan-pariwisata/).
  5. Ameur, Ahmed. 2011. “The Lifestyle Halal in European Marketing.” Review of Economics & Finance 1:83–90.
  6. Arianti, Rizka Trisna, and Hadi Purnama. 2018. “Komodifikasi Kata Halal pada Iklan Hijab Zoya Versi Cantik Nyaman Halal.” LISKI: Lingkar Studi Komunikasi 4(2):160–69. doi: 10.25124/liski.v4i2.1509.
  7. Bakar, Abou, Richard Lee, and Cam Rungie. 2013. “The Effects of Religious Symbols in Product Packaging on Muslim Consumer Responses.” Australasian Marketing Journal 21(3):198–204. doi: 10.1016/j.ausmj.2013.07.002.
  8. Chua, Beng Huat. 2000. Consumption in Asia, Lifestyle and Identities. London and New York: Routledge.
  9. Darojatun, Rina. 2018. “Tren Produk Halal, Gaya Hidup Syar’i dan Kesalehan Simbolik: Studi Tentang Muslim Kelas Menengah.” Wardah 19(2):135–57. doi: 10.19109/wardah.v19i2.2816.
  10. Firmansyah, Egi Arvian, and Ardi Gunardi. 2018. “A New Paradigm in Islamic Housing: Non-Bank Islamic Mortgage.” Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah 10(2):313–24. doi: 10.15408/aiq.v10i2.7274.
  11. Firmansyah, Egi Arvian, and Deru R. Indika. 2017. “Kredit Pemilikan Rumah Syariah tanpa Bank: Studi di Jawa Barat.” Jurnal Manaje-men Teori dan Terapan 10(3):223–30. doi: 10.20473/jmtt.v10i3.6541.
  12. Hall, Stuart. 1997a. Representation: Cultural Representations and Signifying Practices. London: SAGE Publications Ltd.
  13. Hall, Stuart. 1997b. “Stuart Hall: Representation and the Media.” in Media Education Foundation Transcript, edited by S. Talreja, S. Jhally, and M. Patierno. Northampton, MA.: Media Education Foundation.
  14. Hall, Stuart. 2020a. “10. Culture, the Media, and the ‘Ideological Effect’ [1977].” Pp. 298–336 in Essential Essays, Volume 1. Duke University Press.
  15. Hall, Stuart. 2020b. “The Work of Representation.” Pp. 74–76 in The Applied Theatre Reader. New York: Routledge.
  16. Jati, Wasisto Raharjo. 2017. “Investigating the Political Base of Indonesian Middle Class: A Comparative Study.” Komunitas: International Journal of Indonesian Society and Culture 9(2):267–82. doi: 10.15294/komunitas.v9i2.6273.
  17. Jayanti, Winka Alfi, and Sri Setyo Iriani. 2020. “What Attracts Guest to Stay? Brand Identity, Religiosity, and Reference Group towards Decision to Choose Sharia Hotel.” Al-Uqud: Journal of Islamic Economics 4(1):32–47. doi: 10.26740/al-uqud.v4n1.p32-47.
  18. Kessler, Kristel. 2015. “Conceptualizing Mosque Tourism: A Central Feature of Islamic and Religious Tourism.” International Journal of Religious Tourism and Pilgrimage 3(2):11–32. doi: 10.21427/D7RB0G.
  19. Kuntowijoyo. 1991. Paradigma Islam: Interpretasi untuk Aksi. Bandung: Mizan.
  20. Lasman, Kartini Diah. 2007. “Representasi Identitas dalam Brosur dan Artikel Perumahan Muslim.” Universitas Indonesia, Jakarta.
  21. Mostafa, Sanagik Ibrahim, and Mai Ahmad Shaaban El-Basel. 2020. “Environment Influence on Architecture and Interior Design in Islamic Civilization.” مجلة العمارة والفنون والعلوم الانسانية 23(5):131–62. doi: 10.21608/mjaf.2019.19060.1368.
  22. Muali, Chusnul, and Khoirun Nisa’. 2019. “Pemasaran Syariah Berbantuan Media Sosial: Kontestasi Strategis Peningkatan Daya Jual.” An-Nisbah: Jurnal Ekonomi Syariah 5(2):168–85. doi: 10.21274/an.2019.5.2.168-185.
  23. Mubarok, Ferry Khusnul, and Muhammad Khoirul Imam. 2020. “Halal Industry in Indonesia; Challenges and Opportunities.” Journal of Digital Marketing and Halal Industry 2(1):55–64. doi: 10.21580/jdmhi.2020.2.1.5856.
  24. Nadzifah, Millatun, and Zuhdan Ady Fataron. 2019. “Strategy Analysis of Building Sharia Residential Property Business Without Banks (A Case Study of ‘Semarang Ngaliyan Residence’ Syariah Housing in West Semarang).” Jurnal Ilmiah Ekonomi Islam 5(3):265–76. doi: 10.29040/jiei.v5i3.645.
  25. Nasr, Vali. 2010. The Rise of Islamic Capitalism: Why the New Muslim Middle Class Is the Key to Defeating Extremism. New York: The Shia Revival.
  26. Pinches, Michael (ed). 1999. Culture and Privilege in Capitalist Asia. London and New York: Routledge.
  27. Prasetyantoko, A. 1999. Kaum Profesional Menentang Rezim Otoriter: Sketsa tentang Kelas Menengah Indonesia. Jakarta: Grasindo.
  28. Rachdi, Houssem, and Ines Ghazouani Ben Ameur. 2011. “Board Characteristics, Performance and Risk-Taking Behaviour in Tunisian Banks.” International Journal of Business and Management 6(6):88–97. doi: 10.5539/ijbm.v6n6p88.
  29. Rahmah, Hilda, and Hanry Harlen Tapotubun. 2020. “Narasi Industri Pariwisata Halal di Negara Jepang dan Jerman.” Jurnal Sosiologi Reflektif 14(2):287–305. doi: 10.14421/jsr.v14i2.1830.
  30. Rizki, Bilal Prama. 2019. “Wajah Islam dalam Iklan Perumahan: Representasi Islam dalam Iklan Banner Perumahan Damai Islamic Living Yogyakarta.” Universitas Islam Indonesia, Yogyakarta.
  31. Rudnyckj, Daromir. 2010. Spiritual Economies: Islam, Globalization, and the Afterlife of Development. New York: Cornell University Press.
  32. Sarinastiti, Eska Nia, and Uljanatunnisa Uljanatunnisa. 2020. “Strengthening E-Branding Strategy of Sharia Hotel in Indonesian Hotel Industry.” International Journal of Applied Sciences in Tourism and Events 4(1):48–58. doi: 10.31940/ijaste.v4i1.1910.
  33. Sukesi, Sukesi, and Wanda Gema Prasadio Akbar Hidayat. 2019. “Managing the Halal Industry and the Purchase Intention of Indonesian Muslims the Case of Wardah Cosmetics.” Journal of Indonesian Islam 13(1):200–229. doi: 10.15642/JIIS.2019.13.1.200-229.
  34. Tai, Jacky Chew. 2012. Brand Management. Jakarta: Indeks.
  35. Tanter, Richard, and Kenneth Young. 1990. The Politics of Middle-Class Indonesia. Melbourne: Monash Papers on Southeast Asia.
  36. Taufik, M., and Amalia Taufik. 2020. “Hijrah and Pop Culture: Hijab and Other Muslim Fashions Among Students in Lombok, West Nusa Tenggara.” Teosofia 8(2):97–116. doi: 10.21580/tos.v8i2.5305.
  37. Utama, Wildan Sena. 2016. “Incorporating Spirituality and Market: Islamic Sharia Business and Religious Life in Post-New Order Indonesia.” Masyarakat: Jurnal Sosiologi 20(2):113–37. doi: 10.7454/mjs.
  38. v20i2.4798.
  39. Zukhrufani, Alfitri, and Muhammad Zakiy. 2019. “The Effect of Beauty Influencer, Lifestyle, Brand Image and Halal Labelization Towards Halal Cosmetical Purchasing Decisions.” Jurnal Ekonomi Dan Bisnis Islam 5(2):168–80. doi: 10.20473/jebis.v5i2.14704.

Open Access Copyright (c) 2021 JSW (Jurnal Sosiologi Walisongo)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Publisher:
Sociology Laboratory - Department of Sociology
Faculty of Social and Political Sciences
Universitas Islam Negeri Walisongo Semarang
Central Java, Indonesia

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

free web stats View My Stats
 
apps