Ritual Pemajangan Foto Ungku Saliah di Kedai Etnik Minang Pariaman

Abstract

This article aims to explain the ritual of displaying portraits of Ungku Saliah in shops by the Minang Pariaman ethnic group. The existence of this ritual explains that there is a close relationship between Ungku Saliah and the surrounding community, especially traders from Pariaman. Through social representation theory, this article explores traders displaying portraits of the ulama (cleric) named Ungku Saliah in food stalls from Pariaman. The method used in this study is a qualitative method with a socio-cultural approach, namely the discussion of an object based on a particular community, which is related to the relationship between the ulama's figure of ungku Saliah and the Pariaman community. Because many traders from Pariaman were found displaying portraits of Ungku Saliah as a place where they traded. This research has been carried out in 3 locations, namely the first Nagari Sungai Sariak, Padang Pariaman Regency, Padang City and South Tangerang. The research findings show that Ungku Saliah is an ulema (religious figure) who is idolized by ethnic Minang traders who is known as a sacred figure. Especially for traders from Pariaman. This can be seen in some Pariaman people who work as traders both in the Pariaman area and outside the Pariaman area, namely in this study in the cities of Padang and South Tangerang. It was found that traders from Pariaman displayed a portrait of Ungku Saliah in their place of business. They believe that displaying Ungku Saliah's portrait can attract customers and affect the sales of their merchandise. It can be concluded that the display of Ungku Saliah's portrait for Pariaman traders is a motivation for selling their merchandise.