DIGITAL TRENDS IN RELIGIOUS ADVERTISING: Commodification of Umrah Hadiths on Instagram in the Context of Hajj and Umrah Marketing

Abstract

This research explores the commodification of Umrah hadiths as a marketing strategy employed by Hajj and Umrah travel agencies on Instagram in South Sulawesi Province. The study aims to uncover the patterns of commodification, the integration of authoritative religious figures, and the application of Reasoned Action Theory to explain consumer behavior in this context. A qualitative approach was employed, utilizing content analysis of Instagram posts from travel agencies registered with the Ministry of Religion and with over 2,000 followers. The study applies Pattana Kitiarsa's commodification theory and the Theory of Reasoned Action to analyze how religious messages are adapted to serve marketing objectives. The findings reveal three primary patterns of hadith commodification: leveraging authoritative figures to enhance credibility, interpretative adaptation of hadiths to align with marketing goals, and the use of inspirational messages to attract customers. These strategies align with Reasoned Action Theory, highlighting perceived benefits and social influence in consumer decision-making. This study offers a unique contribution by focusing on the commodification of sacred texts in digital marketing, particularly in Indonesia's Islamic travel sector. The implications underscore the importance of establishing ethical guidelines for integrating religious content into marketing, while also providing marketers with valuable insights into responsibly engaging with religious audiences.