POPULISME RELIGIUS: Promosi Image-Branding Majelis Shalawat dalam Industri Dakwah Kontemporer

DOI: https://doi.org/10.33650/trilogi.v1i1.1593

Authors (s)


(1) * Anisah Nur Laili   (UIN Sunan Ampel Surabaya)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to show majalis shalawat as a new religious market in contemporary Indonesia. Focusing on Syubbanul Muslimin and related to other majelis shalawat groups, this study analyzed kiai, gus, or habaib’s approaches in marketing and expanding the Islamic da'wah industry in urban and rural areas. The results showed that while most religious preachers use public speaking skills in religious markets, a leader of the Syubbanul Muslim and other majelis shalawat leaders are utilizing performance in improving their religious and market authority. Through this performance, they are actually deploying marketing strategies of promotion and image-branding to increase the number of followers.


Keywords

Syubbanul Muslimin; promotion; image-branding; da'wah industry



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