Consumption and Piety: Raising the Curtain on the Islamization of Taste and Fashion in Kendari's Muslim Middle Class
Abstract
The social phenomenon that was born from the expression of piety of the Muslim middle class in Southeast Sulawesi is no longer only concerned with Ansich’s faith. This is interesting to explore because it involes specific actors and capital (industry), and furthermore it also involves a religious dimension in which the Muslim community struggles with a space that continues to experience globalization and economic contestation in the midst of becoming devout Muslims. In this paper, Bayat’s post- Islamic approach was used to portray the atmosphere of the trend of Islamization of tastes and fashion of the Muslim middle class in Kendari City.The results of this research found that the relationship between consumption and piety in the Muslim midle class community in Southeast Sulawesi has occurred in the space of Islamization through three popular Islamic da’wah institutions: Wahdah Islam, Muaz bin Jabal and and the congregation of the recitation of Abdullah Taslim. The resulting segmentation can be seen in the Muslim middle class in the city of Kendari who like to use Islamic symbols in fashion and halal food. They are scattered in government institutions, bahtera mas hospital, and other government offices, as well as public campuses in the region. The resulting impact can be seen in the development of sharia-labeled industries and stalls related to fashion and halal food. The owner of the sharia industry in Kendari City is related ideologically and fiqh with the three groups of da’wah. This indicates that the trend of Islamization of Muslim societies does not only concern politics and the state. There is a preference for the soft (non-political) Islamic path where the satisfaction of Islamization is achieved through the inclusion of a sharia identity in daily life.
Keywords: piety, Islamization, taste and fashion
References
[1] M. Abaza, “Markets of Faith: Jakartan Da’wa and Islamic Gentrification,” Archipel, vol. 67, hlm. 173-202, 2004.
[2] G. Fealy, S. White, E. Islam, dan Religious, “Life and Politics in Indonesia,” G. Fealy dan S. White, Ed. Singapore: ISEAS, 2018.
[3] A. Bayat, “Social Movements, Activism and Social Development in the Middle East,” Contemporary Islam, hlm. 229–50, 2000, doi: 10.1007/s11562-009-.
[4] C. Jones, “Fashion and Faith in Urban Indonesia,” Fashion Theory - Journal of Dress Body and Culture, vol. 11, no. 2–3, hlm. 211–32, 2007, doi: 10.2752/136270407X202763.
[5] O. Roy, The Failure of Political Islam. Massachusetts: Cambridge University Press, 1994.
[6] A. Bayat, “Islamism and Social Movement Theory,” Third World Quarterly, vol. 26, hlm. 891-906, 2005, doi: 10.1080/01436590500089240.
[7] N. Hasan, “Islam in Provincial Indonesia: Middle Class, Lifestyle, and Democracy,” Al-Jami’ah: Journal of Islamic Studies, 2013, doi: 10.14421/ajis.2011.491.119-157.
[8] N. Hasan, “Faith and Politics: The Rise of the Laskar Jihad in the Era of Transition in Indonesia,” Indonesia, 2008, doi: 10.2307/3351472.
[9] P. L. Berger dan R. W. Hefner, “Spiritual Capital in Comparative Perspective,” Spiritual Capital Planning Meeting, hlm. 1-6, 2003.
[10] N. Delener, “Religious Contrasts in Consumer Decision Behavior Patterns: Their Dimensions and Marketing Implication,” European Journal of Marketing, vol. 28, no. 5, hlm. 36-38, 1994, doi: 10.1108/03090569410062023.
[11] M. M. Almossawi, “Impact of Religion on the Effectiveness of the Promotional Aspect of Product Packages in Muslim Countries,” Asia Pacific Journal of Marketing and Logistics, vol. 26, no. 5, no, hlm. 687-706, 2014, doi: 10.1108/APJML-11-2013-0137.
[12] R. Eid dan H. El-Gohary, “The Role of Islamic Religiosity on the Relationship between Perceived Value and Tourist Satisfaction,” Tourism Management, vol. 46, hlm. 477– 88, 2015, doi: 10.1016/j.tourman.
[13] M. R. N. Souiden, “Consumer Attitudes and Purchase Intentions Toward Islamic Banks: The Influence of Religiosity,” Journal of Documentation, hlm. 24, 2015, doi: 10.1108/IJBM-10-2013-0115.
[14] Ni. Souiden, “The Impact of Islamic Beliefs on Consumers’ Attitudes and Purchase Intentions of Life Insurance,” International Journal of Bank Marketing, vol. 33, no. 4, hlm. 63-83, 2014, doi: 10.1108/IJBM-01-2014-0016.
[15] A. A. Rahman, E. Asrarhaghighi, S. A. Rahman, dan al, “Consumers and Halal Cosmetic Products: Knowledge, Religiosity, Attitude and Intention,” Journal of Islamic Marketing, vol. 6, no. 1, hlm. 148–63, 2015, doi: 10.1108/JIMA-09-2013-0068.
[16] D. A. Farrag, “The Influence of Religiosity on Egyptian Muslim Youths ’Attitude towards Fashion” Non-Muslim Consumers’ Perception toward Purchasing Halal Food Products In,” vol. 6, no. 1. hlm. 95-108, 2015. doi: 10.1108/JIMA-04-2014-0030.
[17] V. Rakrachakarn, “Materialism and Life Satisfaction: The Role of Religion,” Journal of Religion and Health, vol. 54, no. 2, hlm. 413–26, 2015, doi: 10.1007/s10943-013- 9794-y.
[18] This article has been published on Katadata.co.id with the title “Halal Industry for All - Katadata Data Analysis.” Author: Katadata Publications Team. [Daring]. Tersedia pada: https://katadata.co.id/timpublikasikatadata/analdata/5ea3a73811d32/industrihalal- untuk-sjual
[19] B. Gökariksel dan E. McLarney, “Muslim Women, Consumer Capitalism, and the Islamic Culture Industry”,” Journal of Middle East Women’s Studies, vol. 6, no. 3, hlm. 1–18, doi: 10.2979/mew.2010.6.3.1.
[20] J. Fischer, Proper Islamic consumption: Shopping among the Malays in Modern Malaysia. Nias Press: Malaysia, 2008.
[21] G. Hoffstaedter, “Review of ‘Proper Islamic Consumption: Shopping Among the Malays in Modern Malaysia,”’ Journal of the Royal Anthropological Institute, vol. 16, no. 4, hlm. 948–949, Des 2010.
[22] N. Hasan, The Making of Public Islam Piety Democracy and Youth in Indonesian Politics. Suka Press Yogyakarta, 2013.
[23] “Consuming Islam: Selling “Wholsome As Lifestyle, fetish.” [Daring]. Tersedia pada: https://thehalaljournal.wordpress.com/2012/04/30/consuming-islam-selling- wholesome-as-lifestyle-fetish/