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

Abstract

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 analyzes 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 study results show 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 the Muslim communities constructed through religious symbols in Sharia housing advertisements.

Shia Clerics, Holy Sites, and the Online Visual Culture of the Revolutionary Youth in Iran

“…Solahudin and Fakhruroji (2020) argue that despite the expectation that religious populism on social media poses a challenge to authoritative figures and religious institutions, traditional offline Islamic authorities remain to be the prime source of online religious practices in Indonesia. Putri and Sunesti (2021) observe that Instagram-based advertisements of sharia housing, a new trend in Indonesian Muslim communities, has led to the construction of a collective devotional identity through the popularization of the image of a halal lifestyle. Having investigated the media activities of Instagram da'wa (proselytization) activists, Nisa (2018) maintains that Instagram affords Indonesian Muslim women an alternative space to establish their identity as strictly pious and virtuous Muslims and causes the convergence of religiousness and consumption through branding an online market for hijabi lifestyle.…”

Determinant of Intention to Purchase Halal Cosmetics: A Millennial and Z Generation Perspective

“…Halal products are very selective in selecting raw materials, production processes, and product marketing. Halal products do not involve illegal ingredients, labor exploitation or the environment and are not harmful or intended to harm (Putri & Sunesti, 2021). Prophet Muhammad also forbade Muslims to avoid consuming things that are doubtful (doubtful), whether they are halal or haram (Imam Nawawi, Hadith Bukhari and Muslim).…”

“…Within the scope of halal cosmetics and personal care products, the concept covers critical aspects of production, such as halal ingredients and the use of permitted ingredients that must be produced, stored, packaged and shipped according to Shariah requirements (Taqwiem et al, 2020). Thus, halal labelling and certification can be essential in convincing Muslim consumers that their products meet the necessary religious requirements and conditions (Putri & Sunesti, 2021). Many foods, drugs, cosmetics, and personal care products are available with non-specific labels.…”

Sharia housing and millennials in Indonesia: Between religious and economic motives

“…There have been numerous studies on Islamic faith-based housing. However, the majority of these studies focus on sharia housing from the perspectives of economics, industry and marketing strategies (Firmansyah & Indika 2017;Majid et al 2018;Nadzifah & Fataron 2019;Qorni & Juliana 2020;Rahadi et al 2021;Santoso, Saiban & Munir 2021;Sylvana, Awaluddin & Mutahajjid 2020), Islamic law (Asni & Sulong 2018;Khoirrani & Arifah 2021), architecture (Perdana 2020) and media (Muali & Nisa 2019;Putri & Sunesti 2021).…”