Piety Consumption Among Urban Muslim Youth at The Teras Dakwah Community in Yogyakarta
Keywords:
Muslim Youth, Pop Culture, Da'wa, Market Islam
Abstract
The contemporary da’wa social movement has catalyzed transformative shifts in religious practices. Da’wa no longer confined to Islamic political advocacy, revivalist agendas, or moral panics, da’wa now intersects with the commodification of faith, merging Islamic identity with pop culture and market-driven trends. This evolution has redefined religious engagement, prioritizing the symbolic appropriation of popular culture to appeal to modern audiences. Methodologically, this study employs an ethnographic field research approach, focusing on the Muslim youth community associated with Teras Dakwah Community in Yogyakarta. The findings reveal that market-oriented religious practices have fostered consumerist tendencies, exemplified by the commercialization of Islamic fashion, the redesign of da’wa study spaces into café-like environments, and the rebranding of preaching venues as social hubs for youth. Consequently, da’wa culture has transitioned into a hybrid space where religious discourse coexists with pop aesthetics, reflecting broader societal shifts toward the commodification of spirituality. This article clearly explains Schielke's argument that piety consumption is not something that can be avoided, as it is an adaptation to the condition of being a Muslim in the modern era.
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References
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Muzzaki, A. (2008). Islam as a Symbolic Commodity: Transmitting and Consuming Islam Public Sermons in Indonesia. In P. Kitiarsa (Ed.), Religious Commodification in Asia: Marketing Good (pp. 209–219). Routledge.
Nilan, P., & Feixa, C. (2006). Global Youth? Hybrid Identities, Prural Word. Routledge.
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Norris, P., & Inglehard, R. (1994). Sacred and Secular: Religion and Politics Worldwide 2nd.
Rosyad, R. (2006). A Quest for True Islam: A Study of the Islam Resurgence Movement among the Youth in Bandung. ANU E Press.
Rudnyckyj, D. (2009). Spiritual Economies: Islam and Neoliberalism in Contemporary Indonesia. Cultural Anthropology, 24 (101–141).
Saefullah, H. (2017). Nevermind the Jahiliyah, Here’s the Hijrah’s: Punk and the Religious Turn in the Contemporary Indonesia Underground Scene. Punk & Post Punk, 6(2), 263–289.
Schielke, S. (2009). Being good in Ramadan: ambivalence, fragmentation, and the moral self in the lives of young Egyptians. Journal of the Royal Anthropological Institute, 15, S24–S40. https://doi.org/10.1111/j.1467-9655.%0A2009.01540.x
Triantoro, D. A. (2018). Dakwah dan Kesalehan: Studi Tentang Gerakan Teras Dakwah Di Kota Yogyakarta. Jurnal Masyarakat & Budaya, 20(2), 273–286.
Triantoro, D. A., Husna, F., & Amna, A. (2018). Ruqyah Syar’iyyah: Alternatif Pengobatan, Kesalehan, Islamisme dan Pasar Islam. Harmoni, 17(2), 460–478.
Triantoro, D. A., Saputra, E., & Wahyuni, T. (2019). Mengelola Hibridisasi Identitas Anak Muda Islam: Studi Pada Lembaga Teras Dakwah di Yogyakarta. Jurnal MD, 5(2), 113–138.
Turner, B. S. (2012). Religion and Modern Society: Citizenship, Secularisation and the State. Cambridge University Press.
Weng, H. W. (2018). The Art of Dakwah: Social Media, Visual Persuasion and the Islamist Propagation of Felix Siauw. Indonesia and the Malay World, 46(134), 61–79.
Yusri, F. H. (2020). Kajian Musyawarah: Contemporary Da’wah Pious, Identity and Virtual Ummah. Jurnal Ilmiah Islam Future, xx(xx), 1–18.
Yuswohady. (2017). Generasi M: Generation Muslim. Bentang Pustaka.
Akmaliah, Wahyudi, & K, K. P. (2013). Anak Muda, Radikalisme, dan Budaya Populer. MAARIF Institute, 8(1), 132–152.
Beta, A. R. (2014). No Title. H”ijabers: How Young Urban Muslim Women Redefine Themselves in Indonesia, 76(4–5), 337.
Casanova, J. (1994). Public Religions in the Modern World. University of Chicago Press.
Einstein, M. (2008). Brand of Faith: Marketing Religious in a Commercial Age. Routledge.
Fealy, G. (2008). Consuming Islam: Commodified Religion and Aspirational Pietism in Contemporary Indonesia. In G. Fealy & S. White (Eds.), Expressing Islam: Religious Life and Politics in Indonesia (pp. 1–15). Institute of Southeast Asian Studies.
Gauthier, F., Woodhead, L., & Martinainen, T. (2013). Gauthier,. In Francois Gauthier & T. Martikainen (Eds.), Religion in Consumer Society: Brands, Consumers and Markets (pp. 1–26). Ashgate.
Greag, F., & White, S. (2008). Introductions. In Expressing Islam: Religious Life and Politics in Indonesia (pp. 1–16). ISEAS Yusof Ishak Institute.
Han, M. I. (2018). Anak Muda, Dakwah Jalanan dan Fragmentasi Otoritas Keagamaan: Studi Atas Gerakan Dakwah Pemuda Hijrah dan Pemuda Hidayah. UIN Sunan Kalijaga.
Han, M. I. (2019). Dakwah Jalanan Kaum Muda: Dinamika Keagamaan Anak Muda Geng Motor dan Skateboard (1st ed.). Omah Ilmu.
Hasan, N. (2006). Laskar Jihad, Islam, Militancy, and Quest for Identity in Post-New Order Indonesia. Cornell Southeast Asia Program.
Hasan, N. (2009). The Making of Publik Islam: Piety, Agency and Commodification on the Landscape of the Indonesia Publik Sphere. Contemporary Islam, 3(3), 229–250.
Hasan, N. (2018a). Gagalnya Jihadisme di Kalangan Generasi Millenials. In hassan (Ed.), Literatur Keislaman Generasi Milenial Transmisi, Apropriasi, dan Kontestasi. Suka Press.
Hasan, N. (2018b). Menuju Islamisme Populer. In N. Hasan (Ed.), Literatur Keislaman Generasi Milenial: Transmisi, Apropriasi, dan Kontestasi. Suka Press.
Helie, A. (2005). The US occupation and rising religious extremism: The double threat to women in Iraq. Women’s World, 24.
Herrera, L., & Bayat, A. (2010). Conclusion: Knowing Muslim Youth. Being Young and Muslim in Neoliberal Times: New Cultural Politics in the Global South and North, 355–364.
Hoesterey, J. B. (2008). Marketing Morality: The Rise, Fall and Rebranding of Aa Gym. In G. Fealy & S. White (Eds.), In Expressing Islam: Religious Life and Politics in Indonesia (pp. 95–114). Institute of Southeast Asian Studies.
Hoesterey, J. B. (2018). Marketing Islam: Entrepreneurial Ethics and Capitalism in Indonesia. Spring, 10, 1–14.
Ikhwan, M. (2018). Produksi Wacana Islam di Indonesia Revitalisasi Islam Publik dan Politik Muslim” dalam Noorhaidi Hasan, dkk. Literatur Keislaman Generasi Milenial Transmisi, Apropriasi, Dan Kontestasi. Yogyakarta: Pascasarjana UIN Sunan Kalijaga Press, 109–142.
Jannah, I. L. (2018). Kontestasi Makna Hijab dalam Ruang Media Sosial Instagram. In Sunarwoto (Ed.), Islam: Antara Teks, Kuasa dan Identitas (1st ed., pp. 137–162). Arti Bumi Intara.
Jones, C. (2010). Materializing piety: Gendered anxieties about faithful consumption in contemporary urban Indonesia. American Ethnologist, 37(4), 617–637.
Kailani, N. (2012a). Forum Lingkar Pena and Muslim youth in contemporary Indonesia. RIMA: Review of Indonesian and Malaysian Affairs, 46 (1), 33. https://search.informit.com.au/documentSummary;dn=984332214396280;res=IELAPA
Kailani, N. (2012b). Forum Lingkar Pena and Muslim Youth in Contemporary Indonesia. RIMA: Review of Indonesian and Malaysian Affairs, 46 (1), 33–53.
Kailani, N. (2018). Perkembangan Literatur Islamisme Populer di Indonesia: Apropriasi, Adaptasi, dan Generasi Millennials. In N. Hasan (Ed.), Literatur Keislaman Generasi Milenial Transmisi, Apropriasi dan Kontestasi (1st ed., pp. 267–280). Suka Press.
Kailani, N., & Sunarwoto. (2019). Televangelisme Islam dalam Lanskap Otoritas Keagamaan Baru. In N. Hasan (Ed.), Ulama dan Negara-Bangsa: Membaca Masa Depan Politik Islam di Indonesia (pp. 179–206). Suka Press.
Lyansari, K. N. (2018). Hijrah Celebrity Creating New Religiosities, Branding Economics of Lifestyle in the Age of Muslim Mass Consumption. Analisis: Jurnal Studi Keislaman, 18(2), 211–232. http://www.ejournal.radenintan.ac.id/index.php/analisis/article/view/3066
Mahmood, S. (2005). Politics of piety: The Islamic Revival and The Feminist Subject (1st ed.). Princeton University Press.
Muzzaki, A. (2008). Islam as a Symbolic Commodity: Transmitting and Consuming Islam Public Sermons in Indonesia. In P. Kitiarsa (Ed.), Religious Commodification in Asia: Marketing Good (pp. 209–219). Routledge.
Nilan, P., & Feixa, C. (2006). Global Youth? Hybrid Identities, Prural Word. Routledge.
Nisa, E. F. (2018). Creative and lucrative Daʿwa: the visual culture of Instagram amongst female Muslim youth in Indonesia. Asiascape: Digital Asia, 5(1–2), 68–99.
Norris, P., & Inglehard, R. (1994). Sacred and Secular: Religion and Politics Worldwide 2nd.
Rosyad, R. (2006). A Quest for True Islam: A Study of the Islam Resurgence Movement among the Youth in Bandung. ANU E Press.
Rudnyckyj, D. (2009). Spiritual Economies: Islam and Neoliberalism in Contemporary Indonesia. Cultural Anthropology, 24 (101–141).
Saefullah, H. (2017). Nevermind the Jahiliyah, Here’s the Hijrah’s: Punk and the Religious Turn in the Contemporary Indonesia Underground Scene. Punk & Post Punk, 6(2), 263–289.
Schielke, S. (2009). Being good in Ramadan: ambivalence, fragmentation, and the moral self in the lives of young Egyptians. Journal of the Royal Anthropological Institute, 15, S24–S40. https://doi.org/10.1111/j.1467-9655.%0A2009.01540.x
Triantoro, D. A. (2018). Dakwah dan Kesalehan: Studi Tentang Gerakan Teras Dakwah Di Kota Yogyakarta. Jurnal Masyarakat & Budaya, 20(2), 273–286.
Triantoro, D. A., Husna, F., & Amna, A. (2018). Ruqyah Syar’iyyah: Alternatif Pengobatan, Kesalehan, Islamisme dan Pasar Islam. Harmoni, 17(2), 460–478.
Triantoro, D. A., Saputra, E., & Wahyuni, T. (2019). Mengelola Hibridisasi Identitas Anak Muda Islam: Studi Pada Lembaga Teras Dakwah di Yogyakarta. Jurnal MD, 5(2), 113–138.
Turner, B. S. (2012). Religion and Modern Society: Citizenship, Secularisation and the State. Cambridge University Press.
Weng, H. W. (2018). The Art of Dakwah: Social Media, Visual Persuasion and the Islamist Propagation of Felix Siauw. Indonesia and the Malay World, 46(134), 61–79.
Yusri, F. H. (2020). Kajian Musyawarah: Contemporary Da’wah Pious, Identity and Virtual Ummah. Jurnal Ilmiah Islam Future, xx(xx), 1–18.
Yuswohady. (2017). Generasi M: Generation Muslim. Bentang Pustaka.
Published
2025-10-23
How to Cite
Saputra, E., & Lyansari, K. (2025). Piety Consumption Among Urban Muslim Youth at The Teras Dakwah Community in Yogyakarta. Islamic Review: Jurnal Riset Dan Kajian Keislaman, 14(2), 223-242. https://doi.org/https://doi.org/10.35878/islamicreview.v14i2.1617
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Articles
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