AL-QURAN DAN KELANGSUNGAN BISNIS (Studi Komodifikasi Agama pada Paket Makan Gratis bagi Pelanggan yang Telah Membaca Surah Al-Kahfi di Preksu Ayam Geprek dan Susu Yogyakarta)

MUHAMMAD HADYAN DWITAMA, NIM. 15520020 (2021) AL-QURAN DAN KELANGSUNGAN BISNIS (Studi Komodifikasi Agama pada Paket Makan Gratis bagi Pelanggan yang Telah Membaca Surah Al-Kahfi di Preksu Ayam Geprek dan Susu Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This thesis is a field research that is located at Preksu Ayam Geprek & Susu Yogyakarta. Methods used in data gathering are observation, interview, and documentation. This research uses the theory of Social Action by Max Weber and Commodification of Religion by Pattana Kitiarsa. The theory of Social Action is used to analyze the background of Al-Kahfi Package, while the theory of Commodification of Religion is used to analyze the implication from Al-Kahfi Package to Preksu Ayam Geprek & Susu Yogyakarta's business continuity. There is uniqueness of which some of the customers joined hand to promote Al-Kahfi package to their peers. From said condition, Preksu gained positive implication that is an increasing number of customers, especially during the admittance period of new students, and also gained support from customers who help to promote Al-Kahfi package. Along with that condition, there are more customers who buy other Preksu products. The following are the results of this research: firstly, the background of Al-Kahfi Package started from the owner's inner struggle after listening to a sermon about the purpose of one's life. It sparked an idea of business that can be used as a mean of prayer. When his culinary business began to develop, the owner then thought of a form of charity that his business could give. The owner of Preksu then created a form of charity for his business, of which is giving out free food and beverages for customers. One of the forms of that charity is Al-Kahfi Package on Friday. Secondly, Al-Kahfi gives positive implication toward the business continuity. The package encourages customers to buy other products; Preksu retains its profit from this relation, even though it still gives free food and beverage package to the customers. From the perspective of Commodification of Religion, the growing number of customers caused by religious practice of reciting Al-Kahfi is a form of commodification of religion.

Item Type: Thesis (Skripsi)
Additional Information: H. Ahmad Muttaqin, S.Ag., M.Ag., M.A., Ph.D.
Uncontrolled Keywords: Al-Kahfi Package, Preksu, Social Action, Commodification of Religion
Subjects: Studi Agama Agama
Divisions: Fakultas Ushuludin dan Pemikiran Islam > Studi Agama Agama (S1)
Depositing User: Drs. Mochammad Tantowi, M.Si.
Date Deposited: 28 Sep 2021 05:36
Last Modified: 28 Sep 2021 05:36
URI: http://digilib.uin-suka.ac.id/id/eprint/44803

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