HUKUM FLEXING SEBAGAI STRATEGI MARKETING DI MEDIA SOSIAL (STUDI PANDANGAN TOKOH MUHAMMADIYAH DAN NAHDLATUL ULAMA DIY)

Sandy Alfiannur, NIM.: 19103060003 (2026) HUKUM FLEXING SEBAGAI STRATEGI MARKETING DI MEDIA SOSIAL (STUDI PANDANGAN TOKOH MUHAMMADIYAH DAN NAHDLATUL ULAMA DIY). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Flexing is an increasingly widespread phenomenon on social media, referring to the practice of conspicuously displaying wealth, achievements, or accomplishments. This phenomenon arises alongside the development of information technology that enables individuals to build self-image rapidly and broadly. Within Indonesian culture, flexing generates debate as it is considered contrary to the value of modesty and, from the perspective of Islamic law, often associated with the reprehensible attitude of riyāʾ. Nevertheless, flexing has also been utilized as a marketing strategy to attract consumers and establish personal branding, thereby eliciting diverse responses from public figures, academics, and business practitioners. This study focuses on the views of Muhammadiyah and Nahdlatul Ulama figures in the Special Region of Yogyakarta regarding the legal status of flexing as a marketing strategy on social media, considering that both organizations employ different methods of ISTINBĀṬ HUKUM and exert broad influence on the religious practices of Indonesian Muslims. The research questions are: (1) What are the opinions of Muhammadiyah and NU figures in DIY regarding flexing as a marketing strategy on social media? (2) What are the arguments underlying their perspectives? This study is field research with a descriptive-analytical-comparative approach using uṣūl al-fiqh. Primary data were obtained through interviews with Muhammadiyah and NU figures in DIY, while secondary data were derived from classical texts, books, journals, and related writings. Data collection techniques included interviews and documentation, analyzed qualitatively through interpretation, analysis, and comparison of the views of both organizations. The findings reveal differing attitudes: five figures permit flexing under conditions of sincere intention, honesty, transparency, and proportionality, based on the fiqh maxim al-aṣlu fi al-mu‘āmalāt al-ibāḥah and the principle of maṣlaḥah. Meanwhile, one figure strictly rejects it, arguing that flexing inherently involves reprehensible traits such as riyāʾ, arrogance, and boastfulness, and produces negative social impacts. The legal dialectic lies in the tension between maṣlaḥah (promotion) and mafsadah (arrogance, envy, luxurious lifestyle). The conclusion affirms that flexing as a marketing strategy may be accepted in Islamic law if it upholds honesty, avoids harm, and is oriented toward communal benefit.

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