SELLING BLESSINGS: GENERATION Z'S PERCEPTION OF THE COMMERCIALIZATION OF RELIGION IN MINERAL WATER AND SALT PRODUCTS IN DKI JAKARTA

MUHAMMAD SADDAMHUSAINI HUSAINI, . (2026) SELLING BLESSINGS: GENERATION Z'S PERCEPTION OF THE COMMERCIALIZATION OF RELIGION IN MINERAL WATER AND SALT PRODUCTS IN DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fenomena komersialisasi agama semakin berkembang dalam berbagai aktivitas pemasaran, termasuk pada produk air mineral dan garam yang diklaim mengandung keberkahan. Penggunaan simbol, narasi, dan nilai-nilai religius dalam promosi produk menimbulkan beragam persepsi, khususnya di kalangan Generasi Z yang hidup di tengah perkembangan teknologi digital dan kemudahan akses informasi. Penelitian ini bertujuan untuk mengetahui persepsi Generasi Z di DKI Jakarta terhadap fenomena komersialisasi agama pada produk air mineral dan garam yang diklaim mengandung keberkahan, mengidentifikasi faktor-faktor yang memengaruhi persepsi tersebut, serta memahami implikasinya terhadap pemahaman etika bisnis dan nilai-nilai religius. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara mendalam terhadap enam informan Generasi Z yang berdomisili di DKI Jakarta. Pemilihan informan dilakukan secara purposive sesuai dengan kriteria penelitian. Data dianalisis menggunakan perangkat lunak ATLAS.ti melalui proses pengkodean dan penyusunan network untuk mengidentifikasi tema-tema yang muncul dari hasil wawancara, sedangkan keabsahan data diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa persepsi Generasi Z terhadap produk berklaim keberkahan bersifat beragam. Sebagian informan memandang keberkahan sebagai nilai spiritual yang dapat memberikan ketenangan batin dan memperkuat nilai religius, sementara sebagian lainnya memandang klaim tersebut sebagai bentuk sugesti psikologis atau strategi pemasaran yang memanfaatkan simbol agama. Faktor-faktor yang memengaruhi persepsi tersebut meliputi pengalaman spiritual, tingkat religiusitas, pengaruh tokoh agama, lingkungan sosial, serta paparan media sosial dan teknologi digital. Penelitian ini juga menemukan bahwa Generasi Z cenderung bersikap kritis terhadap klaim religius yang tidak disertai dasar yang jelas. Dalam konteks etika bisnis, penggunaan simbol agama dinilai dapat diterima selama dilakukan secara transparan, jujur, dan tidak berlebihan. Temuan ini menunjukkan bahwa komersialisasi agama dipahami sebagai pertemuan antara kebutuhan spiritual masyarakat, kepentingan ekonomi pelaku usaha, dan meningkatnya kesadaran kritis konsumen di era digital ***** The phenomenon of the commercialization of religion has increasingly emerged in various marketing activities, including mineral water and salt products that are claimed to contain blessings. The use of religious symbols, narratives, and values in product promotion has generated diverse perceptions, particularly among Generation Z, who live in an era characterized by rapid technological development and easy access to information. This study aims to examine the perceptions of Generation Z in Jakarta regarding the commercialization of religion through mineral water and salt products claimed to contain blessings, identify the factors influencing these perceptions, and explore their implications for the understanding of business ethics and religious values. This study employed a qualitative approach using in-depth interviews with six Generation Z informants residing in Jakarta. Informants were selected purposively based on predetermined criteria. Data were analyzed using ATLAS.ti software through coding and network analysis to identify emerging themes, while data validity was ensured through source triangulation. The findings reveal that Generation Z holds diverse perceptions toward products claimed to contain blessings. Some informants perceive blessings as spiritual values that provide inner peace and strengthen religious commitment, while others regard such claims as psychological suggestion or marketing strategies that utilize religious symbols. Factors influencing these perceptions include spiritual experiences, levels of religiosity, the influence of religious leaders, social environment, and exposure to social media and digital technology. The study also finds that Generation Z tends to be critical of religious claims that lack clear justification. From a business ethics perspective, the use of religious symbols is considered acceptable as long as it is conducted transparently, honestly, and without exaggeration. These findings indicate that the commercialization of religion is understood as an intersection between society’s spiritual needs, the economic interests of business actors, and the growing critical awareness of consumers in the digital era

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Dra. Corry Yohana, M.M. ; 2). Bagus Kharismawan, S.Si., M.Α.Β.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Muhammad Saddam Husaini .
Date Deposited:	24 Jul 2026 01:44
Last Modified:	24 Jul 2026 01:44
URI:	http://repository.unj.ac.id/id/eprint/66969

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