Religion and Business: Capitalization of Religion in Online Ta'aruf Accounts

Research on the capitalization of religion in online ta’aruf practices on social media, especially on Instagram, with a focus on the accounts @belajartaaaruf, @KomunitasTa’aruf, and @Komunitas Ta’aruf. The main aim of this research is to understand the phenomenon of capitalization of religion in the context of online ta’aruf and its impact on ta’aruf practices and marriage. Netnographic methods are used to collect data, while qualitative analysis will be applied to identify trends and patterns related to the capitalization of religion on social media. In addition, this article will discuss the historical background of capitalism and the influence of religion in this phenomenon, as well as provide examples of the commercialization of religion in the financial and marketing industries. However, the findings from this research show that the ideas in ta’aruf have decreased in the values of ta’aruf and marriage. Ta’aruf is described as an alternative way for society to achieve marriage which is a "human biological instinct".