Negotiating Sharia Ethics in Paid Hotel Da’wah

This study investigates the growing phenomenon of paid Islamic preaching events held in hotels across Makassar City, focusing on how this trend reflects an adaptive transformation of contemporary da’wah movements in response to modernity, digital culture, and the religious preferences of Generation Z. The research aims to analyze the motivations, spiritual orientations, and religious experiences of Gen Z participants, as well as the ways in which market logic and spatial aesthetics shape their expressions of religiosity. Using a qualitative descriptive design, the study employs in-depth interviews, participatory observation, and documentation to explore the intersection of spirituality, economy, and urban visual culture within these events. The findings indicate that paid da’wah performs a dual function: it operates as a form of modern spiritual retreat that offers emotional restoration amid digital saturation, and simultaneously as a commodified religious product professionally curated through industry standards and social media aesthetics. This dynamic produces a hybrid form of spirituality that blends traditional Islamic values with contemporary lifestyle markers. While its influence on Gen Z’s religiosity tends to be affective and short-term, paid da’wah effectively stimulates spiritual awareness and provides a space for negotiating new religious identities in the digital era. The originality of this research lies in its integrative analysis of commodification, mediatization, and youth religiosity within urban Islamic practices an area still underexplored in Indonesian scholarship. The study highlights the need for ethical, sustainable, and community-oriented da’wah models that can support deeper and more consistent spiritual development among younger generations.