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International Review of Humanities Studies

International Review of Humanities Studies

Abstract

This study examines persuasive strategies in Arabic- and Indonesian-language Umrah marketing flyers circulated on social media. As public interest in Umrah continues to grow, travel agencies increasingly rely on digital platforms not only to promote travel packages but also to construct spiritual appeal, religious credibility, and consumer trust. This study therefore aims to analyze how spiritual imagery is constructed, how rhetorical and pragmatic persuasive strategies are used, and how persuasive patterns differ between Arabic- and Indonesian-language Umrah marketing flyers. The study adopts a qualitative-dominant convergent parallel mixed-methods design. The qualitative analysis is based on Fairclough’s Critical Discourse Analysis (CDA), integrated with Aristotelian rhetoric, Austin–Searle speech act theory, and Kress and van Leeuwen’s multimodal visual analysis. The quantitative component is used descriptively to calculate the frequency and distribution of analytical categories. The data consist of 40 Umrah marketing flyers collected from Instagram, Facebook, and X, comprising 20 Arabic-language flyers and 20 Indonesian-language flyers. The findings reveal three main patterns. First, the Indonesian sub-corpus shows a higher level of religious intertextuality, with an average of 0.75 references per flyer, compared with 0.20 references per flyer in the Arabic sub-corpus. This result challenges the initial analytical proposition and leads to the concept of felt need for legitimation, which explains the stronger need to display explicit religious legitimacy in the Indonesian context. Second, representative speech acts appear in all flyers in both sub-corpora, suggesting that verifiable factual information is a universal prerequisite for digital trust. Third, although the two sub-corpora differ in trust ecosystems and content variation, both display the commodification of worship as a dominant ideological pattern. This study contributes to research on religious and commercial digital discourse by offering a multi-theoretical model for analyzing persuasion in digital religious marketing.

Bahasa Abstract

Penelitian ini mengkaji strategi persuasi dalam brosur pemasaran umrah berbahasa Arab dan bahasa Indonesia yang beredar di media sosial. Seiring meningkatnya minat masyarakat terhadap ibadah umrah, biro perjalanan semakin mengandalkan platform digital tidak hanya untuk mempromosikan paket perjalanan, tetapi juga untuk membangun daya tarik spiritual, kredibilitas keagamaan, dan kepercayaan konsumen. Oleh karena itu, penelitian ini bertujuan menganalisis bagaimana citra spiritual dikonstruksi, bagaimana strategi persuasi retoris dan pragmatis digunakan, serta bagaimana pola persuasi berbeda antara brosur pemasaran umrah berbahasa Arab dan berbahasa Indonesia. Penelitian ini menggunakan desain mixed methods paralel konvergen dengan dominasi pendekatan kualitatif. Analisis kualitatif didasarkan pada Analisis Wacana Kritis (Critical Discourse Analysis atau CDA) Fairclough yang dipadukan dengan retorika Aristoteles, teori tindak tutur Austin–Searle, serta analisis visual multimodal Kress dan van Leeuwen. Komponen kuantitatif digunakan secara deskriptif untuk menghitung frekuensi dan distribusi kategori analisis. Data penelitian terdiri atas 40 brosur pemasaran umrah yang dikumpulkan dari Instagram, Facebook, dan X, yang mencakup 20 brosur berbahasa Arab dan 20 brosur berbahasa Indonesia. Hasil penelitian menunjukkan tiga temuan utama. Pertama, subkorpus bahasa Indonesia memperlihatkan tingkat intertekstualitas keagamaan yang lebih tinggi, dengan rata-rata 0,75 referensi per brosur dibandingkan 0,20 referensi per brosur pada subkorpus bahasa Arab. Temuan ini menantang proposisi analitis awal dan melahirkan konsep felt need for legitimation, yang menjelaskan adanya kebutuhan yang lebih kuat untuk menampilkan legitimasi keagamaan secara eksplisit dalam konteks Indonesia. Kedua, tindak tutur representatif muncul pada seluruh brosur di kedua subkorpus, yang menunjukkan bahwa informasi faktual yang dapat diverifikasi merupakan prasyarat universal dalam membangun kepercayaan di ruang digital. Ketiga, meskipun kedua subkorpus memiliki perbedaan dalam ekosistem kepercayaan dan variasi isi, keduanya sama-sama memperlihatkan komodifikasi ibadah sebagai pola ideologis yang dominan. Penelitian ini memberikan kontribusi bagi kajian wacana digital keagamaan dan komersial dengan menawarkan model multiteoretis untuk menganalisis persuasi dalam pemasaran keagamaan berbasis digital.

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