Ten Dakwah Dan Praktik Komodifikasi Agama Di Mayantara: Studi Aplikasi Islami Umma

The presence of internet-based communication technology has changed pre- existing relationships and established adjustments in various aspects of life. The expansion of religious interaction and communication in the media landscape is becoming popular, one of which is through mobile applications. This paper will examine the Umma application, an Islamic mobile application that has been downloaded more than 10 million times and has interesting features that are personalized for the Muslim community, as the tagline Pro Muslim Community Indonesia. Using netnographic methods, literature studies and observations on the Umma application, this study finds that businesses with a religious practice orientation have chosen the Indonesian Muslim community as a potential target market. Users are invited to practice worship mediated by the Umma application and implement a halal lifestyle by transacting through the features offered by Umma. Here, da'wah and Islamic values are presented in a new, practical way, wrapped in modernity and transactional