ENDAH CHRISTIANINGSIH

THE WAVE OF MILLENNIAL MUSLIM SHARIA LIFESTYLE AS AN OPPORTUNITY FOR SOREANG ISLAMIC SHARIA HOUSING

Introduction

The wave of millennial muslim sharia lifestyle as an opportunity for soreang islamic sharia housing. Explore the millennial Muslim sharia lifestyle wave in Bandung and its impact on housing. Discover opportunities for Soreang Islamic Sharia (SIS) housing, addressing market potential and price challenges.

Abstract

As we've seen since early 2018, Bandung has become a hub for Islamic studies, popular among teenagers and adults aged 19 to 40, often referred to as the millennial generation. This social phenomenon emerged like a massive wave, bringing millennials, especially from Bandung and its surrounding areas, to enjoy the beauty of this social phenomenon. The ghiroh, or enthusiasm for seeking knowledge from monotheism to Islamic jurisprudence, has raised awareness among Bandung's youth to apply Islamic values in all aspects of their lives. This study aims to determine how the opportunities that arise from this social phenomenon for the Sharia Islamic Soreang (SIS) housing where the concept offered by SIS is an integrated Islamic residence with the tagline sakinah from home which researchers believe will be a special attraction for the Muslim millennial generation. The method in this study uses a descriptive qualitative method, namely a method that describes the situation based on existing facts with data obtained through interviews with key informants, direct and indirect observations and documentation. As for the selection of key informants, researchers classified them based on their roles in management and consumers based on age. The integrated Islamic housing concept promoted by Perumahan Sharia Islamic Soreang is considered a suitable choice for millennial Muslims, thus automatically presenting an opportunity for SIS. However, currently, management has not focused on seriously addressing this market potential. The gap between product prices and millennial Muslim purchasing power is acutely felt, necessitating a specific strategy to maximize this opportunity.

Review

This paper, "THE WAVE OF MILLENNIAL MUSLIM SHARIA LIFESTYLE AS AN OPPORTUNITY FOR SOREANG ISLAMIC SHARIA HOUSING," tackles a highly relevant and timely topic concerning the intersection of religious adherence, generational trends, and the real estate market. It effectively identifies a significant social phenomenon in Bandung – the rising "ghiroh" (enthusiasm) for Islamic values among millennial Muslims aged 19-40 – and frames it as a substantial market opportunity for Sharia-compliant housing. The study's aim to assess this potential for Soreang Islamic Sharia (SIS) housing, which offers an integrated Islamic residence concept, positions it as a valuable contribution to understanding niche market dynamics and faith-based consumption patterns. A core strength of this research lies in its clear identification and contextualization of the "millennial Muslim wave" in Bandung. The abstract effectively describes how this surge in Islamic studies and application of Islamic values creates a distinct demographic seeking products and services aligned with their lifestyle, particularly in housing. The qualitative descriptive methodology, involving interviews with management and consumers (classified by age), direct/indirect observations, and documentation, appears well-suited to explore this social phenomenon and its implications for SIS. The concept offered by SIS, with its "sakinah from home" tagline, is presented as having a clear appeal to this target group, indicating a strong theoretical market-product fit. While the study successfully pinpoints a significant opportunity for SIS, the abstract also reveals critical insights that warrant further strategic consideration. The finding that SIS management has not yet "focused on seriously addressing this market potential" and the acute "gap between product prices and millennial Muslim purchasing power" are crucial limitations that hinder the realization of this opportunity. Future research or an extended discussion within this paper could significantly benefit from delving into actionable "specific strategies" to bridge this pricing disparity. This might involve exploring innovative financing models, more segment-specific product offerings, or marketing approaches tailored to the economic realities and specific preferences of millennial Muslims, thereby enhancing the practical implications and transformative potential of the study's findings.

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