ABSTRACT
This paper aims to show Islamic identity construction in Qoryatussalam Sani, one of the new Islamic housing estates in Depok. Established in 2010 next to the KSU road in the Sukmajaya Regency, Depok, West Java, this Islamic estate promotes the concept of the New Madinan Society, with an underlying conservative Tarbiyah ideology. In marketing the product, this housing estate does not focus merely on the physical dimensions of the housing, but more on the Islamic community building. This orientation can be seen in the promotional brochures and advertisements, which stress the proposed religious activities. The paper argues that within the increasingly strong hegemonic paradigm of the Tarbiyah ideology, there is room for negotiation and contestation.
