<![CDATA[The rapid growth of e-commerce in Indonesia has encouraged the development of reseller systems in hijab marketing, although implementation is still marked by ethical issues such as unclear seller identity and inconsistent product information. This study examines the mechanism of the reseller system in the e-commerce transactions of Hijab Primair.id and analyzes its conformity with Islamic business ethics. A qualitative case study approach was employed, involving four subjects: one supplier (Hijab Primair.id) and three resellers with different characteristics and business models. Data were collected through observation, semi-structured interviews, documentation, and triangulation, then analyzed using the Miles and Huberman model. The findings show that the reseller partnership operates without a written agreement, with three business model variations: outright purchase with ready stock, small-scale self-managed stock, and pure pre-order without stock, in which resellers bear all stock-related risks. In terms of Islamic business ethics, trustworthiness (amanah) is relatively well maintained across all resellers, while honesty (shiddiq), justice (adl), and freedom from fraud (gharar /ghisy) are applied inconsistently depending on each reseller's experience and business model. Transparency has not been optimally implemented, as reseller status is not explicitly stated on store profiles. Regarding contract (akad), the ready-stock practice conforms to a sale contract (al-bay), whereas the pre-order practice resembles a salam contract but does not yet fully satisfy the requirement of full upfront payment. The study concludes that these inconsistencies stem from the supplier's loose partnership policy, which lacks adequate standards and supervision.]]>
