<![CDATA[Abstract. TikTok has become a contemporary space of muamalah that shapes the consumption patterns of urban Indonesian Muslims, particularly through the self-reward trend that risks normalizing israf (extravagant spending). This study analyzes how self-reward narratives are constructed on TikTok, how israf is normalized through netizen interaction in the comment section, and how this phenomenon is evaluated from the perspective of Islamic economic ethics, especially its impact on hifz al-mal (protection of wealth). A descriptive-qualitative approach with a netnographic case-study design, adapted from Kozinets' procedure, was used. Primary data were drawn from four sample videos and twenty-seven netizen comments through purposive sampling, then analyzed with the interactive model of Miles, Huberman, and Saldaña and triangulated with secondary literature. The findings show that self-reward narratives are constructed through positive psychological framing that blurs the boundary between hajah (needs) and syahwat (desires). In the comment sections, 74% of netizen responses normalized israf through self-justification, social validation, and distortion of the creators' educational messages, while only 26% showed critical awareness. From an Islamic economic ethics perspective, the phenomenon violates the principle of maratib al-hajah, undermines hifz al-mal, and produces greater mafsadah than the momentary maslahah obtained. The study recommends strengthening cyber-syariah literacy and more algorithmically competitive digital da'wah for Islamic financial institutions. Abstrak. TikTok telah menjelma menjadi ruang muamalah kontemporer yang memengaruhi pola konsumsi masyarakat Muslim urban di Indonesia, khususnya melalui tren self-reward yang berpotensi menormalisasi perilaku israf. Penelitian ini menganalisis konstruksi narasi self-reward pada konten TikTok, proses normalisasi israf melalui interaksi netizen di kolom komentar, serta mengevaluasi fenomena tersebut dari perspektif etika ekonomi syariah, khususnya dampaknya terhadap prinsip hifz al-mal. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus netnografi yang mengadaptasi prosedur Kozinets. Data primer dihimpun dari empat video sampel dan dua puluh tujuh data komentar netizen melalui purposive sampling, dianalisis dengan model interaktif Miles, Huberman, dan Saldaña, serta ditriangulasi dengan sumber sekunder. Hasil penelitian menunjukkan bahwa narasi self-reward dikonstruksi melalui pembingkaian psikologis positif yang mengaburkan batas antara hajah dan syahwat. Pada kolom komentar, mayoritas reaksi netizen (74%) menormalisasi israf melalui pembenaran diri, validasi sosial, dan distorsi makna pesan edukatif kreator, dibandingkan hanya 26% yang menunjukkan kesadaran kritis. Ditinjau dari etika ekonomi syariah, fenomena ini melanggar prinsip maratib al-hajah, mencederai hifz al-mal, serta menghasilkan mafsadah yang lebih besar dibandingkan maslahah sesaat. Penelitian merekomendasikan penguatan literasi cyber-syariah bagi masyarakat serta strategi dakwah digital yang lebih kompetitif secara algoritmik bagi lembaga keuangan syariah.]]>
