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All Journal Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi International Journal of Business, Law, and Education AL-MULTAZIM : Jurnal Manajemen Bisnis Syariah Jurnal Pengabdian Mandiri Jurnal Al-Fatih Global Mulia Miftah Proceeding of International Conference on Humanity Education and Society Jurnal Pendidikan Progresif E-Jurnal Manajemen
Churin In
Sharia Business Management Departments, PGRI Wiranegara University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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THE ROLE OF ISLAMIC BUSINESS ETHICS IN INCREASING CUSTOMER LOYALTY ON DIGITAL PLATFORM: A STUDY OF TIKTOK SHOP Risna Nur Ainia; Siti Rifqiyatul Muttafiyah; Churin In
International Conference on Humanity Education and Society (ICHES) Vol. 5 No. 1 (2026): The 5th International Conference on Humanity Education and Society (ICHES)
Publisher : FORPIM PTKIS ZONA TAPAL KUDA

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Abstract

The development of social media-based e-commerce platforms, such as TikTok Shop, encourages business actors to focus not only on marketing strategies but also on the implementation of business ethics, particularly Islamic business ethics. This study aims to analyze the influence of Islamic business ethics values, including honesty, fairness, responsibility, transparency, and adherence to sharia principles, on consumer loyalty on the TikTok Shop platform. This study used a quantitative approach with a survey method. Primary data were obtained by distributing questionnaires to 61 respondents, students of the Faculty of Economics and Business, Universitas PGRI Wiranegara who actively shop on TikTok Shop. Data analysis was conducted using the Partial Least Square (PLS) method with the assistance of SmartPLS software version 4.0. The results showed that honesty, responsibility, and transparency had a positive and significant effect on consumer loyalty. Meanwhile, fairness and adherence to sharia principles had a positive but insignificant effect on consumer loyalty. These findings indicate that not all dimensions of Islamic business ethics have the same level of influence, but in general, the implementation of Islamic business ethics remains important in building and increasing consumer loyalty on digital platforms.
Co-Authors ade taruna wijaya Aufin, Muhammad Izzah, Ni'matul Maulidia, Hidayatul Muhammad Aufin Nunuk Indarti Nunuk Indarti Nur Della, Rissa Ajeng Nurus Sobakh Nurus Sobakh Prakoso, Firza Agung Ramadhani, Kurniawan Risna Nur Ainia Risna Nur Ainia Rosmiza Bidin Siti Rifqiyatul Muttafiyah Sobakh, Nurus Wijaya, Ade Taruna