<![CDATA[Abstract: This study aims to analyze the application of Islamic business ethics in fish buying and selling transactions in the traditional market of Pagesangan, Mataram. The traditional market of Pagesangan, as the center of the local fish trade, has transaction dynamics that are influenced by various social and economic factors, including the application of Islamic business ethics principles such as honesty, fairness, and transparency. The research method used is a qualitative approach with data collection techniques in the form of in-depth interviews, participatory observations, and documentation. The results of the study show that although some traders have tried to apply Islamic business ethics principles, such as providing honest information about the quality of fish and setting reasonable prices. Fish traders face challenges in maintaining quality and prices in accordance with Islamic standards due to economic pressures and fierce competition. In addition, traders' understanding of the principles of Islamic business ethics is still limited, which indicates the need for further education.Abstrak: Penelitian ini bertujuan untuk menganalisis penerapan etika bisnis Islam dalam transaksi jual beli ikan di pasar tradisional Pagesangan, Mataram. Pasar tradisional Pagesangan, sebagai pusat perdagangan ikan lokal, memiliki dinamika transaksi yang dipengaruhi oleh berbagai faktor sosial dan ekonomi, termasuk penerapan prinsip-prinsip etika bisnis Islam seperti kejujuran, keadilan, dan transparansi. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi partisipatif, dan dokumentasi. Hasil penelitian menunjukkan bahwa meskipun sebagian pedagang telah berusaha menerapkan prinsip etika bisnis Islam, seperti memberikan informasi yang jujur tentang kualitas ikan dan menetapkan harga yang wajar. Pedagang ikan menghadapi tantangan dalam menjaga kualitas dan harga yang sesuai dengan standar Islam akibat tekanan ekonomi dan persaingan yang ketat. Selain itu, pemahaman pedagang tentang prinsip-prinsip etika bisnis Islam masih terbatas, yang mengindikasikan perlunya edukasi lebih lanjut.]]>
