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All Journal al-Afkar, Journal For Islamic Studies Oportunitas
Alvi Nuur Rasyidah
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Economics, Econometrics & Finance Education Social Sciences

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Tinjauan Etika Bisnis Islam Pada Pemasaran Live Shopping Tiktok Alvi Nuur Rasyidah
OPORTUNITAS: Jurnal Pendidikan Ekonomi, Manajemen, Kewirausahaan dan Koperasi Vol 6 No 02 (2025): OPORTUNITAS : Jurnal Pendidikan Ekonomi, Manajemen, Kewirausahaan, dan Koperasi
Publisher : Pendidikan Ekonomi FKIP Universitas PGRI Ronggolawe Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Live shopping tiktok memfasilitasi transaksi jual beli. Fitur ini memberikan dampak positif bagi penjual dan pembeli diantaranya memudahkan mendapatkan barang yang diinginkan. Disisi lain, fitur ini juga menimbulkan perdebatan. Salah satunya ketidaksesuai produk yang diiklankan dan diterima pembeli. Penelitian ini bertujuan untuk meninjau pemasaran live shopping tiktok berdasarkan teori etika bisnis Islam Penelitian ini menggunakan metode kualitatif dengan sumber data yang digunakan melalui data primer dan data sekunder. Data primer diambil melalui wawancara dan observasi serta data sekunder diambil dari (google scholar, publish or perish, morarel), website resmi jurnal dan repositori institusi. Berdasarkan hasil penelitian, live shopping tiktok belum sepenuhnya sesuai dengan prinsip etika bisnis Islam karena prinsip keadilan atau keseimbangan belum terpenuhi perbedaan harga produk yang didasarkan pada algoritma perilaku konsumen dapat mengarah pada ketidakadilan oleh karena itu sistem penetapan harga berdasarkan profil konsumen harus dijelaskan secara terbuka kepada pembeli agar tidak terjadi ketidakadilan atau diskriminasi yang dapat merugikan salah satu pihak
Analysis of Islamic Business Ethics in Tiktok Live Shopping Marketing Alvi Nuur Rasyidah; Bakhrul Huda
al-Afkar, Journal For Islamic Studies Vol. 9 No. 1 (2026)
Publisher : Perkumpulan Dosen Fakultas Agama Islam Indramayu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/afkarjournal.v9i1.1899

Abstract

Tiktok live shopping facilitates buying and selling transactions. This feature has a positive impact on sellers and buyers, including making it easier to get the desired items. On the other hand, this feature also raises debates. One of them is the discrepancy between the product advertised and received by the buyer. This research aims to review tiktok live shopping marketing based on Islamic business ethics theory. This research uses qualitative methods with data sources used through primary data and secondary data. Primary data is taken through interviews and observations and secondary data is taken from (google scholar, publish or perish, morarel), official journal websites and institutional repositories. Based on the research results, tiktok live shopping is not fully in accordance with the principles of Islamic business ethics because the principle of justice or balance has not been fulfilled, the difference in product prices based on consumer behavior algorithms can lead to injustice, therefore the pricing system based on consumer profiles must be explained openly to buyers so that there is no injustice or discrimination that can harm one party.
Co-Authors Bakhrul Huda