MEMBANGUN KEPERCAYAAN BISNIS : ANALISIS PEMASARAN TIKTOK LIVE DALAM KERANGKA ETIKA BISNIS ISLAM
DOI:
https://doi.org/10.69714/6w281w08Keywords:
TikTok Live, Digital Marketing, Islamic Business EthicsAbstract
The development of digital technology has transformed business marketing strategies, one of which is
through the live streaming feature on TikTok. TikTok Live provides business owners with the opportunity to
interact directly with consumers, build trust, and drive real-time sales. However, in practice, various
challenges arise regarding the implementation of Islamic business ethics. This study aims to analyze the
alignment of TikTok Live marketing strategies with the principles of Islamic business ethics, namely tauhid
(unity), equilibrium (balance), free will, responsibility, and ihsan (benevolence). Using a qualitative
descriptive method and a sociological-juridical approach, this study finds that many marketing practices on
TikTok Live do not fully comply with Islamic business ethics, particularly in terms of transparency, honesty,
and consumer responsibility. Some business owners still use manipulative marketing techniques, such as
creating false urgency and making exaggerated claims, which can mislead consumers. Therefore, further
efforts are needed to raise awareness of Islamic business ethics in digital marketing so that businesses can
operate not only profitably but also based on Islamic values and bring benefits to society.
References
Anisa, Risnawati, R., & Chamidah, N. (2022). PENGARUH WORD OF MOUTH MENGENAI LIVE STREAMING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN. 1(2), 131–143.
A’yun, Q. A. N., Chusma, N. M., Aulia, C. N., Putri, & Latifah, F. N. (2021). IMPLEMENTASI ETIKA BISNIS ISLAM DALAM TRANSAKSI JUAL BELI ONLINE PADA E-COMMERCE POPULAR DI INDONESIA. Jurnal Perbankan Syariah Darussalam (JPSDa), 1(2), 166–181.
Badroen, F., Suhendra, Mufraeni, A., & Bashori, A. D. (2006). Etika Bisnis dalam Islam. Prenada Media Group.
Darullah, M. D., & Tanamal, R. (2023). Faktor yang Paling Mempengaruhi Keputusan dalam Menggunakan TikTok Shop. Journal of Economic, Management, Accounting and Technology (JEMATech), 6(2), 166–175. https://doi.org/10.32500/jematech.v6i2.2846
Faisal, Badroen, Suhendra, Mufraeni, M. A., & Bashori, A. D. (2006). Etika Bisnis Dalam Islam. Prenadamedia Group.
Hermiati, R., Asnawati, & Kanedi, I. (2021). PEMBUATAN E-COMMERCE PADA RAJA KOMPUTER MENGGUNAKAN BAHASA PEMROGRAMAN PHP DAN DATABASE MYSQL. Jurnal Media Infotama, 17(1), 54–65.
Malimbe, A., Waani, F., & Suwu, E. A. A. (2021). Dampak Penggunaan Aplikasi Online Tiktok (Douyin) Terhadap Minat Belajar di Kalangan Mahasiswa Sosiologi Fakultas Ilmu Sosial Dan Politik Universitas Sam Ratulangi Manado. JURNAL ILMIAH SOCIETY, 1(1), 1–10.
Mauludin, M. S., Saputra, A. D., Sari, A. Z., Munawaroh, I., & Regita, E. P. (2022). Analisis Perilaku Konsumen Dalam Transaksi Di e-Commerce. Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), 108–123. https://jurnalfebi.iainkediri.ac.id/index.php/proceedings
Mirza, M., & Ali, H. (2020). STRATEGI E-COMMERCE SHOPPE: DALAM KONTEKS BISNIS ETIK. Jurnal Manajemen, 10(2), 99–104. http://jurnalfe.ustjogja.ac.id
Puspitaningrum, I. A., & Kadi, D. C. A. (2023). PENGARUH FITUR LIVE STREAMING, CONTENT MARKETING, DAN PLATFORM MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA MS GLOW KOTA MADIUN). Seminar Inovasi Manajemen Bisnis Dan Akuntansi (SIMBA) 5, 5.
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Ratnawati. (2023). PENGARUH DISCOUNT, LIVE STREAMER, DAN CUSTOMER TRUST TERHADAP IMPULSE BUYING PADA LIVE STREAMING COMMERCE. Technology, Business and Entrepreneurship (TECHBUS), 1(1), 15–22.
Sa’adah, A. N., Rosma, A., & Aulia, D. (2022). PERSEPSI GENERASI Z TERHADAP FITUR TIKTOK SHOP PADA APLIKASI TIKTOK. TRANSEKONOMIKA: Akuntansi, Bisnis Dan Keuangan, 2(5), 131–140. https://transpublika.co.id/ojs/index.php/Transekonomika
Sikki, N., Priadi, D., Kholifah, C. N., & Putri, F. K. (2023). IMPLEMENTASI ETIKA BISNIS PELAYANAN KONSUMEN E-COMMERCE DI ERA GLOBALISASI. Prosiding Konferensi Nasional Sosial Politik (KONASPOL), 1, 501–514.
Thabroni, G. (2022, April 27). Metode Penelitian Deskriptif Kualitatif (Konsep & Contoh). Serupa.Id. https://serupa.id/metode-penelitian-deskriptif-kualitatif-konsep-contoh/
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Ilmiah Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
