Fitriyani, Nur (2025) TINJAUAN PRINSIP ETIKA BISNIS ISLAM DALAM PEMANFAATAN FITUR SHOPEE VIDEO DAN LIVE PADA PROFESI AFILIATOR. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The rapid development of e-commerce in Indonesia has driven the emergence of new professions such as affiliates on the Shopee platform, who utilize Shopee Video and Shopee Live features for promotional activities. However, the ease of this program gives rise to various ethical issues, such as discrepancies in promoted products, non-transparent information, and content that could potentially harm consumers, which contradicts Islamic values. This research aims to analyze the implementation mechanism of the Shopee Affiliate Program, identify the implementation of affiliate practices, and review these practices based on the principles of Islamic business ethics. This study employs a qualitative method with a field research approach. Data was collected through direct observation of promotional content on Shopee Video and Shopee Live, as well as documentation and literature review to build a theoretical foundation. The collected data was analyzed using the Miles and Huberman qualitative model, which includes data reduction, data display, and conclusion drawing. The research findings indicate that from the perspective of principles of Islamic business ethics, the affiliate profession is fundamentally permissible (mubah), as its business model can be categorized under valid contracts (akad) such as ju’alah, samsarah, and wakalah bil ujrah. Nevertheless, in practice, many violations of Islamic business ethics principles are still found. Violations on Shopee Video include informational discrepancies between the product in the video and the purchase, containing elements of gharar (uncertainty) and tadlis (deception), exaggerated promotion (overclaiming), and content theft. Meanwhile, on Shopee Live, violations include the use of non-interactive pre-recorded broadcasts and unprofessional conduct by the host. These findings indicate a significant gap between the theoretical permissibility of the contract and its ethical implementation in practice, where the principles of tawhid (unity), responsibility, equilibrium, free will, and benevolence (ihsan) have not been optimally applied by some affiliates.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perkembangan pesat di Indonesia telah mendorong munculnya profesi baru seperti afiliator pada platform Shopee, yang memanfaatkan fitur Shopee Video dan Shopee Live untuk kegiatan promosi. Namun, kemudahan dalam program ini menimbulkan berbagai persoalan etis, seperti ketidaksesuaian produk yang dipromosikan, informasi yang tidak transparan, dan konten yang berpotensi merugikan konsumen, yang bertentangan dengan nilai-nilai Islam. Penelitian ini bertujuan untuk menganalisis mekanisme pelaksanaan program Shopee Affiliate, mengidentifikasi implementasi praktik afiliator, dan meninjau praktik tersebut berdasarkan prinsip-prinsip etika bisnis Islam. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi lapangan (field research). Pengumpulan data dilakukan melalui observasi langsung terhadap konten-konten promosi di Shopee Video dan Shopee Live, serta dokumentasi dan studi pustaka untuk membangun landasan teori. Data yang terkumpul dianalisis menggunakan model kualitatif Miles dan Huberman yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa dari perspektif etika bisnis Islam, profesi afiliator pada dasarnya diperbolehkan (mubah), karena model bisnisnya dapat dikategorikan ke dalam akad yang sah seperti ju’alah, samsarah, dan wakalah bil ujrah. Meskipun demikian, dalam praktiknya masih ditemukan banyak pelanggaran terhadap prinsip-prinsip etika bisnis Islam. Pelanggaran pada Shopee Video mencakup ketidaksesuaian informasi antara produk di video dan tautan pembelian yang mengandung unsur gharar (ketidakjelasan) dan tadlis (penipuan), promosi berlebihan (overclaim), serta pencurian konten. Sementara pada Shopee Live, pelanggaran meliputi penggunaan rekaman siaran ulang yang tidak interaktif dan perilaku tidak profesional dari host. Temuan ini mengindikasikan adanya kesenjangan signifikan antara kebolehan akad secara teoretis dengan implementasi etis di lapangan, di mana prinsip tauhid, tanggung jawab, keseimbangan, kehendak bebas, dan kebaikan (ihsan) belum diterapkan secara optimal oleh sebagian afiliator. | |||||||||
| Uncontrolled Keywords: | Islamic Business Ethics, Affiliate, Shopee, Shopee Video, Shopee Live Etika Bisnis Islam, Afiliator, Shopee, Shopee Video, Shopee Live. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Nur Fitriyani Warsid | |||||||||
| Date Deposited: | 02 Sep 2025 07:54 | |||||||||
| Last Modified: | 02 Sep 2025 07:54 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53193 |
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