TELAAH PEMAHAMAN ETIKA PEMASARAN ISLAM PEDAGANG DAN PEMBELI DI PASAR AIR BUNGA KECAMATAN BUAY PEMACA KABUPATEN OKU SELATAN MUARA DUA
TELAAH PEMAHAMAN ETIKA PEMASARAN ISLAM PEDAGANG DAN PEMBELI DI PASAR AIR BUNGA KECAMATAN BUAY PEMACA KABUPATEN OKU SELATAN MUARA DUA
Abstract
ABSTRACT
This study aims to examine the understanding and application of Islamic marketing ethics by traders and buyers at Air Bunga Market in Buay Pemaca District, South OKU Regency. Islamic marketing ethics encompass the values of honesty (shiddiq), trustworthiness (amanah), intelligence (fathanah), communication (tabligh), and consistency (istiqomah), which are rooted in Islamic teachings and emulate the noble character of the Prophet Muhammad (peace be upon him) in business activities. The research method used was qualitative descriptive with a field study approach through interviews, observations, and documentation. The results of the study indicate that most merchants and buyers have a basic understanding of ethical behavior in trading, but have not fully understood the concept of Islamic marketing ethics comprehensively. Ethical practices such as honesty and good service tend to be applied, but there is still inconsistency in maintaining product quality and the information provided to buyers. This study emphasizes the importance of continuous education for business actors so that the application of Islamic ethics in business can be implemented in a comprehensive and consistent manner.
Keyword: Traders, Buyer, and Islamic Marketing Ethics
References
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Bahasa, J., Sastra, P., Sri, R., Mutiara, W. &, & Komara, A. (2024). Buying and Selling Transactions. Dinamika: Jurnal Bahasa, 7(1), 10–24.
Bush, V., Bush, A., Oakley, J., & Cicala, J. (2017). The Sales Profession as a Subculture: Implications for Ethical Decision Making. Journal of Business Ethics, 142. https://doi.org/10.1007/s10551-015-2753-7
Carlson, S. (2018). Buyer-Seller Trust Relationships: What Makes Them Work? February 2019, 353–363. https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1303&context=ama_proceedings
Chameroy, F., Salgado, S., de Barnier, V., & Chaney, D. (2024). In platform we trust: How interchangeability affects trust decisions in collaborative consumption. Technological Forecasting and Social Change, 198(November 2023). https://doi.org/10.1016/j.techfore.2023.122997
Cybulski, K. (2019). Multi-dimensional nature of the phenomenon of fraud in sales organizations. Undiscovered land of research opportunity. Studia i Materiały Wydziału Zarządzania UW, 2/2018(28), 15–25. https://doi.org/10.7172/1733-9758.2018.28.2
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35–51. https://doi.org/10.1177/002224299706100203
El-Sherbiny, Y. S., El-Bassiouny, N., & Hammad, H. (2023). Marketing ethics education and consumer wisdom: conceptualizing the relationship. Management & Sustainability: An Arab Review, 2(1), 87–105. https://doi.org/10.1108/MSAR-06-2022-0027
Guo, Y., Bao, Y., Stuart, B. J., & Le-Nguyen, K. (2018). To sell or not to sell: Exploring sellers’ trust and risk of chargeback fraud in cross-border electronic commerce. Information Systems Journal, 28(2), 359–383. https://doi.org/10.1111/isj.12144
Hawes, J. M., Mast, K. E., & Swan, J. E. (1989). Trust earning perceptions of sellers and buyers. Journal of Personal Selling and Sales Management, 9(1), 1–8. https://doi.org/10.1080/08853134.1989.10754508
Helaluddin, & Wijaya, H. (2019). Qualitative Data Analysis A Review of Theory and Practice. In Analisa Data Kualitatif (p. 148). https://www.google.co.id/books/edition/Analisis_Data_Kualitatif_Sebuah_Tinjauan/lf7ADwAAQBAJ?hl=id&gbpv=1
Istiqomah, N. H., Nisa’, I. S., & Husniyah, L. (2024). Pemasaran Islami: Mengoptimalkan Potensi Pasar dengan Prinsip Keadilan dan Etika Ekonomi Islam. Al-Musthofa: Journal of Sharia Economics, 7(1), 1–12. https://doi.org/10.58518/al-musthofa.v7i1.2755
Kazmi, A. (2023). Islamic Business Ethics. Encyclopedia of Sustainable Management, 6, 2036–2040. https://doi.org/10.1007/978-3-031-25984-5_86
Kim, E., & Pae, S. (2024). Voluntary Disclosure When Information Quality Is Unknown. The Accounting Review, 100, 1–29. https://doi.org/10.2308/TAR-2023-0540
Klumpp, T. (2007). Communication in financial markets with several informed traders. Economic Theory, 33(3), 437–456. https://doi.org/10.1007/s00199-006-0148-9
Lee, S. J., Ahn, C., Song, K. M., & Ahn, H. (2018). Trust and distrust in e-commerce. Sustainability (Switzerland), 10(4). https://doi.org/10.3390/su10041015
Luo, Y. (2024). Optimization of product marketing and management path of cross-border e-commerce enterprises relying on big data technology. Applied Mathematics and Nonlinear Sciences, 9(1), 1–19. https://doi.org/10.2478/amns-2024-0191
M.Madhani, P. (2020). Ethics in Sales and Marketing: Key Advantages. Marketing Mastermind, 17(5), 53–58. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3764324
Maisarah, R., & Zuhriah, Z. (2023). Communication Interaction Between Traders in Cultural Analysis (Case Study of Halat Traditional Market, Matsum City, Medan City). Sosial Budaya, 20(1), 14. https://doi.org/10.24014/sb.v20i1.22938
Maman Wahyudi. (2024). The Concept of Business Ethics in Islamic Perspective. Jurnal Pendidikan Ips, 14(2), 478–484. https://doi.org/10.37630/jpi.v14i2.2166
Mukri, S. G., Arif, S., & Aji, A. M. (2020). Survei Existing Perilaku Pedagang Pasar Tradisional Terhadap Praktik Bisnis Islam Di Kabupaten Bogor. SALAM: Jurnal Sosial Dan Budaya Syar-I, 7(1). https://doi.org/10.15408/sjsbs.v7i1.14542
Nurhadi, & Wati, S. (2019). Analisis Konsep Etika Bisnis Transaksi Jual Beli Di Pasar Tradisional Selasa Panam Kecamatan Tampan Kota Pekanbaru Perspektif Ekonomi Islam. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 3(1), 99–115.
Prosper, A., & Borra, E. E. (2025). Linguistic Forms and Communicative Strategies of Machinga Interaction with Customers in Tanzania: A Sociolinguistic Analysis. Asian Research Journal of Arts & Social Sciences, 23(4), 69–79. https://doi.org/10.9734/arjass/2025/v23i4661
Rajaobelina, L., & Bergeron, J. (2009). Antecedents and Consequences of Buyer-Seller Relationship Quality in the Financial Services Industry. International Journal of Bank Marketing, 27, 359–380. https://doi.org/10.1108/02652320910979889
Sagantha, F., Gustiana, R., & Ulfa, M. (2023). Meningkatkan Ekosistem Digitalisasi Ekonomi Syariah pada Santri Dar El Istiqomah Serang. ABDIMAS Iqtishadia, 1(1), 54–60. https://doi.org/10.32493/iqtis.v1i1.31735
Syafi’i, I., & Mardiyah, M. (2023). Implementasi Kegiatan Keagamaan Dalam Meningkatkan Kecerdasan Spiritual Siswa. Jurnal Keislaman, 6(1), 256–267. https://doi.org/10.54298/jk.v6i1.3715
Syahputri, T. F., & Suryaningsih, S. A. (2022). Penerapan Etika Bisnis Islam Dalam Transaksi Jual Beli Sembako Di Pasar Kedurus Surabaya. Jurnal Ekonomika Dan Bisnis Islam, 5(1), 146–159. https://doi.org/10.26740/jekobi.v5n1.p146-159
Syariah, B. M., & Surabaya, J. A. Y. (2018). PEMASARAN DALAM PERSPEKTIF EKONOMI ISLAM. Maliah Jurnal Hukum Bisnis Islam, 8, 96–124.
Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126839
Üstünel, H. H. (2016). The influence of critical factors on E-learning satisfaction. Başkent University Journal of Education, 4, 127–139. http://buje.baskent.edu.tr/index.php/buje/article/view/62%0Ahttps://buje.baskent.edu.tr/index.php/buje/article/download/62/47
Wei, K., Li, Y., Zha, Y., & Ma, J. (2019). Trust, risk and transaction intention in consumer-to-consumer e-marketplaces. Industrial Management & Data Systems, 119(2), 331–350. https://doi.org/10.1108/IMDS-10-2017-0489
Widiatmika, K. P. (2020). ISTIQOMAH IN AL-QUR’AN: THE CONCEPT, TERMINOLOGY, AND IT’S APPLICATION. Etika Jurnalisme Pada Koran Kuning : Sebuah Studi Mengenai Koran Lampu Hijau, 16(2), 39–55.
Xu, J. (David), Cenfetelli, R. T., & Aquino, K. (2016). Do different kinds of trust matter? An examination of the three trusting beliefs on satisfaction and purchase behavior in the buyer–seller context. Journal of Strategic Information Systems, 25(1), 15–31. https://doi.org/10.1016/j.jsis.2015.10.004
Zhang, B., Wang, L., & Li, Y. (2021). Precision Marketing Method of E-Commerce Platform Based on Clustering Algorithm. Complexity, 2021. https://doi.org/10.1155/2021/5538677
Zuraidah, Z., & Aisyah, E. N. (2022). The Implementation of Islamic Business Ethical Theory in E-Commerce. Proceedings of the International Symposium on Religious Literature and Heritage (ISLAGE 2021), 644(Islage 2021), 159–165. https://doi.org/10.2991/assehr.k.220206.021
Wawancara
Dewi. (2024). Hasil wawancara diolah dengan Ibu Dewi, pedagang sayur di Pasar Air Bunga Kecamatan Buay Pemaca Kabupaten OKU Selatan, pada tanggal 14 Desember 2024.
Liana, E. (2024). Hasil wawancara diolah dengan Ibu Elva Liani, pedagang pakaian di Pasar Air Bunga, Kecamatan Buay Pemaca Kabupaten OKU Selatan Muara Dua, pada tanggal 14 Desember 2024.
Al-Hashem, A. O. (2022). Marketing Intelligence Dimensions As an Innovative Approach for Customer Retention through the Intermediate Role of Customer Experience. Jordan Journal of Business Administration, 18(4), 527–545. https://doi.org/10.35516/jjba.v18i4.458
Anggito, A. (2018). Metode Penelitian Kualitatif. CV Jejak.
Aravik, H., Amri, H., & Febrianti, R. (2022). the Marketing Ethics of Islamic Banks: a Theoretical Study. Islamic Banking : Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 7(2), 263–282. https://doi.org/10.36908/isbank.v7i2.344
Aravik, H., Hamzani, A. I., Khasanah, N., & Tohir, A. (2024). Fundamental Concepts of Work Ethics in Islamic Perspective and Its Implementation in Islamic Bank Marketing. Islamic Banking : Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 10(1), 63–80. https://doi.org/10.36908/isbank.v10i1.1220
Bahasa, J., Sastra, P., Sri, R., Mutiara, W. &, & Komara, A. (2024). Buying and Selling Transactions. Dinamika: Jurnal Bahasa, 7(1), 10–24.
Bush, V., Bush, A., Oakley, J., & Cicala, J. (2017). The Sales Profession as a Subculture: Implications for Ethical Decision Making. Journal of Business Ethics, 142. https://doi.org/10.1007/s10551-015-2753-7
Carlson, S. (2018). Buyer-Seller Trust Relationships: What Makes Them Work? February 2019, 353–363. https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1303&context=ama_proceedings
Chameroy, F., Salgado, S., de Barnier, V., & Chaney, D. (2024). In platform we trust: How interchangeability affects trust decisions in collaborative consumption. Technological Forecasting and Social Change, 198(November 2023). https://doi.org/10.1016/j.techfore.2023.122997
Cybulski, K. (2019). Multi-dimensional nature of the phenomenon of fraud in sales organizations. Undiscovered land of research opportunity. Studia i Materiały Wydziału Zarządzania UW, 2/2018(28), 15–25. https://doi.org/10.7172/1733-9758.2018.28.2
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35–51. https://doi.org/10.1177/002224299706100203
El-Sherbiny, Y. S., El-Bassiouny, N., & Hammad, H. (2023). Marketing ethics education and consumer wisdom: conceptualizing the relationship. Management & Sustainability: An Arab Review, 2(1), 87–105. https://doi.org/10.1108/MSAR-06-2022-0027
Guo, Y., Bao, Y., Stuart, B. J., & Le-Nguyen, K. (2018). To sell or not to sell: Exploring sellers’ trust and risk of chargeback fraud in cross-border electronic commerce. Information Systems Journal, 28(2), 359–383. https://doi.org/10.1111/isj.12144
Hawes, J. M., Mast, K. E., & Swan, J. E. (1989). Trust earning perceptions of sellers and buyers. Journal of Personal Selling and Sales Management, 9(1), 1–8. https://doi.org/10.1080/08853134.1989.10754508
Helaluddin, & Wijaya, H. (2019). Qualitative Data Analysis A Review of Theory and Practice. In Analisa Data Kualitatif (p. 148). https://www.google.co.id/books/edition/Analisis_Data_Kualitatif_Sebuah_Tinjauan/lf7ADwAAQBAJ?hl=id&gbpv=1
Istiqomah, N. H., Nisa’, I. S., & Husniyah, L. (2024). Pemasaran Islami: Mengoptimalkan Potensi Pasar dengan Prinsip Keadilan dan Etika Ekonomi Islam. Al-Musthofa: Journal of Sharia Economics, 7(1), 1–12. https://doi.org/10.58518/al-musthofa.v7i1.2755
Kazmi, A. (2023). Islamic Business Ethics. Encyclopedia of Sustainable Management, 6, 2036–2040. https://doi.org/10.1007/978-3-031-25984-5_86
Kim, E., & Pae, S. (2024). Voluntary Disclosure When Information Quality Is Unknown. The Accounting Review, 100, 1–29. https://doi.org/10.2308/TAR-2023-0540
Klumpp, T. (2007). Communication in financial markets with several informed traders. Economic Theory, 33(3), 437–456. https://doi.org/10.1007/s00199-006-0148-9
Lee, S. J., Ahn, C., Song, K. M., & Ahn, H. (2018). Trust and distrust in e-commerce. Sustainability (Switzerland), 10(4). https://doi.org/10.3390/su10041015
Luo, Y. (2024). Optimization of product marketing and management path of cross-border e-commerce enterprises relying on big data technology. Applied Mathematics and Nonlinear Sciences, 9(1), 1–19. https://doi.org/10.2478/amns-2024-0191
M.Madhani, P. (2020). Ethics in Sales and Marketing: Key Advantages. Marketing Mastermind, 17(5), 53–58. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3764324
Maisarah, R., & Zuhriah, Z. (2023). Communication Interaction Between Traders in Cultural Analysis (Case Study of Halat Traditional Market, Matsum City, Medan City). Sosial Budaya, 20(1), 14. https://doi.org/10.24014/sb.v20i1.22938
Maman Wahyudi. (2024). The Concept of Business Ethics in Islamic Perspective. Jurnal Pendidikan Ips, 14(2), 478–484. https://doi.org/10.37630/jpi.v14i2.2166
Mukri, S. G., Arif, S., & Aji, A. M. (2020). Survei Existing Perilaku Pedagang Pasar Tradisional Terhadap Praktik Bisnis Islam Di Kabupaten Bogor. SALAM: Jurnal Sosial Dan Budaya Syar-I, 7(1). https://doi.org/10.15408/sjsbs.v7i1.14542
Nurhadi, & Wati, S. (2019). Analisis Konsep Etika Bisnis Transaksi Jual Beli Di Pasar Tradisional Selasa Panam Kecamatan Tampan Kota Pekanbaru Perspektif Ekonomi Islam. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 3(1), 99–115.
Prosper, A., & Borra, E. E. (2025). Linguistic Forms and Communicative Strategies of Machinga Interaction with Customers in Tanzania: A Sociolinguistic Analysis. Asian Research Journal of Arts & Social Sciences, 23(4), 69–79. https://doi.org/10.9734/arjass/2025/v23i4661
Rajaobelina, L., & Bergeron, J. (2009). Antecedents and Consequences of Buyer-Seller Relationship Quality in the Financial Services Industry. International Journal of Bank Marketing, 27, 359–380. https://doi.org/10.1108/02652320910979889
Sagantha, F., Gustiana, R., & Ulfa, M. (2023). Meningkatkan Ekosistem Digitalisasi Ekonomi Syariah pada Santri Dar El Istiqomah Serang. ABDIMAS Iqtishadia, 1(1), 54–60. https://doi.org/10.32493/iqtis.v1i1.31735
Syafi’i, I., & Mardiyah, M. (2023). Implementasi Kegiatan Keagamaan Dalam Meningkatkan Kecerdasan Spiritual Siswa. Jurnal Keislaman, 6(1), 256–267. https://doi.org/10.54298/jk.v6i1.3715
Syahputri, T. F., & Suryaningsih, S. A. (2022). Penerapan Etika Bisnis Islam Dalam Transaksi Jual Beli Sembako Di Pasar Kedurus Surabaya. Jurnal Ekonomika Dan Bisnis Islam, 5(1), 146–159. https://doi.org/10.26740/jekobi.v5n1.p146-159
Syariah, B. M., & Surabaya, J. A. Y. (2018). PEMASARAN DALAM PERSPEKTIF EKONOMI ISLAM. Maliah Jurnal Hukum Bisnis Islam, 8, 96–124.
Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126839
Üstünel, H. H. (2016). The influence of critical factors on E-learning satisfaction. Başkent University Journal of Education, 4, 127–139. http://buje.baskent.edu.tr/index.php/buje/article/view/62%0Ahttps://buje.baskent.edu.tr/index.php/buje/article/download/62/47
Wei, K., Li, Y., Zha, Y., & Ma, J. (2019). Trust, risk and transaction intention in consumer-to-consumer e-marketplaces. Industrial Management & Data Systems, 119(2), 331–350. https://doi.org/10.1108/IMDS-10-2017-0489
Widiatmika, K. P. (2020). ISTIQOMAH IN AL-QUR’AN: THE CONCEPT, TERMINOLOGY, AND IT’S APPLICATION. Etika Jurnalisme Pada Koran Kuning : Sebuah Studi Mengenai Koran Lampu Hijau, 16(2), 39–55.
Xu, J. (David), Cenfetelli, R. T., & Aquino, K. (2016). Do different kinds of trust matter? An examination of the three trusting beliefs on satisfaction and purchase behavior in the buyer–seller context. Journal of Strategic Information Systems, 25(1), 15–31. https://doi.org/10.1016/j.jsis.2015.10.004
Zhang, B., Wang, L., & Li, Y. (2021). Precision Marketing Method of E-Commerce Platform Based on Clustering Algorithm. Complexity, 2021. https://doi.org/10.1155/2021/5538677
Zuraidah, Z., & Aisyah, E. N. (2022). The Implementation of Islamic Business Ethical Theory in E-Commerce. Proceedings of the International Symposium on Religious Literature and Heritage (ISLAGE 2021), 644(Islage 2021), 159–165. https://doi.org/10.2991/assehr.k.220206.021
Wawancara
Dewi. (2024). Hasil wawancara diolah dengan Ibu Dewi, pedagang sayur di Pasar Air Bunga Kecamatan Buay Pemaca Kabupaten OKU Selatan, pada tanggal 14 Desember 2024.
Liana, E. (2024). Hasil wawancara diolah dengan Ibu Elva Liani, pedagang pakaian di Pasar Air Bunga, Kecamatan Buay Pemaca Kabupaten OKU Selatan Muara Dua, pada tanggal 14 Desember 2024.
Published
2025-07-10
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