Analisis Strategi Digital Marketing pada Usaha Pakaian melalui Platform TikTok Shop di Kota Jambi berdasarkan Etika Bisnis Islam Analysis of Digital Marketing Strategies for Clothing Businesses through the TikTok Shop Platform in Jambi City Based on Islamic Business Ethics
Article Sidebar
Page Numbers:
225-243
Digital Object Identifier:
10.58578/arzusin.v6i1.8931
Viewed: 161 times
Downloaded: 64 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Nurul Fadhila Marza1, Putri Apria Ningsih2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Studies on the application of Islamic business ethics in digital marketing practices continue to develop; however, research that specifically examines its implementation in clothing businesses using the TikTok Shop platform at the local level remains relatively limited. This study aimed to analyze the concepts of Islamic business ethics applied in digital marketing strategies of clothing businesses on TikTok Shop in Jambi City and to identify the constraints faced by business owners in their implementation. This research employed a qualitative approach with a case study design, involving clothing store owners on TikTok Shop selected through purposive sampling. Data were collected through observation, interviews, and documentation, and were then analyzed using thematic analysis through the stages of data reduction, data display, and conclusion drawing. The findings show that business owners have implemented Islamic business ethics through values of honesty, politeness, friendliness, and responsibility in their digital marketing activities. The dominant digital marketing strategies used include social media marketing, affiliate marketing, and the use of influencers, which were considered effective in increasing sales and brand awareness. However, constraints were still found in the form of limited understanding of Islamic business ethics principles among business owners and the less effective service provided when there was a surge in consumer demand. These findings provide a conceptual contribution to the development of studies on Islamic business ethics in the context of social commerce and offer practical implications for business owners to integrate syariah values more consistently into their digital marketing strategies, while also opening opportunities for further research with broader geographical coverage and more diverse methodological approaches.
Citation Metrics:
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Ardianto, R., Ramdhani, R. F., Dewi, L. O. A., Prabowo, A., Saputri, Y. W., Lestari, A. S., & Hadi, N. (2024). Transformasi Digital dan Antisipasi Perubahan Ekonomi Global dalam Dunia Perbankan. MARAS: Jurnal Penelitian Multidisiplin, 2(1), 80–88. https://doi.org/10.60126/maras.v2i1.114
Arifin, Z. (2025). Potensi Ekonomi Syariah sebagai Alternatif untuk Meningkatkan Kesejahteraan Sosial di Masyarakat. Jurnal Perbankan Syariah Indonesia (JPSI), 4(1), 17–34. https://ojs-steialamar.org/index.php/JPSI/article/view/75
Damayanti, V. (2025). Strategi Pemasaran Berkelanjutan untuk Meningkatkan Daya Saing PT. Sun Power Ceramics di Era Digital: Pendekatan Inovatif dan Praktis. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 18–45. https://journal.stiemb.ac.id/index.php/mea/article/view/4872
Dimarti, A. C. A., Susilo, B. D., Dewi, L. K., Kameliya, S., & Putri, S. F. (2024). Pemasaran Digital pada Startup: Strategi Startup untuk Meningkatkan Brand Awareness dan Mencapai Dominasi Pasar. Prosiding National Seminar on Accounting, Finance, and Economics (NSAFE), 4(6). https://conference.um.ac.id/index.php/nsafe/article/view/8688
Fadhilah, S. (2024). Implementasi Digital Marketing melalui Social Media sebagai Strategi Pemasaran dalam Meningkatkan Volume Penjualan pada Pelaku Usaha Pemula. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 2105–2124. https://doi.org/10.31955/mea.v8i1.3947
Harefa, A., Bate’e, M. M., Kakisina, S. M., & Gulo, H. (2025). Analisis Pemanfaatan Media Sosial sebagai Platform Digital Marketing dalam Upaya Meningkatkan Brand Awareness pada Usaha Konveksi Elshadai Ewitt. Economics and Digital Business Review, 7(1), 370–382. https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/3108
Khairi, M., Rianto, B., Jalil, M., Juita, H., & Sudeska, E. (2025). Pengaruh Teknologi dalam Transformasi Ekonomi dan Bisnis di Era Digital. Jurnal Perangkat Lunak, 7(1), 71–78. https://jurnalftik.unisi.ac.id/index.php/jupel/article/view/3947
Lestari, P., & Saifuddin, M. (2020). Implementasi Strategi Promosi Produk dalam Proses Keputusan Pembelian melalui Digital Marketing saat Pandemi Covid’19. Jurnal Manajemen dan Inovasi (MANOVA), 3(2), 90–98. https://jurnalfebi.uinsa.ac.id/index.php/MANOVA/article/view/301
Nufus, W. F. K., Rachmatika, T. H., & Kinkin, D. A. R. (2024). Penerapan Etika Pemasaran Islam dalam Penggunaan Digital Marketing pada Usaha Mikro Kecil dan Menengah (UMKM). Proceedings of Islamic Economics, Business, and Philanthropy, 3(1), 11–23. https://jurnalfebi.uinkediri.ac.id/index.php/proceedings/article/view/1788
Oktareza, D., Noor, A., Saputra, E., & Yulianingrum, A. V. (2024). Transformasi Digital 4.0: Inovasi yang Menggerakkan Perubahan Global. Cendekia: Jurnal Hukum, Sosial dan Humaniora, 2(3), 661–672. https://doi.org/10.70193/cendekia.v2i3.98
Putri, S. S., & Almini, A. (2024). Pemanfaatan Digital Marketing Shopee dan Shopee Live sebagai Optimalisasi Pemasaran Fashion Muslimah “Gamaleea” dalam Menaikkan Omset Penjualan UMKM. Cendekia: Jurnal Penelitian dan Pengkajian Ilmiah, 1(8), 448–458. https://cibangsa.com/index.php/musytari/article/view/7176
Raudah, E., Faizin, M., Akbar, M. R., Haqqi, M., & Setyanoor, E. (2025). Moneter Syariah dan Ekonomi Hijau: Integrasi untuk Keberlanjutan Ekonomi Islam. Ahsan: Jurnal Ilmiah Keislaman dan Kemasyarakatan, 2, 141–151. https://jurnal.pustari.com/index.php/ahsan/article/view/48
Riza, F. V., & Ariani, R. (2019). Pelatihan Manajemen Keuangan Berbasis Excel pada Unit UP2K di Desa Galang Suka. Prosiding Seminar Nasional Kewirausahaan, 1(1), 373–377. https://jurnal.umsu.ac.id/index.php/snk/article/view/3637
Rozaqi, I. (2026). Analisis Kebijakan Publik dan Ekonomi atas Pengetatan Impor Pakaian Bekas di Indonesia Tahun 2025. International Journal of Sharia Economic Insights (IJSEI), 1(1). https://ijsei.org/index.php/ijsei/article/view/13
Saputra, H. T., Rif’ah, F. M., & Andrianto, B. A. (2023). Penerapan Digital Marketing sebagai Strategi Pemasaran guna Meningkatkan Daya Saing UMKM. Journal of Economics, Management, Business, and Entrepreneurship, 1(1), 29–37. https://doi.org/10.31537/jembe.v1i1.1275
Sifwah, M. A., Nikhal, Z. Z., Dewi, A. P., Nurcahyani, N., & Latifah, R. N. (2024). Penerapan Digital Marketing sebagai Strategi Pemasaran untuk Meningkatkan Daya Saing UMKM. Journal of Management Accounting, Tax and Production, 2(1), 109–118. https://rayyanjurnal.com/index.php/mantap/article/view/1592 [Access restricted]
Srisusilawati, P., Prasetyo, S. N., Hamidah, S. A. N., Rihhadatull’Aisy, R. A., & Oktavia, R. (2024). Tren dan Perkembangan Fashion Syariah pada Era Modern di Kota Bandung. Jurnal Ilmiah Ekonomi Islam, 10(1), 953–961. https://jurnal.stie-aas.ac.id/index.php/jei/article/view/12319
Stefanus, S., & Ridwan, M. (2022). Analisis Strategi Marketing Syariah untuk Meningkatkan Omset Penjualan pada Era Globalisasi di Toko Emas Pantes Sindang Laut Kabupaten Cirebon. Change Think Journal, 1(1), 87–95. https://jurnal.uibbc.ac.id/index.php/changethink/article/view/697
Sulasih, L. I., Fasa, M. I., & Suharto, S. (2022). Analisis Kesadaran Industri Fashion dalam Upaya Meningkatkan Sustainable Development Goals (SDGs) melalui Produksi dan Konsumsi Sustainable Fashion Menurut Perspektif Ekonomi Islam. Youth & Islamic Economic Journal, 3(2), 1–18. https://jurnalhamfara.ac.id/index.php/yie/article/view/145
Sumarni, S., Ningsih, P. A., & Fusfita, N. (2022). Faktor-Faktor yang Mempengaruhi Pengungkapan Corporate Social Responsibility pada Perusahaan Pertambangan yang Terdaftar di ISSI Tahun 2016–2020. Jurnal Ekonomi Rabbani, 2(1), 228–237. https://jurnal.steifitrahinsani.ac.id/index.php/rabbani/article/view/74