TINJAUAN HUKUM ISLAM TERHADAP STRATEGI BISNIS PERUSAHAAN STARTUP (STUDI METODE PROMOSI “BAKAR UANG” DILIHAT DARI PRINSIP BISNIS SYARIAH)

Hafiz Mubarraq Haridhi, NIM.: 18203010134 (2021) TINJAUAN HUKUM ISLAM TERHADAP STRATEGI BISNIS PERUSAHAAN STARTUP (STUDI METODE PROMOSI “BAKAR UANG” DILIHAT DARI PRINSIP BISNIS SYARIAH). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of digital technology in the last decade has become the main background for the emergence of digital-based companies, which are generally engaged in the service provision sector, such as transportation services, consulting, sales intermediaries, and payment traffic services. These digital-based companies are known as startup companies. In running their business, startup companies create a digital application or online site as a medium of connecting with consumers. These companies display a common characteristic, namely competing in offering low prices in the form of discounting, cashback and vouchers and other discounts such as fee waivers, on a large scale, which is known as an effort to obtain and maintain consumer. The characteristic that is displayed is known as the promotion method "burn money", which is defined as an activity that consumes money belonging to the company for certain business purposes such as business development and market acquisitions. The use of this method in an effort to attract public interest is not yet known in terms of how it affects people's interest in transacting, as well as the law of using this method in Islam. This type of research is qualitative research with a normative approach to Islamic law. This research is descriptive with data collection methods using questionnaires and literature review. The results showed that the use of the promotion method "burn money" in the form of giving discounts can achieve what is expected by the company, which has an influence on consumer transaction interests. Based on the basic principle of Islamic covenant law, iba>hah, the use of this method in the form of giving discounts to consumers can be punished as a lawful act. The use of the promotion method is seen from the other basic principle of no ba>t}il, in terms of company and consumer relations, there are no findings that lead to harmful act, as well as the legal principles of derivative agreements, no contradictory element were found. Viewed from the point of view of the business environment, the use of this method on the one hand provides benefits for the company but on the other hand it has several negative effects such as the threat of company bankruptcy, unfair competition and monopoly that can disrupt the stability of the country's economy, in this case the use of the promotion method from the point of view of the business world, has the possibility to injure the basic principle of Islamic contractual law, which is not ba>t}il or harmful, so that a comprehensive evaluation and review, especially by measuring effectiveness in consumer, must be carried out by the companies that practice these methods in order to determine more profitable actions in their business.

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