PERSEPSI KONSUMEN TERHADAP STRATEGI DAGANG LB CABANG BOGOR DALAM PERSPEKTIF UNDANG-UNDANG NOMOR 5 TAHUN 1999 DAN HUKUM EKONOMI SYARIAH

Akmal Azrialdi Chandra, NIM.: 20103080072 (2024) PERSEPSI KONSUMEN TERHADAP STRATEGI DAGANG LB CABANG BOGOR DALAM PERSPEKTIF UNDANG-UNDANG NOMOR 5 TAHUN 1999 DAN HUKUM EKONOMI SYARIAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

LB Branch Bogor is a department store that sells goods at a single price for all items, starting at 100 thousand rupiah on Saturday, 50 thousand rupiah on Sunday, 25 thousand on Monday, 15 thousand on Tuesday, 10 thousand on Wednesday, 5 thousand on Thursday, and 2 thousand rupiah on Friday. The goods sold include clothing, household tools, automotive equipment, and others. All types of these random goods are sold in limited quantities, causing them not always available every day. This business practice will be examined through the consumer’s perspective on the trading strategy directly experienced by them. This research tries to answer the main questions: How is the consumer’s perception of the trading strategy of LB Branch Bogor?; How is the review of Law Number 5 of 1999 and Sharia Economic Law about the trading strategy of LB Branch Bogor towards the business competition world?. This research is a field research located at LB Branch Bogor. This research uses qualitative research methods that are descriptive-analytic and as its analytical knife uses Law Number 5 of 1999 and the theory of al-munāfasah at-tijāriyyah. The data collection techniques used are interviews, observations, and documentation. The results of this study state that based on consumer perceptions of the LB Branch Bogor's trading strategy, it turns out to be favored by consumers because consumers can get expensive goods at a very cheap price such as TVs, suitcases, blenders, and others when LB refreshes their inventory. This inventory refresh is only done on Saturdays, even though these items are sold in limited quantities. In addition, from the perspective of Law Number 5 of 1999, LB's trading strategy is legally permitted because this strategy has not been proven to violate Article 20 of Law Number 5 of 1999. LB's strategy has a similar concept with the flash sale practice that occurs in E-Commerce where the type of goods sold at a cheap price are sold in limited quantities and are carried out temporarily so that this strategy cannot be categorized as predatory pricing. From the perspective of Sharia Economic Law, LB's trading strategy is also permitted according to sharia because LB's trading strategy has met the five points that must be fulfilled, namely being fair, not harming oneself and others, not violating the boundaries of religious and state rules, must be in accordance with business ethics, and must be in accordance with good community habits.

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