ANALISIS PRAKTIK BISNIS MULTI LEVEL MARKETING TIENS DALAM PERSPEKTIF MAQASID ASY-SYARI‘AH

Aldy Komara Bintang, NIM.: 22103080029 (2026) ANALISIS PRAKTIK BISNIS MULTI LEVEL MARKETING TIENS DALAM PERSPEKTIF MAQASID ASY-SYARI‘AH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The phenomenon of Tiens Sharia Multi Level Marketing (MLM) business offers a narrative of financial freedom packaged with symbols of luxury and the legitimacy of the sharia label. However, there is a disparity between this ideal construction and the reality on the ground, where past practices often focused on aggressive recruitment, potentially harming members' wealth (money game) and neglecting real product sales. This study aims to dissect the construction of Tiens MLM business practices and evaluate their compatibility with substantive principles of public interest (maslahah), going beyond mere formal legal fatwas. This research is empirical juridical research with a qualitative approach. Data collection was conducted through observations, interviews and documentation within the Tiens distributor community in Yogyakarta. The data analysis employs two main analytical frameworks: Herbert Blumer's Symbolic Interactionism theory to uncover the construction of meaning in social interactions, and Ibn Ashur's Maqashid Sharia perspective (focusing on Maqāṣid ʿĀmmah and Khāṣṣah) to evaluate the impact on public benefit. Additionally, business practices are reviewed based on their compliance with Law No. 7 of 2014 concerning Trade and Minister of Trade Regulation No. 70 of 2019. The results indicate a fundamental transformation in Tiens' business strategy post-2024 from a recruitment-oriented to a selling-oriented approach. Sociologically, symbolic interaction has shifted from manipulative closed patterns to transparent digital personal branding via social media, reconstructing the meaning of success into trade productivity. From Ibn Ashur's Maqashid Sharia perspective, the removal of the mandatory point target (tutup poin) for new members and the focus on retail sales have fulfilled the principle of wealth protection (Ḥifẓ al-Māl), created healthy wealth circulation (Rawāj), and restored social order (Intiẓām). Legally, this strategic shift strengthens the company's legality by eliminating pyramid scheme elements in accordance with positive law in Indonesia.

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