TRUST DAN ETIKA HALAL DALAM TRANSAKSI PRODUK ONLINE: PERSPEKTIF KONSUMEN MUSLIM MILENIAL DI PLATFORM MARKETPLACE DIGITAL

Emilia Puji Lestari, NIM.: 24200011058 (2026) TRUST DAN ETIKA HALAL DALAM TRANSAKSI PRODUK ONLINE: PERSPEKTIF KONSUMEN MUSLIM MILENIAL DI PLATFORM MARKETPLACE DIGITAL. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This qualitative study aims to deeply analyze the construction of halal ethics, the mechanisms of dual-level trust formation, consumer coping strategies against muamalah ethical violations, and the spiritual negotiation processes of millennial Muslim consumers transacting on the Shopee digital marketplace. The rapid expansion of e-commerce and the strengthening of the halal lifestyle in Indonesia face various digital market distortions, including information asymmetry, fake reviews, ghost stock manipulation, and theological dilemmas surrounding credit-based fintech features like SPayLater. Employing a qualitative descriptive approach to explore subjects' experiences and perceptions, this study involved 20 millennial Muslim consumers (aged 30–45), selected through purposive sampling based on halal lifestyle awareness and active Shopee usage. Data were gathered via in-depth interviews, netnography (digital observation of Shopee features), and transaction documentation. Data analysis followed the interactive model of Miles, Huberman, and Saldaña, comprising data reduction, data display, and conclusion drawing. Data trustworthiness was ensured through source triangulation and member checking. The findings reveal four key insights within digital transactions. First, a paradigm shift occurs in the meaning of halal, moving from mere ḥalāl li-żātihī (product substance) to ḥalāl li-ḡairihī (transaction process), where the ḥalāl ṭayyib principle is articulated through murāqabah consciousness and wara' attitude, mediated by platform safeguards such as Shopee Barokah and Shopee Guarantee. Second, consumer trust operates within a dual-level trust framework, where institution-based trust (platform system security) serves as the structural foundation enabling party trust (seller credibility inferred from chat and review signals). Third, market distortions including fake reviews (bai’ al-najash), defective items (tadlis), and ghost stock (garar) induce financial losses and theological anxiety over the loss of blessings (barakah), which consumers counteract through spiritual coping (ḥasbanah) and active cyber resistance, including return/refund mechanisms (Khiyār al-‘Aib), radical counter-reviews, and communal blacklisting. Fourth, SPayLater usage triggers inner conflicts over interest (riba), which consumers neutralize through cognitive techniques, resulting in "negotiated piety" and categorizing millennial consumers into three distinct typologies: Idealist-Textual, Adaptive-Contextual, and Pragmatic-Digital.

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