KEADILAN SOSIAL-EKONOMI DALAM ALGORITMA PADA TIKTOK SHOP PERSPEKTIF MAQASID AL-SYARIAH

Hafisuddin Aritonang, NIM.: 24203011077 (2026) KEADILAN SOSIAL-EKONOMI DALAM ALGORITMA PADA TIKTOK SHOP PERSPEKTIF MAQASID AL-SYARIAH. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of digital commerce through TikTok Shop has positioned product ranking algorithms as an important factor in determining sellers’ visibility and economic opportunities. However, the ranking mechanism, which combines organic ranking systems and paid promotion, raises concerns regarding algorithmic transparency, equal access to consumers, and potential inequalities among sellers with different financial capacities. This study aims to analyze the fairness and transparency of organic and paid product ranking mechanisms on TikTok Shop from the perspectives of M. Umer Chapra’s socio-economic justice and Maqāṣid al-Sharī‘ah. This study employs an empirical legal research method with a socio-legal approach and a descriptive-analytical design. Data were collected through interviews, digital observations, and documentation involving TikTok Shop sellers and affiliate creators. The collected data were analyzed qualitatively using content analysis techniques to identify patterns of experiences, perceptions, and practices related to algorithmic ranking mechanisms. The findings indicate that paid promotion enables faster product exposure and wider reach, while organic ranking depends on content quality, user engagement, customer reviews, and product performance. However, the findings also reveal that some sellers still have limited understanding of the algorithmic mechanisms that determine product ranking, which may create unequal access to visibility and market opportunities. From M. Umer Chapra’s socio-economic justice perspective, a ranking system can be considered fair when it provides proportional opportunities for all sellers without making financial capacity the dominant factor in competition. From the perspective of Maqāṣid al-Sharī‘ah, algorithmic mechanisms are acceptable when they promote public benefit (maṣlaḥah), protect the economic rights of all parties (ḥifẓ al-māl), and prevent harmful practices through transparency and fair competition.This study concludes that algorithmic fairness in TikTok Shop requires a balance between business efficiency, information transparency, product quality, and the protection of smallscale entrepreneurs. Such balance is essential for developing a more equitable and sustainable digital commerce ecosystem.

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