Building Consumer Trust in Digital Markets: The Role of Sharia-Compliant Business Ethics in Online Transactions
DOI:
https://doi.org/10.66931/jmb-47Kata Kunci:
sharia-compliant business ethics, consumer trust; digital markets, online transactions, Islamic business ethicsAbstrak
This study examines the role of sharia-compliant business ethics in building consumer trust in online transactions in Pasuruan Regency. The study is based on the assumption that consumer trust in digital markets is not determined solely by technological features or transaction efficiency, but is also shaped by the ethical conduct of business actors. Using a qualitative approach with a case study design, this research explores how sharia-compliant ethical principles are practiced in everyday online business activities and how such practices influence consumer trust. Data were collected through in-depth interviews, observation, and documentation involving online sellers, consumers, and other relevant actors in digital transactions. The data were analyzed through data condensation, data display, and conclusion drawing/verification. The findings reveal that honesty in product information, price transparency, clarity of agreement, responsibility in complaint handling, and consistency in service are central elements in fostering consumer trust. These practices reduce uncertainty, create a sense of security, and encourage repeat purchases and long-term customer loyalty. The study further shows that sharia-compliant business ethics functions not only as a moral and religious framework, but also as a strategic intangible resource that supports business sustainability in competitive digital markets. Theoretically, this study contributes to the literature on consumer trust, digital markets, and Islamic business ethics by demonstrating the operational role of ethical values in shaping post-transaction relationships. Practically, the findings suggest that digital business development should integrate ethical commitment alongside technology, marketing, and service innovation. This study highlights the importance of ethics-based digital transactions in strengthening public trust and sustaining local digital market growth.
Referensi
Ahmed, S. K. (2024). The pillars of trustworthiness in qualitative research. Journal of medicine, surgery, and public health, 2, 100051. https://doi.org/10.1016/j.glmedi.2024.100051
Ahmed, S. K., Mohammed, R. A., Nashwan, A. J., Ibrahim, R. H., Abdalla, A. Q., Ameen, B. M. M., & Khdhir, R. M. (2025). Using thematic analysis in qualitative research. Journal of Medicine, Surgery, and Public Health, 6, 100198. https://doi.org/10.1016/j.glmedi.2025.100198
Ali, A. J., Al-Aali, G., & Krishnan, K. (2024). Islamic work ethic and emerging market challenges. International Journal of Cross Cultural Management, 24(2), 431-452. https://doi.org/10.1177/14705958241262154
Al-Kfairy, M., Shuhaiber, A., Al-Khatib, AW, Alrabaee, S., & Khaddaj, S. (2024). Memahami pendorong kepercayaan S-commerce. Heliyon , 10 (1). https://doi.org/10.1016/j.heliyon.2023.e23332
Almunawar, M. N., Anshari, M., Ordoñez De Pablos, P., & Fauzi, A. M. (2025). Embracing digital business ecosystem: transforming traditional marketplaces. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-09-2022-0144
Becker, S. J., Nemat, A. T., Lucas, S., Heinitz, R. M., Klevesath, M., & Charton, J. E. (2023). A Code of Digital Ethics: laying the foundation for digital ethics in a science and technology company. Ai & Society, 38(6), 2629-2639. https://doi.org/10.1007/s00146-021-01376-w
Birhane, A., Kasirzadeh, A., Leslie, D., & Wachter, S. (2023). Sains di era model bahasa besar. Nature Reviews Physics , 5 (5), 277-280. https://doi.org/10.1038/s42254-023-00581-4
Dehghanpouri, H., Soltani, Z., & Rostamzadeh, R. (2020). The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction. Journal of business & industrial marketing, 35(11), 1831-1847. https://doi.org/10.1108/JBIM-07-2019-0325
Faizi, F. (2026). Shariah-compliant central bank digital currency: proposed design and implementation. Journal of Banking Regulation, 27(2), 15. https://doi.org/10.1057/s41261-026-00315-3
Gao, J., Siddik, AB, Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, SS (2023). Dampak adopsi e-commerce dan pemasaran digital terhadap kinerja keuangan dan keberlanjutan UMKM selama pandemi COVID-19: Sebuah studi empiris. Keberlanjutan , 15 (2), 1594. https://doi.org/10.3390/su15021594
Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29714
Harinurdin, E., Laksmono, B. S., Kusumastuti, R., & Safitri, K. A. (2025). Community empowerment utilizing open innovation as a sustainable village-owned enterprise strategy in Indonesia: A systematic literature review. Sustainability, 17(8), 3394. https://doi.org/10.3390/su17083394
Haynes, P., & Hietanen, J. (2023). Pemasaran tanpa kepercayaan? - Teknologi blockchain dalam ekonomi berbagi sebagai perakitan dan pharmakon. Jurnal Riset Bisnis , 163 , 113940. https://doi.org/10.1016/j.jbusres.2023.113940
Herhausen, D., Grewal, L., Cummings, KH, Roggeveen, AL, Villarroel Ordenes, F., & Grewal, D. (2023). Strategi deeskalasi pengaduan di media sosial. Jurnal Pemasaran , 87 (2), 210-231. https://doi.org/10.1177/00222429221119977
Jan, M. T., Latip, A., & Arifin, J. (2025). Shaping Attitudes Toward Islamic Microfinance: The Role Of Islamic Brand Personality And Its Impact On Adoption Intention. Journal of Global Business & Technology, 21(1).
Krishna, B., Krishnan, S., & Sebastian, M. P. (2025). Understanding the process of building institutional trust among digital payment users through national cybersecurity commitment trustworthiness cues: a critical realist perspective. Information Technology & People, 38(2), 714-756. https://doi.org/10.1108/ITP-05-2023-0434
Kyambade, M., Namatovu, A., Namubiru, B., & Muganzi, C. (2025). Socially responsible leadership practices in university context: a developing nation perspective. International Journal of Educational Management, 39(1), 275-293. https://doi.org/10.1108/IJEM-02-2024-0067
Lee, J. C., & Xiong, L. N. (2026). The impact of informational antecedents on Generation Z consumers' evaluations of cross-border e-commerce transaction costs and purchase decisions. Information Technology & People, 39(1), 1-33. https://doi.org/10.1108/ITP-10-2023-1035
Low, MP, Cham, TH, Chang, YS, & Lim, XJ (2023). Pengembangan PLS-SEM berbobot dalam menguji sistem rekomendasi berbasis kepercayaan dalam efektivitas promosi produk perintis. Quality & Quantity , 57 (Suppl 4), 607-636. https://doi.org/10.1007/s11135-021-01147-1
Moharrak, M., & Mogaji, E. (2025). Customer-to-customer (C2C) interactions in Islamic banking: a conceptual framework for service co-creation in financial services. International Journal of Bank Marketing, 1-20. https://doi.org/10.1108/IJBM-02-2025-0095
Napitupulu, RM, Sukmana, R., Sukmaningrum, PS, & Khaliq, R. (2026). Kerangka Kerja Baru Kewirausahaan Islam: Mendorong Inklusivitas, Keberlanjutan-Implikasi Kebijakan. Sage Open , 16 (1), 21582440261417027. https://doi.org/10.1177/21582440261417027
Peinkofer, S. T., & Jin, Y. H. (2023). The impact of order fulfillment information disclosure on consequences of deceptive counterfeits. Production and Operations Management, 32(1), 237-260. https://doi.org/10.1111/poms.13833
Peng, L., Luo, M., & Guo, Y. (2023). Deposit AI as the "invisible hand" to make the resale easier: A moderated mediation model. Journal of Retailing and Consumer Services, 75, 103480. https://doi.org/10.1016/j.jretconser.2023.103480
Prajogo, D., Cooper, B., Donohue, R., & Nair, A. (2025). The effect of customers' unethical practices on suppliers' intention to continue their relationships. Journal of business ethics, 197(3), 523-540. https://doi.org/10.1007/s10551-024-05742-8
Qizam, I., Berakon, I., & Ali, H. (2025). The role of halal value chain, Sharia financial inclusion, and digital economy in socio-economic transformation: a study of Islamic boarding schools in Indonesia. Journal of Islamic Marketing, 16(3), 810-840. https://doi.org/10.1108/JIMA-03-2024-0108
Rizomyliotis, I. (2026). Consumer trust and online purchase intention for sustainable products. American Behavioral Scientist, 70(5), 706-724. https://doi.org/10.1177/00027642241236174
Santoso, A. S., Faizi, F., Sagita, A. S., Hariyanti, D. H., & Takidah, E. (2026). Islamic business ethics and organizational ambidexterity: a new paradigm for business performance in Islamic business. International Journal of Ethics and Systems, 1-30. https://doi.org/10.1108/IJOES-09-2025-0525
Shamsher, R., Johara, F., Ramayah, T., Tehseen, S., & Haider, S. A. (2025). Hedonic motives, social media, and masstige tourism: impacts on revisit intentions and eudaimonic wellbeing. Journal of Islamic Marketing, 1-31. https://doi.org/10.1108/JIMA-12-2024-0624
Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. The Journal of strategic information systems, 11(3-4), 325-344. https://doi.org/10.1016/S0963-8687(02)00022-7
Sharif, K., Faisal, M. N., Kassim, N., & Zain, M. (2023). Evolution of trust in hawala networks-business relationships analysis from inception to maturity. International Journal of Islamic and Middle Eastern Finance and Management, 16(1), 34-58. https://doi.org/10.1108/IMEFM-05-2021-0181
Smolo, E. (2026). Keuangan Islam di Era Digital: Fintech sebagai Alat Peradaban. Agama , 17 (2), 218. https://doi.org/10.3390/rel17020218
Smolo, E. (2026). Keuangan Islam di Era Digital: Fintech sebagai Alat Peradaban. Agama , 17 (2), 218. https://doi.org/10.3390/rel17020218
Sulaeman, S., Herianingrum, S., Ryandono, M. N. H., Napitupulu, R. M., Hapsari, M. I., Furqani, H., & Bahari, Z. (2025). Islamic business ethics in the framework of higher ethical objective (Maqasid al-Shariah): a comprehensive analysis and future research directions. International Journal of Ethics and Systems, 1-29. https://doi.org/10.1108/IJOES-12-2024-0398
Syakir, AY (2026). Gemifikasi sebagai Pendekatan Inovatif untuk Meningkatkan Motivasi dan Partisipasi Siswa dalam Pembelajaran Al Islam dan Kemuhammadiyahan (ISMU). Prosiding OASE , 7 (1), 6-10.
Tan, TM, & Saraniemi, S. (2023). Kepercayaan pada pertukaran yang didukung blockchain: Arah masa depan dalam pemasaran blockchain. Jurnal Akademi Ilmu Pemasaran , 51 (4), 914-939. https://doi.org/10.1007/s11747-022-00889-0
Taufik Syamlan, Y., Wahyuni, S., Heruwasto, I., & Hamsal, M. (2026). Exploring sharia compliance parameters in marketing to foster innovation and collaboration within Islamic finance. Journal of Islamic Marketing, 17(1), 96-136. https://doi.org/10.1108/JIMA-04-2024-0172
Ting, L., & Ahn, J. (2023). Understanding the roles of interaction and trust in formation of loyalty toward customer-to-customer (C2C) platforms. Asia Pacific Journal of Marketing and Logistics, 35(10), 2565-2581. https://doi.org/10.1108/APJML-12-2022-1072
Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online trust: state of the art, new frontiers, and research potential. Journal of interactive marketing, 23(2), 179-190. https://doi.org/10.1016/j.intmar.2009.03.001
Vakulenko, Y., Figueirinhas, D., Hellström, D., & Pålsson, H. (2024). Dampak pemenuhan pesanan terhadap pengalaman konsumen: penambangan teks ulasan konsumen dari Amazon AS. Jurnal Internasional Manajemen Distribusi Fisik & Logistik , 54 (6), 558-585. https://doi.org/10.1108/IJPDLM-11-2023-0434
Xianfei, L., & Dawam, ZAM (2024). Kerangka kerja untuk menghidupkan kembali kerajinan tangan tradisional: branding kerajinan, pengembangan produk, dan strategi pemasaran untuk kerajinan etnis Dong di Sanjiang. ISVS E-JOURNAL , 11 (9), 114-125. https://doi.org/10.61275/ISVSej-2024-11-09-08
Yallop, A. C., Gică, O. A., Moisescu, O. I., Coroș, M. M., & Séraphin, H. (2023). The digital traveller: implications for data ethics and data governance in tourism and hospitality. Journal of Consumer Marketing, 40(2), 155-170. https://doi.org/10.1108/JCM-12-2020-4278
Yasin, M., Azizurrohman, M., Rifqi, H. M., Setiawan, H., & Helmi, S. (2025). Factors Influencing Technology Adoption in Islamic Banks: The Role of Organizational Support. Quality-Access to Success, 26(206). https://doi.org/10.47750/QAS/26.206.07
Yuliati, Y., Purnamasari, P. E., & Atu, A. F. (2024). Development of Gondosuli Coffee Network Expansion and Puspo Forest Honey Cultivation in Pasuruan Regency Throughout Indonesia to Improve Family Economy. International Journal, 1(3), 446-454. https://doi.org/10.61132/ijema.v1i3.240
Yusfiarto, R., Sunarsih, S., & Darmawan, D. (2023). Understanding Muslim's switching from cash to m-payments: based on push-pull-mooring framework. Journal of Islamic Marketing, 14(2), 342-365. https://doi.org/10.1108/JIMA-05-2021-0135
