Analysis Of Marketing Strategies Through Tiktok Shop Social Media Features In Increasing Sales From An Islamic Business Ethics Perspective

Abstract

TikTok Shop can increase consumption, while complying with the principles of Islamic business ethics which emphasize justice, transparency and honesty This research aims to analyze marketing strategies through the TikTok Shop social media feature in increasing the number of consumers, taking into account the perspective of Islamic business ethics. In today's digital era, e-commerce platforms are increasingly utilizing social media as an effective marketing tool. TikTok, as a popular social media, has introduced the TikTok Shop feature which allows users to make purchases directly through the application. This research examines how the marketing strategy applied to the TikTok Shop can increase consumption, while complying with the principles of Islamic business ethics which emphasize justice, transparency and honesty. The research method used is descriptive qualitative with a case study approach. Data was collected through in-depth interviews with business people who use TikTok Shop, content analysis of uploaded marketing videos, and consumer surveys. The research results show that marketing strategies that utilize creative and interactive content on the TikTok Shop are able to increase consumer engagement and increase sales. In addition, the application of Islamic business ethics principles in marketing, such as no elements of usury, gharar, and promoting halal products, strengthens consumer trust and supports sustainable business practices.