Volume V: Economy, Politics, and Environmental Governance

Marketing Dalam Sistem Ekonomi Syariah: Analisis Maqāṣid Al-Syarī‘Ah Al-Shāṭibī Terhadap Digital Marketing Kontemporer

  • Asep Risnandar UIN Sunan Gunung Djati Bandung, Indonesia

Keywords

marketing syariah; maqāṣid al-syarī‘ah; al-Shāṭibī; digital marketing; etika pasar; perlindungan konsumen.

Abstract

Makalah ini mengkaji marketing dalam sistem ekonomi syariah sebagai persoalan filsafat hukum ekonomi, bukan semata-mata sebagai teknik promosi, strategi merek, atau instrumen peningkatan penjualan. Titik tekan makalah ini adalah penegasan bahwa marketing syariah perlu memiliki alat analisis normatif yang konsisten. Oleh karena itu, makalah ini secara khusus menggunakan teori maqāṣid al-syarī‘ah Abū Isḥāq al-Shāṭibī dalam al-Muwāfaqāt sebagai satu-satunya kerangka analisis utama. Melalui pendekatan kualitatif-konseptual dan studi kepustakaan, marketing dibaca sebagai praksis muamalah yang berhubungan dengan manusia, harta, informasi, akad, dan kemaslahatan. Teori al-Shāṭibī digunakan untuk menilai marketing melalui perlindungan agama, jiwa, akal, keturunan, dan harta, serta melalui orientasi maslahat pada tingkat ḍarūriyyāt, ḥājiyyāt, dan taḥsīniyyāt. Analisis diarahkan pada praktik digital marketing kontemporer, terutama marketplace, online shop, dropship, influencer marketing, artificial intelligence, personalisasi iklan, penggunaan data konsumen, dark pattern, dan klaim halal digital. Hasil kajian menunjukkan bahwa marketing syariah perlu dirumuskan sebagai maqāṣid-based ethical marketing, yaitu paradigma pemasaran yang tidak hanya menilai legalitas produk dan akad, tetapi juga kejujuran pesan, kejernihan informasi, perlindungan data, keadilan desain, serta dampaknya terhadap kemaslahatan konsumen dan masyarakat.

References

  1. Al-Faruqi, Ismail Raji. Tawhid: Its Implications for Thought and Life. Herndon: International Institute of Islamic Thought, 1992.
  2. Al-Ghazali, Abu Hamid. Ihya’ ‘Ulum al-Din. Beirut: Dar al-Ma‘rifah, n.d.
  3. Al-Mawdudi, Abul A‘la. First Principles of Islamic Economics. Leicester: Islamic Foundation, 2011.
  4. Al-Nawawi. Sharh Sahih Muslim. Beirut: Dar Ihya’ al-Turath al-‘Arabi, 1972.
  5. Al-Qaradawi, Yusuf. al-Halal wa al-Haram fi al-Islam. Cairo: Maktabah Wahbah, 1997.
  6. Al-Shāṭibī, Abū Isḥāq. al-Muwāfaqāt fī Uṣūl al-Sharī‘ah. Beirut: Dār al-Kutub al-‘Ilmiyyah, 2004.
  7. Al-Zuhayli, Wahbah. al-Fiqh al-Islami wa Adillatuh. Damascus: Dar al-Fikr, 1985.
  8. American Marketing Association. “The Definition of Marketing: What Is Marketing?” AMA. Accessed 9 June 2026.
  9. Baudrillard, Jean. The Consumer Society: Myths and Structures. London: SAGE, 1998.
  10. Beekun, Rafik Issa. Islamic Business Ethics. Herndon: International Institute of Islamic Thought, 1997.
  11. Boone, Louis E., and David L. Kurtz. Contemporary Marketing. 18th ed. Boston: Cengage, 2021.
  12. Chapra, M. Umer. Islam and the Economic Challenge. Leicester: Islamic Foundation, 1992.
  13. Chapra, M. Umer. The Future of Economics: An Islamic Perspective. Leicester: Islamic Foundation, 2000.
  14. Creswell, John W., and Cheryl N. Poth. Qualitative Inquiry and Research Design: Choosing Among Five Approaches. 4th ed. Thousand Oaks: SAGE, 2018.
  15. Dewan Syariah Nasional-Majelis Ulama Indonesia. Fatwa No. 144/DSN-MUI/XII/2021 tentang Marketplace Berdasarkan Prinsip Syariah.
  16. Dewan Syariah Nasional-Majelis Ulama Indonesia. Fatwa No. 145/DSN-MUI/XII/2021 tentang Dropship Berdasarkan Prinsip Syariah.
  17. Dewan Syariah Nasional-Majelis Ulama Indonesia. Fatwa No. 146/DSN-MUI/XII/2021 tentang Online Shop Berdasarkan Prinsip Syariah.
  18. Dewan Syariah Nasional-Majelis Ulama Indonesia. Fatwa No. 110/DSN-MUI/IX/2017 tentang Akad Jual Beli.
  19. Federal Trade Commission. Disclosures 101 for Social Media Influencers. Washington, DC: FTC, 2019.
  20. Grönroos, Christian. “Relationship Marketing: Strategic and Tactical Implications.” Management Decision 34, no. 3 (1996): 5-14.
  21. Hassan, M. Kabir, and Mervyn K. Lewis, eds. Handbook of Islamic Banking. Cheltenham: Edward Elgar, 2007.
  22. Ibn Khaldun. al-Muqaddimah. Beirut: Dar al-Fikr, 2001.
  23. Ibn Qayyim al-Jawziyyah. I‘lām al-Muwaqqi‘īn ‘an Rabb al-‘Ālamīn. Beirut: Dār al-Kutub al-‘Ilmiyyah, 1991.
  24. Ibn Rushd. Bidāyat al-Mujtahid wa Nihāyat al-Muqtaṣid. Beirut: Dār al-Ma‘rifah, 1997.
  25. Ibn Taymiyyah. al-Hisbah fi al-Islam. Cairo: Dar al-Sha‘b, 1976.
  26. Izutsu, Toshihiko. Ethico-Religious Concepts in the Qur’an. Montreal: McGill-Queen’s University Press, 2002.
  27. Kamali, Mohammad Hashim. Principles of Islamic Jurisprudence. 3rd ed. Cambridge: Islamic Texts Society, 2003.
  28. Kamali, Mohammad Hashim. Shari’ah Law: An Introduction. Oxford: Oneworld, 2008.
  29. Keller, Kevin Lane. Strategic Brand Management. 5th ed. Harlow: Pearson, 2020.
  30. Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. Marketing 3.0: From Products to Customers to the Human Spirit. Hoboken: Wiley, 2010.
  31. Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. Marketing 5.0: Technology for Humanity. Hoboken: Wiley, 2021.
  32. Kotler, Philip, and Kevin Lane Keller. Marketing Management. 16th ed. Harlow: Pearson, 2022.
  33. Mathur, Arunesh, et al. “Dark Patterns at Scale: Findings from a Crawl of 11K Shopping Websites.” Proceedings of the ACM on Human-Computer Interaction 3, CSCW (2019): 1-32.
  34. Naqvi, Syed Nawab Haider. Ethics and Economics: An Islamic Synthesis. Leicester: Islamic Foundation, 1981.
  35. OECD. Dark Commercial Patterns. Paris: OECD Publishing, 2022.
  36. Pasquale, Frank. The Black Box Society: The Secret Algorithms That Control Money and Information. Cambridge, MA: Harvard University Press, 2015.
  37. Rahman, Afzalur. Muhammad as a Trader. London: Muslim Schools Trust, 1982.
  38. Siddiqi, Muhammad Nejatullah. The Economic Enterprise in Islam. Lahore: Islamic Publications, 1972.
  39. Srnicek, Nick. Platform Capitalism. Cambridge: Polity Press, 2017.
  40. Usmani, Muhammad Taqi. An Introduction to Islamic Finance. Karachi: Idaratul Ma‘arif, 2002.
  41. Vargo, Stephen L., and Robert F. Lusch. “Evolving to a New Dominant Logic for Marketing.” Journal of Marketing 68, no. 1 (2004): 1-17.
  42. Wilson, Jonathan A. J., and Jonathan Liu. “The Challenges of Islamic Branding: Navigating Emotions and Halal.” Journal of Islamic Marketing 2, no. 1 (2011): 28-42.
  43. Zuboff, Shoshana. The Age of Surveillance Capitalism. New York: PublicAffairs, 2019.
Scroll to Top