MARKETING STRATEGIES IN DROPSHIPPING PRACTICES ON TIKTOK SHOP FROM AN ISLAMIC BUSINESS ETHICS PERSPECTIVE

Abstract

This study aims to analyze marketing strategies in the practice of the dropshipping system on the Tiktok Shop Affiliate program and to assess their alignment with the perspective of Islamic business ethics. The study employs an empirical-juridical method using a case study approach. Data were collected through observation, interviews, documentation, and literature review, and were then analyzed using qualitative descriptive methods. The research findings indicate that affiliate marketing strategies are implemented through the creation of video content such as reviews, unboxing videos, and tutorials, as well as the use of calls to action (CTA) to capture consumers’ attention. Affiliates also leverage Tiktok features like the yellow shopping cart and the For You Page (FYP) to expand their promotional reach. These strategies demonstrate creativity and innovation in digital marketing. However, from the perspective of Sharia marketing principles, the strategies currently implemented only address the “mind-share” aspect, while “market-share” and “heart-share” remain suboptimal due to the presence of exaggerated claims and a lack of transparency regarding product information. From the perspective of Islamic business ethics, some affiliates have applied the principles of honesty, trustworthiness, and responsibility in their marketing activities. However, these principles have not been consistently applied by all affiliates. Consequently, the marketing strategies used in the practice of dropshipping on the Tiktok Shop Affiliate Program do not yet fully align with the principles of Islamic business ethics.