ANALYSIS OF CONSUMER BEHAVIOR IN ONLINE SHOPPING: ISLAMIC PERSPECTIVE Trisnaning Setya Sutjipto
Universitas Airlangga
Abstract
The development of the digital era has triggered changes in consumer behavior in using technology for transactions. The emergence of online shops and marketplaces or online shopping sites has become one of the lifestyle choices of today^s people to shop practically and efficiently. However, in making purchases, a Muslim must remain obedient to the corridors and values of sharia. The purpose of this study is to investigate how moslem consumer behavior in online shopping is obedient to guiding consumption principle in Islam. The method used in this research is a literature study which uses secondary data obtained from existing research and references. This study concludes that many findings from previous studies in Muslim-majority countries such as Saudi Arabia and Malaysia show non-compliance with Muslim consumer behavior towards sharia corridors and values as quoted in the Qur^an and As-Sunnah, especially in avoiding israf (one of the guiding principles of consumption in Islam is not to consume excessively/hedonism). There is no difference found regarding the method of the buying (online/offline). Both methods online and offline buying behavior have a positive significant relationship in consuming with hedonism style. Muslim consumers must behave moderately where they do not act excessive consumption which leads to tabdhir (wastefullness) and also israf (excesiveness) or deficiency to lead to bukhl (miserliness) as Al-Quran and As-Sunnah cited.
