Operationalising Shariah Marketing in E-Commerce Marketplaces: A Qualitative Case Study of a Food-Packaging SME in Tangerang, Indonesia
DOI:
https://doi.org/10.37812/aliqtishod.v14i2.2286Keywords:
Shariah marketing, e-commerce marketplace, Islamic marketing ethics, digital marketingAbstract
This study examines how Shariah marketing is operationalised in e-commerce marketplace activities by a food-packaging small and medium enterprise (SME) in Tangerang, Indonesia, and how these practices are perceived to support customer trust, repeat purchasing, and sales performance. The study employs a qualitative case-study approach with field research. Data were collected through interviews, direct observation, and documentation involving the firm's marketing and operational practices as well as customer-related evidence. Data were analysed through data collection, data reduction, data display, and conclusion drawing and verification, while data credibility was strengthened through triangulation. The findings show that Shariah marketing is operationalised through segmentation and targeting based on purchase records, geographic concentration, and market potential; positioning centred on product quality; and marketing-mix practices involving product quality assurance, transparent and proportionate pricing, responsible promotion, accessible distribution, and responsive customer service. These practices reflect Shariah marketing principles including fairness, transparency, mutual consent, avoidance of deceptive practices, commitment to quality, and the protection of buyers' right of khiyar. The findings further indicate that the consistent application of these principles is perceived to strengthen customer trust, encourage repeat purchases, and support sales stability. This study contributes by demonstrating how Shariah marketing principles can be translated from normative ethical values into observable marketplace practices within an SME context, thereby providing a practice-based perspective on Shariah-compliant digital marketing.
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