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Abstract
Traditional face-to-face marketing has evolved significantly since the advent of online systems, leveraging technological advancements to create new models like affiliate marketing. Affiliate marketing has become increasingly prevalent in Indonesia, particularly within e-commerce platforms such as Shopee. As these modern marketing practices expand, ensuring that Islamic values are upheld in their implementation becomes crucial. This calls for a thorough examination of affiliate marketing through the lens of Islamic law. This research, based on a normative legal research methodology, explores the alignment of affiliate marketing practices with the principles of Islamic economic law, specifically scrutinizing the collaboration between Shopee and its affiliate participants. It is found that affiliate marketing, as practiced by Shopee, can be considered permissible under Islamic law, provided that certain conditions are met. The commission-based model employed by Shopee, and its affiliates closely mirrors the contracts of samsarah (brokerage) and wakalah bil ujrah (agency with a fee) in Islamic commercial law. These contracts ensure that the transactions comply with Islamic principles' ethical and legal framework, promoting fairness, transparency, and mutual consent.
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References
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Badan Pusat Statistik. Statistik E-Commerce 2020. Jakarta: BPS-Statistics Indonesia, 2020.
Bagus, Mahfud Ali, and A Kardiawanawati. “Rancang Bangun Sistem Afiliasi Marketing Berbasis Website Menggunakan Metode PPS (Pay Per Sale) Studi Kasus Pada Totebag Corner,” 2015. https://api.semanticscholar.org/CorpusID:113581944.
Bala, Madhu, and Deepak Verma. “A Critical Review of Digital Marketing.” International Journal of Management, IT & Engineering 8, no. 10 (October 2018): 321–39.
Chattopadhyay, Pritam. “The Role of Affiliate Marketing in Digital Space: A Conceptual Approach.” International Journal for Modern Trends in Science and Technology 6, no. 5 (May 26, 2020): 53–59. https://doi.org/10.46501/IJMTST060509.
Ermawati, Sri, and Putri Lestari. “Pengaruh Startup Sebagai Digitalisasi Bagi Ekonomi Kreatif Di Indonesia.” Transekonomika: Akuntansi, Bisnis Dan Keuangan 2, no. 5 (June 22, 2022): 221–28. https://doi.org/10.55047/transekonomika.v2i5.186.
Fatwa Dewan Syari’ah Nasional No: 10/DSN-MUI/IV/2000 on Wakalah (n.d.).
Fitriani, Hikmatul Arifah. “Praktik Komodifikasi Dan Kepelikan Sistem Dalam Shopee Affiliates Program.” Jurnal Media Dan Komunikasi Indonesia 4, no. 2 (September 29, 2023): 110. https://doi.org/10.22146/jmki.82579.
Ghazaly, Abdul Rahman, Ghufron Ihsan, and Sapiudin Shidiq. Fiqh Muamalat. 1st ed. Vol. 1. Jakarta: Kencana, 2010.
Huarng, Kun-Huang, Dolores Botella-Carrubi, and Tiffany Hui-Kuang Yu. “The Effect of Technology, Information, and Marketing on an Interconnected World.” Journal of Business Research 129 (May 2021): 314–18. https://doi.org/10.1016/j.jbusres.2021.03.004.
Irianto, Sulistyowati and Shidarta, eds. Metode Penelitian Hukum: Konstelasi Dan Refleksi. 1st ed. Jakarta: Yayasan Pustaka Obor Indonesia, 2017.
Ivkovic, Miodrag, and Dusanka Milanov. “Affiliate Internet Marketing: Concept and Application Analysis.” In 2010 International Conference on Education and Management Technology, 319–23. Cairo, Egypt: IEEE, 2010. https://doi.org/10.1109/ICEMT.2010.5657647.
Jaziri, Abdur-Rahman al-. Al-Fiqh `Ala Mazahib Al-Arba`ah (Juz 3). 6th ed. Beirut: Dār al-Kutub al-ʿIlmiyyah, 1990.
Kamali, Mohammad Hashim. “Commodity Futures: An Islamic Legal Analysis.” Thunderbird International Business Review 49, no. 3 (May 2007): 309–39. https://doi.org/10.1002/tie.20146.
Khairisma. “The Samsarah Existence in Aceh from A Morality Perspective: The Islamic Economics and the Freedom of Contract Principle.” E-Mabis: Jurnal Ekonomi Manajemen Dan Bisnis 23, no. 1 (September 8, 2022): 32–39. https://doi.org/10.29103/e-mabis.v23i1.804.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. 14th ed. Prentice Hall, 2012.
Kumar, Bipul, Arun Sharma, Sanket Vatavwala, and Prashant Kumar. “Digital Mediation in Business-To-Business Marketing: A Bibliometric Analysis.” Industrial Marketing Management 85 (February 2020): 126–40. https://doi.org/10.1016/j.indmarman.2019.10.002.
Kuznetsova, Anna, and Inese Tenberga. “Purchase and Sale and Prohibition of Uncertainty (Gharar) in the Islamic Tradition.” Pravovedenie 66, no. 2 (2022): 162–92. https://doi.org/10.21638/spbu25.2022.203.
Laudon, Kenneth C., and Jane Price Laudon. Essentials of Management Information Systems: Transforming Business and Management. 3rd ed. Upper Saddle River, N.J: Prentice Hall, 1999.
Mahmud, Windu. Bisnis Online. Jakarta: PT Gramedia Widiasarana Indonesia, 2018.
Marzuki, Peter Mahmud. Penelitian Hukum. 1st ed. Jakarta: Kencana Prenada Media Group, 2005.
Maulana, Shabur Miftah, Heru Susilo, and Riyadi. “Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang).” Jurnal Administrasi Bisnis 29, no. 1 (December 11, 2015): 1–9.
Muayyad, Deden Misbahudin, Nuraini Chan, Firdayetti, Raden Ajeng Entaresmen, and Sisca Damayanti. “Samsarah in an Islamic Perspective,” 591–600, 2023. https://doi.org/10.15405/epsbs.2023.11.02.46.
Nata, Gusti Ngurah Mega, and Putu Pande Yudiastra. “Knowledge Discovery Pada Email Box Sebagai Penunjang Email Marketing.” Jurnal Sistem dan Informatika 12, no. 1 (November 2017): 26–37.
Patrick, Zurina, and Ong Choon Hee. “Factors Influencing the Intention to Use Affiliate Marketing: A Conceptual Analysis.” International Journal of Academic Research in Business and Social Sciences 9, no. 2 (March 14, 2019): Pages 701-710. https://doi.org/10.6007/IJARBSS/v9-i2/5608.
Prayitno. “Sekilas Perkembangan IT Di Indonesia.” NewsletterGoechi.Com, 2008.
Puluhulawa, Jufryanto, Lisnawaty W. Badu, and Vifi Swarianata. “Discourse on Affiliate Marketing Platform Trading/Investment from Indonesian Legal Perspective.” KnE Social Sciences, October 4, 2022. https://doi.org/10.18502/kss.v7i15.12084.
Rahman, Habibur, Muhammad Amanullah, and Noor Mohammad Osmani. “Mutual Consent in Formation of Financial Contracts: A Juristic Analysis.” Asian Journal of Research in Business Economics and Management 6, no. 4 (2016): 9–26. https://doi.org/10.5958/2249-7307.2016.00030.X.
Rahmat, Asmuni, Tuti Anggraini, and Ade Khadijatul Z. Hrp. “Terms and Conditions Applicability Muamalat.” International Journal of Economics (IJEC) 2, no. 1 (June 30, 2023): 162–69. https://doi.org/10.55299/ijec.v2i1.441.
Ribadu, Mohammed Bashir, and Wan Nurhayati Wan Ab. Rahman. “A Generic Framework for E-Commerce Requirements to Comply with Sharia in Business-To-Consumer Perspective.” In 2016 SAI Computing Conference (SAI), 752–57. London, United Kingdom: IEEE, 2016. https://doi.org/10.1109/SAI.2016.7556064.
Sabiq, Sayyid. Fiqih As-Sunnah Jilid 2. Beirut: Darul Fikri, 1983.
Savitri, Peti, Ahmad Munandar, Fitri Sya’bandyah, Didin Saepudin, Nurwathi, and Erna Garnia. “Reviewing The Competitiveness of Indonesian E-Commerce Through the Theoretical Framework of E-Business Competitiveness.” In 2021 15th International Conference on Telecommunication Systems, Services, and Applications (TSSA), 1–5. Bali, Indonesia: IEEE, 2021. https://doi.org/10.1109/TSSA52866.2021.9768294.
“Shopee Affiliate Program | Komisi & Syarat Shopee Affiliate,” n.d. https://shopee.co.id/m/affiliates.
Suciningrum, Fatikhah, and Osly Usman. “The Effect of Product Quality, Service Quality, and Product Price on Customer Satisfaction in Shopee.” SSRN Electronic Journal, 2021. https://doi.org/10.2139/ssrn.3767892.
Sunjaya, I Kadek Singa, and I Made Dedy Priyanto. “Analisa Klausula Eksonerasi Dalam Voucher Elektronik Pada Aplikasi Transportasi Online.” Kertha Semaya: Journal Ilmu Hukum 8, no. 7 (July 3, 2020): 992–1004.
Susanti, Dyah Ochtorina, and A’an Efendi. Penelitian Hukum: Legal Research. 2nd ed. Jakarta: Sinar Grafika, 2015.
Susanti, Aisum Aliyah Sari, M. Khairul Anam, Muhamad Jamaris, and Hamdani. “Sistem Prediksi Keuntungan Influencer Pengguna E-Commerce Shopee Affiliates Menggunakan Metode Naïve Bayes.” Edumatic: Jurnal Pendidikan Informatika 6, no. 2 (December 20, 2022): 394–403. https://doi.org/10.29408/edumatic.v6i2.6787.
“Syarat Dan Ketentuan Program Afiliasi Shopee Untuk Individu | Pusat Bantuan Shopee ID,” n.d. https://help.shopee.co.id/portal/4/article/71217-Syarat-dan-Ketentuan-Program-Afiliasi-Shopee-untuk-Individu.
Tonellotto, Nicola, and Craig Macdonald. “Using an Inverted Index Synopsis for Query Latency and Performance Prediction.” ACM Transactions on Information Systems 38, no. 3 (July 31, 2020): 1–33. https://doi.org/10.1145/3389795.
www.startupranking.com. “Countries - With the Top Startups Worldwide | Startup Ranking,” n.d. https://www.startupranking.com/countries.
Yuhefizar, Ha Mooduto, and Rahmat Hidayat. Cara Mudah Membangun Website Interaktif Menggunakan Content Managemen System Joomla. Elex Media Komputindo, 2006.
Zuhayli, Wahbah al-. Al-Fiqh al-Islami Wa-Adillatuh. Dar Al-Fikr Al-Mouaser, 1989.
References
Afandi, Ahmad, Syahrul Amsari, Isra Hayati, Syahrani Devi, and Fachrul Rozi Lubis. “Affiliate Marketing Business Model Education in Promoting Keloria Products.” Community Empowerment 7, no. 11 (December 13, 2022): 2009–14. https://doi.org/10.31603/ce.8268.
Al Hadi, Abu Azam. Fikih Muamalah Kontemporer. 1st ed. Vol. 1. Depok: Rajawali Pers, 2017.
Al-Qur’an (n.d.).
Amrin, Abdullah. Meraih Berkah Melalui Asuransi Syariah: Ditinjau Dari Perbandingan Dengan Asuransi Konvensional. Jakarta: PT Elex Media Komputindo, 2011.
Azhar Sholihin, Shofwan, and Mutiara Annissa Oktapiani. “Pengaruh Strategi Digital Marketing Terhadap Minat Beli Konsumen di Era Pandemi Covid-19: Studi Kasus Pada Pengguna Marketplace Shopee di Provinsi Jawa Barat.” Coopetition: Jurnal Ilmiah Manajemen 12, no. 3 (November 1, 2021): 365–71. https://doi.org/10.32670/coopetition.v12i3.607.
Badan Pusat Statistik. Statistik E-Commerce 2020. Jakarta: BPS-Statistics Indonesia, 2020.
Bagus, Mahfud Ali, and A Kardiawanawati. “Rancang Bangun Sistem Afiliasi Marketing Berbasis Website Menggunakan Metode PPS (Pay Per Sale) Studi Kasus Pada Totebag Corner,” 2015. https://api.semanticscholar.org/CorpusID:113581944.
Bala, Madhu, and Deepak Verma. “A Critical Review of Digital Marketing.” International Journal of Management, IT & Engineering 8, no. 10 (October 2018): 321–39.
Chattopadhyay, Pritam. “The Role of Affiliate Marketing in Digital Space: A Conceptual Approach.” International Journal for Modern Trends in Science and Technology 6, no. 5 (May 26, 2020): 53–59. https://doi.org/10.46501/IJMTST060509.
Ermawati, Sri, and Putri Lestari. “Pengaruh Startup Sebagai Digitalisasi Bagi Ekonomi Kreatif Di Indonesia.” Transekonomika: Akuntansi, Bisnis Dan Keuangan 2, no. 5 (June 22, 2022): 221–28. https://doi.org/10.55047/transekonomika.v2i5.186.
Fatwa Dewan Syari’ah Nasional No: 10/DSN-MUI/IV/2000 on Wakalah (n.d.).
Fitriani, Hikmatul Arifah. “Praktik Komodifikasi Dan Kepelikan Sistem Dalam Shopee Affiliates Program.” Jurnal Media Dan Komunikasi Indonesia 4, no. 2 (September 29, 2023): 110. https://doi.org/10.22146/jmki.82579.
Ghazaly, Abdul Rahman, Ghufron Ihsan, and Sapiudin Shidiq. Fiqh Muamalat. 1st ed. Vol. 1. Jakarta: Kencana, 2010.
Huarng, Kun-Huang, Dolores Botella-Carrubi, and Tiffany Hui-Kuang Yu. “The Effect of Technology, Information, and Marketing on an Interconnected World.” Journal of Business Research 129 (May 2021): 314–18. https://doi.org/10.1016/j.jbusres.2021.03.004.
Irianto, Sulistyowati and Shidarta, eds. Metode Penelitian Hukum: Konstelasi Dan Refleksi. 1st ed. Jakarta: Yayasan Pustaka Obor Indonesia, 2017.
Ivkovic, Miodrag, and Dusanka Milanov. “Affiliate Internet Marketing: Concept and Application Analysis.” In 2010 International Conference on Education and Management Technology, 319–23. Cairo, Egypt: IEEE, 2010. https://doi.org/10.1109/ICEMT.2010.5657647.
Jaziri, Abdur-Rahman al-. Al-Fiqh `Ala Mazahib Al-Arba`ah (Juz 3). 6th ed. Beirut: Dār al-Kutub al-ʿIlmiyyah, 1990.
Kamali, Mohammad Hashim. “Commodity Futures: An Islamic Legal Analysis.” Thunderbird International Business Review 49, no. 3 (May 2007): 309–39. https://doi.org/10.1002/tie.20146.
Khairisma. “The Samsarah Existence in Aceh from A Morality Perspective: The Islamic Economics and the Freedom of Contract Principle.” E-Mabis: Jurnal Ekonomi Manajemen Dan Bisnis 23, no. 1 (September 8, 2022): 32–39. https://doi.org/10.29103/e-mabis.v23i1.804.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. 14th ed. Prentice Hall, 2012.
Kumar, Bipul, Arun Sharma, Sanket Vatavwala, and Prashant Kumar. “Digital Mediation in Business-To-Business Marketing: A Bibliometric Analysis.” Industrial Marketing Management 85 (February 2020): 126–40. https://doi.org/10.1016/j.indmarman.2019.10.002.
Kuznetsova, Anna, and Inese Tenberga. “Purchase and Sale and Prohibition of Uncertainty (Gharar) in the Islamic Tradition.” Pravovedenie 66, no. 2 (2022): 162–92. https://doi.org/10.21638/spbu25.2022.203.
Laudon, Kenneth C., and Jane Price Laudon. Essentials of Management Information Systems: Transforming Business and Management. 3rd ed. Upper Saddle River, N.J: Prentice Hall, 1999.
Mahmud, Windu. Bisnis Online. Jakarta: PT Gramedia Widiasarana Indonesia, 2018.
Marzuki, Peter Mahmud. Penelitian Hukum. 1st ed. Jakarta: Kencana Prenada Media Group, 2005.
Maulana, Shabur Miftah, Heru Susilo, and Riyadi. “Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang).” Jurnal Administrasi Bisnis 29, no. 1 (December 11, 2015): 1–9.
Muayyad, Deden Misbahudin, Nuraini Chan, Firdayetti, Raden Ajeng Entaresmen, and Sisca Damayanti. “Samsarah in an Islamic Perspective,” 591–600, 2023. https://doi.org/10.15405/epsbs.2023.11.02.46.
Nata, Gusti Ngurah Mega, and Putu Pande Yudiastra. “Knowledge Discovery Pada Email Box Sebagai Penunjang Email Marketing.” Jurnal Sistem dan Informatika 12, no. 1 (November 2017): 26–37.
Patrick, Zurina, and Ong Choon Hee. “Factors Influencing the Intention to Use Affiliate Marketing: A Conceptual Analysis.” International Journal of Academic Research in Business and Social Sciences 9, no. 2 (March 14, 2019): Pages 701-710. https://doi.org/10.6007/IJARBSS/v9-i2/5608.
Prayitno. “Sekilas Perkembangan IT Di Indonesia.” NewsletterGoechi.Com, 2008.
Puluhulawa, Jufryanto, Lisnawaty W. Badu, and Vifi Swarianata. “Discourse on Affiliate Marketing Platform Trading/Investment from Indonesian Legal Perspective.” KnE Social Sciences, October 4, 2022. https://doi.org/10.18502/kss.v7i15.12084.
Rahman, Habibur, Muhammad Amanullah, and Noor Mohammad Osmani. “Mutual Consent in Formation of Financial Contracts: A Juristic Analysis.” Asian Journal of Research in Business Economics and Management 6, no. 4 (2016): 9–26. https://doi.org/10.5958/2249-7307.2016.00030.X.
Rahmat, Asmuni, Tuti Anggraini, and Ade Khadijatul Z. Hrp. “Terms and Conditions Applicability Muamalat.” International Journal of Economics (IJEC) 2, no. 1 (June 30, 2023): 162–69. https://doi.org/10.55299/ijec.v2i1.441.
Ribadu, Mohammed Bashir, and Wan Nurhayati Wan Ab. Rahman. “A Generic Framework for E-Commerce Requirements to Comply with Sharia in Business-To-Consumer Perspective.” In 2016 SAI Computing Conference (SAI), 752–57. London, United Kingdom: IEEE, 2016. https://doi.org/10.1109/SAI.2016.7556064.
Sabiq, Sayyid. Fiqih As-Sunnah Jilid 2. Beirut: Darul Fikri, 1983.
Savitri, Peti, Ahmad Munandar, Fitri Sya’bandyah, Didin Saepudin, Nurwathi, and Erna Garnia. “Reviewing The Competitiveness of Indonesian E-Commerce Through the Theoretical Framework of E-Business Competitiveness.” In 2021 15th International Conference on Telecommunication Systems, Services, and Applications (TSSA), 1–5. Bali, Indonesia: IEEE, 2021. https://doi.org/10.1109/TSSA52866.2021.9768294.
“Shopee Affiliate Program | Komisi & Syarat Shopee Affiliate,” n.d. https://shopee.co.id/m/affiliates.
Suciningrum, Fatikhah, and Osly Usman. “The Effect of Product Quality, Service Quality, and Product Price on Customer Satisfaction in Shopee.” SSRN Electronic Journal, 2021. https://doi.org/10.2139/ssrn.3767892.
Sunjaya, I Kadek Singa, and I Made Dedy Priyanto. “Analisa Klausula Eksonerasi Dalam Voucher Elektronik Pada Aplikasi Transportasi Online.” Kertha Semaya: Journal Ilmu Hukum 8, no. 7 (July 3, 2020): 992–1004.
Susanti, Dyah Ochtorina, and A’an Efendi. Penelitian Hukum: Legal Research. 2nd ed. Jakarta: Sinar Grafika, 2015.
Susanti, Aisum Aliyah Sari, M. Khairul Anam, Muhamad Jamaris, and Hamdani. “Sistem Prediksi Keuntungan Influencer Pengguna E-Commerce Shopee Affiliates Menggunakan Metode Naïve Bayes.” Edumatic: Jurnal Pendidikan Informatika 6, no. 2 (December 20, 2022): 394–403. https://doi.org/10.29408/edumatic.v6i2.6787.
“Syarat Dan Ketentuan Program Afiliasi Shopee Untuk Individu | Pusat Bantuan Shopee ID,” n.d. https://help.shopee.co.id/portal/4/article/71217-Syarat-dan-Ketentuan-Program-Afiliasi-Shopee-untuk-Individu.
Tonellotto, Nicola, and Craig Macdonald. “Using an Inverted Index Synopsis for Query Latency and Performance Prediction.” ACM Transactions on Information Systems 38, no. 3 (July 31, 2020): 1–33. https://doi.org/10.1145/3389795.
www.startupranking.com. “Countries - With the Top Startups Worldwide | Startup Ranking,” n.d. https://www.startupranking.com/countries.
Yuhefizar, Ha Mooduto, and Rahmat Hidayat. Cara Mudah Membangun Website Interaktif Menggunakan Content Managemen System Joomla. Elex Media Komputindo, 2006.
Zuhayli, Wahbah al-. Al-Fiqh al-Islami Wa-Adillatuh. Dar Al-Fikr Al-Mouaser, 1989.