TINJAUAN HUKUM EKONOMI SYARIAH TERHADAP PRAKTIK JUAL BELI ANTARA AFFILIATOR DENGAN KONSUMEN DALAM AFFILIATE VIDEO (Studi pada Akun @Beautybliss)

TRI, WAHYUNI (2026) TINJAUAN HUKUM EKONOMI SYARIAH TERHADAP PRAKTIK JUAL BELI ANTARA AFFILIATOR DENGAN KONSUMEN DALAM AFFILIATE VIDEO (Studi pada Akun @Beautybliss). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatar belakangi oleh perkembangan program Shopee Affiliate Video yang melibatkan affiliator sebagai pihak yang mempromosikan produk melalui konten video pada platform Shopee. Dalam praktiknya, ditemukan adanya ketidaksesuaian informasi yang disampaikan affiliator dengan kondisi produk yang diterima konsumen, khususnya pada akun @Beautybliss. Rumusan masalah dalam penelitian ini adalah bagaimana praktik jual beli antara affiliator dengan konsumen dalam program Shopee Affiliate Video; dan bagaimana tinjauan Hukum Ekonomi Syariah terhadap praktik jual beli antara affiliator dan konsumen dalam program Shopee Affiliate Video. Adapun tujuan penelitian ini adalah untuk menganalisis praktik jual beli antara affiliator dengan konsumen dalam program Shopee Affiliate Video serta untuk menganalisis tinjuan Hukum Ekonomi Syariah terhadap praktik jual beli antara affiliator dan konsumen dalam program Shopee Affiliate Video. Penelitian ini menggunakan teori jual beli (al-bay’), samsarah (perantara), dalam fiqh muamalah. Penelitian ini merupakan penelitian lapangan (field research) dengan pendekatan kualitatif dan bersifat deskriptif analitis. Sumber data terdiri dari data primer dan data sekunder. Teknik pengumpulan data dilakukan melalui observasi terhadap konten video affiliate pada akun @Beautybliss, wawancara dengan konsumen, serta dokumentasi berupa tangkapan layar, komentar konsumen, dan data pendukung lainnya. Data yang diperoleh kemudian dianalisis menggunakan metode induktif dengan pendekatan Hukum Ekonomi Syariah. Hasil penelitian menunjukkan bahwa praktik jual beli dalam program Shopee Affiliate Video melibatkan tiga pihak, yaitu penjual, konsumen, dan affiliator. Dalam praktiknya, affiliator termasuk dalam proses jual beli sebagai perantara (samsarah) yang bertugas mempromosikan produk dan menghubungkan penjual dengan konsumen. Berdasarkan hasil penelitian pada akun @Beautybliss ditemukan adanya ketidaksesuaian informasi antara konten video dengan kondisi produk yang diterima konsumen. Affiliator menyampaikan klaim bahwa produk bersifat original, awet seharian, dan pigmented, namun ditemukan ulasan konsumen yang menyatakan bahwa produk tidak sesuai bahkan diduga tidak asli. Dalam tinjauan Hukum Ekonomi Syariah, affiliator berkewajiban menyampaikan informasi secara jujur, amanah, dan tidak menyesatkan konsumen. Praktik tersebut mengandung unsur gharar dan tadlīs sehingga tidak sesuai dengan prinsip Hukum Ekonomi Syariah karena tidak memenuhi prinsip kejujuran, keterbukaan informasi, dan transparansi dalam muamalah. ABSTRACT This research is motivated by the development of the Shopee Affiliate Video program, which involves affiliates as parties who promote products through video content on the Shopee platform. In practice, discrepancies were found between the information conveyed by affiliates and the condition of products received by consumers, particularly on the @Beautybliss account. The research problems in this study are: how is the practice of buying and selling between affiliates and consumers in the Shopee Affiliate Video program; and how is the review of Islamic Economic Law regarding the practice of buying and selling between affiliates and consumers in the Shopee Affiliate Video program. The purpose of this study is to analyze the practice of buying and selling between affiliates and consumers in the Shopee Affiliate Video program and to analyze the review of Islamic Economic Law regarding such practices.This study employs the theories of buying and selling (al-bay’), samsarah (intermediary) in fiqh muamalah. This research is a field research using a qualitative approach and descriptive-analytical method. The data sources consist of primary and secondary data. Data collection techniques were conducted through observation of affiliate video content on the @Beautybliss account, interviews with consumers, and documentation in the form of screenshots, consumer comments, and other supporting data. The collected data were then analyzed using an inductive method with an Islamic Economic Law approach. The results of the study indicate that the practice of buying and selling in the Shopee Affiliate Video program involves three parties, namely sellers, consumers, and affiliates. In practice, affiliates are involved in the buying and selling process as intermediaries (samsarah) who promote products and connect sellers with consumers. Based on the findings on the @Beautybliss account, discrepancies were found between the video content and the condition of products received by consumers. Affiliates claimed that the products were original, long-lasting, and highly pigmented; however, consumer reviews indicated that the products did not match the claims and were even suspected to be counterfeit. From the perspective of Islamic Economic Law, affiliates are obliged to provide honest, trustworthy, and non-misleading information to consumers. Such practices contain elements of gharar and tadlīs, thus making them inconsistent with the principles of Islamic Economic Law, as they do not fulfill the principles of honesty, transparency, and openness in muamalah.

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