ANALISIS ETIKA BISNIS ISLAM DALAM PRAKTIK PREDATORY PRICING DI TIKTOK SHOP

Abstrak

Perkembangan social commerce melalui platform TikTok Shop telah menciptakan dinamika persaingan usaha yang semakin kompetitif, khususnya melalui strategi penetapan harga ekstrem yang mengarah pada praktik predatory pricing. Praktik ini menimbulkan persoalan etika dan persaingan usaha karena berpotensi merugikan pelaku usaha lain serta menciptakan ketimpangan pasar digital. Penelitian ini bertujuan untuk mendeskripsikan praktik predatory pricing yang dilakukan oleh perusahaan BESM di TikTok Shop, mengidentifikasi faktor-faktor yang mendorong munculnya strategi harga predator, serta menganalisis praktik tersebut berdasarkan perspektif etika bisnis Islam.Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus.Data diperoleh melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan.Hasil penelitian menunjukkan bahwa praktik predatory pricing pada perusahaan BESM dilakukan melalui pemberian diskon ekstrem, flash sale, dan strategi promosi intensif melalui live streaming TikTok Shop. Faktor utama yang mendorong praktik tersebut meliputi persaingan pasar digital yang ketat, penggunaan algoritma platform, strategi peningkatan penjualan, serta upaya memperluas dominasi pasar. Ditinjau dari perspektif etika bisnis Islam, praktik tersebut dinilai bertentangan dengan prinsip keadilan, kejujuran, tanggung jawab, serta larangan merugikan pihak lain karena berpotensi menciptakan persaingan usaha tidak sehat dan melemahkan pelaku UMKM. Penelitian ini memberikan kontribusi terhadap pengembangan kajian etika bisnis Islam dalam konteks ekonomi digital, khususnya terkait praktik persaingan usaha pada platform social commerce.

The rapid development of social commerce through TikTok Shop has created increasingly competitive business dynamics, particularly through extreme pricing strategies that indicate predatory pricing practices. This phenomenon raises ethical and business competition concerns because it has the potential to harm other business actors and create inequality within the digital market. This study aims to describe the predatory pricing practices carried out by BESM on TikTok Shop, identify the factors driving the emergence of predator pricing strategies, and analyze these practices from the perspective of Islamic business ethics. This research employs a descriptive qualitative method with a case study approach. Data were collected through observation, interviews, and documentation, then analyzed using data reduction, data presentation, and conclusion drawing techniques.The findings reveal that BESM implemented predatory pricing practices through extreme discounts, flash sales, and intensive promotional strategies via TikTok Shop live streaming. The main factors encouraging these practices include intense competition in the digital market, the influence of platform algorithms, strategies to increase sales, and efforts to expand market dominance. From the perspective of Islamic business ethics, these practices are considered inconsistent with the principles of justice, honesty, responsibility, and the prohibition of harming others, as they potentially create unfair business competition and weaken MSMEs. This study contributes to the development of Islamic business ethics studies within the context of the digital economy, particularly regarding business competition practices on social commerce platforms.