Islamic Economic Review of Online Marketing Strategies in the Shopee Affiliate System
DOI:
https://doi.org/10.3456/n6qt2z62Keywords:
affiliate marketing, digital content, ghasab, Islamic business ethics, samsarah, ShopeeAbstract
This study examines the practice of online marketing in the Shopee Affiliate Program and assesses its conformity with Islamic economic principles in Banyu Urip Village, Praya Barat District, Central Lombok Regency. A descriptive qualitative field approach was employed. Data were obtained through observation, documentation, and in-depth interviews with eight affiliates, five consumers, and three religious figures, and were analysed through data reduction, data display, and conclusion drawing. The findings show that affiliates promote products by distributing tracked links through Shopee Video, TikTok, Facebook, WhatsApp, reels, and stories. Their principal strategies include selecting trending products, adapting content to target audiences, using short videos, attractive captions, popular music and hashtags, posting at high-engagement times, and presenting product reviews. The programme creates accessible income opportunities because participants do not need to hold inventory. In Islamic economic terms, the basic affiliate arrangement can be understood as samsarah, in which a marketer receives an agreed commission for connecting sellers and buyers, and is therefore permissible when the object, commission, information, and conduct are lawful and transparent. However, unauthorised reuse of another creator's content, exaggerated claims, and linking copied videos to products that differ in quality or description violate honesty, trustworthiness, consent, and protection of property. Such conduct contains elements of deception and gharar and may constitute ghasab of digital content. The study concludes that Shopee affiliate marketing is conditionally sharia-compliant: its permissibility depends not merely on the commission mechanism but on truthful representation, original or authorised content, product verification, and protection of consumers and creators
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