Strategi Pemasaran Label Harga Buah Oleh Pedagang Kaki Lima Dipasar Rebo Jakarta Timur Dalam Tinjauan Etika Bisnis Islam

Abstract

Economic issues have always attracted the attention of various groups, both individually and collectively. Globalization has introduced new challenges in the business world, including intense competition across various sectors. In Indonesia, the implementation of free trade principles and fair business competition has become a challenge, especially after the New Order era, which had a centralized economic system. Moreover, from an Islamic perspective, trade is considered a noble activity as long as it is conducted honestly and fairly, as prescribed in the Qur'an and hadith. This research focuses on the pricing label marketing strategy used by street vendors in Pasar Rebo, East Jakarta, and how these practices are viewed from the perspective of Islamic business ethics. Based on field findings, some vendors tend to manipulate prices and product quality, which contradicts Islamic principles of honesty and transparency in trade. This study aims to identify the marketing strategies used by the vendors and evaluate them based on Islamic business ethics. The results of the research are expected to contribute to the development of more ethical business strategies in accordance with Islamic values, as well as to raise vendors' awareness of the importance of ethics in conducting business.