TINJAUAN PRINSIP-PRINSIP EKONOMI ISLAM DALAM PRAKTEK MEMASARKAN IKAN ASIN, DI LORONG NELAYAN KELURAHAN NIPAH PANJANG 1

Abstract

This study aims to analyze the application of Islamic economic principles in the marketing practices of salted fish businesses in Lorong Nelayan, East Muara Sabak District. Islamic economics teaches that marketing activities must be grounded in values ​​such as honesty (ṣidq), trustworthiness (amanah), justice ('adl), and transparency, while avoiding elements of gharar (uncertainty), tadlis (deception), and practices that disadvantage others. This research employs a qualitative method using a case study approach. Data were collected through observation, interviews, and documentation involving salted fish business operators in Lorong Nelayan. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results indicate that the majority of salted fish business operators have implemented several Islamic economic principles in their marketing activities, such as maintaining product quality, treating consumers courteously, and providing information regarding prices and product types. However, some practices were found to be not fully aligned with Islamic economic principles—such as a lack of transparency regarding the quality of certain products and business competition that does not fully reflect the values ​​of justice and Islamic business ethics. Overall, salted fish marketing practices in Lorong Nelayan are moving toward the application of Islamic economic principles; nevertheless, there is still a need to enhance the business operators' understanding and awareness of Islamic business ethics so that marketing activities can be conducted more professionally, fairly, and in accordance with Sharia.