JOSR: Journal of Social Research

November 2022, 1 (12), 499-507

p-ISSN: 2827-9832 e-ISSN: xxxx-xxxx

Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr

http://ijsr.internationaljournallabs.com/index.php/ijsr

ANALYSIS OF THE APPLICATION OF BUSINESS ETHICS

IN ONLINE BUYING AND SELLING TRANSACTIONS ON

THE SHOPEE MARKETPLACE

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

Program Studi Manajemen

1

, Fakultas Ekonomi dan Bisnis Islam

Universitas Islam Negeri Sumatera Utara

2,3

irmarhmr@yahoo.com, zuhrinal.nawawi@uinsu.ac.id, nuriaslami@uinsu.ac.id

Abstrak (indonesia)

Received:27

Oktober

2022

Revised :31

Oktober

2022

Accepted:2

November

2022

Latar Belakang: Pada transaksi jual beli secara

online, seorang penjual dituntut bersikap tidak

kontradiksi secara disengaja antara ucapan dan

perbuatan dalam bisnisnya. Penjual harus memiliki

amanah dengan menampilkan sikap keterbukaan,

kejujuran, pelayanan yang optimal, dan berbuat baik

dengan segala hal, apalagi berhubungan dengan

pelayanan masyarakat.

Tujuan: bertujuan untuk menganalisis penerapan

etika bisnis dalam transaksi jual beli secara online

pada marketplace shopee. Jenis penelitian ini adalah

yuridis-normati atau penelitian hukum normative.

Metode: Jenis penelitian ini adalah yuridis-normati

atau penelitian hukum normative.

Hasil: Hasil penelitian menunjukkan bahwa:

penerapan etika bisnis dalam transaksi jual beli secara

online pada marketplace shopee, belum menerapkan

etika bisnis yang baik. Karena masih adanya

perbuatan bohong dan juga memposting gambar yang

tidak sesuai dengan aslinya.

Kesimpulan: Dari pembahasan dalam penelitian ini

maka dapat didimpulkan bahwa penerapan etika bisnis

dalam transaksi jual beli secara online di marketplace

shopee masih belum menerapkan etika bisnis dengan

baik. Karena pihak penjual masih melakukan

diskriminasi kepada pembeli.

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 500

Kata kunci: Etika Bisnis; Jual Beli Secara Online;

Marketplace Shopee

Abstract (English)

Background: In online buying and selling

transactions, a seller is required to not intentionally

contradict his words and actions in his business. The

seller must have a mandate by displaying an attitude

of openness, honesty, optimal service, and doing

good with all things, especially in relation to public

service.

Objective: aims to analyze the application of

business ethics in online buying and selling

transactions on the shopee marketplace. This type of

research is juridical-normative or normative legal

research.

Methods: This type of research is juridical-

normative or normative legal research.

Results: The results show that: the application of

business ethics in online buying and selling

transactions on the shopee marketplace, has not

implemented good business ethics. Because there are

still acts of lying and also posting pictures that do

not match the original.

Conslusion: From the discussion in this study, it can

be concluded that the application of business ethics

in online buying and selling transactions in the

shopee marketplace still has not implemented

business ethics properly. Because the seller still

discriminates against the buyer.

Keywords: Business Ethics; Buying and Selling

Online; Shopee Marketplace

*Correspondent Author : Irma Rahmayani Marpaung

Email : irmarhmr@yahoo.com

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 501

BAKGROUND

Globalization brings influence in many fields, one of which is technology.

The development in the field of technology is certainly a very rapid development

now. In the business world, technology is certainly very easy for humans to be

able to fulfill their needs which are the obligations of religion. The advantages of

technology are certainly very many, one of which is that it can be used as a trading

medium because it is considered practical, fast and easy by the community. This

reason makes many people more interested in buying and selling transactions

using the internet (Aziz, 2013).

Buying and selling online certainly provides benefits to consumers, such

as: (1) Buyers are simply connected to the internet and then can make buying and

selling transactions, so there is no need to go to the store, (2) minimize

transportation costs and shopping time because they can place orders through

internet media intermediaries. , (3) there are various choices offered so that we can

compare all the products and prices offered before placing an order, (4) through

the internet buyers can buy goods from various countries easily, (5) The prices

offered are very competitive because the level of competition is so high that they

offer the lowest possible price to attract attention (Bakker & Charris, 2005).

But besides the benefits, of course there are also disadvantages, including:

(1) the product cannot be tried, (2) the standard of the goods does not match, (3)

the delivery is expensive, (4) there is a risk of fraud. To avoid fraud, this online

trading offers a COD (Cash On Delivery) system. Through this COD system,

before the transaction is considered a "deal" the buyer can check directly and if the

goods obtained are not appropriate, a "refund" or return of goods can be made so

that of course greatly minimizes fraud (Marzuki, 2013).

The most commendable action needed in a business is to be able to

maintain trust. Now at this level, the business is not only making profit but also

able to maintain the existence of the business and increase its expansion. Loyalty,

of course, exists because of trust. The higher the trust given, the higher the

consumer loyalty to the company. There are five forms of actions related to the

maintenance of trust. First, maintain the quality of goods. Second, maintain the

quality of service. Third, maintain market segmentation. Fourth, maintain the

leadership style. Fifth, maintain organizational values (Azizah, 2020).

As we know, until now there are many e-commerce sites or online buying

and selling sites that exist and of course have their own advantages and

disadvantages (A'yun, Chusma, Putri, & Latifah, 2021). But the most popular in

Indonesia are: Shopee, Bukalapak, Tokopedia, Lazada, Blibli, Zaalora, Bhineka

and others. From some of these buying and selling sites, Shopee can be said to be

a new marketplace in the realm of Indonesian e-commerce because Shopee only

existed in 2015 which is relatively new compared to other existing marketplaces.

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 502

This marketplace from Singapore claims that the online shopping services offered

carry the concept of a special mobile marketplace from consumers to consumers.

With a combination of social media elements, buyers or sellers can directly

interact without having to leave the shopee application. Shopee also presents a

“Live Chat” feature that makes the shopee marketplace different from the others.

Through this Live Chat feature, buyers can directly chat with the seller or shop to

negotiate the price of the item they want to buy or can also ask for details of the

item being sold (Harziko, 2019).

Based on research by Business Development Director Snapchat Asia

Pacific (BD2SAP). Snapchat has surveyed the shopping behavior in e-commerce

in Indonesia, from the survey there are three e-commerce that are beneficial to the

community and the most widely used are Shopee, Tokopedia, and Lazada. This

Snapchat research was conducted using a survey method via an application in

January 2018 involving 6,123 respondents. Based on the latest research on

Snapchat, 37% of respondents answered that they most often use Shopee to shop

online in Indonesia. In buying and selling online, of course, the seller is required to

be a responsible person both verbally and in action in his business. Sellers are

required to be right on promises, on time, admit weaknesses and shortcomings,

always improve the quality of the goods or services they provide. Sellers must also

be trustworthy by displaying an attitude of openness, honesty, optimal service and

of course they must also do good, especially in relation to community service

(Junaidi, 2022).

RESEARCH METHODS

Every scientific activity to be more directed and rational requires a method

that is in accordance with the object being discussed, because the method is very

important in determining how to do something in order to get maximum results.

As seen in the title, the object of this research is buying and selling online. This

type of research is juridical-normative or normative legal research. The normative

juridical approach is used to analyze the norms of legislation with reference to

legal certainty and the value of justice in society (Koswara, 2016).

While the nature of this research is descriptive-analytical research.

Descriptive research has the characteristic of focusing on solving problems that

exist in the present, then the data collected is compiled, explained, then analyzed.

While what is meant by analytic is to describe the facts being studied are

connected and examined juridically by using an analytical knife in the form of

laws and regulations, theories of legal science and the opinions of legal experts so

that they can answer the main problems as stated in this research problem

(Uthman, 2014) .

This study uses primary and secondary data. Primary data is research material in

the form of rules, norms about business ethics and the concept of buying and

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 503

selling online which is documented in various records, besides that, interviews

with parties who have made online buying and selling transactions in the shopee

marketplace will be conducted. While secondary data is legal material in the

research taken and literature study consisting of primary legal materials, secondary

legal materials and non-legal legal materials.

The data collection technique used in this research is using literature,

documentation, and interviews (Faradina, 2017). The literature and documentation

are used to obtain a theoretical basis in the form of opinions or writings from

experts to obtain information in the form of formal and non-formal provisions.

Interview data were obtained from sellers and buyers who had been involved in

buying and selling transactions on the shopee marketplace. Secondary data and

primary data obtained in this study were then arranged systematically and then

analyzed. This process will be carried out by means of inductive thinking, namely

drawing the common values contained in various legal norms and legislation to be

further formulated in general. The analysis procedure used in this research is

normative qualitative analysis. This research becomes the library material as the

main focus. This literature review is carried out to find out to what extent this

problem has been written or researched by others, then it will be reviewed what

was written, how the approach and methodology are, whether there are similarities

or differences (Azizah, 2020).

RESULTS AND DISCUSSION

Business ethics are rules related to manners, manners in doing business

(Kom, 2021). Ethics in business is very much needed, especially online business,

why? Because in this online business we do not meet each other with buyers or

customers, so to convince them, we must first understand business ethics, so that

there is no disappointment that harms one party. There are several business ethics

that must be applied by sellers when buying and selling online: Honest; The initial

capital in doing business is that we must be honest, whether it's the work we will

do later, the goods we will sell, the quality of the goods, the contents of the web,

everything must be based on honesty, friendly; Being friendly is not only through

speaking directly by using good words, politeness in promoting our products, in

replying to messages asked by buyers, it also includes being friendly, keeping

promises; This promise is very, very we must pay attention to, check the order of

goods.

If we promise how long it will take for the goods to be processed and sent,

we must adjust them, so that there is no customer disappointment because they do

not match the promises given. Fair here means that the quality of the goods must

be adjusted to the price, lest we sell goods at high prices but the quality of the

material is not very good. Because it will make buyers will not repeat to shop at

the online shop owned. Care for customers; Now we have to hear complaints from

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 504

customers, so that their annoyance with something that is less pleasing to them

can be cured, one of them is by apologizing. Responsibilities, Sellers must be

responsible for the stores they have, must be quick to respond to responses from

customers so that customers can feel comfort. Be patient ; Sellers must also be

very patient, because online businesses are not always crowded. For that you have

to learn to be patient.

There are some business ethics that buyers must apply when buying and

selling online: Don't use PHP; If there is no intention to buy the merchandise,

don't ever contact the seller and then just disappear without any news at all. This

is most often done by unstable buyers. Or if at first you want to buy it suddenly

cancels because of other reasons, it's better to be honest because it will be better

than the seller's PHP-in (Setiawan, 2021). Be patient; Not only sellers who have to

be patient when replying to buyer messages one by one. In order to be served

well, you must be patient while waiting for a reply message from the seller.

Especially when shopping at stores that are known for their quality, more other

buyers will order. Therefore, understand that the seller is also a human being,

there is no need to send chats over and over again, just wait and sit back, they will

definitely be replied to. Don't Be Chatty; There's nothing wrong with asking about

the goods, but don't be too fussy with the seller because they are just ordinary

people who have 2 hands that are used to reply to buyers' messages one by one. If

the seller of your choice is trusted, you shouldn't have to worry about your order,

it will definitely arrive. To say thanks; Happiness doesn't have to come from big

things. You can start by saying "Thank you". It may seem trivial and simple, but it

can mean a lot to someone who accepts it. Apply this word every time you end a

chat with the seller, so the seller will feel happy because he has been given an

appreciation. Don't Forget Testimonials; If the goods ordered have arrived and are

safe, don't forget to give a testimonial. These testimonials are very meaningful to

the seller, because the quality of the store can be seen from the testimonials given.

Of course the seller will be happy if the buyer gives the best testimonial. The

application of business ethics in online buying and selling transactions in the

shopee marketplace include: Application of the Principle of Unity This unity

principle combines all aspects of life such as the economic, political, social fields

into a homogeneous whole and emphasizes the concept of concentration and

overall order.

In the practice of buying and selling online in the shopee marketplace,

when holding a buying and selling process, the seller of course posts pictures

using fake images. It is said to be fake because it is not an original photo, but a

photo that has gone through the editing process so that it can cover the

shortcomings of the product. The seller of course did this not without reason. This

is done to attract buyers. So it often happens that things seen in the online store is

different from the goods purchased. The researcher analyzed that the act violated

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 505

the principle of unity. Because in this unitary principle the seller will not

discriminate between the seller and the buyer. However, in this case the seller is

lying to the buyer by posting goods that have gone through the editing process

which is certainly different from the goods that arrive in the hands of the buyer

later. Of course this will cause disappointment on the part of the buyer.

Application of the Principle of Balance; The principle of balance on the

economic plane determines the best configuration of activities, with a clear

understanding that the needs of all community members take precedence over the

real resources of the community. Thus the balance between buyers and sellers is

very important. Based on the data obtained, it is clear that buying and selling

online in the shopee marketplace is not in accordance with the principle of balance

which is very concerned about the rights of the buyer and the rights of the seller.

So it's best when making a transaction the seller is not only selfish but also must

pay attention to the interests of the buyer. If the buyer needs information about the

goods to be purchased, the seller must explain the goods to the buyer in detail and

without being hidden.

Application of the Principle of Free Will; Freedom is an important part of

doing business, as long as this freedom does not harm others. The application of

the concept of free will in business ethics is that humans have the freedom to

make contracts, keep them or even break them. Freedom here is certainly very

influential on purchasing decisions. For example, when making a purchase, one

party does not impose coercion on the other party. So that the buying and selling

transactions that take place are indeed on the basis of their own desires. In online

buying and selling transactions in the shopee marketplace, the seller never forces

consumers to buy the merchandise they sell, the buyer of course buys goods on

the basis of his own will and without coercion from any party. Therefore, the

application of the principle of free will is very well applied to this online buying

and selling transaction.

Application of the Principle of Responsibility; Freedom without

limitations is something that is impossible for humans to do without

accountability to meet the demands of justice, therefore humans need to be held

accountable for their actions. This principle is very closely related to the previous

principle, namely free will. In online buying and selling transactions in the shopee

marketplace, when the goods that have been purchased arrive in the hands of

consumers and get discrepancies, especially regarding goods that do not match the

picture, causing disappointment on the part of the buyer. When the seller does not

want to be responsible for the reason that he does not accept complaints in any

form, it is clear that in buying and selling online on the shopee marketplace, he

does not apply the principle of responsibility. Should there be a discrepancy in the

goods that have been sent, the seller must be responsible for replacing the one

according to the buyer's expectations.

Irma Rahmayani Marpaung

1

, Zuhrinal M Nawawi

2

, Nuri Aslami

3

/ JOSR: Journal

of Social Research, 1(12), 499-507

Analysis Of The Application Of Business Ethics In Online Buying And Selling

Transactions On The Shopee Marketplace 506

Application of the Principle of Truth; The truth here is honesty. In the

business context, the truth is the intention, attitude, and correct behavior. With this

principle of truth, it is very safe for the possibility of loss to one of the parties

conducting the transaction. Based on data obtained from online buying and selling

transactions on the shopee marketplace, when sellers install the images they sell

do not match the original images. Most sellers post merchandise that has gone

through the editing process, of course, for various reasons. Such as so that the

merchandise sells, and also to attract the attention of buyers.

CONCLUSION

From the discussion in this study, it can be concluded that the application

of business ethics in online buying and selling transactions in the shopee

marketplace has not implemented business ethics properly. Because the seller still

discriminates against the buyer. The seller still posts pictures that don't match the

original product. The seller still thinks about his own interests without thinking

about the rights of the buyer. If there is a discrepancy in the goods purchased, the

seller does not receive a complaint from the buyer, so of course it causes a sense

of disappointment to the buyer because the goods purchased are not as desired.

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license (https://creativecommons.org/licenses/by-sa/4.0/).