PENGARUH PERSEPSI PELANGGAN TERKAIT IMPLEMENTASI PRINSIP ETIKA BISNIS ISLAM TERHADAP LOYALITAS PELANGGAN DALAM MELAKUKAN TRANSAKSI E-COMMERCE SHOPEE
DI SURABAYA

THE INFLUENCE OF CUSTOMER PERCEPTIONS REGARDING THE IMPLEMENTATION OF THE PRINCIPLES OF ISLAMIC BUSINESS ETHICS ON CUSTOMER LOYALTY IN CONDUCTING SHOPEE
E-COMMERCE TRANSACTIONS IN SURABAYA

E-Commerce Shopee berperan penting memudahkan Masyarakat untuk memenuhi kebutuhan dan keinginannya dalam jual beli. Penelitian ini bertujuan untuk menilai dampak persepsi pelanggan terhadap implementasi prinsip etika bisnis islam terhadap loyalitas pelanggan dalam transaksi e-commerce di Shopee Surabaya. Metode penelitian yang digunakan adalah kuantitatif dengan melibatkan 100 responden sebagai sampel. Penyebaran kuesioner dilakukan melalui Google Form dengan menggunakan skala Likert untuk mengukur persepsi pelanggan terkait implementasi prinsip etika bisnis islam dan dampaknya terhadap loyalitas pelanggan. Hasil penelitian menunjukkan bahwa variabel persepsi pelanggan terkait implementasi prinsip etika bisnis islam berpengaruh positif terhadap loyalitas pelanggan dalam melakukan transaksi e-commerce Shopee di Surabaya. Namun, tidak berpengaruh sepenuhnya, yaitu pengaruh sebesar 35,4%. Penelitian ini memberikan implikasi manajerial bagi perusahaan Shopee untuk lebih memahami prinsip etika bisnis islam dan menerapkan dalam proses transaksinya, untuk meenciptakan dan mendorong sikap loyalitas pada konsumen serta akan meningkatkan penjualan pada e-commerce Shopee karena adanya sikap loyalitas pelanggan.

Kata Kunci : Persepsi pelanggan, Prinsip Etika Bisnis islam, Loyalitas Pelanggan, e-commerce Shopee.

E-Commerce Shopee plays an important role in making it easier for people to fulfill their needs and desires in buying and selling. This study aims to assess the impact of customer perceptions on the implementation of Islamic business ethics principles on customer loyalty in e-commerce transactions at Shopee Surabaya. The research method used is quantitative by involving 100 respondents as a sample. The questionnaire was distributed through Google Form using a Likert scale to measure customer perceptions related to the implementation of Islamic business ethics principles and their impact on customer loyalty. The results showed that the variable of customer perception related to the implementation of Islamic business ethics principles had a positive effect on customer loyalty in conducting Shopee e-commerce transactions in Surabaya. However, it does not have a full effect, which is an effect of 35.4%. This study provides managerial implications for Shopee companies to better understand the principles of Islamic business ethics and implement them in the transaction process, to create and encourage an attitude of loyalty in consumers and will increase sales in Shopee e-commerce due to an attitude of customer loyalty.

Keywords : Customer perceptions, Islamic Business Ethics Principles, Customer Loyalty, Shopee e-commerce.