Virtual Integrity: A Study of Islamic Business Ethics and Consumer Trust in the Digital Economy

Abstract

The development of the digital economy has changed the pattern of interaction between sellers and consumers in trade activities, especially in the micro, small, and medium enterprises (MSMEs) sector. Transactions that take place online cause business relationships to increasingly depend on the level of consumer trust in the seller. This condition makes the application of business ethics an important factor in maintaining business sustainability. This research aims to analyze Islamic business ethics practices in MSME activities and understand how the relationship of trust between sellers and consumers is formed in digital transactions. The research uses a qualitative approach with a descriptive type of research. The data was collected through in-depth interviews, documentation, and findings in the field of MSME actors and consumers involved in digital transactions. The results of the study show that there are three main practices that play a role in building a relationship of trust between sellers and consumers, namely transparency of product information, seller responsibility for consumer satisfaction, and consumer trust as social capital in business sustainability. The findings of this study show that the application of Islamic business ethical values not only serves as a moral guideline, but also becomes an important strategy in strengthening consumer loyalty and improving the reputation of MSMEs in the digital economy ecosystem.