Analysis of the Relationship between Sharia Economic Principles and Online Purchase Decisions on Shopee and TikTok Shop Platforms

Abstract

This study aims to analyze the relationship between the principles of Islamic economics and online purchasing decisions on the Shopee and TikTok Shop platforms among students of Islamic Economics at UIN Sultan Syarif Kasim Riau, class of 2021. The research adopts a quantitative descriptive approach with a correlational design. The population consisted of 157 students, and a purposive sampling technique was used to select 80 respondents who met the criteria of having purchased products from both platforms. Data were collected using a Likert-scale questionnaire and analyzed through validity, reliability, and normality tests, followed by Spearman rank correlation analysis. The findings indicate that the application of Sharia economic principles—which include justice (al-‘adl), honesty (al-shidq), responsibility (mas’uliyyah), transparency (tabligh), freedom of choice (ikhtiyar), and avoidance of riba—has a strong, positive, and significant relationship with online purchasing decisions. The results show that students’ purchasing behavior tends to align with Islamic economic values, reflecting ethical awareness in digital transactions. The implications of this research highlight the importance of transparency, fairness, and consumer protection to enhance trust and loyalty among Muslim consumers.