Tokopedia’s Promotion Strategy Based on Islamic Law Perpective

ABSTRACT
Tokopedia is one of the marketplace that has the highest number of visitors according to
quarter III (three months) data in Indonesia in 2018 (Katadata.co.id, 2019). The promotion strategy
carried out by Tokopedia is always to present advertisements that very attractive to customers with
various promotions provided such as free shipping, massive discounts and more. Customers are
very concerned about promotions in order to save their budget but still want to get quality goods.
Based on the results of the interview with Dr. Irvan Bastian Arief as Head of Research Scientist
said that the purpose of Tokopedia's promotional strategy is to be able to establish trust
(transloyalty) with customers and partners so they know that Tokopedia is a trustworthy e-
commerce. On the other hand, the purpose of the presence of Tokopedia is to create economic
equality in Indonesia.
Therefore, Indonesia always adjusts business that can be accepted in all circles of society.
And Indonesia is a country that has people from various ethnic groups, cultures and religions.
Where, the religion that dominates the Indonesian people is Islam. As a religion that full of
tolerance in following the current developments, Islam will never be timeless in regulating faith,
shari'a and morality. Likewise, Islamic religious tolerance for the development of technology and
information in the world of muamalah is like e-commerce. So, the purpose of this study is to find
out and analyze Tokopedia promotion strategies and find out their suitability with Islamic law.
This study uses qualitative methods that are supported by primary data and secondary data as the
retrieval of data sources.
Kerwords: Tokopedia, Promotion Strategy, Islamic Law.

A. Background
Increasingly developing science and technology has led to a lot of progress, one of
the development results is very advanced internet in sector information and
communication, which has a huge impact on life1. As a religion that full of tolerance in
following the current development of the Islamic era, it will never be timeless in regulating
aqeedah, shari'a and morality. That’s came to be a reference (guideline) for conducting e-
commerce because economic relations is one of the most important things in human
relations2.
Electronic commerce (e-commerce) is a sale and purchase transaction or business
activity that can be done through the internet which is defined as a modern transaction

1
Siregar, P. A. (2019). Keabsahan Akad Jual Beli Melalui Internet Ditinjau dari Hukum Islam. Jurnal Edu Tech ,
hal 57-65.
2
Saadah, N. (2018). Perencanaan Keuangan Islam Sederhana dalam Bisnis E-commerce pada Pengguna Online
Shop. Economica: Jurnal Ekonomi Islam , 105-128.
 using electronic devices, one of the terms of transaction in Islam is real (direct) but e-
commerce has a slight difference but uses product as a buying and selling entity3.
Online market place, namely work carried out to run the marketing of an item or
service using electronic devices through a website or application, as for place according to
an English dictionary meaningful place. So, online market place is a place or space in
running the marketing of goods and services with internet media or applications4. Online
applications like Tokopedia are one example of Marketplace.
Picture 1
Application Visitors
Tokopedia 153,64 million
Bukalapak 95,9 million
Shopee 38,9 million
Lazada 36,4 million
Blibli 31,3 million
JD ID 11,4 million
Sale Stock Indonesia 4,3 million
Elevenia 4 million
Bhineka 3,7 million
Zalora 3,5 million

Source: Katadata.co.id
Based on quarter III (three months) 2018 data through iprice, the results of
consumer visits in several online buying and selling applications in Indonesia
reached 153.64 million in the Tokopedia application. This number has succeeded
in occupying the other highest online positions such as bukalapak, lazada, shopee,
and so on5.
B. Literature Review
1. Tokopedia

3
Mahmudah. (2014). Electronic Commerce (Pendekatan Kaidah Ushul dan Kaidah Fiqhiyah). Interest , 17-32.
4
Wisnu Yoga Sadgotra, E. H. (2013). Perancangan Online Marketplace untuk Usaha Kecil dan Menengah (UKM)
di Kabupaten Purworejo. Jurnal Ilmiah DASI , 54-58.
5
Katadata.co.id, 2019
 Tokopedia is an online store in Indonesia that raises the type of online business
marketplace and mall, an online mall that brings together sellers and buyers and allows
buying and selling transactions safely and comfortably6.
In addition, Tokopedia also develops online payment types where there are
payments for electricity, water, BPJS and so on. Which is not necessary to make other
people pay bills to the counter or via ATM7.
2. Promotion Strategy
The marketing strategy is to determine the target market and an innovation related
to marketing, one of the major exposures carried out in several marketing links was
needed involvement between the two parts. The two part that needed involvement is the
target market where customers are aligned invited to cooperate with the company and a
marketing innovation in the form of controlled variables that the company brings
together to satisfy the intended group8.
According to Dr. Irvan Bastian Arief as the Head of Research Scientist at
Tokopedia said that the strategy carried out by Tokopedia in promoting its stalls
included advertisements that were very attractive to customers with various promotions
provided such as free shipping, massive discounts and more.
3. Islamic Law (Syari'ah)
Online transactions will be valid if in accordance with the Shari'a in terms of
contract and transaction procedures and no party is harmed, according to the public's
consideration and public interest through the statement that online transactions for e-
commerce in Indonesia are monitored through Islamic legal views so as to bring
confidence in online transactions in accordance with the teachings of Islamic law9. Islam
is very supportive of technological developments because with these developments can
make life easier. On the other hand, with religion, life becomes directed and with the art
of life to be beautiful (citing the words of Prof. Mukti Ali).
C. Research methodology

6
Repository.umy.ac.id
7
(Alessander Mohansyah, 2018)
8
(Budi Rustandi Kartawinata, 2015)
9
Richardy Affan Sojuangon Siregar, H. A. (2017). Analisis Transaksi Jual Beli Online (peer to peer) pada e-
commerce berdasarkan hukum syariah. Journal of Islamic Economics Lariba , 31-38.
 1. Type of Research
A qualitative approach with the way researchers go directly to the field (field
research) is one type of research where researchers when collecting and analyzing data
face to face directly with informants or surveys by meeting informants directly10. In
addition, library research is research that uses books, journals, and previous research as
literature literature.
2. Data Collection Techniques
Researchers identify data through journals, papers, articles, websites, books11, as
well as interviews with pre-determined informants and documenting both images,
videos, recordings, or data that have been collected during the research process.
3. Stages of Research

Problems:
1. Promotion strategy
2. Effectiveness of promotional strategies
3. Promotion in the perspective of Islamic law

Field research Library research

Primary data Secondary data

Observation, interview, and Books, journals, and websites

documentation

Discourse analysisdan
content analysis

Interpretation

Conclusions

10
“Pemaparan Metode Penelitian Kualitatif.Pdf,” n.d., 5.
11
“Metode Library Research.Pdf,” n.d., 48.
D. Conclusion
The strategy carried out by Tokopedia in promoting its stalls included
advertisements that were very attractive to consumers with various promotions provided
such as free shipping, massive discounts and more. The purpose of the promotion strategy
is to increase the confidence of sellers and buyers to create transloyalty (mutual trust) and
the next goal is to create economic equality in Indonesia.
The effectiveness of the promotion strategy that is always done by Tokopedia is by
developing existing features such as detecting items using a camera. In addition, the
service system carried out by Tokopedia is a focus on customers where Tokopedia is very
concerned about the convenience of buyers and always wants to provide the best service
to customers.
In the perspective of Islamic law the Tokopedia promotion strategy fulfills the
criteria for buying and selling according to the Shari'a. Where the promotion strategy does
not contain elements of fraud, manipulation, and so on that harm the side of the party.
Because the items provided by the stall on Tokopedia qualifications are always in
accordance with what consumers want.
 REFERENCES
Alessander Mohansyah, R. P. (2018). Digital Online dan Trust dalam Hubungan
Tokopedia dengan Pengguna Layanan. Jurnal Lontar , 58-68.
Budi Rustandi Kartawinata, A. W. (2015). Marketing Strategies and Their Impact on
Marketing Performance of Indonesian Ship Classification Society. International Journal of
Science and Research (IJSR) , 69.
Islam di Indonesia. (2019, februari 15). Indonesia-Invesment .
Katadata.co.id. (2019, Maret Senin). Tokopedia Teta Memimpin Jumlah Pengunjung E-
commerce TW III 2018. Statistik and Data Portal , p. 1.
Mahmudah. (2014). Electronic Commerce (Pendekatan Kaidah Ushul dan Kaidah
Fiqhiyah). Interest , 17-32.
Saadah, N. (2018). Perencanaan Keuangan Islam Sederhana dalam Bisnis E-commerce
pada Pengguna Online Shop. Economica: Jurnal Ekonomi Islam , 105-128.
Siregar, P. A. (2019). Keabsahan Akad Jual Beli Melalui Internet Ditinjau dari Hukum
Islam. Jurnal Edu Tech , 57-65.
Wisnu Yoga Sadgotra, E. H. (2013). Perancangan Online Marketplace untuk Usaha Kecil
dan Menengah (UKM) di
Kabupaten Purworejo. Jurnal Ilmiah DASI , 54-58.
''Metode Library Research.Pdf,” n.d.
“Pemaparan Metode Penelitian Kualitatif.Pdf,” n.d.