Abstract

This research aims to investigate the process of online buying and selling of pearls and to review the process from Islamic business ethics point of view. Data were collected using a qualitative descriptive approach including observation, interviews and documentation. The results of this study are: (1) In doing online selling, pearl entrepreneurs in Mataram City have been using marketplaces (Shopee, Blibli, Tokopedia and SOE-owned Marketplace) and also through social media (WhatsApp, Facebook and Instagram). (2) Islamic business ethics has been applied by online pearl sellers in Mataram City. Islamic business ethics principles applied including siddiq, amanah, tabligh and fathanah. In doing online selling, the entrepreneurs in Mataram have provided detailed and honest information about their products, and continue to strive to maintain communication with buyers.

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