Analisis Persepsi Generasi Z terhadap Peluang dan Tantangan MLM Syariah Digital

Yunita Ria Anjani; Cintia Putri Prayogha; Syaeful Bahri

doi:10.55606/sscj-amik.v4i4.6281

Authors

Yunita Ria Anjani Universitas Islam Negeri Sultan Maulana Hasanuddin Banten
Cintia Putri Prayogha Universitas Islam Negeri Sultan Maulana Hasanuddin Banten
Syaeful Bahri Universitas Islam Negeri Sultan Maulana Hasanuddin Banten

DOI:

https://doi.org/10.55606/sscj-amik.v4i4.6281

Keywords:

Digital Economy, Digital Sharia MLM, Fiqh Muamalah, Generation Z, Perception

Abstract

The development of digital technology has encouraged the emergence of various business innovations, including Digital Sharia Multi-Level Marketing (MLM), which combines technological utilization with Islamic economic principles. Generation Z, as a generation closely connected to technology, has significant potential in the development of this business model but also tends to be more critical regarding transparency, company credibility, and compliance with Sharia principles. This study aims to analyze Generation Z's perceptions of the opportunities and challenges of Digital Sharia MLM and examine its implementation from the perspective of fiqh muamalah. This study employs a qualitative method with a library research approach by collecting secondary data from scientific articles, books, and relevant literature, which are analyzed using the content analysis method. The findings indicate that Digital Sharia MLM offers opportunities through easy access, business flexibility, and technology-based market expansion. However, challenges such as negative perceptions of MLM, potential system deviations, and the need for transparency and adherence to Sharia principles remain major concerns. From the perspective of fiqh muamalah, Digital Sharia MLM is considered permissible as long as it fulfills the principles of halal products, clear contracts, fairness, and is free from elements of riba, gharar, maysir, and practices that may harm other parties.

References

Alam, S. S., Mohd, R., & Hisham, B. (2020). Islamic marketing and digital economy: Emerging trends and opportunities. Journal of Islamic Marketing, 11(5), 1234–1248. https://doi.org/10.1108/JIMA-11-2018-0208

Ardiansyah, A., Hidayanti, S., Andika, A., Hafid, R. A., & Putri, J. A. (2022). Bisnis multi level marketing (MLM) dalam perspektif fiqih muamalah. Jurnal Indragiri Penelitian Multidisiplin, 2(1), 10–16. https://ejournal.indrainstitute.id/index.php/jipm/article/view/558/241

Arifin, A. Z. (2025). Perspektif fiqih muamalah tentang bisnis multi level marketing (MLM). International Journal of Business and Social, 3(12), 20–30.

Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., ... Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Elsania, E. (2024). Pengaruh literasi keuangan Islam, gaya hidup halal, dan digital marketing terhadap minat Generasi Z menggunakan jasa layanan perbankan syariah (Studi kasus pada Generasi Z di Kota Pekalongan). Jurnal Ekonomi Syariah, 2, 306–312.

Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. McKinsey & Company, 1–13.

Jauhari, M. S., & Nugraha, I. S. (2025). Analisis hukum Islam terhadap praktik bisnis multi level marketing: Perspektif Fatwa DSN-MUI dan NU. Tasyri’ Journal of Islamic Law, 4(1), 253–288.

Lesmana, H. (2021). Multilevel marketing: Ancaman atau peluang. Jurnal Bina Ekonomi, 8(1), 3–8.

Lestari, P. A. (2021). Peluang bisnis multi level marketing di masa pandemi COVID-19 (Studi kasus: PT Orindo Alam Ayu). Jurnal Imagine, 1(1), 38–43. https://jurnal.idbbali.ac.id/index.php/imagine/article/view/184

Mardalis, A., & Hasanah, N. (2021). Multi-level marketing (MLM) perspektif ekonomi Islam. Falah: Jurnal Ekonomi Syariah, 1(1), 19–37. https://doi.org/10.22219/jes.v1i1.2693

Oktavia, P., Fahmul Iltiham, M., Sukamto, S., & Nizar, M. (2023). Analisis multi level marketing produk herbal HNI HPAI dalam tinjauan fikih muamalah. Jurnal Ekomadania, 7(1), 14–25.

Olivia, H., Putra, R. S., Syofyan, A., & Norvadewi, N. (2025). Mengapa harus halal? Sebuah konsep untuk seluruh umat. Az-Zahra Media Society.

Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058

Schawbel, D. (2014). Promote yourself: The new rules for career success. St. Martin’s Press.

Ummah, A. H., Khairul Khatoni, M., & Khairurromadhan, M. (2021). Podcast sebagai strategi dakwah di era digital: Analisis peluang dan tantangan. Komunike, 12(2), 210–234. https://doi.org/10.20414/jurkom.v12i2.2739

Wilson, J. A. J. (2019). The halal phenomenon: An extension or a new paradigm? Journal of Islamic Marketing, 10(1), 274–293. https://doi.org/10.1108/JIMA-03-2017-0023

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.

Tapscott, D. (2015). The digital economy: Promise and peril in the age of networked intelligence (2nd ed.). McGraw-Hill Education.