PERILAKU KONSUMEN DALAM MARKETPLACE (Studi Kasus Di Shopee Dan Tokopedia Perspektif Etika Bisnis Islam)

The purpose of this study is to find out and analysis consumer behavior in marketplace based on Islamic business ethics. The marketplace used in this study is Shopee and Tokopedia. This study seeks to examine consumer behavior in the marketplace perspective of Islamic business ethics. Informants from this study were consumer or buyer in the Shopee and Tokopedia marketplace who were selected according to the criteria. In getting informant researcher used the snowball sampling method. This study used qualitative method, the analytical method used in this study is a case study. Data collection techniques in this study through interviews, observation, and documentation were carried out on eigth informants consisting of three buyers in Shopee and one seller in Shopee, three buyers in Tokopedia and one seller at Tokopedia. The results of this study are that most buyers in Shopee and Tokopedia have implemented Islamic business ethics in accordance with the principles of freewill, responsibility, and benevolence such as filed a complaint politely, give an honest based judgments, and never vilify other people's businesses in marketplace, but the implementation of Islamic business ethics not maximally because there is consumer behavior that is not in accordance with the indicator of the principle of unity and equilibrium, of actions such as cancel the purchased suddenly and make purchases transactions in an irreverent manner. Keywords: Consumer Behavior, Islamic Business Ethics, Consumer Types in Marketplac