Efendi, Erizal and Wira, Ahmad and Sania, Rahma and Jaswir, Irwandi (2026) Islamic business ethics in live selling practices of halal culinary MSMEs in Padang City. Mabny Journal of Sharia Management and Business, 06 (01). pp. 32-46.
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Abstract
Purpose – This study aims to analyze the implementation of Islamic business ethics in live selling practices among halal culinary MSMEs in Padang City and examine its influence on consumer trust and business sustainability. Methodology – This study employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observations, and documentation involving halal culinary MSME actors actively conducting live selling on digital platforms such as TikTok Live, Shopee Live, and Instagram Live. Data were analyzed using descriptive qualitative analysis based on the interactive model of Miles, Huberman, and Salda. Findings – The findings reveal that live selling has become an important digital marketing strategy for halal culinary MSMEs in Padang City. All live sales operations adhered to the principals of Islamic business ethics, which include being truthful, open, courteous, sincere, and providing halal guarantee. Credibility, client retention, and long-term viability were all enhanced by communicating ethically. Intense digital market rivalry, a lack of digital ethical literacy, and communication issues during live streaming interactions were among the obstacles that MSMEs had to overcome. Implications - This study emphasizes the significance of enhancing halal MSMEs' digital ethical literacy and creating practical guidelines for sharia-based digital marketing. The results could be useful for educational groups, religious institutions, and lawmakers as they develop programs to teach digital business ethics. Originality – This study adds to the existing literature on Islamic business ethics by focusing on halal culinary MSMEs in Padang City, a city with a strong Islamic cultural impact, and how they apply ethical principles in their real-time live selling practices.
| Item Type: | Article (Journal) |
|---|---|
| Uncontrolled Keywords: | Islamic business ethics, Live selling, Halal MSMEs, Digital marketing, Consumer trust, Halal culinary business |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5387 Business ethics |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | International Institute for Halal Research and Training (INHART) |
| Depositing User: | Prof. Dr. Irwandi Jaswir |
| Date Deposited: | 06 Oct 2026 01:05 |
| Last Update: | 06 Oct 2026 01:05 |
| Queue Number: | 2026-09-Q5452 |
| URI: | http://irep.iium.edu.my/id/eprint/131722 |
| Indexed In: | Google Scholar |
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