Cashback and Split Payment as an E-Commerce Marketing Strategy from the Perspective of Islamic Ethics

Abstract

Innovation and creativity are required if a company's product or service wants to compete in this digital era, especially in selecting marketing strategies. Selecting a marketing strategy is the most important thing determining the success or failure of a company that carries out e-commerce activities. Cashback and split payments are one of the marketing strategies chosen by the company to entice buyers to transact with its merchant members. However, often cashback and split payment schemes, including payment schemes for transactions with merchants through marketplaces, do not meet the ethical values of Islamic business in which transactions must supposedly earn the blessings of Allah SWT. This study discusses cashback and split payment schemes, namely their concept, theory, and implementation, the distribution scheme’s types, and whether they can fulfill the values of Islamic business ethics. The research method chosen by the author is a qualitative descriptive study, namely a study of literature using journals, e-books, the web, and other reading materials which serve as references herein. The results of the study show that there are cashback and split payment schemes that are prohibited and do not meet the values of Islamic business ethics. However, most consumers are less thorough and aware of the cashback and split payment schemes. Interest in discounted prices and ease of transactions attract consumers to the advantages and benefits of these transactions and schemes. Consumers must be more careful, so they are not trapped in transactions that violate Islamic law's principles. Scholars are required to update information related to business concepts and strategies implemented by e-commerce business actors to understand better the wider community about whether marketing strategies involving transaction or payment schemes are permissible.