Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Dropshipping Implementation of Online Shop Moslem Fashion
Product Based on Syariah Marketing Characteristics in Surabaya
Praskidila Tri Cahyaningsari * and Achsania Hendratmi**
Internet marketing also can be defined as direct marketing. One of the parts of retailing without
having a store is online shopping, where the selling process happens through online. The existing
activity in online shopping is a dropshipping. Dropshipping is an online selling system without any
investment, where the supplier will send the orders for the buyer in the name of the reseller. Because
marketing is an essential function for a company to keep up the work of their business, syariah
marketing has its own role of whole marketing. In this case, the characteristics of syariah marketing
(theistic, ethical, realistic and humanist) are used as a guide for Moslem marketers. This research aims
to determine Dropshipping Implementation Of Online Shop Moslem Fashion Product Based On Syariah
Marketing Characteristics In Surabaya.
This research used qualitative approach with case study strategy. The data is collected by using
the questions asked method, the data is gained by concluding the interview results with the supplier,
reseller, and the buyers.
The result of the research shows that there are still some implementation of marketing
combination on dropshipping activity that has not yet fulfilled the characteristics of syariah marketing,
which are: products (not displaying the real products, they only use catalogue photos that results an
asymmetrical information), promotion (a lot of spams are made), people (the given service is not
maximal), process (not concerning in the agreement made between the supplier and reseller, therefore
the most recent information is hard to get).
Keywords: Marketing, Direct Marketing, Retailer, Non Store Retailer, Syariah Marketing
Characteristics, Wakalah, Salam, Online Shop, Dropshipping
I. Introduction
Marketing is very fundamental for companies to maintain their business. Marketing is a
business process that is used to plan products, determine price, promotion, and distribute
goods and services that could satisfy customers’ need (Kotler and Amstrong, 2012:328)
Sets of marketing tool that used by companies to produce good response is called as
marketing mix; the first is product (anything that is offered to satisfy customers’ need), the
second is price (everything that attached to the products), the third is promotion (instrument to
persuade customers), the fourth is place (choose and maintain to distribute goods or services),
the fifth is people (customers’ satisfaction is on the employee), the sixth is physical evidence
(thing that influence customers’ decision to buy the products), the seventh is process (where
customers receive services from the employee) (Kotler, 2012:92)
___________________________________________________________________
*Undergraduate Student of Islamic Economy – Faculty of Economy and Business - Universitas Airlangga. Email:
misspraskidila.cahya@gmail.com
**Department of Syariah Economy – Faculty of Economy and Business - Universitas Airlangga. Email:
nia_rachmadi@yahoo.com
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Proceedings of 10th Asian Business Research Conference
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Syariah marketing is marketing begins with creation process, supply, and value
changing, cannot be contradict with agreement and principal of muamalah. There are 4
characteristics of marketing: theistic which believe the existence of Allah SWT; ethical which
puts morals in the front; realistic which puts honesty and religion values in the front; humanist
which is a human who do not grant all manners to gain profits (Kartajaya and Sula, 2006:28)
Meanwhile, to gain the goal of marketing, marketing mix is needed in syariah
perspective which is product (Islam arranges allowed and unallowed products to be sold),
price (determine the price that wouldn’t harm other competitors), promotion (based on Islamic
rules), place (based on market target), people (developing human resources in order to
match their field), physical evidence (provide good media), process (arranging speed and
ease of services) (Peattie, 1997:148).
Trading in recent trend has changed from physical to virtual or e-commerce. Ecommerce is a modern trading transaction by using innovation of technology (Baum in Purbo,
2000:2). E-commerce cannot be separated from e-marketing, because without e-marketing,
trading process will not or cannot be happened. E-marketing is companies’ effort to inform,
communicate, promote, and market goods and services through internet (Kotler, 2010:72).
Marketing through internet is called as direct marketing, which means marketing that get
direct response from customers. Direct marketing is part of retail (Berman and Evan, 2012:3).
Retail is splitted in to three: retailer, non-store retailer, and retail organization. One of the
parts of non-store retailer is electronic retailer where retailer communicates with customers
by offering goods and services through internet. (Levy and Weitz, 2007:39).
Trading over internet is called as online shopping (Ollie, 2008:35). One of the online
shopping activities is dropshipping. Dropshipping is a selling process that conducted by
reseller by using photos from supplier. After customers pay to reseller, reseller will pay to
supplier. After that, orders will be delivered to customers by supplier on behalf of reseller
name (Baskoro, 2011:7). Handed business trading to other people that could substitute his or
her roles according to QS.Al-Baqarah (2):282 (Amrin, 2010:25).
Characteristic of syariah marketing in online is very important for these fields: theistic in
business is a devotion to Allah SWT (Shihab, 2000:393). Ethical, communication through
internet so, etiquette is the spotlight. Realistic is delivering his or her wares’ condition in
proper language (Ahmad, 2006:157). Humanist makes relations between company and
customer ((Martin, et.al, 2005:194).
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Proceedings of 10th Asian Business Research Conference
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But, there are still many dishonesties found in dropshipping activity, many of them are:
supplier delivers the orders using cheaper courier; long time Pre Order products make
reseller lost their customers; lateness delivery time. Based on explanation above, so writers
decided to do research on “Dropshipping Implementation of Online Shop Moslem Fashion
Products Based On Syariah Marketing Characteristics in Surabaya”
II. Theoretical Base
A. Marketing
A social process where person and community gets what they need by creating,
offering, and freely trading goods and services that have value with other people (Kotler and
Amstrong, 2012:28).
B. Syariah Marketing
A business discipline that lead to process of creation, offer, and value changing from
one initiator to her or his stakeholder, in the whole process based on agreement and
muamalah principal in Islam (Kartajaya and Sula, 2006:26).
C. Marketing Mix in Syariah Perspective
1. Product: in Islam, products must be halal, have product clarity, and use good material
(Muflih, 2006:331).
2. Price: price determination is based on products condition (Amrin, 2010:30).
3. Promotion: it must be honest and forbid to sell haram products (Lupiyoadi, 2001:108).
4. Place: it has to fit with marketing target so it would be effective and efficient (Yusanto
and Widjajakusuma, 2002:170).
5. People: developing human resources to match their best field (Lupiyoadi, 2001:108)
6. Physical Evidence: supplying good media to make human want to work (Lupiyoadi,
2001:110)
7. Process: Islam arranges speed and easeness of service process (Labib and Muhtadin,
1993:172).
D. Characteristics of Syariah Marketing
There are 4 characteristics that can be guidance for marketer according to Kartajaya
dan Sula (2006:28):
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Proceedings of 10th Asian Business Research Conference
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1. Theistic (rabbaniyyah), that Allah SWT always watches every activity and business is
part of devotion to Allah SWT (Fauroni in Shihab, 2000:393), so business is not only a
matter of gaining lots of profits, but also future oriented.
2. Ethical (akhlaqiyyah), put morality and etiquette on top of everything. Etiquette in
communication over internet is important to buyer (Ahmad, 2006:254). Price
determination and payment method as well as fee, process to gather commodity and
determine profit so party can make a deal (Beekun, 2000: 28).
3. Realistic (al-waqi’iyyah), put honesty and religion value based on Prophet Muhammad
SAW lesson by telling real condition of products (Ahmad, 2006:157).
4. Humanist (insaniyyah) uses good manners to gain profit. Relation between company
and customer gains from giving satisfaction personally (Martin, et.al, 2005:194).
E. Online Shopping
Interactive and real-time process where customers buy goods, services, etc., from one
seller without any agent over internet (Halim, 2010:4).
F. Dropshipping
A system where seller (reseller) sell products from supplier (dropshipper) to customer,
that directly delivered to customer on behalf of reseller (Melashkov, 2009:149).
G. Dropshipping in Fiqh Muamalah
Dropshipping trading is also called as wakalah where someone (products owner)
handed her or his trading business to other people, so that seller can substitute her or his
business roles (Mas’adi, 2002:143). The theory is on QS.Al-Kahfi (18):19.
H. Trading in Islam
Property exchange based on each other willingness or moving ownership based on
valid reward, is on QS.An-Nisa’ (4):29 (Musthafa, 2003:137).
I. Wakalah Agreement
Antonio (2001:120), wakalah is delegation of authority by someone to others in term of
things that can be represented. The theory is on QS.Al-Baqarah (2):283.
J. Salam Agreement
Determines characteristics by paying the price first, then the products will be handed
soon (Hasan, 2004:143). The theory is on QS.Al-Baqarah (2):282.
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Proceedings of 10th Asian Business Research Conference
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K. Khiyar
Choose to continue trading agreement or to cancel (take back, no trade) (Suhendi,
2011:83).
L. Proposition
Marketing mix implementation in Moslem fashion product dropshipping activity must be
based on syariah marketing.
M. Theoretical Thinking
Business
Syariah Business
Marketing
Syariah Marketing
Pemasaran Syariah
Trading
Agreement:
1. Wakalah
Agreement
2. Salam
Agreement
E-Marketing
Online Shop
Dropshipping
Characteristics
of Syariah
Marketing:
1. Theistic
2. Ethical
3. Realistic
4. Humanist
Dropshipping Implementation of Online Shop
Moslem Fashion Product Based on Syariah
Marketing Characteristics in Surabaya
Details :
Examined
Unexamined
III. METHOD RESEARCH
A. Research Approach
This research used qualitative approach. Qualitative research is research procedure
that produces descriptive data as utterance or writing and people behavior that being
inspected (Bogdan and Biklen, 1992:21). This research used descriptive case study strategy.
Case study fits for how or why questions, and researchers directly involved in the research,
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Proceedings of 10th Asian Business Research Conference
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and the focus of this research is at contemporary phenomenon (today) in the context of real
life, multi-source exist, and there is proportion inside. The goal of this descriptive research is
to make description, illustration or systematic picture, fact and accuracy about facts,
characteristics and relations between inspected phenomena (Yin, 2009:4).
B. Type and Data Sources
1. Primary Data, data which is collected from observation results and direct interview from
dropshipper, supplier, and buyer.
2. Secondary Data, research data which is gained indirectly through media agent
(collected and recorded by other).
C. Data Analysis Technique
Data analysis is process of searching and arranging collected data systematically with
data organization into category, explaining into units, synthesizing, arranging into pattern,
choose which one is important and which one is going to be examined, and make
conclusion (Sugiyono, 2012:244).
1. Data reduction, stage of choosing data collection through interview, document study,
and observation.
2. Data display, collected from reduction process and categorized based on problems
and arranged into one pattern.
3. Verification, stage of taking conclusion based on data and has been cross-checked
with points of major criteria of research focus.
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Proceedings of 10th Asian Business Research Conference
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IV. Results and Discussion
7P Marketing Mix Analysis Based on Syariah Marketing Characteristics
According to Supplier
7P Marketing Mix
Syariah Marketing
Characteristics
1. Product
a. Good quality
Ethical
Discussion:
Three
things
of
concentration
in
offering
products, they are: having clarity; products must
(Kartajaya and Sula, 2006:33) and
(Muflih, 2006:331)
be halal; and must be honest
2. Price
a. Profit is determined by product quality.
Ethical
Discussion:
(Ahmad, 2006:254) and (Amrin,
Prophet Muhammad SAW teach that good
2010:30)
products sold with good price and vice versa
a. Gain fair profits
b. Trade for looking money in halal way
Ethical
Discussion:
We
cannot
harm
other
competitors
in
determining price because doing business in
(Ahmad, 2006:254) dan (Amrin,
2010:30)
Islam is part of devotion to Allah SWT.
3. Promotion
a. Inform seller data and buyer testimony.
Discussion:
Work professional, such as honest promotion,
Realistis
(Kartajaya and Sula (2006:35) and
Lupiyoadi (2001:108)
trusteeship.
4. Place
a. Unlimited marketing area
b. Target buyer from all class of ages
Discussion:
Flexibility has been given by Allah SWT, so that
Realistic
(Kartajaya and Sula, 2006:38) and
(Yusanto and Widjajakusuma,
2002:170)
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Proceedings of 10th Asian Business Research Conference
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syariah implementation always realistic and up
to dated.
5. People
a. Honest when trading
b. Give best services,
choice for payment
methods
Discussion:
Realistic
(Kartajaya and Sula, 2006:38) and
(Kotler, 2012:62)
Flexible marketers, professional with clean,
simple, and neat appearance in every activity.
a. Make good relations with tailors, reseller
and buyer
b. Give bonus and discount
Discussion:
Humanist
(Kartajaya and Sula, 2006:38) and
(Martin, et.al, 2005:194)
Create relations between buyer and company
6. Physical evidence
a. Design online shop and products catalogue
Discussion:
Flexible, so that syariah implementation always
Realistic
(Kartajaya and Sula, 2006:38)
up to dated by using technology
7. Process
a. Initial deal
b. Check before deliver
Discussion:
Price determination, payment method and fee,
Ethical
(Ahmad, 2006:254) and (Kartajaya
and Sula, 2006:38)
can be done on initial deal
a. Give time to continue and cancel order.
b. Choose tailor, reseller and honest buyer
Discussion:
Realistic
(Ahmad, 2006:158)
Always professional in every activity
Source: Research Interview (processed)
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Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
7P Marketing Mix Based on Syariah Marketing Characteristics According
to Reseller
7P Marketing Mix
Syariah Marketing
Characteristics
1. Product
a. Good quality
Ethical
b. Filter Moslem fashion product
(Kartajaya and Sula, 2006:33) and
Discussion:
Choose product based on customer need by
(Muflih, 2006:331)
giving priority to product quality
2. Price
a. Supplier give freedom to raise the price
Discussion:
Initial price deal between customer and seller.
b. Gain fair profit
Ethical
(Ahmad, 2006:254) and (Muslich,
2010:426)
Theistic and Humanist
Discussion:
We cannot harm other competitors and buyers
(Fauroni in Shihab, 2000:393)
3. Promotion
a. Upload
delivery
receipt
and
buyers
testimony
b. Tag product catalogue to social media
users such as Facebook
Ethical
(Kartajaya and Sula, 2006:32) and
(Kotler, 2012:62)
Discussion:
Promotion in Islam must be done honestly
4. Place
a. Unlimited market areas
b. Target buyer from all class of ages
Discussion:
Flexibility has been given by Allah SWT, so that
syariah implementation always realistic and up
Realistic
(Kartajaya and Sula, 2006:38) and
(Yusanto and Widjajakusuma,
2002:170)
to dated
5. People
Humanist
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Proceedings of 10th Asian Business Research Conference
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a. Honest in trading
(Kartajaya and Sula, 2006:38) and
b. Make good relations between supplier
(Ghazaly, 2006:89)
and buyer, for example by calling buyer
with intimate name
c. Give bonus, discount and free delivery
fees
Discussion:
Build relations with buyer that will be beneficial
for the future
a. Business or working is part of devotion to
Allah SWT
b. Seek a living in halal way
Theistic
Discussion:
(Fauroni in Shihab, 2000:393) dan
Business in Islam is not only a matter of gaining
(Arham, 2010:149)
lots of profits, but also future oriented because
doing business is part of devotion to Allah SWT
a. Give best services
Realistic
Discussion:
Moslem marketers must give best services
a. Not cheating and harm other people
(Kartajaya and Sula, 2006:38)
Ethical and Realistic
Discussion:
Trading happens because of ridho or like each
other in order to not harming other people
(Kartajaya and Sula, 2006:32),
(Kartajaya and Sula, 2006:38)
a. Inform product failure and persuade to
change the product
b. Give choice for payment methods
Realistic
c. Responsible
(Kartajaya and Sula, 2006:38) and
Discussion:
Buyer
satisfaction
(Ahmad, 2006:157)
is
important
by
giving
professionalism in every activity
6. Physical Evidence
a. Design online shop
b. Upload buyer testimony then give stamps
Ethical
(Kartajaya and Sula, 2006:32) and
(Lupiyoadi, 2001:110)
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Proceedings of 10th Asian Business Research Conference
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or his/her online shop labels
Discussion:
Put morality on top of everything
7. Process
a. Initial deal
b. Product
quality
check
if
not
doing
dropshipping
c. Give time for order
d. Give honest information
Discussion:
Ethical and Realistic
(Ahmad, 2006:254), (Suhendi,
2011:83), (Lupiyoadi, 2001:108)
and (Kartajaya and Sula, 2006:38)
Deal must be made before by two sides (seller
and buyer)
a. Choose honest buyer and supplier, full
attention and trusteeship.
Discussion:
Must be selective in selecting partner in online
Realistic
(Ahmad, 2006:159)
trading – dropshipping must be selective so
there will be no one gets harm
Source: Research Interview (processed)
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Proceedings of 10th Asian Business Research Conference
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7P Marketing Mix Analysis toward Supplier and Reseller
Based on Syariah Marketing Characteristics According Buyer
7P Marketing Mix
Syariah Marketing
Characteristics
1. Product
a. Must have good product quality
Discussion:
Product quality in Islam have impact on
Ethical
(Kotler, 2012:62) and (Beekun,
2000: 28)
customer satisfaction
2. Price
a. Compare price between one online shop
and others
b. Malls standard price
c. Expensive and cheap price when:
- Price from first hand seller
- Price from second hand seller
Discussion:
Ethical
(Kartajaya and Sula, 2006:33),
(Poon and Jevons, 1997:30) and
(Peattie, 1997:147)
Buyer do this in order to avoid deception
between product photo in catalogue and the real
product
3. Promotion
a. Product sharing by uploading to social
media and buyer testimony
b. Product info by updating status
Discussion:
Realistic
(Kartajaya and Sula, 2006:35)
Work professional,such as do honest promotion,
trusteeship, and do promise
4. Place
a. Choose place near house and consider
fees
Discussion:
Theistic
(Fauroni in Shihab, 2000:393)
Consider every decisions, because Moslem
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Proceedings of 10th Asian Business Research Conference
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buyer know that every activity will be counted
and asked for responsibility soon
5. People
a. Fulfill needs and personal needs
b. Different service according to the owner.
Owner hospitality is measured by the
emoticons
usage
in
the
whole
conversation
c. Owner must responsible
d. Offer and type of payment methods
Realistic
(Kartajaya and Sula, 2006:35) and
(Ahmad, 2006:158)
e. Information collected by contacting owner
personally
Discussion:
Customer satisfaction is number one
a. Build relations by giving bonus, discount,
sale, or gift
Discussion:
Humanist
(Martin, et.al, 2005:194)
Build personal relations with buyer
6. Physical Evidence
a. Well organized social media account
b. Give online shop logo or symbol
Discussion:
Work professional and put religion values, piety,
Realistic
(Kartajaya and Sula , 2006:35)
and (Kotler, 2010:250)
morality aspect,and honesty in every activity
7. Process
a. Think product usage before buying
Discussion:
Grateful for everything given by Allah SWT by
Theistic
(Kartajaya and Sula, 2006:28) and
(Shihab, 2000:393)
thinking usage or benefits before buying
a. Give option for delivery
b. Give time to continue or cancel order
c. Choose trusted online shop
Discussion:
Realistic
(Kartajaya and Sula, 2006:35) and
(Suhendi, 2011:83)
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Proceedings of 10th Asian Business Research Conference
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Professional in every marketing activity, such as
allowing customer to choose to continue or
cancel order
Source: Research Interview (processed)
A. Research Findings
1. Process: Delivery process is done personally instead of using common courier services,
where order will be received on the same day and sender will fully responsible. According
to Kartajaya and Sula (2006:28), as Moslem seller, besides of obeying syariah rules, we
also have to avoid prohibitions. This matches with realistic characteristic, which is a
flexible and professional marketer (Kartajaya and Sula, 2006:35).
2. Promotion: By endorsing (free gift for public figure to use his or her goods or services) and
join SFS (promoting each other products between one online shop and other). Based on
theory of Peattie (1997:148), promotion is a way to promote products superiority and
convince buyer to buy the products. This matches with realistic character, which is a
flexible and professional marketer (Kartajaya and Sula, 2006:35).
V. Conclusion And Suggestion
A. Conclusion
a. Product: In the research, product choosing is based on product quality. This activity
needs ethical base. Ethical according to Kartajaya and Sula (2006:32) is guidance for
syariah marketer to maintain morality and etiquette in every decision.
b. Price: In the research, there is a different between supplier and reseller price. This
activity needs ethical for characteristic base. Ethical according to Kartajaya and Sula
(2006:32) is guidance for syariah marketer to maintain morality and etiquette in every
decision.
c. Promotion: In the research, giving evidence by providing buyer testimony. This activity
needs ethical for characteristic base. Ethical according to Kartajaya and Sula (2006:32)
is guidance for syariah marketer to maintain morality and etiquette in every decision.
d. Place: in the research, broad distribution system and unlimited areas. Good distribution
system to ease buyer to reach, “reach” here for delivery fees. This activity needs theistic
for characteristic base. Theistic according to Kartajaya and Sula (2006:28) is syariah
marketing must have higher value, better brand.
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e. People: in the research, Moslem behavior is directly connected with buyer response. This
activity needs character of realistic and humanist. Realistic according to Kartajaya and
Sula (2006:35) is work professional and put religion value on top of everything. While
humanist according to Kartajaya and Sula (2006:38) is creating relation between seller
and buyer.
f. Physical Evidence: In the research, designing online shop can attract buyer. This activity
needs realistic as the characteristic base. Realistic according to Kartajaya and Sula
(2006:35) is work professional and put religion value, piety, morality and honesty in every
marketing activity.
g. Process: In the research, marketing activity from the beginning to the end. This activity
needs realistic as the characteristic base. Realistic according to Kartajaya and Sula
(2006:35) is work professional and put religion value, piety, morality and honesty in every
marketing activity.
B. Suggestion
A. There are still few researches that investigate marketing mix in dropshipping activity
based on syariah marketing characteristics. For the future, there is a hope to revise this
research about syariah marketing characteristics (theistic, ethical, realistic, and
humanist).
B. For policy in Marketing Mix
1. Product: Show real product, if this suggestion is done, so it will fit with ethical
character.
2. Promotion: No spamming. If this suggestion is done, so it will fit with ethical character.
3. People: Give best services and feedback to buyer. If this suggestion is done, so it will
fit with realistic character.
4. Process: Searching for information in order to avoid asymmetric information between
supplier and reseller. If this suggestion is done, so it will fit with ethical character.
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