CONSUMER ETHICS OF MARKET PARTICIPANTS: LEARNING FROM QS. ASY-SYU'ARA AYAT 181-182

Abstract

This paper discusses consumer behavior and ethics that have a relationship with the behavior of traditional market traders, especially in Kalisat market, Jember. The purpose of this study is to find out the factors that cause the actions of competitive market participants in the withdrawal of consumer buying interest as well as improvements in product sales behavior. This type of research is a qualitative method with a realist entography approach. Observations are carried out by field observations and interviews to traders of buying and selling transactions in kalisat traditional market, Jember. The results showed that rational, irrational behavior, and consumer empathy had an effect on competitive market trader behavior. So, other market participants who are still able to try to optimize all the internal potential they have to be able to improve sales ethics, maintain guaranteed product quality, add product variety, and so on. Being jealous and wanting to compete is not the main thing to think about. However, how harmonious life between market participants who help each other can be created and maintained sustainability.