MODEL STRATEGI PEMASARAN DIGITAL BERBASIS ETIKA BISNIS ISLAM DALAM MENGELOLA CHOICE OVERLOAD PADA PLATFORM E-COMMERCE

Abstract

The development of e-commerce platforms has provided consumers with a wide range of 
product choices, promotions, and information, which may lead to the phenomenon of choice 
overload, a condition in which consumers feel overwhelmed by excessive alternatives. This 
phenomenon can result in confusion, delayed decision-making, and even purchase 
abandonment. This study aims to formulate a digital marketing strategy model based on 
Islamic business ethics for managing choice overload on e-commerce platforms. This research 
employs a library research method with a descriptive qualitative approach. Data were 
collected from books, scientific journals, articles, and other relevant literature, and were 
analyzed qualitatively. The findings reveal that the management of choice overload can be 
implemented through three main strategies: digital choice simplification, choice architecture 
design, and digital stimulus regulation. From the perspective of Islamic business ethics, these 
strategies reflect the principles of taysir (ease), ‘adl (justice), and the prohibition of harm (la 
darar wa la dirar). Therefore, the proposed model is not only oriented toward marketing 
effectiveness but also toward consumer protection, comfort, and welfare in digital economic 
activities.