Dekonstruksi Manipulasi Digital dalam Ekosistem Niaga-El: Analisis Cacat Akad Fikih Muamalah dan Tata Kelola Antarmuka Syariah (Shariah UX)

Abstract

The acceleration of the digital economy has shifted physical market interactions into data-driven and computational interface platforms. However, aggressive profitability drives have led to the systematic engineering of consumer behavior through manipulative user interfaces (dark patterns), artificial urgency in flash sales, and undisclosed endorsements within affiliate marketing ecosystems. These practices erode consumer autonomy and present fundamental concerns in Islamic business ethics, particularly regarding contractual integrity. This study aims to identify forms of digital manipulation, evaluate their operational alignment with Islamic jurisprudence prohibitions against tadlis (deceptive asymmetry) and taghrir (risk manipulation), and formulate a shariah algorithmic governance framework. Employing a qualitative library research method that integrates normative-juridical fiqh muamalah analysis with qualitative content analysis of Human-Computer Interaction (HCI) ethics, this study examines empirical data derived from computational audits of e-commerce interfaces and social media marketing. The findings demonstrate that deceptive patterns—such as fake scarcity, drip pricing, misdirection, obstruction, and fake social proof—substantively fulfill the elements of violations in Islamic commercial law, specifically tadlis fi al-washf, tadlis fi al-qimah, taghrir, and modern bai' al-najasy. The exploitation of cognitive biases results in defective consent ('uyub ar-ridha), undermining the foundational principles of mutual consent ('an taradhin) and wealth preservation (hifzh al-maal). As a mitigation mechanism, this study reconceptualizes the classical doctrine of khiyar options (khiyar al-syarth, khiyar al-ru'yah, and khiyar al-'aib) into functional parameters for shariah-compliant user experience (Shariah UX), thereby restoring information symmetry and contractual fairness in the digital marketplace.