REKONSTRUKSI KEPERCAYAAN KONSUMEN MELALUI ETIKA DIGITAL ISLAM PADA ERA PERDAGANGAN BERBASIS ARTIFICIAL INTELLIGENCE

Abstract

The rapid advancement of Artificial Intelligence (AI) has fundamentally reshaped digital commerce, yet it simultaneously produces a crisis of consumer trust driven by algorithmic opacity, personal data exploitation, and manipulative personalization practices. This study aims to reconstruct a consumer trust framework through the lens of Islamic digital ethics as a normative foundation for equitable AI-based trade governance. Employing a qualitative descriptive method through a systematic literature review integrated with interpretive thematic analysis, this research examines 62 scholarly sources addressing the intersection of consumer trust, AI ethics, and Islamic commercial principles (muamalah). The findings articulate four foundational values tawhid, 'adl (justice), ikhtiyar (freedom of choice), and shafafiyyah (transparency), framed by the principle of amanah synthesized into an operational framework termed the TAIS Model for evaluating and designing sharia-compliant AI commerce systems. The study further reveals that the internalization of Islamic digital ethics strengthens three dimensions of consumer trust: competence, integrity, and benevolence, offering a middle path between algorithmic efficiency and consumer dignity protection. Theoretically, this research enriches contemporary Islamic business ethics discourse; practically, it provides guidance for digital business actors, AI developers, and regulators in formulating algorithmic governance policies grounded in Islamic values and consumer protection.