DECOY EFFECT PRICING IN ISLAMIC TRADE: A CASE STUDY OF GROUPER FISH SALES

This study aims to analyze the application of decoy effect pricing in the practice of buying and selling grouper fish in Senggarang Besar Village, Tanjung Pinang, from the perspective of Islamic business ethics. Through direct observation, interviews with fish farmers, and price data analysis, this study reveals that decoy effect pricing is a common strategy used to influence consumer purchasing decisions. Further analysis by referring to the principles of justice, honesty, and transparency in Islam shows an ethical dilemma in the application of decoy effect pricing. On the one hand, this strategy can benefit sellers, but on the other hand, it can harm consumers who feel manipulated. This study concludes that the application of decoy effect pricing needs to be reconsidered in the context of Islamic business ethics, and efforts are needed to create fairer and more transparent buying and selling practices. Results of the Review of Islamic Business Ethics Regarding the Determination of Decoy Effect Pricing in the Sale and Purchase of Grouper Fish in Senggarang Besar. From the analysis of the perspective of Islamic business ethics on the practice of buying and selling grouper fish in Senggarang Besar, it can be seen that there is a strong emphasis on the principles of Islamic business ethics that must be considered in every business transaction. Islamic business such as justice, balance, responsibility, and goodness are very important in running a business, including in the practice of buying and selling grouper fish in Senggarang Besar. By paying attention to the values ​​of Islamic business ethics, it is hoped that every business transaction can be carried out with full awareness, honesty, and goodness to achieve blessings and desires in business.