Fair Pricing Concept In Traditional Markets (Case Study At Jongke Market, Surakarta)

Abstract

This study aims to understand Muslim consumers' perceptions of fair pricing in Jongke Traditional Market, Surakarta. In Islamic economics, fair pricing is an important component that encompasses the principles of transparency, honesty, and fairness in transactions. This study uses a qualitative method with a descriptive approach through in-depth interviews and observations of 15 Muslim consumers. The results of the study indicate that perceptions of fair pricing are based on three main aspects: transparency in pricing, honesty of traders, and fairness in the bargaining process. Consumers feel that fair pricing is achieved when traders do not raise prices excessively and provide honest information about products. The bargaining process is seen as a means to reach a mutually satisfactory price agreement. It can be concluded that the implementation of fair pricing in traditional markets requires the application of Islamic values, which help build trust between merchants and consumers. These findings are expected to serve as a guide for merchants to create more ethical transactions in accordance with the principles of Islamic economics.