Implementation of the Principle of Unity in Business Activities

Company: A Case Study on “X” Travel Indonesia

Abdullah Ahadish Shamad Muis

, Tika Widiastuti

, Puji Sucia Sukmaningrum

, Imron Mawardi

Postgraduate School, Universitas Airlangga, Indonesia

Department of Islamic Economics, Universitas Airlangga, Indonesia

Keywords: Business Activities, Islamic Business Ethics, Unity Principle, Online Travel Agent.

Abstract: The purpose of this study is to explain the implementation of Islamic business ethics, especially the principle

of Unity in a company's business activities, based on a case study at X Travel Indonesia. This study is a mixed

method which is a research that combines two approaches namely qualitative and quantitative. Using writing

method of narrative-explanative, and research design of case study. To know the implementation of Unity

principle in the company's internal scope, data collection method was used by using in-depth interview to five

informants and direct observation. To determine implementation of Unity principle in the company's external

scope, this study conducted a survey to 86 partners and customers X Travel Indonesia. The result of this study

found that X Travel Indonesia implemented the principles of Islamic business ethics Unity in its business

activities with a score of 89.41%, The implementation of Unity principle in X Travel Indonesia in the field of

production include: In general does not trade goods/services that are haram, does not provide payment services

using credit cards; Finance: held charity and donation every Ramadan, does not borrow capital to the bank;

Marketing: propagate the Islamic values; Human Resources: open recruitment staff with Islamic criteria,

familiarize a work culture that is religious and kinship.

1 INTRODUCTION

Islam is a religion that is shumul (thorough) and

kamal (perfect) that regulates all aspects of human

life, including the sale and purchase activities. In the

Qur'an explained rules in doing business or tijarah

with mutual ridha (Surah an-Nisa`[4]:29). Through

that verse, we can take the lesson that we are

forbidden by God to eat the treasures in a way that is

not justified by shariah, business or history should

only be done through good means, which bring

willingness among sellers and buyers.

In Islam, technological advances should not be

made a gap by certain parties to exploit other parties,

and must be safe because the provinces of shariah are

met (Jusmaliani, et al, 2008). However, online

business is conducted without meeting between the

seller and the buyer will directly lead to fears of fraud,

especially in online transactions. The impact of the

use of technological development is apparently also

used by people who are not responsible for deceiving

for the sake of gain personal. There have been so

many cases of fraud on the activity of buying and

selling in cyberspace. Transaction practices that harm

society are caused by the lack of moral and ethical

values in the business process.

Ethics involves a critical analysis of human action

to determine a right and wrong value in terms of truth

and justice with norms, religions, positive values, and

universality as its measure (Untung, 2012).

Therefore, if the ethics are associated with business,

then it can be described that Islamic business ethics

are ethical norms based on the Qur'an and Hadith

which must be used as reference by anyone in their

business activities (Djakfar, 2012). According to

Beekun (2004) the principles of Islamic business

ethics include: (1) Unity. The concept of Tauhid in

the principle of Unity leads people to recognize that

the unity of Allah contains the consequences of the

belief that everything is sourced and its ends in Allah.

(2) Equilibrium. The principle of balance/justice

closely related to honesty. (3) Free Will. The free will

in question is not free as free, but is meant to be freely

bonded, which is bound by the bond of aqidah and

high moral values. (4) Responsibility. People must be

responsible for all his actions, as a manifestation of

the concept of Unity and Justice. (5) Benevolence.

164

Muis, A., Widiastuti, T., Sukmaningrum, P. and Mawardi, I.

Implementation of the Principle of Unity in Business Activities Company.

DOI: 10.5220/0007539501640170

In Proceedings of the 2nd International Conference Postgraduate School (ICPS 2018), pages 164-170

ISBN: 978-989-758-348-3

Included in the goodness of business is the attitude of

volunteerism and affection.

This study focuses on the principle of Unity which

is one of the fundamental principles of Islamic

business ethics and a distinction between the value of

Islamic business ethics with each other.

Qardhawi (2001) also formulated several

principles of Islamic ethics in business: (1) Enforce

the ban on trading forbidden goods. (2) Be honest,

trustworthy, and always give advice. (3) Upholding

justice and forbidden riba. (4) Apply affection and

forbid monopoly. (5) Enforce tolerance, brotherhood,

and familiarize shadaqah. (6) To believe that trade is

a provision to the next.

Therefore, the importance of ethics in business

activities. When speaking business as an

organization, the business activities in general as an

organization (Zainal, et al, 2008) include: (a)

Production: The creation or procurement of goods or

services; (b) Finance: Activities seeking and spending

funds as to the need to carry out trading activities; (c)

Marketing: Activities to inform the goods or services,

as well as to identify consumer needs and wants; (d)

Human Resources Management (HRM):

Employment seeking activities and improving their

capabilities.

One of the company's Online Travel Agent in

Indonesia is X Travel, although it includes general

travel with various services its online travel system,

but X Travel through its various social media

accounts has been able to spread Islamic values to its

partners in particular and to netizens in general. It is

through this initial observation that the researchers is

interested in conducting a study on how to implement

Unity principle on business activities at X Travel

Indonesia. So the purpose of this research is to

explain the implementation of the principle of Unity

in business activity at X Travel Indonesia.

2 METHODOLOGY

This study is a mixed method which is a research that

combines two approaches namely qualitative and

quantitative. (Basrowi & Suwandi, 2008; Creswell,

2012). These two approaches are carried out in

addition to being able to answer research objectives,

as well as to obtain more comprehensive, valid,

reliable and objective data.

Unit of analysis in this study is the perception of

individuals or stakeholders about the principle of

Unity which is applied by X Travel Indonesia, both

from internal perspective of the company is the board

of directors and employees, as well as external

company such as business partners and customers. In

addition, to answer the research objectives, reserchers

uses a qualitative approach to extract information

within the company's internal scope. While the

quantitative approach is used to find out the

assesment of customers in the external scope of the

company.

Writing techniques use narrative-explanative

(Creswell, 2012; Babbie, 2005). The research design

is a case study, because this research investigates how

the Unity principle applied to business activities of X

Travel Indonesia.

This study produces qualitative and quantitative

data, obtained from primary data sources, directly

from the object of research (Adi, 2004). Data

collection method in this study using in-depth

interview and direct observation to extract qualitative

data in the form of information within the company's

internal scope (Zulganef, 2008; Creswell, 2012).

Then conduct a survey using a questionnaire to obtain

quantitative data in the form of customer’s

assessment form the company's external scope.

To explore information within the company's

internal scope, the researchers uses five informants

who are the board of directors and staff of X Travel

Indonesia. The informant was determined using

purposive method (Babbie, 2005). The five

informants consisted of two Co-Founders and X

Travel Indonesia directors who acted as key

informants as well as main informants, then three

others who were the staff of X Travel Indonesia who

acted as complementary informants.

Then to get the quantitative data from an external

perspective of the company, researchers conducted a

survey to partners and customers of X Travel to find

out their appraisal of Unity's principles in X Travel

Indonesia. This survey was conducted through an

online questionnaire to 86 respondents, using simple

random sampling which is a simple random technique

that provides equal opportunities for each member of

the population to be chosen as a sample (Prasetyo,

2006: 123). The questionnaire was measured by a 5-

point Likert scale, where 1 represents strongly

disagree and 5 means strongly agree.

3 RESULTS AND DISCUSSION

3.1 Research Indicators

Based on the principles of Islamic business ethics

proposed by Beekun (2004), then the researchers

combine it with the description of Qardhawi (2001),

then get an indicators or references that a company

Implementation of the Principle of Unity in Business Activities Company

165

applies the principle of Unity in business activities

that is if it meets the following:

1. Not trading goods/services which are

forbidden.

2. Not monopolizing or accumulating wealth.

3. Believing that business is a provision to the

next.

4. Believing that riba is haram and away from

all its practices.

3.2 Implementation of Unity Principle:

External Perspective of the

Company

Table 1 shows the result of the Unity principle

implementation on business activities at X Travel

Indonesia.

Table 1: Survey Result of Unity Principle Implementation

Indicators Score Frequency Percentage Number of

Score

Achieved

1. Not trading

1 2 2,3

unlawful

3 5 5,8

product

4 10 11,6

5 69 80,2

345

Total 86 100 %

402

Number of Ideal Score 430

Percentage of Scores 93,49 %

Achieved

2 Not doing

1 3 3,5

monopoly

2 1 1,2

market

3 13 15,1

4 22 25,6

5 47 54,7

235

Total 86 100 %

369

Number of Ideal Score 430

Percentage of Scores 85,35 %

Achieved

Implementation

Total

769

of Unity

Number of Ideal Score

860

Principle

Percentage of Scores Achieved

89,41 %

Source: Processed data (2018)

Based on the survey result of X Travel’s customer

assessment, the implementation of Unity principle

reached a score of 89.41%. From these results it can

be seen that according to its partners and customers,

X Travel Indonesia has implemented the values of

Tauhid on the principle of Unity well, especially for

halal product indicator and the absence of market

monopoly practice. As for other indicators on this

principle, researchers need to deepen with the board

of directors and staff of X Travel Indonesia to know

more.

3.3 Implementation of Unity Principle

on X Travel Business Activity:

Internal Perspective of the

Company

3.3.1 Production

Production activities referred to in this case is the

direction and control of various activities that process

various types of resources to make certain goods or

services (Pardede, 2003).

X Travel Indonesia is an Online Travel Agent

company engaged in the transportation industry as a

service provider or online payment based service.

Because of X Travel Indonesia is as an agency that is

an intermediary or representative of a vendor as a

mode of transportation or the owner of its service

providers, most of the products and services of X

Travel Indonesian is not produced, but X Travel only

sell back to the display and provides its services on

the website X Travel. Except tour package and umrah

package. Because of tour and umrah package, X

Travel produces its own by designing its own

departure schedule as well as providing

transportation, accommodation, and various facilities

during the trip. The implementation of Unity

principles in production activities in X Travel

Indonesia is as follows:

1. Generally, does not produce and provide Haram

products/services, except motorcycle leasing

service.

Among the first to be warned in Islam when

running a business is a prohibition to trade, sell, buy,

transfer, adapt, or practice any business to facilitate

the circulation of haram goods or services. In X

Travel Indonesia, based on survey results conducted

to partners and customers of X Travel, as many as

80.2% of respondents stated strongly agree if it is said

that X Travel does not trade goods/services are

forbidden. This assessment indicator also achieved a

percentage score of 93.49 %. That is in general,

products and services X Travel Indonesia is halal and

X Travel was judged not to trade goods/services

forbidden.

However, when examined in more detail, among

the services on the X Travel website there is a

payment service PPOB (Payment Point Online

Bank), which also provides multi-finance payment

service to pay motorcycle lease bills. This leasing

payment service is still a controversy for his

prohibition.

If talking about leasing, in the lease transaction

according to Tarmizi (2016), actually there are two

contracts combined in one transaction, although in

ICPS 2018 - 2nd International Conference Postgraduate School

166

practice this is referred to as credit sale and sale, but

actually there are two contracts that are rent and buy.

Law concerning this contract, the Ulama Council of

the Kingdom of Saudi Arabia in Congress Majma' al-

Fiqh al-Islamy (OIC Fiqh Division) to conduct

research and studies on contract hire- purchase

(leasing), so in 1999 the Government issued a fatwa

that contract rent-buy the law is forbidden.

This is because in the lease transaction there are

merging of two different contracts and contradictory

to one item. The purchase contract requires the

transfer of goods and benefits to the purchaser's hand,

then at that time it is illegal to lease it to the buyer

because the goods he already owns, while the lease

contract only requires the transfer of the benefit of the

goods to the tenant's hands, not the transfer of

ownership. Also purchase contract requires the

dependence of goods sold and function to move into

the hands of the buyer, if the goods disappear, then

the buyer who bear the loss, not the seller. Whereas

in the lease contract, the liability of the goods is on

the owner of the goods (not the tenant), the loss of

goods is borne by the owner, unless there is

negligence from the tenant. In addition to the practice

of leasing, the rental price per year or per month,

when calculated to cover the selling price of goods,

whereas the seller consider it rent, and the ownership

has not been in the hands of the buyer, it is intended

that buyers (tenants) cannot sell to other parties.

Even on the practice of this lease transaction, if

the buyer is late to pay, will be fined. This point was

agreed upon by majority of ulama’ that is haram.

Because the payment of a late fine is included in riba

that Allah and His Messenger had forbidden.

However, in the case of X Travel Indonesia, X

Travel are not parties directly linked to the

transaction. In this case, X Travel is neither a seller

nor a buyer. X Travel only as payment service

provider, that meaning X Travel as a third party that

facilitate the buyer to do lease instalment to the seller.

In this case, it is still the polemics will it forbidden.

However, researchers believe that in this case the

law remains haram. Based on Hadith narrated by Jabir

ibn Abdillah: "The Messenger of Allah cursed those

who consumed the riba, which gave riba, the author

of the riba transaction, and his two witnesses. They

are all the same." (Hadith Sahih Muslim). So in this

case, X Travel Indonesia is prohibited from selling,

accepting, or facilitating lease payments. For all

parties involved in the riba transaction, whether who

consumed of riba, which gave riba, the author of its

transaction, even until the witness, said the Prophet

all the same exposed to the sin of riba. Therefore,

there are several solutions that the researcher offers in

the recommendation.

2. Products/Services are accessible online 24 hours’

real time, so there is no market monopoly

practice.

Islam forbids monopoly. The existence of a ban

on monopolizing the market or accumulating this

wealth because basically the treasure is a deposit of

God that must always be distributed fairly. What is

meant by the monopoly here is to keep goods from

circulating in the market so as to make their prices

soar (Qardhawi, 2001).

One of the causes of the emergence of

monopolistic practices is due to the lack of

information disclosure on the availability of products

in the market, so the sellers/agents can freely

stockpile and practice monopoly.

In X Travel Indonesia, its products and services

are in the form of services and can be accessed by

anyone who joined as their partner online and real

time 24 hours through website of X Travel system. So

it is not possible to monopoly or practice ikhtikar

(hoard wealth) in it. For example, on airline ticket

products, the online system at X Travel is integrated

with the airline system, so partners and X Travel

customers can monitor the availability of seats

directly in the system. In addition, the check-in

process at the airport that requires passengers to use

ID cards, driver's license or Passport, makes it

impossible to currently apply the practice of hoarding

plane tickets.

3. Provide umrah and hajj packages in order to

serve the Moslem needs of worship.

A Muslim must believe that every activity in the

world will be held accountable by God later in the

hereafter, including business activities or buying and

selling.

The directors of X Travel Indonesia also believe

that this business is closely related to life in the

hereafter. Whatever our activity is all will be held

accountable in the sight of Allah later on the Day of

Judgment, as well as on this business activity. So in

the field of production, X Travel Indonesia is

different from the Online Travel Agent in general that

only provide ticketing, hotel, and PPOB only, but X

Travel Indonesia also provides umrah and hajj

packages in order to serve the needs of worship of the

Muslims.

In addition, according to X Travel directors, the

purpose of providing various facilities and services is

actually intended to be a solution, provide benefits,

and facilitate the community to meet their needs. The

hope is with this business activity get blessing and

grab God's grateful.

Implementation of the Principle of Unity in Business Activities Company

167

4. Does not provide credit card payments for airline

tickets and does not provide bailout for

umrah/hajj.

X Travel Indonesia believes that riba is haram, so

X Travel seeks to always avoid the practice of riba or

the things that approach it. Included also in its

production activities.

In some Online Travel Agents, usually provided

by credit card payment service for plane tickets, hotel

vouchers, and others in cooperation with the bank.

While in X Travel Indonesia, this is deliberately not

provided. X Travel considers that the provision of

credit card payment services is the same as

facilitating others to owe the bank with riba. In

addition, the use of credit cards is itself a systemic

culture of debt investing that is completely at odds

with the Islamic concept. Islam teaches its people to

always be careful and not easy in owing. While with

the credit card, we are actually facilitated to continue

to make debt.

In addition, on some travel umrah usually there is

a credit service or bailout funds for the pilgrims

umrah or pilgrim plus who also work with the bank.

Whether it is from a conventional bank or a bank

labeled sharia, the use of bailout funds for umroh or

hajj is still a controversy. Therefore, to avoid riba and

things approaching riba in their business activities, X

Travel Indonesia does not provide payment with a

credit card and do not provide bailouts for Umrah and

Hajj plus.

3.3.2 Finance

The financial activity in this case is any company

activity related to the efforts to obtain the company's

fund and the effort to use and allocate the fund

efficiently (Sutrisno, 2003). The implementation of

Unity principles in financial activities in X Travel

Indonesia are:

1. Held Charity and Donation every Ramadan.

Based on interviews with the directors of X Travel

Indonesia, in X Travel Indonesia there has been no

systematic and centrally managed zakat program

from the company. Zakat is usually done personally.

However, X Travel Indonesia has routinely held a

charity event in the form of the orphan’s donations in

each Ramadan. And several times held a fundraising

for the construction of schools and boarding schools.

2. Not borrowing capital from banks.

It is well known that funding from conventional

banks contains elements of riba and Islam forbids

riba. As the fatwa of the majority of world scholars

who claim that bank interest is riba. Regardless of

whether it comes from sharia banks or not, funding

from banks including debt and Islam does not

advocate adherents to ease in owing. Especially if the

debt contains riba.

So, X Travel Indonesia does not want to build a

business whose foundation is built from a debt. For

businesses built on debt capital, will not be solid. If

you cannot manage it properly, someday will go

bankrupt. Therefore, as a form of step to avoid all

things related to riba, then X Travel Indonesia since

its inception until now and will continue to commit

not to borrow capital from the bank. X Travel

financing comes from investors, sales profits, and

cooperation with partners

3.3.3 Marketing

Marketing activity in this case is a set of processes for

creating, communicating, and delivering value to

customers for managing customer relationships in

ways that benefit the organization and its stakeholders

(Kotler & Keller, 2009). The implementation of Unity

principle in marketing activities of X Travel

Indonesia are:

Propagate Islamic values and concepts of Sharia

business.

X Travel Indonesia in several accounts in social

media often post things that are nuanced to Islam.

Like Islamic advice, Muslim business success tips,

shar'i business concepts, and often post religious

video lectures. Not only in the virtual world, as well

as at various events held by X Travel Indonesia, such

as seminars, training, mentoring, and so forth, always

inserted Islamic da'wah values in the event and the

material, that is by always open with the reading

verses of the Qur'an, then invite speakers who are also

a preacher, as well as trainers and mentors who are

Islamic. This is what includes the differentiator X

Travel Indonesia with other Online Travel Agent.

Based on the narrative of one of the directors of X

Travel, this company was founded not only to pursue

profit, but more than that, one of its aims is as a media

of da’wah, to spread goodness, and usefulness for

others.

3.3.4 Human Resource Management

The human resource management (HRM) in this case

is around the determination of employee activity,

selection of employee candidates, employee training

and development, as well as all other activities related

to early employee entry until retirement (Abu Sinn,

2008). The implementation of Unity principles in

human resource management activities in X Travel

Indonesia are:

1. Open recruitment staff with Islamic criteria

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X Travel Indonesia is trying to build a spiritual-

based company, which they call the Spiritual

Company. Starting from the selection of staff and

employees with Islamic criteria. This is apparent

when X Travel Indonesia opens staff vacancies,

among the requirements are as follows: (a)

Muslim/Muslimah; (b) Do not smoke; (c) If a woman

is obliged to wear a hijab; (d) Mandatory shalat

congregation in mosque for man and on time; (e)

Must follow ta'lim weekly; (f) Mandatory Dhuha

prayers at least 2 rakaat; (g) Every beginning of work,

must read the Qur'an and its meaning in accordance

with the provisions given.

Selection of staff with the criteria mentioned above,

is intended for people who in X Travel Indonesia has

one vision and the same frame. So that formed a solid

team with a solid spiritual foundation.

2. Familiarize a work culture that is religious and

kinship.

From the selection of Islamic staff, a team of

vision was produced, then a culture of religious and

family organization was built. As required above, it

becomes a habit and culture in the work environment

of X Travel Indonesia. Shalat congregation in the

mosque for men. Similarly, every morning, before the

work begins, the staff and the board of directors

gather first to tadarrus al-Qur'an, reading the Qur'an

in turn each person three verses and their translations.

There is also a rule for every employee to always do

Dhuha prayer every day, at least 2 rakaat. There is

also a ta'lim weekly schedule to be followed by every

X Travel employee. This all gave birth to a culture

and a religious work environment.

In addition, X Travel's office environment is made

as comfortable as possible, like the atmosphere at

home. Every lunch hour, then all staff and directors

will gather for lunch together. Then came a familial

atmosphere.

4 CONCLUSIONS AND

RECOMMENDATION

X Travel Indonesia has implemented Islamic business

ethics of Unity principle in its business activity with

score of 89.41%. The implementation of Unity

principle on X Travel Indonesia in the field of (1)

Production: In general, does not trade goods/services

that are haram, does not provide payment services

using credit cards; (2) Finance: Held charity and

donation every Ramadan, Does not borrow capital to

the bank; (3) Marketing: Propagate the Islamic

values; (4) Human Resources: Open recruitment staff

with Islamic criteria, Familiarize a work culture that

is religious and kinship.

Regarding the leasing service on PPOB product,

the researchers should advise: (1) X Travel Indonesia

to remove or eliminate the leasing payment service on

its PPOB product. To avoid any prohibitions or

reservations on the transaction. (2) If the removal of

the lease service is not possible because the service is

already a platform on the PPOB product, X Travel

Indonesia may continue to open the lease payment

service, but without taking profits of the transaction.

(3) X Travel Indonesia may also continue to open

leasing services and keep profits for the transaction,

but the profits for these transactions must be

differentiated from other transactions and then

allocated to social funds.

In practice of the online transaction, X Travel still

use conventional bank as media of transfer. So should

X Travel switch to Islamic bank or at least provide an

alternative choice of Islamic banks as a media

transfer. In order for the company to avoid riba

thoroughly and the spirit of avoiding riba can also be

infected to its customers.

5 RESEARCH IMPLICATIONS

This study has some implications that can be

reviewed from various parties, including: (a) For the

company concerned, the results of this research can

be used as learning and improvement so that business

activities can run better, in accordance with the

guidance of the Qur'an and al-Sunnah. In addition, for

other companies, the results of this research can be

used as a reference in building a religious and Islamic

company. (b) For further research, the results of this

study can also be used as preliminary research to

develop research on the implementation of the other

principles of Islamic business ethics, then the effect

of the implementation of Islamic business ethics

toward the profitability and sustainability of

companies, or the influence of the implementation of

Islamic business ethics on maslahah and employee

performance.

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