<![CDATA[The discourse that occurred as a result of the 4.0 industrial revolution, besides having a positive impact also had a negative impact on some of the old market participants (incumbent) or conventional business people. Many of the incumbents feel threatened, this is because consumers in old markets or conventional markets have started to switch to new markets by incarnating through digital markets or the internet of things / internet for everything. In this article, the author wants to analyze the implications of the disruptive era for the sustainability of conventional markets. The research was conducted through a qualitative methodology, and reviewed through a business approach. Based on the analysis conducted by the author on some general description of the implications of the disruptive phenomenon on the sustainability of conventional markets through the concept of Islamic Business Ethics, the authors conclude that conventional business practitioners in the face of the industrial revolution 4.0, should align their markets with human development in this digital era. This is based on Islamic business ethics principles, which encourage business practitioners to do their best in developing their business. In addition, which is in accordance with the facts, that the occurrence of disruptive phenomena is inevitable, especially in the business world. Therefore, with the incumbent adjustments to new market patterns, this is one of the golden strategies in boosting the market, because inevitably the new market already has a place among consumers in this digital era. Keywords: Market, Disruptive, Islamic Business Ethics. Abstrak Diskursus yang terjadi akibat dari revolusi industri 4.0, selain berdampak positif juga berdampak negatif bagi sebagian incumbentatau para pelaku bisnis konventional. Banyak diantara para incumbent yang merasa terancam, hal ini diakibatkan karena pasar konventional sudah mulai berekonstruksi menjadi pasar baru dengan menjelma melalui digitalmarketplaceatau serba-serbi internet of things/internet for everything.Oleh karena itu, dalam artikel ini penulis hendak menganilisis tentang implikasi dari era disruption terhadap keberlangsungan pasar konventional. Penelitian akan dilakukan melalui metodologi kualitatif, dengan jenis penelitian field research,yang ditinjau melalui pendekatan bisnis. Berdasarkan analisis yang penulis lakukan melalui konsep Etika Bisnis Islam, bahwa para pelaku bisnis konventional dalam menghadapi revolusi industri 4.0 yang berimplikasi pada perubahan pasar haruslah berusaha menyelaraskan pasar mereka dengan perkembangan manusia di era internet for everything ini. Hal tersebut didasarkanpada prinsip etika bisnis Islam yang menganjurkan para praktisi bisnis untuk melakukan yang terbaik dalam pengembangan bisnisnya. Di samping itu, terjadinya fenomena disruption sudah tidak mungkin bisa dielakkan lagi, khususnya dalam dunia bisnis. Oleh karena itu, dengan adanya upaya penyelarasan oleh incumbent terhadap pola indutrialisasi di era disruption, karenafenomena ini merupakan salah satu peluang emas dalam mendongkrak pasar, dengan kondisi laju pasar yang mau tidak mau pasar baru sudah diterima oleh konsumen di era digital ini. Kata kunci:Pasar Konventional, Disruption, Etika Bisnis Islam.]]>
