Islamic Business Ethics-Based Digital Marketing to Increase Sales: A Study of MSMEs in Indonesia in 2022–2024
Abstract
This research study aims to implement digital marketing for MSMEs in Indonesia that aligns with the principles of Islamic business ethics while providing strategic recommendations to ensure digital marketing adheres to Sharia principles in Islamic business ethics. The novelty of this research lies in the integration of digital marketing with the principles of Islamic business ethics in the context of Indonesian MSMEs in the 2022-2024 period, a topic that has not been comprehensively studied nationally and in that period. The study employed a qualitative phenomenological approach involving 15 purposively selected informants. Data were collected through semi-structured interviews, digital documentation, and secondary sources from the Indonesian Chamber of Commerce and Industry (KADIN). Data analysis was conducted using the Colaizzi thematic technique to comprehensively explore the meaning of informants' experiences. The results show that the implementation of Sharia-compliant digital marketing is reflected in honest information, price transparency, and polite communication, which in turn builds consumer trust and positively impacts sales growth. This research confirms that Islamic ethics not only serves as a moral guideline but also has strategic value in strengthening the reputation and sustainability of MSME businesses in the digital era.
Downloads
References
Azis, A. F., Khudori, M., Diningsih, A., & Noviarita, H. (2025). Optimization of Digital Marketing Strategies in Increasing the Competitiveness of Msmes in Lampung According to Sharia Economic Law. RADEN INTAN: Proceedings on Family and Humanity, 2(1), 387–397. https://doi.org/10.47352/3032-503x.90
Banjare, I., Singh, A., & Dixit, S. (2025). Modern Marketing Techniques. Digital Transformation in Business: Bridging Management and Technology, 46–66. https://doi.org/10.48001/978-81-980647-4-5-5
Fauzi, N., Husna, N., Alim, H. N., Hidayati, N., & Casim, R. M. (2024). Integrating green marketing with halal Principles: Impact on consumer behavior, market dynamics, and brand strategy. Halal Studies and Society, 1(3), 28–30. https://doi.org/10.29244/hass.1.3.28-30
Hidayat, C., Rini Ariza, Aan Fadillah, Muhammad Reza, & Amali. (2024). Sharia Marketing in Business: Paradigm, Ethics and Implementation of Islamic Principles. Indonesian Journal of Contemporary Multidisciplinary Research, 3(4), 571–582. https://doi.org/10.55927/modern.v3i4.9785
Islamudin, A., & Setiawati, R. I. S. (2023). Improving The Competitiveness of Small and Medium Micro Economies through Digital Marketing in the Global Market. Proceedings of International Conference on Economics Business and Government Challenges, 6(1), 108–119. https://doi.org/10.33005/icebgc.v6i1.63
Juanim, & Baihaqi, M. I. (2025). Business Going Concern: Encourage and Raise the Competitiveness of Small Businesses Through Digital Marketing Strategies. Sriwijaya International Journal of Dynamic Economics and Business, 9(May), 37–56. https://doi.org/10.29259/sijdeb.v9i1.37-56
Kurniawati, M., Adeline, M., Ramadhan, K., & Irwansyah, I. (2023). Implementation Theory of Planned Behavior on the Purchase Decision Online and Offline. Asian Journal of Engineering, Social and Health, 2(10), 1119–1132. https://doi.org/10.46799/ajesh.v2i10.146
Listiorini, D. (2025). The Influence of Digital Marketing Strategy on Loyalty Customers in the Digital Economy Era. Indonesian Journal of Banking and Financial Technology, 3(3), 321–332. https://doi.org/10.55927/fintech.v3i3.102
Mikraj, A. L., Ambarwati, D., Abroza, A., & Metro, I. (2024). Tinjauan Literatur Tentang Etika Pemasaran Syariah : Prinsip , Implementasi , Dan Tantangan Dalam Bisnis Modern meningkatkan reputasi perusahaan secara signifikan . 3 Misalnya , survei tahun 2020 yang. AL MIKRAJJurnal Studi Islam Dan Humaniora, 3(1), 592–609.
Mohammed, S. J. (2024). American Journal of Economics and Digital Marketing and its Role in Customer Engagement. 7(8), 414–422.
Nindaningtyas, U. (2025). Etika Bisnis Islam Dalam Pemanfaatan Media Sosial Sebagai StrategiPemasaran UMKM Usaha Toko Baju Thrifting Di Surabaya. Iqtisadie: Journal of Islamic Banking and Shariah Economy, 9(1), 21–29. http://jurnal.umsu.ac.id/index.php/intiqad/article/view/1079
Pan, S. (2024). Digital Transformation of Small and Medium Sized Enterprises (SMEs): Current Status, Dilemmas, and Strategies. Advances in Economics, Management and Political Sciences, 68(1), 214–220. https://doi.org/10.54254/2754-1169/68/20241401
Pedraza, J. M. (2021). The Micro, Small, and Medium-Sized Enterprises and Its Role in the Economic Development of a Country. Business and Management Research, 10(1), 33. https://doi.org/10.5430/bmr.v10n1p33
Pujianto, W. E., & Muzdalifah, L. (2022). Digital marketing in Islamic perspective: A literature review. Al-Uqud : Journal of Islamic Economics, 6(2), 247–258. https://doi.org/10.26740/aluqud.v6n2.p247-258
rasit et al. (2023). EKSISTENSI STRATEGI DIGITAL MARKETING BERBASIS MA Ṣ LA Ḥ AH DALAM BISNIS ISLAM THE EXISTENCE OF MAṢLAḤAH -BASED DIGITAL MARKETING STRATEGY IN ISLAMIC BUSINESS Yuli Irawan Rasit Saiful Mukhlis Abd Wahab PENDAHULUAN Bisnis merupakan suatu aktivitas ekonomi. 9(2), 240–254. https://doi.org/10.29259/jscs.v2i2.38.1
Satrio, D., & Muhardono, A. (2022). Digital Marketing as a Strategy to Defend MSMEs in the Covid-19 Pandemic. FIRM Journal of Management Studies, 7(1), 73. https://doi.org/10.33021/firm.v7i1.1545
Setiadi, E., & Asri, K. H. (2023). Peranan Digital Marketing Sebagai Strategi Pemasaran Secara Online Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Berdasarkan Syariah Islam Di Desa Teluk Pinang Kecamatan Ciawi. Alif Sharia Economics Journal, 2(1), 7–14.
Shofiyuddin, M., Nurhayati, S., Marlinah Manggor, E., & Zahro. (2024). The Influence of Digital Transformation Based on Religious Ethics on MSME Performance in the Era of Industry 4.0. International Journal of Islamic Business and Economics (IJIBEC), 8(2), 193–205. https://doi.org/10.28918/ijibec.v8i2.8853
Taher, M. I. (2024). Pengaruh Digital Marketing Terhadap Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah (UMKM) dalam Perspektif Bisnis Islam: Studi pada UMKM Kecamatan Medan Tembung. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(7), 4005–4017. https://doi.org/10.47467/elmal.v5i7.4281
Utami, P., & Basrowi, B. (2021). Sharia Marketing Mix: A Model of Digital Marketing Management Strategy of Zakat. Mabsya: Jurnal Manajemen Bisnis Syariah, 3(1), 44–59. https://doi.org/10.24090/mabsya.v3i1.4688
Wisnujati, N. S., Marjuki, M., & Munir, A. R. (2023). Digital Marketing Strategies of MSMEs in Facing Consumption Trends in the New Year. Jurnal Minfo Polgan, 12(2), 2393–2400. https://doi.org/10.33395/jmp.v12i2.13278
Zaroni, A. N., & Norvadewi. (2024). Implementation of Islamic Marketing Ethics on Digital Marketing to Increasing the Competitive Advantage of MSMEs. Edunomika, 08(04), 2–10.
Copyright (c) 2026 Nur Komariyah, Mashudi Mashudi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
