SHARIA E-MARKETING AS A MEANS OF BUSINESS-BASED DA'WAH IN THE DIGITAL ERA

Abstract

The development of digital technology has driven significant transformations in business marketing practices. These changes require business actors to adopt marketing strategies that are not solely oriented toward profit maximization but also consider ethical and spiritual values. In this context, the concept of sharia e-marketing emerges as an alternative marketing  strategy grounded  in Islamic principles.  This  article aims  to examine the role of sharia e-marketing as a means of business da'wah in the digital era. The research employs a literature review method with a qualitative descriptive approach, analyzing various sources such as books, scholarly journal articles, and other relevant publications related to sharia marketing and Islamic economic da'wah. The findings indicate that the implementation of sharia e-marketing can function as an effective medium of da'wah through the internalization of values such as honesty, transparency, justice, and trustworthiness in digital marketing activities. In addition  to providing economic benefits for business actors, sharia e-marketing also contributes to enhancing public awareness of the importance of halal, ethical, and sustainable business practices amid the dynamics of the digital economy.