Enhancing Customer Trust and Satisfaction through Sharia‑Compliant Digital Marketing Strategies: A Managerial Economics Perspective on Indonesian SMEs
DOI:
https://doi.org/10.59525/jess.v4i1.717Keywords:
Sharia-compliant marketing, Customer trust, Islamic business ethicsAbstract
The advancement of digital technology has transformed marketing practices for small and medium-sized enterprises (SMEs), offering new opportunities for outreach, cost efficiency, and strategic positioning. In Indonesia, where the majority of consumers are Muslim, the effectiveness of digital marketing is not only shaped by technological adaptability but also by alignment with Islamic ethical values. Integrating sharia-compliant principles—such as transparency, justice, and trustworthiness—into digital marketing strategies is increasingly seen as a pathway to fostering stronger consumer trust and enhancing post-purchase satisfaction. This study aims to examine how sharia-compliant digital marketing influences customer trust and satisfaction within the SME marble industry and to assess the managerial-economic efficiency of such strategies. Adopting a mixed-methods approach, the research combines a case study of a marble SME that applies halal-themed digital campaigns with a survey of customers familiar with these practices. The findings suggest that embedding Islamic ethical values into digital marketing communications positively shapes consumer perception, reinforces brand credibility, and contributes to greater satisfaction. From a managerial economics perspective, these strategies demonstrate enhanced cost-effectiveness and greater market responsiveness compared to traditional offline methods. In conclusion, the integration of sharia-compliant values within digital marketing offers dual strategic advantages: fulfilling the ethical and spiritual expectations of consumers while simultaneously delivering sustainable and competitive economic outcomes for SMEs.
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