Analisis Keberlanjutan dan Etika Bisnis Islam Terhadap Digital Marketing Perspektif Maqasid Syariah Analysis of Sustainability and Islamic Business Ethics on Digital Marketing from the Perspective of Maqasid Syariah

Abstract

Digital marketing has become an effective and popular marketing method in today's technological era. As a promotional tool that relies on digital media, this strategy allows business operators to reach consumers more broadly, relevantly, and efficiently. However, a fundamental question arises: to what extent do these digital marketing practices align with the principles of maqashid shariah in Islamic economics. This paper aims to analyze the alignment of digital marketing strategies with maqashid sharia, which includes five main elements: preservation of religion (hifz ad-din), life (hifz an-nafs), intellect (hifz al-‘aql), lineage (hifz an-nasl), and property (hifz al-mal). (hifz al-mal). The research method used is a qualitative-descriptive approach with the maqashid syariah theory framework as the main foundation. The research results show that digital marketing can support maqashid syariah if conducted transparently, fairly, and responsibly. For example, the promotion of halal products not only encourages the preservation of religion but also ensures consumer safety. (hifz an-nafs). However, challenges such as data privacy and consumer exploitation require further regulation and innovation to ensure that marketing strategies remain ethical. This paper recommends the integration of Islamic values into digital marketing strategies, collaboration with sharia experts, and the development of sharia-compliant technology to create marketing practices aligned with the goals of Islamic economics. These findings are expected to provide theoretical and practical contributions to the development of sustainable Islamic businesses.