<![CDATA[The rapid development of digital technology has intensified competition among online marketplace platforms, making customer loyalty a crucial factor for business sustainability. In this context, branding strategies and the implementation of Islamic business ethics have become important approaches in building customer trust and maintaining long-term relationships. This study aims to analyze the influence of branding and Islamic business ethics on customer loyalty in online marketplace platforms. The research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents who had previously shopped through marketplaces such as Shopee, Tokopedia, Lazada, and TikTok Shop. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, as well as t-tests and f-tests. The findings indicate that both branding and Islamic business ethics have a positive and significant effect on customer loyalty. Among the two variables, branding emerged as the most dominant factor influencing customer loyalty. These findings imply that online marketplace businesses need to strengthen their branding strategies while consistently implementing Islamic business ethics principles to enhance customer trust, satisfaction, and long-term loyalty in the increasingly competitive digital marketplace ecosystem.]]>
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