<![CDATA[This study examines digital marketing strategies through the reinforcement of Islamic preaching values in the Wardah brand in the Society 5.0 era. The main issue addressed is how to maintain Islamic identity and preaching values amid intensifying digital commercialization, competition from global brands, and demands for halal transparency from increasingly critical Muslim consumers. The objective of this study is to analyze the implementation of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) integrated with da’wah values (halal, inner beauty, empowerment of Muslim women) as well as the role of leadership and human resource management (the ADKAR model) in supporting Wardah’s digital transformation. The study employs a qualitative model using a literature synthesis approach, drawing from various corporate documents, Wardah’s digital marketing practices, and prior literature. The results indicate that Wardah has successfully built a competitive advantage by integrating digital technologies (personalized AI, social media marketing, e-commerce) with da’wah through actions and words, thereby creating emotional connections and trust grounded in Islamic values. The implications of this research provide a model for a sustainable Sharia-compliant digital marketing strategy for other halal brands as they navigate the human-centered, value-oriented Society 5.0 era.]]>
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