<![CDATA[This study aims to analyze the application of Islamic-based digital marketing strategies in improving the welfare of business actors in Toko Annisa, a Muslim fashion business located in Astanalanggar Village, Losari District, Cirebon Regency. Marketing digitalization encourages micro, small and medium enterprises to use social media as a means of promotion, while the values of honesty, trust, openness, and fairness remain the foundation that must be maintained so that business activities do not leave the sharia corridor. This study uses a qualitative approach with a descriptive case study design. Data was collected through observation, semi-structured interviews, and documentation of store owners, employees, and three customers as informants. Data analysis was carried out through data reduction, data presentation, and conclusion drawing following the Miles, Huberman, and Saldana models. The results of the study show that Toko Annisa implements digital marketing through WhatsApp, Facebook, and TikTok by prioritizing the principles of shiddiq, amanah, tabligh, and fathanah in every promotional content. The implementation of this strategy has been proven to increase sales volume, expand market reach, strengthen customer trust, and have a positive impact on owner income and employee welfare through bonuses and improved work skills. The main supporting factors include technological advancements, ease of internet access, and commitment to Islamic values of business owners, while the main inhibiting factors are the fierce competition of similar businesses in the digital realm and the limitations of product search features on the platforms used. This study confirms that Islamic-based digital marketing can be a business development model that is oriented not only to financial profits but also to the blessings and sustainability of the business.]]>
Copyrights © 2026
