ONLINE TRADING AND DIGITAL MARKETING BASED ON ISLAMIC PRINCIPLES

Abstract

 The rapid development of information technology has changed conventional trading patterns to online transactions through various digital platforms. This research aims to examine the practice of online trading and digital marketing based on Islamic principles. The method used is qualitative research with a literature study approach, using related references. The analysis was carried out in a descriptive-analytical manner with an emphasis on the suitability of digital activities with Islamic law. The results of the study show that online trading in Islam is legal if it meets conditions such as the clarity of goods, ijab qabul, and does not contain haram elements such as riba and gharar. Digital marketing provides a great opportunity for the development of sharia businesses due to its wide reach, cost efficiency, and increased consumer trust. However, challenges such as the lack of halal product filters and the lack of muamalah fiqh education are still obstacles. The solutions offered include the development of  sharia-based e-commerce platforms  and Islamic digital training for business actors. This study concludes that ethical and sharia-compliant digital marketing can encourage consumer loyalty and strengthen the Islamic economy.