The Nexus of Islamic Digital Marketing Pillars and Localpreneurs Sustainable Growth

This This study explores the relationship between Islamic digital marketing principles and the sustainable business performance of localpreneurs, specifically asnaf entrepreneurs in Perlis, Malaysia. The research addresses the core problem of how Islamic values, integrated with modern digital marketing and traditional marketing mix strategies (product, price, place, promotion), influence customer trust and business success in a digital economy. A key focus is the underexplored intersection between religious ethics and technological adoption, particularly the challenges of integrating artificial intelligence (AI) within an Islamic marketing framework. Employing a quantitative research design, data were collected from 40 verified asnaf entrepreneurs via structured questionnaires during a business workshop facilitated by Academy Transformasi Asnaf MAIPs (ATAM). The survey assessed demographic factors, digital marketing usage, application of the 4Ps, incorporation of Islamic values, and business performance metrics. Data analysis was conducted using SPSS, focusing on descriptive statistics, reliability, correlation, and regression tests. Results show that while several marketing mix factors demonstrated moderate correlation with performance, Islamic values had the strongest positive impact and emerged as the only significant predictor in the regression model (p = 0.015). This suggests that ethical principles such as honesty, fairness, and social responsibility are not only culturally aligned but also enhance business viability. Furthermore, respondents demonstrated awareness of ethical marketing by ensuring Shariah compliance, fair pricing, and charity integration in their business practices. The study concludes that Islamic digital marketing offers a viable model for sustainable growth among localpreneurs. It calls for broader research into AI adoption within Islamic contexts and platform-specific marketing strategies on tools like WhatsApp, TikTok, and Instagram to deepen understanding and improve practical outcomes for small-scale entrepreneurs.

Islamic digital marketing, Localpreneurs, Sustainable growth

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