The Concept of Sharia Marketing and Its Relevance in Contemporary Business Based on Islamic Values

Abstract

^{The increasing demand for ethical and value-based business practices has led to the emergence of sharia marketing as a strategic framework rooted in Islamic principles. This study aims to examine the conceptual foundation and practical implementation of sharia marketing in contemporary business. Using a qualitative descriptive method through literature review, the research analyzes Islamic marketing principles from scholarly journals and case studies of sharia-compliant institutions. The findings show that sharia marketing emphasizes halal product integrity, honesty, justice, and social responsibility, distinguishing it from conventional marketing. The study also highlights the relevance of Islamic values in building consumer trust and competitiveness in the digital era. The conclusion underscores the potential of sharia marketing to foster ethical entrepreneurship and sustainable development.}