Ethical Digital Marketing and Product Quality Management in Enhancing Muslim Fashion Accessibility: An Islamic Business Ethics Perspective

Abstract

The development of digital technology has encouraged businesses to utilize digital marketing as a strategy to expand their market reach. Through various digital platforms, digital marketing enables businesses to reach consumers more widely and efficiently. This study aims to examine the implementation of digital marketing strategies and product quality management from the perspective of Islamic business ethics at Pramitha Store Solo in 2025. This study uses a qualitative research method. Data collection was conducted through observation, in-depth interviews, and documentation. The data obtained was analyzed using the Miles and Huberman model, which includes the stages of data reduction, data presentation, and conclusion drawing and verification. Data validity was maintained through triangulation techniques. The results of the study show that Pramitha Store Solo has implemented a digital marketing strategy based on Islamic business ethics through the use of social media and marketplace platforms to increase product accessibility and build more intensive communication with consumers. In terms of product quality, the store strives to maintain the quality of materials, design, and production processes in order to meet consumer expectations and satisfaction. However, there are still several obstacles, particularly related to limited human resources and consistency in product quality control. This study is expected to contribute academically to the development of digital marketing studies based on Islamic business ethics and serve as a practical reference for business practitioners.