The Influence Digital Sharia Marketing on Consumer Trust And Loyalty Among Digital Banking Users of Islamic Banks

Abstract

This study examines the influence of digital sharia marketing (DSM) on consumer trust and loyalty, and the mediating role of trust, among digital banking users of Islamic banks. DSM is defined as the use of digital channels to communicate and deliver Islamic banking services in a manner that explicitly embeds Sharia compliance, transparency, and Islamic communication ethics, which distinguishes it from general digital marketing that is oriented mainly toward reach and conversion. Using a quantitative survey design, data were collected from 300 Islamic bank customers who actively use the banks' digital services and were analysed through path analysis on standardized composite scores, with the indirect effect tested using the Sobel test and a Monte Carlo confidence interval. The results show that DSM has a significant positive effect on consumer trust (? = 0.505, p < 0.001) and on consumer loyalty (total effect ? = 0.569; direct effect ? = 0.385; both p < 0.001), while trust significantly affects loyalty (? = 0.365, p < 0.001). Trust partially mediates the DSM–loyalty relationship (indirect effect = 0.184; 95% CI [0.126; 0.250]). DSM explains 25.5% of the variance in trust (R² = 0.255), and DSM and trust jointly explain 42.3% of the variance in loyalty (R² = 0.423). The study contributes an empirically tested DSM construct and offers guidance for Islamic banks in designing Sharia-compliant digital marketing strategies.