Islamic Branding and Digital Marketing: A Strategy to Attract Muslim Consumers Buying Interest

Abstract

The increasing number of Muslim population and internet users has an impact on the global market. In the current global market conditions, both Muslim and nonMuslim producers are competing to develop products to get the Muslim market. In the company's competition to compete for consumer buying interest, it has been associated with brands and marketing methods. The researcher conducted an in-depth study and then formulated how the relationship between Islamic branding and digital marketing was. Then, why Islamic branding and digital marketing can be used as a strategy to attract consumer buying interest. This research is qualitative and uses a literature study approach. As a result, Islamic branding and digital marketing have a close relationship so that it can be used as a strategy in attracting consumer buying interest, especially Muslim consumers, considering the large Muslim market. Muslim producers who become business people must follow the current rapid technological developments to compete with other business actors, of course by using the concept of Islamic branding and digital marketing relations without eliminating the complete Islamic concept.