Dhea Dinanty; Zuhrinal M. Nawawi
This study aims to analyze the transformation of marketing elements in the digital era and how sharia values can be integrated to support business sustainability. Using a literature study method, this study found that digitalization has changed the structure of the marketing mix (7P), creating new challenges and opportunities that demand ethics and fairness in marketing practices. Sharia values such as transparency, honesty, and trustworthiness are very relevant to be applied in digital marketing, both in the context of halal products, ethical distribution, educational promotion, and services based on Islamic values. The integration of sharia principles in digital marketing has been proven to support business sustainability from an economic, social, and environmental perspective, creating a business ecosystem that is not only profitable but also ethical and oriented towards the welfare.