The Meaning of Customer Loyalty in the Era of Digital Marketing: An Analysis of ByZhanum's Strategy through the CRM–AISAS Model from the Perspective of Islamic Business Ethics

Abstract

This study examines the concept of customer loyalty in the digital marketing era by analyzing the strategy of ByZhanum Online Shop through the CRM–AISAS model, viewed from the perspective of Islamic Business Ethics. The research aims to explain how integrated marketing communication on platforms such as Instagram and Facebook fosters long-term customer relationships while upholding ethical integrity. Employing a qualitative descriptive approach, data were gathered through in-depth interviews, observation, and documentation, then analyzed using an interactive model. The findings reveal that the AISAS process (Attention–Interest–Search–Action–Share) effectively maps the digital customer journey. Engaging visuals and consistent content attract attention and spark interest, while interactive communication encourages both action and sharing. The CRM cycle (Acquisition–Retention–Loyalty–Advocacy) complements this by emphasizing the continuity of relationships through trust and responsiveness. When aligned with Islamic ethical principles—ṣidq (honesty), ʿadl (fairness), and amānah (trustworthiness)—these strategies foster sustainable loyalty that transcends mere satisfaction, cultivating a morally grounded connection. The study concludes that digital marketing, when guided by Islamic Business Ethics, transforms customer loyalty from a transactional pattern into a value-based relationship marked by sincerity, justice, and enduring trust.