Digital Branding Strategies of Emerging Entrepreneurs in Building Consumer Trust among Generation Z within the Framework of Sharia Economics

Abstract

This study explores the digital branding strategies of emerging entrepreneurs within the framework of Sharia Economics, focusing on how these strategies influence consumer trust among Generation Z. Using a qualitative research approach, the study conducts a literature review to examine key findings from existing studies on digital branding, Sharia-compliant marketing, and consumer behavior. The research reveals that trust is a critical factor in shaping consumer-brand relationships, particularly for Generation Z, who are highly attuned to authenticity, transparency, and ethical values in brands. Emerging entrepreneurs, especially those operating within Sharia-compliant frameworks, can build strong consumer trust by adopting ethical branding practices that align with the values of social responsibility, fairness, and justice. Furthermore, the study highlights the role of digital platforms, particularly social media, in fostering consumer engagement and reinforcing brand values. By integrating Sharia Economics into digital branding efforts, emerging entrepreneurs can appeal to a growing consumer base that values ethical consumption. The findings suggest that successful digital branding strategies should focus on consistency between brand messaging and actual business practices to avoid undermining trust. The study contributes to the literature on digital marketing and Islamic economics, providing insights for entrepreneurs aiming to build lasting relationships with Generation Z consumers. Recommendations for future research include exploring the global applicability of Sharia-compliant branding and its long-term impact on consumer loyalty and brand equity.