Abstract

Purpose: This research examines the impact of the Islamic marketing mix on customer loyalty while investigating the mediating role of religious commitment and the moderating effect of technology turbulence. The study aims to provide empirical insights into how ethical and faith-driven marketing strategies influence consumer behavior in dynamic market conditions. Method: A quantitative research design was employed, collecting data from 211 Muslim consumers familiar with businesses that adhere to Islamic marketing principles. A structured questionnaire with validated scales from past research was used to measure key constructs. SmartPLS was utilized for data analysis, applying partial least squares structural equation modeling (PLS-SEM) to assess direct, mediating, and moderating effects. Findings: The results confirm that the Islamic marketing mix significantly enhances customer loyalty. Religious commitment mediates this relationship, highlighting the importance of faith in shaping consumer trust and engagement. Additionally, technology turbulence moderates the impact of the Islamic marketing mix on customer loyalty, suggesting that businesses must adapt to digital advancements while maintaining ethical standards. Originality/Implications: This study contributes to Islamic marketing literature by integrating ethical marketing, religious commitment, and technological dynamics. The findings provide practical insights for businesses and policymakers seeking to strengthen consumer relationships through faith-driven and adaptive marketing strategies.