Digital Marketing Implementation Increasing Kebaya Sales from Islamic Economic Perspective at Nouvieta Collection Tulungagung

The development of digital technology has significantly changed marketing and product sales activities. Digital marketing has become a key strategy for businesses to expand market reach, increase sales, and build more effective relationships with consumers. Nouvieta Collection Tulungagung is a kebaya production business that has utilized digital platforms as marketing tools; however, its implementation has not yet been fully optimized. This study aims to: (1) analyze the implementation of digital marketing on kebaya product sales at Nouvieta Collection Tulungagung, and (2) analyze the implementation of digital marketing from the perspective of Islamic economics. This study employed a qualitative field research approach involving three informants: the business owner, the live host/social media administrator, and a consumer of Nouvieta Collection Tulungagung. Data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman interactive model. The findings indicate that WhatsApp Business and TikTok were used as promotional and communication channels to reach consumers and support marketing activities at Nouvieta Collection Tulungagung. From the perspective of Islamic economics, the observed marketing practices tend to reflect the principles of honesty (ṣidq), price transparency, fairness, and the avoidance of gharar. However, the extent to which these principles are consistently implemented requires further assessment.