Safeguarding pilgrimage integrity: a higher objective of Islamic law and digital marketing-communication framework for Umroh service transparency; a case study of Sabella Umroh and Moslem Tour, Madiun, East Java, Indonesia.

Sabella, Melva and Budidharmanto, Lexi and Salsa, Aisah and Kartika, Betania (2026) Safeguarding pilgrimage integrity: a higher objective of Islamic law and digital marketing-communication framework for Umroh service transparency; a case study of Sabella Umroh and Moslem Tour, Madiun, East Java, Indonesia. International Journal of Research and Innovation in Social Science (IJRISS), Volume X (Issue VIII August 2026). 12222 -12232. E-ISSN 2454-6186

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Abstract

The rapid digitalization of religious tourism has transformed how Umrah services are promoted, communicated, and consumed worldwide. However, deceptive digital advertising, algorithmic misrepresentation, and communication gaps in social commerce present significant ethical and managerial threats to consumer trust in the Islamic service economy. While conventional marketing literature evaluates digital campaigns primarily through conversion rates and brand equity, a critical research gap exists in integrating Islamic business ethics with digital marketing communication frameworks. This article addresses this gap by developing an ethical digital marketing and corporate communication framework anchored in the Higher Objectives of Islamic Law, taking Sabella Umroh and Moslem Tour (Madiun, East Java, Indonesia) as an empirical benchmarking model. Utilizing a qualitative managerial-jurisprudential design, this study examines how misleading digital campaigns, hidden package tiers, and deceptive influencer endorsements violate consumer trust, brand transparency, and stakeholder equity. By synthesizing Islamic trade ethics, specifically communicative truthfulness, ethical trust, and zero-tolerance for commercial deception, with modern strategic communication tools (integrated marketing communications [IMC], automated customer relationship management [CRM], and verified digital content auditing), this study outlines an ethical service assurance model for business leaders. The findings demonstrate that passive promotional campaigns are insufficient to maintain long-term brand equity, underscoring the imperative for omnichannel transparency, verified digital touchpoints, and compliance with ethical advertising standards mandated by consumer protection frameworks and regulatory bodies.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Digital Marketing, Integrated Marketing Communication (IMC), Brand Integrity, Sabella Umroh and Moslem Tour, Higher Objectives of Islamic Law, Consumer Trust, Business Management, Umroh Services.
Subjects:	BPH Islamic Economics > BPH321.22 Bay' Al-Salam - Contract Of Sales
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Dr Betania Kartika Muflih
Date Deposited:	12 Oct 2026 21:01
Last Update:	12 Oct 2026 21:01
Queue Number:	2026-10-Q5575
URI:	http://irep.iium.edu.my/id/eprint/131881
Indexed In:	Google Scholar

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