In an era of globalization filled with technological advancements, the implementation of ethical marketing has become a necessity to ensure the welfare of all parties and enhance consumer trust. This study aims to determine the extent of the influence of Islamic business ethics and digital marketing on the loyalty of Generation Z female students at UNIDA Gontor, with marketing ethics as an intervening variable. The population used in this research consists of female students from University Darussalam Gontor, employing a quantitative approach with data collection using non-probability techniques through purposive sampling. Both secondary and primary data are utilized, with data collection techniques involving Google Forms and questionnaires in hard copy format, and respondent answers measured using a Likert scale. The software used in this study is Smart PLS for validity and reliability testing. The research results indicate that the p-value of 0.694 shows that business ethics do not have a significant impact on consumer loyalty. In contrast, the p-values for digital marketing and marketing ethics are significant in enhancing consumer loyalty, as they are less than 0.05. This research is expected to contribute to future studies and serve as a reference for business practitioners and academics, particularly in understanding the importance of the combination of business ethics, digital marketing, and marketing ethics in building consumer loyalty among Generation Z.