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This study aims to describe how the role of business ethics moderates the influence of digital marketing that is currently developing, how innovation and service quality when Islamic business ethics are linked, whether it affects business performance improvement in micro and small businesses in South Sulawesi, types the research used in this research is quantitative, using a purposive sampling technique, where the number of samples used is 100 respondents who have businesses in the product or service sector, micro & small. In contrast, the research approach used in this study is Regression Moderating Analysis (RMA) using the SPSS application. Based on the results of the analysis of micro-small businesses that have attended entrepreneurial training, by linking Islamic business ethics in carrying out digital marketing, innovation, and service quality, have increased or differentiated in hooking up the market and getting higher customer loyalty than businesses that do not apply business ethics Islam in entrepreneurship.

Islamic Business ethics; digital marketing; innovation; service quality; business performance; entrepreneurship