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Journal : sentralisasi

Analysis of Halal Fashion Business Development Strategies in Medan City Nasution, Hafizah Mahira; Rahma, Tri Inda Fadhila; Inayah, Nurul
SENTRALISASI Vol. 14 No. 2 (2025): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v14i2.4457

Abstract

The halal industry continues to be an important issue in Indonesia, including in Medan City.  This study aims to analyze the development strategy of Umama Gallery Medan halal fashion and formulate effective alternative strategies by analyzing internal and external factors to face competition in the Halal Fashion industry in Medan City. This research uses mixed-method methodology by using SWOT analysis and QSPM approaches.  The results of this study indicate that the SWOT analysis of Umama Gallery Medan is in quadrant I which supports aggressive strategies so that the suitable strategy used is the SO (Strength - Oppurtunity) strategy 1) Develop product variations in accordance with Muslim fashion trends to remain competitive, 2) Expand marketing through e-commerce platforms, and 3) Increase collaboration with influencers and hijabers communities to strengthen brand image. And QSPM analysis, obtained alternative strategies that are suitable for Umama Gallery Medan, namely ST (Strength - Threat) 1) Increase product innovation regularly to anticipate changes in fast fashion trends, 2) Maintain product quality to remain superior to competitors in the midst of intense market competition. The most appropriate alternative strategy for Umama Gallery Medan is the S-O (Strength-Opportunities) strategy with an aggressive growth approach. This strategy includes the development of product variations that align with Muslim fashion trends to maintain competitiveness in the market.
Co-Authors adelika, adelika Ahnaf, Muhammad Naufal Alisa, Intan Andri Soemitra Anggraini, Adisty Aprillia, Nur Aqwa Naser Daulay Arnida Wahyuni Lubis atika Atika Atika Aulia Rahman Ayu Wulandari Ayunda, Antin Baehaqi Barus, Rasmita Tiara Br Bayani, Luthfiah Nur Cahaya, Nilam Damanik, Muhammad Rifki Dharma, Budi Fadila, Shintiya Hafiza, Dara Hana Salsabila Lubis Harahap, Minta Ade Doliana Harahap, Muhammad Ikhsan Harahap, Muhammad Risalah Harahap, Rahmat Daim Hayani, Nur Syamsidah Imnur, Raudhatul Hasanah Imsar, Imsar Indradewa, Rhian Jannah, Nurul Juliana Nasution Juro, Az-Zahra Lubis, Dinda Fahira M Marliyah Maha, Nurita Manik, M. Bay Hakqi Marissa, Sasa Marliyah, Marliyah Masridha, Masridha Maulana, Gilang Saka Muhaisin, Ahmad muhammad Syahbudi, muhammad Mustapa  Khamal  Rokan Musyafa, Muhammad Helma Nasution, Annio Indah Lestari Nasution, Doly Anwar Nasution, Hafizah Mahira nasution, indah sari Nasution, Irsan Al Fadhil Nasution, Juliana Nur Fadhilah Ahmad Hasibuan Nursantri Yanti Nurul Inayah Nurul Jannah Oktaviani, Tesya Panjaitan, Latifah Hanum Br Pohan, Novita Sari Putri, Indry_Anggraini Putri, Salsabila Qarni, Waizul Raden Mohamad Herdian Bhakti Rahmadini, Selfi Okta Rahmah, Azizah Rahmani, Nur Ahmadi Bi Rahmatillah, Riska Rahmi Syahriza, Rahmi Raihana Azzahra Ramadiansyah, Ridho Romadhon , Fauzi Ahmad Saparuddin Siregar Sarah, Fitria Sari, Meyana Sinaga, Ade Nurul Kaidah Siregar, Ahmad Rajin Siregar, Sonia Afna Siti Aisyah Sugianto Suwarni Suwarni Syafrizal, Muhammad Syahputra, Muhammad Ibnu Syahputri, Dea Aulia Syahputri, Kharisma Syamsiar, Syamsiar Tambunan, Khairina Tuti Anggraini Virdinia, Thasya Wani, Anis Syafa Zein, Gilang Hardian