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Hapsari, Nia Puspita
Universitas Esa Unggul, Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Brand Positioning Media Sosial Terhadap 2 Merek Fashion Muslim Digital Branding Pendekatan UU Perlindungan Konsumen Hapsari, Nia Puspita; Rurianto, Joko; Ruswanti, Endang; Sari Sumitro, Dewi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10141

Abstract

The development of Muslim Fashion in Indonesia, and abroad shows significant growth, especially in the Muslim Fashion sub sector utilizing social media as the main means of digital branding. This study aims to analyze brand positioning through social media to strengthen brand image, and protect consumer rights based on Law No.8/1999 concerning Consumer Protection. The research method uses a descriptive qualitative approach with case studies on local Muslim Fashion brands such az Zashi, and Buttonscarves. The results show that brand positioning marketing strategies on social media have succeeded in fostering consumer trust through the values of product authenticity, emotional engagement, and information transparency. However, challenges arise in aspects of digital consumer protection such as product authenticity, misuse of personal data, and misleading promotional claims. The implications of the study emphasize that the effectiveness of digital brand positioning must be integrated with compliance with the principles of consumer protection, information transparency, and digital communication ethics to maintain the sustainability of the Muslim Fashion creative industry in the era of the digital economy 5.0.
Analisa Gaya Kepemimpinan, Motivasi, Budaya Kerja Mempengaruhi Kinerja Dan Dimediasi Komitmen Pada Rumah Sakit Jayakarta Nia Puspita Hapsari; Endang Ruswanti
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 1 (2025): Maret
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i1.7657

Abstract

The leadership style of a business venture is important for the sustainability and development of climate, and employee performance. The problems in hospitals seen from the pre-survey showed that leadership style is 69%, employee satisfaction is 59%, employee motivation is 55%, the culture planned by the organization is 60% implemented by employees, organizational commitment is 60% and employee performance is 62%. For this reason, this research will examine transformational leadership style, intrinsic motivation, organizational culture, employee commitment, and performance. The research method is surveyed and quantitative research. Data was collected through questionnaires to capture latent variables—sampling applied purposive sampling, namely employees who have worked for more than one year. The analysis tool used was SEM with the Lisrel program, the research sample was 157 respondents consisting of 87 women and 70 men aged 24-39 years. The research results imply that employee performance is mediated by commitment, commitment is influenced by leadership style, and leadership and organizational culture directly influence employee performance.
Strategi Pemasaran Bank Syariah Indonesia Terhadap Generasi Millenial dan Gen Z: Pendekatan Marketing Mix Persfektif Lovelock dalam Meningkatkan Loyalitas Nasabah Persfektif UU Perbankan Syari’ah Nia Puspita Hapsari; Liza Nora
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.9603

Abstract

The research aims to analyze the marketing strategy of Islamic banking services implemented by (BSI) to attract, and retain millennial and Gen Z customers a midst increasingly tight competition in the Islamic banking industry. Applying the services marketing mix approach according to Love lock (7P: Product, Price, Place, Promotion, People, Process, Physical Evidence), the study examines the effectiveness of BSI’s marketing strategy based on the perceptions, and satisfaction of Millennial, and Gen Z customers. The approach used is qualitative, with literature studies, digital media observation, and thematic analysis of BSI’s marketing campaign. The results show that BSI implements a digitization approach, modernly packaged Sharia values, and storytelling based on social benefits to attract the younger generation. The study is reviewed from the perspective of Law/No.21/2008” Sharia Banks emphasize the principles of fairness, transparency, and Sharia values in banking services. The findings provide strategic implications for BSI in formulating more segmented marketing policies based on the needs of the younger generation in line with the also provide strategic insights for Sharia banks in managing the market segmentation of Millenials and Gen Z sustainably.
Transformasi Globalisasi 5.0: Pergeseran Strategis Dalam Perilaku Konsumen dan Ekosistem Digital Dalam Persfektif UU ITE 2024 Nia Puspita Hapsari; Agus Nurudin; Nor Laila; Endang Ruswanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.10125

Abstract

This research examines how the transformation towards “Globalization 5.0” triggers strategics changes in consumer behavior, and the digital ecosystem, and how these changes requires adjustments to the regulations of the 2024 version of the ITE Law regarding these changes. The era of Globalization 5.0 marks a new chapter in the relationship between technology, behavior, and global business strategy. This transformation is not only marked by the acceleration of digitalization is not only marked by the emergence of a digital ecosystem integrated with local, data driven, and sustainable values. The research aims yo analyze how the shift towards Globalization 5.0 changes consumer behavior and corporate marketing strategies, and corporate marketing strategies in the context of digitalization, and how the regulations of the 2024 version of the ITE Law change. The research method used was a systematic  literature review with  a qualitative approach. The results show that global business strategies are now transforming into a global digital ecosystem, where companies must adapt marketing strategies that are responsive to local cultures, but based on technologies such as Artificial Intteligence (AI), and the Internet of Things (IoT). The study emphasizes the importance of integrating digitlaization, local cultural values, and consumer behavior as the foundation of competitive strategy in the era of Globalization 5.0. The revised 2024 ITE Law still contains “rubber” articles, potential regulatory overlap (for example, with the Personal Data Protection Law), and weak adaptation to new technologies are identified as regulatory barriers.
Diversifikasi Minuman Kaleng atau Botol (Studi Kasus: Strategi Diversifikasi Produk You C 1000) Persfektif UUPK Nia Puspita Hapsari; Suhendar Sulaiman; Endang Ruswanti
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 3 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i3.10835

Abstract

Product diversification is a strategy generally implemented by Fast Moving Consumer Goods (FMCG) companies to expand the market, and increase competitiveness. However, this strategy must be implemented by paying attention to consumer protection aspects as regulated in Law No. 8/Th.1999 concerning Consumer Protection (UUPK). This Study aims to analyze the product diversification strategy of You C 1000 canned, and bottled beverages from the persfective of UUPK, especially regarding consumer rights, and obligations, and the responsibilities of business actors. The study uses a qualitative approach with a case study method through secondary data analysis in the form of library documents, statutory regulations, and scientific literature in the field of marketing and consumer protection law. The results of the study indicate that the product diversification strategy of You C 1000 through the development of flavor variants, and packaging innovations to obtain a safe, and beneficial products. However, the company needs to ensure that health benefit claims are conveyed honestly, correctly, and not misleadingly to avoid violating the provisions of  Articles 8 and 9 of UUPK. Research confirms that product diversification is not only orinted towards business growth, but must also prioritize the principles of legal responsibility, and consumer protection in order to create fair, and sustainable business practices.
Co-Authors Agus Nurudin Angela, Nofia Annisa Fitria Bahrudin, Nurbaiti Daman Sudarman Darman, Melani Endang Ruswanti Endang Ruswanti Fachry Abda El Rahman Ferry Kurniawan Imam Muhtadin Irwan Sofwan Januarko, M. Unggul Januarko, M. Unggul Januarko, Moehammad Unggul Juwita, Silvia Ratna Linda Purnamasari Marwan, Rudi Heri Ngakan Made Karya Mardika Nor Laila Nora, Liza Novita Kurniawati Nurbaiti Oktavia Lendo Oktoria S, Sabrina Oktoria S, Sabrina Padaloka, Rocky Putra Maya Putriani, Ananda Rambuni, Arraya Rambu Rurianto, Joko Sajali, Munawir Suhendar Sulaiman Sulaiman, Suhendar Sumitro, Dewi Sari Syaharani, Regina Pinkan