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All Journal Journal of Economics, Business, & Accountancy Ventura Journal of Business & Banking Journal of Economic, Bussines and Accounting (COSTING) Jurnal Admmirasi MEDIA MANAJEMEN JASA Jurnal Sosial dan Sains Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Ekonomics, Finance, and Management Studies Jurnal Cinta Nusantara
Endang Ruswanti
Universitas Esa Unggul
Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences Other

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Brand Positioning Media Sosial Terhadap 2 Merek Fashion Muslim Digital Branding Pendekatan UU Perlindungan Konsumen Nia Puspita Hapsari; Joko Rurianto; Endang Ruswanti; Dewi Sari Sumitro
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.
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 Ahmad Riyadi Siregar Benny Herlambang Dewi Victoria Fanie Nur Indriani Farichah . Fransisca Fransisca Hapsari, Nia Puspita Imam Muhtadin Irwandi Irwandi Joko Rurianto Kusumapradja, Rokiah Moehammad Unggul Januarko Mohamad Reza Hilmy Nor Laila Shella Vina Putri Suhendar Sulaiman Sumitro, Dewi Sari Widiyanti Permata Lestari