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Nurul Inayah
Universitas Islam Negeri Sumatera Utara
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Journal : sentralisasi

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Analysis of Halal Fashion Business Development Strategies in Medan City Hafizah Mahira Nasution; Tri Inda Fadhila Rahma; Nurul Inayah
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 ABD. Hadi Saputra Pulungan Abdul Rafi Alrasyid Alya Abdul Ramadhani Andri Wibowo Anggi Pranata Anita Pramadani Lubis Arifin Fauzi Lubis Arnida Wahyuni Lubis Asiah Husnul Khatimah Atika Azhari Akmal Tarigan Chilvia Azhari Dedek Joefanny Desi Elisa Fitri Dinda Dewi Rahma Wijaya Elina Sari Elvina Riska Elvina Zailanty Harahap Fathur Rahman Ansori Febry Ansyah Fike Quraniyah Habibul Ahir Hafizah Mahira Nasution Hasri Nasution Heldia Fitri Hendra Harmain Hendra Harmain Hidayatul Munawwarah Indah Sari Isnaini Harahap Kamilah, K Khadir, Abdul M Rizky M. Fawwaz Eljawahir Hasibuan Maisyaroh, Elvira Marliyah Maryam Batubara Maryam Batubara Maryam Batubara Mhd Faiz Al Maisi Morina Sari Simamora Muhammad Arif Muhammad Arif Muhammad Bima Nugraha Muhammad Ikhsan Harahap Muhammad Ikhsan Harahap Muhammad Ikhsan Harahap Muhammad Rizky Putra Muhammad Sandi Muhammad Syahbudi Muhammad Syahbudi Muhammad Zainuddin Azi Mulky Alrasi Hutagalung Munthe, Rahmad Raihan Nabila Khairina Nadya Dewi Anggita Nazwa Nadia Nur AhmadBiRahmani Nur Ahmadi Bi Rahmani Nur Ahmadi Bi Rahmani Nurbaiti Sirait Nurbaiti, Nurbaiti Nurlaila Nurmaya Dewi Sahfitri Rambe Nursantri Yanti Nursapa Indah Damanik Nurul Jannah Nurwijayanti Prans SintiaDiadani Rabiatul Hadawiyah Ritonga Rahma Syafitri Rahmat Syahputra Boangmanalu Rahmi Syahriza Reny Tri Viola Sari Reza Rahmadani Ricky Widyanto Rizki Anggiani Simbolon Safa Maisyarah Siregar Saidah Ulfah Pohan Salwa Hayati Harahap Saniya Mahira Amri Sapriani Sapriani Sherli Monika Siti Ardianti Sovia Harahap Sri Ramadhani Sri Sudiarti Suci Pranasari Sugianto Sugianto Syahruna Fitri Tri Inda Fadhila Rahma Tuti Anggraini Tuti Anggraini Wahyu Syarvina Waizul Qarni Wan Ronaldo Nasution Wawan Paimaon Simatupang Windy Adinda Sari Yenni Samri Juliati Nasution Zainal Arifin Kholil Zuhrinal M Nawawi Zumrohtul Husnah