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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Wisesa: Jurnal Pengabdian Masyarakat Green Inflation: International Journal of Management And Strategic Business Leadership
Zenitha Kurnia Putri
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Religion Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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SOCIALIZATION “ARCA” AS AN INTRODUCING HISTORICAL TOURISM MALANG REGENCY Noveria Anggraeni Fiaji; Prima Zulvarina; Khalid Rahman; In’amul Wafi; Zenitha Kurnia Putri
Wisesa: Jurnal Pengabdian Masyarakat Vol. 1 No. 1 (2022): WISESA - Jurnal Pengabdian Masyarakat
Publisher : UPT. PKM UB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.wisesa.2022.01.1.2

Abstract

The service team targeted the Malang Regency Tourism and Culture Office as the organizer of activities in the tourism sector. The main task of the Department of Tourism and Culture is tourism promotion. Therefore, it is hoped that the ARCA application can be part of a tourism promotion strategy in Malang Regency. Candi Jago is chosen as the object of this application because on the main terrace of the temple there are Reliefs about fables that contain moral values for tourists. With the ARCA Application, tourists do not need to hesitate anymore to be able to visit Candi Jago because ARCA can help tourists to read the Reliefs found on the main terrace with 3-Dimensional AR (Augmented Reality) media in the form of animated videos. The methods used are the online lecture method, the online question and answer method, and the online demonstration method. The results of the evaluation of the outreach, the ARCA application is still limited and available on the Play Store and cannot be downloaded on the App Store, because during the application trial, there were participants who asked why on their smartphone they could not download the application. Meanwhile, another obstacle is that your smartphone does not support being able to download the ARCA application because it requires an upgrade to the latest version.
Competitive Advantage Analysis of Scarf Brands: A Comparative Study of Ash Scarf, Brand Botton Scarf, and Umama Zenitha Kurnia Putri; Sudarmiatin Sudarmiatin
Green Inflation: International Journal of Management and Strategic Business Leadership Vol. 2 No. 2 (2025): May : Green Inflation: International Journal of Management and Strategic Busine
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/greeninflation.v2i2.340

Abstract

This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.
DIGITAL BUSINESS TRANSFORMATION IN MODEST FASHION: A CASE STUDY OF ASH SCARF Zenitha Kurnia Putri; Rita Anggraini Rahayu; Budi Eko Soetjipto
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 3 (2025): May
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i3.3040

Abstract

This article investigates the digital transformation journey of Ash Scarf, a local modest fashion brand in Indonesia. Applying qualitative methods, including interviews, field observations, and digital content analysis, the study explores how Ash Scarf adapted to a rapidly shifting digital landscape. Key findings highlight the brand's strategic use of social media, e-commerce platforms, and digital analytics tools to enhance customer engagement and operational agility. Situated within broader theories of digital capability, strategic marketing adaptation, and customer co-creation, the case demonstrates how small enterprises can harness digital tools for survival, expansion, and long-term competitiveness.
Co-Authors Budi Eko Soetjipto In’amul Wafi Khalid Rahman Noveria Anggraeni Fiaji Prima Zulvarina Rita Anggraini Rahayu Sudarmiatin