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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Nugraha, Bima Wahyu Adi
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Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other

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The Impact of Digitalisation of Social Media on Muslim Fashion Marketing: A Case Study of Al-Fath Muslim Fashion Store in Surakarta Nugraha, Bima Wahyu Adi
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2023: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.4308

Abstract

The increasing prevalence of smartphones has led to a shift in consumer behaviour towards accessing and purchasing goods through mobile devices. This trend has extended to marketing and distribution of products, including at Al-Fath Muslim Fashion Store in Surakarta. The purpose of this research is to investigate the impact of social media digitalisation on product marketing. This study uses a qualitative research method and employs data collection techniques such as observation and interviews with Al-Fath Muslim Fashion Store employees and consumers in Surakarta. The findings suggest that the implementation of social media digitalization by Al-Fath Surakarta has a significant impact on the marketing of their products. Social media serves as a promotional and product launching tool, providing widespread access and visibility of Al-Fath Surakarta's products. Furthermore, the store appeals to customers beyond the Surakarta area, and social media assists these customers in locating their desired products.
Strategies for the Impact of the COVID-19 Pandemic on the Muslim Clothing Industry (A Case Study of Al-Fath Muslim Fashion Store in Surakarta) Nugraha, Bima Wahyu Adi
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2023: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.4309

Abstract

The COVID-19 pandemic has impacted the Indonesian economy, especially UMKM players. Al-Fath Muslim Fashion Store, which operates in the fashion industry in Surakarta city, stands out due to its strategic location in the city centre and a predominantly Muslim residential area and has attracted the attention of researchers investigating implemented strategies amidst the pandemic. Employing a qualitative method, direct immersion was utilized to obtain samples through primary sources by means of interviews and real-time document analysis. Processed using a descriptive approach, the focus of the results lied in the problem formulation. The COVID-19 pandemic strategies implemented at Al-Fath Store could act as an emergency plan for the future. This includes introducing new innovative products that adhere to government guidelines, such as a set of hijabs and masks, to attract a wider audience. Al-Fath Store's focused approach and innovative solutions during the pandemic showcase a resilient defense for UMKM players that could be used as a benchmark for others in the industry.
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