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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Economics and Management Sciences Green Inflation: International Journal of Management And Strategic Business Leadership
Rita Anggraini Rahayu
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Religion Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Digital Business Transformation in SMEs: A Case Study of Ash Scarf Rita Anggraini Rahayu; Budi Eko Soetjipto
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.v2i2.341

Abstract

This study meticulously analyzes the digital business transformation undertaken by Ash Scarf, a representative Small and Medium Enterprise (SME). The research meticulously highlights the strategic adoption and multifaceted utilization of digital marketing by Ash Scarf as a pivotal mechanism for business expansion, enhanced consumer outreach, and significant sales augmentation. To fortify these findings and contextualize them within broader academic discourse, a comprehensive bibliometric analysis of extant scholarly literature concerning digital marketing strategies pertinent to SMEs will be integrated, providing a robust understanding of prevailing trends and recognized best practices in this dynamic field.
Competitive Advantage of SMEs through Differentiation and Digitalization: A Case Study of Ash Scarf Rita Anggraini Rahayu; Sudarmiatin Sudarmiatin
International Journal of Economics and Management Sciences Vol. 2 No. 2 (2025): May : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i2.710

Abstract

This article discusses the concept of competitive advantage and its application in SMEs, with a case study on Ash Scarf, an SME in the hijab fashion industry. This study analyzes how Ash Scarf builds competitive advantage through differentiation and digitalization strategies. By referring to theories from Michael Porter and other experts, this research evaluates how Ash Scarf utilizes product uniqueness, customer service, and digital technology to compete in a competitive market. The research findings indicate that product differentiation and the effective use of digital platforms enable Ash Scarf to achieve a strong position in the market. This study also identifies the challenges SMEs face in implementing these strategies and provides recommendations for future development.
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 Sudarmiatin Zenitha Kurnia Putri