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All Journal International Journal of Economics, Business and Innovation Research Jurnal Pendidikan dan Sosial Humaniora
Reni Shinta Dewi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Pemaknaan Branding Hijab dalam Studi Semiotika Iklan XYZ di Kanal YouTube X Indonesia Fatimatuz Zahroh; Reni Shinta Dewi
Khatulistiwa: Jurnal Pendidikan dan Sosial Humaniora Vol. 4 No. 4 (2024): Desember: Jurnal Pendidikan dan Sosial Humaniora
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/khatulistiwa.v4i4.8093

Abstract

Women wearing hijab are currently the main target of the hijab fashion industry, along with the increasing popularity of the hijaber community that is growing both online through social media and offline. The hijab, which initially only functioned as a head covering, has now undergone a transformation into a part of a fashion trend that is loaded with aesthetic, style, and identity values. In this context, the Shampoo X Hijab Ice Tea advertisement offers a space for hijab-wearing women to express their existence through constructed imagery. This study aims to uncover the meanings contained in the advertisement by using a qualitative descriptive approach and Roland Barthes semiotic analysis method. This approach was chosen because it is able to unravel the signs, symbols, and myths hidden behind the representation of advertising, as well as understand the ideological dimensions that are not explicitly visible. Data collection is carried out through visual documentation and detailed observation of each ad scene aired on the Youtube platform. The results of the study show that even though this advertisement is commercial, there is a construction of meaning that displays the image of women wearing hijab as modern figures who are confident, healthy, productive, and still maintain freshness throughout the day. In addition, the advertisement depicts hijab-wearing women who are actively learning, maintaining a graceful, empowered appearance, and representing modern Muslim women who are harmonious between religious identity and contemporary lifestyles. In conclusion, the Shampoo X Hijab Ice Tea advertisement not only sells products, but also builds myths about modern Muslim women who are empowered, elegant, and confident. Semiotic analysis opens up opportunities to understand that advertising is not just a promotional medium, but also an important means in the formation of images, identities, ideologies, and social perceptions in society.
Digital Transformation in MSMEs: A Systematic Review of E- Commerce Implementation Challenges and Opportunities Indah Aprilia Putri; Reni Shinta Dewi; Andi Wijayanto
International Journal of Economics, Business and Innovation Research Vol. 4 No. 06 (2025): October- November, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i06.2513

Abstract

The growing pressures of a knowledge-based economy have made digital transformation increasingly essential for Micro, Small, and Medium Enterprises (MSMEs). Responding to this need, the present study reviews existing literature on how MSMEs implement digital marketing and e-commerce, with attention to their strategic approaches, the obstacles they encounter, and the performance outcomes associated with digital adoption. Through a Systematic Literature Review (SLR) of fifteen peer-reviewed publications from 2020 to 2025—most of which examine MSMEs in developing nations, especially Indonesia—the study identifies clear benefits of digital tools in enhancing competitiveness, innovation, and organizational resilience. However, these gains depend heavily on adequate digital literacy, capable human resources, and institutional preparedness. Persistent challenges include financial limitations, weak technological understanding, and insufficient skills development, though government initiatives, training programs, and ecosystem collaborations offer partial solutions. Evidence from Bangladesh and Jordan further supports the view that e-commerce, when paired with innovation capacity and strategic orientation, can improve MSME performance beyond domestic markets. Overall, the review emphasizes that narrowing the digital divide requires more than simply adopting new technologies; it entails fostering an innovation mindset, aligning multi-sector policies, and ensuring sustained capacity building to strengthen MSME competitiveness in the digital era.
Co-Authors Andi Wijayanto Fatimatuz Zahroh Indah Aprilia Putri