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All Journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan
Utami, Dian Gita Utami
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Decision Sciences, Operations Research & Management Library & Information Science

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Membentuk Identitas Muslimah Modern: Strategi Pemasaran Digital UMK Hijab di Makassar Syam, Syachriani; Utami, Dian Gita Utami
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v30i1.15484

Abstract

BIAH hijab is a small local business in the fashion industry that produces various types of hijabs, collaborates with local tailors, and utilizes digital platforms as its primary marketing medium. Despite these efforts, the brand faces low awareness, resulting in many potential customers being unfamiliar with BIAH Hijab and a number of transactions being canceled. In the current digital era, people increasingly obtain information through the internet, creating opportunities for digital marketing to address these issues. This study aims to assist BIAH Hijab in overcoming promotional challenges and improving brand visibility. The research employs a descriptive qualitative method. Data were collected through observation, interviews, and documentation, and analyzed descriptively using a SWOT framework to assess strengths, weaknesses, opportunities, and threats. The analysis reveals that BIAH Hijab has strong product quality and local partnerships but faces weaknesses in promotional consistency. Opportunities exist in expanding digital marketing channels and influencer collaborations, while threats include intense market competition. The study recommends that BIAH Hijab develop a structured digital marketing strategy, strengthen collaborations with external partners, and leverage data analytics to enhance campaign performance. Keyword: Digital Marketing, BIAH hijab, SWOT, Social Media, Muslimah Fashion
Co-Authors syam, syachriani