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All Journal CAPITALIS (JOURNAL OF SOCIAL SCIENCES) NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS)
Andika Isma
Entrepreneurship Study Program, Makassar State University
Religion Humanities Social Sciences

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THE INFLUENCE OF PRODUCT DIFFERENTIATION STRATEGIES, DIGITAL MARKETING AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE IN THE SDRA.WEAR MUSLIM FASHION BUSINESS Sri Mega Wahyuni Arwin; Agus Syam; Valentino Aris; Asmayanti; Andika Isma
CAPITALIS: JOURNAL OF SOCIAL SCIENCES Vol. 2 No. 3 (2025): JULI
Publisher : Adisam Publisher

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Abstract

The Muslim fashion industry in Indonesia continues to grow in line with the increasing demand for apparel that aligns with Islamic religious and cultural values. Competition in this market has intensified with many local brands offering attractive designs. To survive and excel in this competition, Muslim fashion businesses must implement product differentiation strategies, digital marketing, and product innovation. This study aims to (1) analyze the significant influence of product differentiation strategies on competitive advantage, (2) examine the significant influence of digital marketing on competitive advantage, and (3) analyze the significant influence of product innovation on competitive advantage. The research employs a quantitative method using multiple regression analysis to examine the collected data, with instruments including surveys or questionnaires. The population of this study consists of SDRA.WEAR customers who have made purchases and provided online reviews. The sample was selected using convenience sampling, targeting 60 respondents who were easily accessible and willing to participate. The results of this study indicate that (1) there is no significant positive influence of the product differentiation strategy on competitive advantage in the Muslim fashion business SDRA.WEAR, (2) digital marketing significantly and positively influences competitive advantage, and (3) product innovation also has a significant impact on competitive advantage in the Muslim fashion business SDRA.WEAR.
THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS AT ES BERKAH BUSINESS IN SOPPENG REGENCY Nurul Akbar; Agus Syam; Andika Isma; Muhammad Jufri; Nur Halim
NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Vol. 1 No. 8 (2025): JULI
Publisher : CV. ADIBA AISHA AMIRA

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This study aims to determine the influence of product quality and price on purchasing decisions at the Es Berkah business in Soppeng Regency. The research uses a quantitative approach with data collected through questionnaires distributed to consumers who have made purchases at Es Berkah. The variables studied include product quality and price as independent variables, and purchasing decision as the dependent variable. Data analysis was conducted using multiple linear regression. The results show that both product quality and price have a positive and significant effect on purchasing decisions. Among the two variables, product quality has a stronger influence. These findings suggest that improving product quality while maintaining competitive pricing can effectively increase consumer purchasing decisions at Es Berkah. The study provides practical implications for small business operators to focus on quality improvement strategies to strengthen market positioning.
STRATEGY OF SEAWEED UMKM DEVEOPMENT IN UJUNG BAJI VILLAGE, SANROBONE DISTRICT,TAKALAR REGENCY (CASE STUDY OF MAKKIO DALLE COOPERATIVE) Sri Narti Baharuddin; Marhawati Najib; Agus Syam; Muhammad Rakib; Andika Isma
NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Vol. 1 No. 8 (2025): JULI
Publisher : CV. ADIBA AISHA AMIRA

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This type of research is conducted using a qualitative field method (field research). The research approach used in this study is a qualitative observation approach, The research design used is a qualitative approach, Data collection methods used in this study include: Interviews, Observations, Documentation. This study analyzes the development strategy of seaweed MSMEs in Ujung Baji Village based on a SWOT analysis. The results show that strengthening competitive advantages such as clean waters, fast harvest cycles, and high carrageenan content can be the foundation for competing in the cosmetic, pharmaceutical, and export markets. However, challenges such as limited capital, traditional technology, dependence on raw materials, and threats of market competition and environmental damage hinder optimal potential. Strategic solutions include modernization of cultivation, diversification of processed products, HR training, organic certification, and digital marketing. Multi-party collaboration (government, private sector, MSMEs) and ongoing assistance are needed to increase added value, reduce dependence on middlemen, and create a sustainable value chain. Although the existing strategy is right, more concrete implementation and long-term commitment are still needed to achieve inclusive and competitive economic transformation.
Co-Authors Agus Syam Asmayanti Marhawati Najib Muhammad Jufri Muhammad Rakib Nur Halim Nurul Akbar Sri Mega Wahyuni Arwin Sri Narti Baharuddin Valentino Aris