<![CDATA[Increasingly tight competition in the hijab business requires business actors to offer the right products, prices, and marketing strategies, yet most of the 65 women's hijab businesses in Lhokseumawe City remain small-scale and struggle to increase sales. This study aims to examine the effect of product variation, price, and digital marketing on the business success of women's hijab enterprises in Lhokseumawe City. A quantitative approach was used with saturated sampling of 65 business actors; data were collected through a Likert-scale questionnaire and analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. Results show that product variation has a negative and insignificant effect, while price and digital marketing have positive and significant effects on business success, with the three variables together explaining 36.2% of its variance. It can be concluded that price is the most dominant factor, followed by digital marketing, while product variation has not proven to be a significant differentiator, so business actors are advised to prioritize competitive pricing and the optimization of digital marketing..]]>
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