Shaping Modern Muslimah Identity: Digital Marketing Strategies Of Hijab Mses In Makassar

Authors

  • Syachriani Syam Politeknik Negeri Ujung Pandang
  • Dian Gita Utami Utami Administrasi Bisnis, Politeknik Negeri Ujung Pandang

DOI:

https://doi.org/10.31315/paradigma.v30i1.15484

Keywords:

Digital Marketing, BIAH hijab, SWOT, Social Media, Muslimah Fashion

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

References

Badan Pusat Statistik. (2025, Januari 30). Statistik E-Commerce 2023 - Badan Pusat Statistik Indonesia. https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html

Badan Pusat Statistik Indonesia. (2024, September 18). Jumlah Perusahaan Industri Skala Mikro dan Kecil Menurut 2-digit KBLI. BPS. https://www.bps.go.id/id/statistics-table/2/NDQ3IzI=/jumlah-perusahaan-menurut-2-digit-kbli

Badan Pusat Statistik Provinsi Sulawesi Selatan. (2022). Profil Industri Mikro dan Kecil Provinsi Sulawesi Selatan 2020. https://sulsel.bps.go.id/id/publication/2022/03/10/388a89d64d02853b220f1ee5/profil-industri-mikro-dan-kecil-provinsi-sulawesi-selatan-2020.html

Badan Pusat Statistik Provinsi Sulawesi Selatan. (2023). Profil Industri Mikro dan Kecil Provinsi Sulawesi Selatan 2021. https://sulsel.bps.go.id/id/publication/2023/03/03/31d79f7c3f8eb8c893d828a7/profil-industri-mikro-dan-kecil-provinsi-sulawesi-selatan-2021.html

Badan Pusat Statistik Provinsi Sulawesi Selatan. (2024). Profil Industri Mikro dan Kecil Provinsi Sulawesi Selatan 2022. https://sulsel.bps.go.id/id/publication/2022/03/10/388a89d64d02853b220f1ee5/profil-industri-mikro-dan-kecil-provinsi-sulawesi-selatan-2020.html

Tirta, A., Prasanti, W. S., & Iqbal Muslimin. (2022, Oktober 26). How local hijab producers could boost Indonesia’s economy | World Economic Forum. https://www.weforum.org/stories/2022/10/local-hijab-producers-impact-indonesia/

DOI-based Journal Article

Dimitrios, B., Ioannis, R., Ntalakos, A., & Nikolaos, T. (2023). Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Procedia Computer Science, 219, 688–696. https://doi.org/10.1016/J.PROCS.2023.01.340

Keke, M. E. (2022). The use of digital marketing in information transport in social media: the example of Turkish companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/10.1016/J.TRPRO.2022.06.297

Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/J.TECHSOC.2020.101425

Su, J., Zhang, Y., & Wu, X. (2023). How market pressures and organizational readiness drive digital marketing adoption strategies’ evolution in small and medium enterprises. Technological Forecasting and Social Change, 193, 122655. https://doi.org/10.1016/J.TECHFORE.2023.122655

Tam, F. Y., & Lung, J. (2025). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309. https://doi.org/10.1016/J.JJIMEI.2024.100309

Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142. https://doi.org/10.1016/J.TECHFORE.2023.123142

Downloads

Published

2026-01-31

How to Cite

Syam, S., & Utami, D. G. U. (2026). Shaping Modern Muslimah Identity: Digital Marketing Strategies Of Hijab Mses In Makassar. Paradigma: Jurnal Masalah Sosial, Politik, Dan Kebijakan, 30(1), 26–37. https://doi.org/10.31315/paradigma.v30i1.15484

Issue

Vol. 30 No. 1 (2026): January 2026

Section

Artikel

License

Copyright (c) 2026 Syachriani Syam, Dian Gita Utami Utami

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

The manuscript submitted to Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan journals are released under the license of Creative Commons Attribution-Non Commercial- ShareAlike (CC BY SA) if and when the article is accepted for publication.

We declare that:

  1. This paper has not been published in the same form elsewhere.
  2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
  3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.

 

Retained Rights/Terms and Conditions

Authors retain all proprietary rights  to the published works, such as (but not limited to) the following rights:

  1. Copyright and other proprietary rights relating to the article, such as patent rights,
  2. The right to use the substance of the article in own future works, including lectures and books,
  3. The right to reproduce the article for own purposes,
  4. The right to self-archive the article 

The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan