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The development of digital technology and internet penetration are driving changes in consumer behavior and demanding that MSMEs not only adapt but also understand the operational motives and marketing channel integration strategies to face competition in the digital era. This study aims to examine the operational motives and technical adaptation processes of Micro, Small, and Medium Enterprises (MSMEs) in Bali in integrating online and offline marketing channels through an omnichannel strategy to respond to intense market competition in the digital era. This descriptive qualitative research uses a multiple case study approach in three different MSME sectors: goods maintenance services, creative services, and fashion retail. Data collection was conducted through direct observation, in-depth interviews, and a review of digital activities, then analyzed through single-case and cross-case stages. The results show that MSMEs optimize digital channels as instruments to expand reach and trigger consumer emotional engagement through a visual storytelling approach, while physical stores are crucially maintained as points of sensory validation. Functional integration has been proven to accommodate the shift in consumer behavior towards a hybrid decision-making pattern. In this pattern, consumers conduct information searches and initial evaluations online, but tend to shift to offline interactions to validate quality and finalize transactions to minimize purchase risk. In conclusion, cross-channel operational synergy has proven essential in boosting the competitive advantage of MSMEs.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

The Pious Children Festival is a collaborative work program implemented by students (KKN) of Batang Hari Islamic University in Jelutih Village, Batin XXIV District. This activity aims to instill religious values ​​and strengthen children's self-confidence from an early age. A pious child is defined as an individual who consistently behaves well, possesses strong faith, and is devout in practicing Islamic teachings. The objectives of the Pious Children Festival include: (1) increasing children's enthusiasm for studying Islamic teachings, (2) developing children's interests and talents in religious matters, and (3) fostering children's self-confidence in showcasing their abilities. This activity is packaged in the form of religious competitions that include the call to prayer (adhan), memorization of short surahs (chapters), daily prayers, Qur'an recitation, and an Islamic fashion show. Participants from the PAUD (Early Childhood Education), Kindergarten (TK), and RA (Islamic Elementary School) levels take part. The implementation method involves several stages: analyzing the needs of early childhood children, planning activities, implementing programs, and evaluating and following up on the results. The results of the Pious Children Festival demonstrated an increased enthusiasm among the children of Jelutih Village for learning about Islam. Furthermore, this activity also had a positive impact on increasing the children's courage and confidence in showcasing their religious talents. This was evident in the changes in the attitudes of several boys who previously lacked confidence in performing the call to prayer, but after participating in this activity, became more courageous and confident.

The rapid development of social media has made fashion brands, especially modest fashion, increasingly collaborate with influencers to increase brand awareness. This study discusses the role of influencer credibility in increasing brand awareness of the brand @zaskiasungkarjakarta through Instagram content. The method used a case study with a qualitative approach. Data was collected through interviews and documentation, then analyzed through the stages of data reduction, presentation, and drawing conclusions. The results show that influencer credibility plays a significant role in maintaining brand awareness. There are three main dimensions that are visible: expertise, trustworthiness, and attractiveness. Trustworthiness is evident from the honesty and consistency of influencers when showing or reviewing products. Meanwhile, attractiveness arises from the match between the influencer's lifestyle and image with the brand, making the audience feel more relatable and trusting. Overall, influencer credibility helps increase brand awareness from the brand recognition stage (people start to recognize), brand recall (people can remember again), until the brand finally becomes top of mind in the minds of the audience.

This study aims to analyze the relationship between production techniques, selection of textile materials and the level of sustainable fashion implementation in MSMEs in the fashion sector in Indonesia. The method used in this study is a quantitative approach with an expplanatory descriptive design. Data was collected through a questionnaire distributed to MSME respondents in the fashion sector and collected 100 respondents. The variables tested in this study are knowledge of sustainable fashion, production techniques used by MSMEs and textile materials applied in production. Data analysis used validity, readiness, t-test and multiple linear regression tests. The results of the study show that production techniques have a significant influence on the level of sustainable fashion implementation, with a p-value of 0.041. Meanwhile, textile knowledge and materials did not show a significant influence on the implementation of sustainable fashion with a p-value of >0.05. The value of the determination coefficient (R2) for production techniques is very high at 0.95, which shows that production techniques are the most influential factor in the implementation of sustainable fashion in MSMEs in the fashion sector to prioritize the development of sustainable production techniques as the main step towards increasing sustainability in the fashion sector.

The development of artificial intelligence technology is a great opportunity for the fashion industry, especially in designers based on personalization and consumer needs. This study aims to examine Midjourney's AI technology in the design personalization process by integrating solid data and consumer style preferences. This research is expected to support the concept of mass customization in the fashion industry and increase the relevance of design to user character. This research uses a mixed method method by combining quantitative data and qualitative data. The research stages include body data collection and style preferences, prompt formulation, data-driven prompt formulation, design generation using Midjourney, design validation by experts and consumers, and integrated data analysis.The results showed that the majority of the designs produced were considered feasible in terms of construction (83%) and in accordance with the character of the consumer's body (75%). The modest and minimalist style categories received the highest personalization scores. The qualitative findings reinforce the quantitative results, showing that consumers feel the fit of the style and proportions of the design with the character of their bodies.The study concludes that Midjourney's AI integration in the fashion design process is able to effectively support design personalization, although it still requires the role of designers in technical refinement. This approach has the potential to be an innovative solution in the development of data-driven fashion design.

This community service activity aims to socialize the development of Human Resource (HR) competencies in the Fashion Design Department at SMK Al Ihsan to face the transformation of the fashion industry based on digital technology. The main challenge faced is the gap (mismatch) between the school curriculum, which still focuses on conventional production techniques, and the needs of an industry that is now digital and automated. The method used in this activity is a participatory and educational approach that includes four stages: needs observation, delivery of theoretical material (lecturing), focused group discussions (FGD) accompanied by application demonstrations, and evaluation. The results of the activity show an increase in participants' understanding of concepts such as eco-fashion, the creative economy, as well as the introduction of digital technologies like 3D design applications (CLO3D) and digital pattern making. Through the integration of four competency pillars hard skills, soft skills, digital skills, and entrepreneurial skills it is expected that graduate profiles can transform from operational seamstresses into competitive fashionpreneurs in the global market. The conclusion of this activity emphasizes that the Link and Match strategy and mastery of technological literacy are key to effectively reducing the skills gap of students in the Industry 4.0 era.

This community service program aims to enhance the capacity of traditional clothing UMKM in Palembang through product innovation and business management training in order to support the development of local fashion tourism. UMKM engaged in producing songket, jumputan, and Palembang batik possess significant economic and cultural potential; however, they face various challenges, including limited design innovation, weak business management skills, and insufficient utilization of digital technology for marketing. Through collaboration between the lecturer team of Politeknik Prasetiya Mandiri and the Palembang City Tourism Office, the program was implemented through workshops, business mentoring, and digital marketing training involving UMKM actors, students, and the local community. The results show improvements in participants’ knowledge and skills in developing creative product designs, enhancing production quality, and managing their businesses more professionally. Participants also gained a deeper understanding of digital marketing strategies as an essential tool to expand market reach. This program has contributed positively to strengthening local cultural identity while creating opportunities for creative economic growth through fashion tourism. The implementation of this initiative is expected to serve as a sustainable effort to improve the competitiveness of UMKM and support the economic development of Palembang.

The implementation of the concept of sustainable fashion is an effort carried out by fashion players to create sustainable fashion products so as to reduce the impact of fast fashion. Forms of implementing the concept of sustainable fashion include the zero waste puttern cutting technique and the use of natural dyes. Cutting techniques without leaving scraps and liquid waste produced from the textile production process. The purpose of the study was to determine the process of implementing zero waste in ready to wear with ecoprint natural dye textiles. The data collection methods used are observation, documentation and literature methods. The analysis used in this study is qualitative data analysis. The process begins with creating ecoprint motifs using steam techniques and adding cibori motifs, the process of creating designs and planning the layout of the pattern components, and planning the layout of patterns on ecoprint materials, the cutting process, installing tricot, followed by the sewing process to unite the pattern components. The initial stage in this process is sewing the top. Conclusion of the process of applying the zero waste puttern cutting technique with ecoprin natural dye textiles is one of the visionary concepts where creating clothes starts from making motifs. with ecoprin natural dye textile is one of the visionary concepts where creating clothes starts from making motifs with natural dyes and continues with efforts to minimize fabric waste by applying the zero waste concept to the cutting pattern process and continues with the sewing process until completion, so that it can be used as a solution and reference in the fashion field for making clothes sustainably. Suggestions for applying the zero waste concept to be more optimal, the design of motif designs and pattern designs should always go hand in hand so that all motifs can be used and in accordance with the design to minimize fabric waste and dye waste.

Endek Bali weaving is a distinctive cultural heritage of Bali that has been increasingly applied to various product design elements, including interior accents and fashion media. While the use of Endek fabric has been applied to various bag accents, the integration of traditional fabrics in chef knife bags is still rare, resulting in monotonous designs. This study aims to design a chef knife bag incorporating the Endek Bali motif as part of a multifunctional product design. The chef knife bag not only functions as a bag for carrying kitchen knives but also as a stand or mat for knives during cooking events. This design uses synthetic leather, which closely resembles real leather but is more affordable and environmentally friendly. By incorporating the Endek Bali motif into this design, it is hoped that it will introduce Balinese culture to the global stage, particularly in the culinary and creative industries. Furthermore, this design offers a practical solution for culinary professionals who need easy-to-carry and functional tools for attending cooking events or competitions. Through this design, it is expected to enhance aesthetic value while supporting the preservation of Indonesian culture.

This research aims to analyze the forms of legal protection for copyright over fashion design and the judicial considerations applied in deciding copyright infringement in Putusan Pengadilan Niaga Makassar No. 1/Pdt.Sus-HKI/Cipta/2020/PN Niaga Makassar through a normative legal research method grounded in statutory and case approaches, where the findings demonstrate that fashion designs published through Instagram fulfill the elements of copyrightable works under Undang-Undang Nomor 28 Tahun 2014 tentang Hak Cipta because they meet the requirements of originality and fixation, thereby receiving automatic protection without the need for registration, while the Panel of Judges in the decision acknowledged the existence of copyright infringement based on substantial similarities between the plaintiff’s designs and the defendant’s uploads, yet the rejection of the plaintiff’s claim for compensation is considered insufficient to provide comprehensive legal protection because it does not restore the economic or moral losses suffered and fails to produce a deterrent effect for infringers, thus emphasizing the need to strengthen copyright protection in the digital era, particularly within the fashion industry, through judicial decisions that are more comprehensive, progressive, and responsive to technological developments and the increasing complexity of copyright violations.

The continuously evolving fashion industry encourages designers to innovate, one such way being the adaptation of Japanese origami techniques into avant-garde fashion design. This research explores the application of origami butterfly forms in garments using a Research and Development (R&D) methodology. This methodology involves stages such as (1) potential problems, (2) data collection (literature review, observation, documentation), (3) product design, (4) design validation, (5) design revision, (6) product trial, (7) product revision, (8) wear trial, (9) product revision, and (10) mass production.The objectives of this study are to understand the application of innovative Japanese origami techniques in avant-garde fashion and to detail the garment creation process utilizing these techniques. In this research, the author focuses on the origami form as the central point. The findings indicate that origami techniques can produce unique and strong visual structures. A technical tip for creating these garments is to use a larger stitch size (7 stitches per inch) when sewing synthetic leather to prevent material damage. Expert validation suggests that this design has the potential to be developed as a contemporary fashion innovation, blending traditional values with modernity. This research is expected to serve as a reference for designers and academics interested in incorporating traditional techniques into modern fashion works.

This research aims to examine the application of weaving techniques combined with macrame in making hoodie jackets made from used denim, as an effort to support sustainable fashion. The background of this research is the increase in textile waste, especially used denim, which has not been maximally utilized. The method used is Research and Development (R&D), with the stages of design design, making samples of woven techniques, validation by experts, and making prototypes. The technique applied was two-axis plaiting combined with macrame knots using braided cotton rope. The results showed that the combination of these two techniques could be effectively applied to the hoodie jacket structure. The resulting prototype proved to be functional, comfortable to wear, and has high aesthetic value. This research is in line with previous findings such as Syaani (2020), which showed the role of webbing as a structural and decorative element, as well as Tiara Lugina (2015) and Mayarani (2019), which highlighted the visual strength of traditional techniques in modern fashion. Based on the results of the research, it is suggested that pressing of the seams is done before turning to prevent thickening, and macrame knots are locked on the lining to make it more stable. The results of this study show that the combination of webbing and macrame with used denim is effectively applied in the design of an innovative and environmentally friendly jacket.

The development of digital technology and the massive penetration of social media have transformed consumption patterns, particularly among younger generations. Excessive use of social media may lead to addictive behavior, which has the potential to trigger psychological anxiety such as fear of missing out, and ultimately encourage impulse buying behavior. Denpasar City, as a center of urbanization and consumption in Bali, serves as an appropriate location to examine this phenomenon, as its community tends to be consumptive and highly active in social media use. The purpose of this study is to explain the role of fear of missing out in mediating the effect of social media addiction on impulse buying. This study employs Uses and Gratifications (U&G) theory as the theoretical foundation, with a sample of 130 respondents selected using purposive sampling. Data collection was conducted through a questionnaire method. The study applied descriptive and inferential techniques, including Path Analysis, Classical Assumption Test, and Sobel Test. The findings reveal that fear of missing out mediates the effect of social media addiction on impulse buying. This study strengthens the understanding that social media not only influences social interaction but also shapes impulsive consumption behavior as a result of psychological pressure and exposure to digital content.

Tinctori is a company focused on sustainable fashion products using natural dyes. Based on observations and interviews, Tinctori’s existing promotional media are still limited and have not effectively conveyed its sustainability values or modern fashion appeal. Therefore, a more engaging, informative, and accessible promotional medium is needed. This study aims to design a digital photobook as a marketing support medium for Tinctori’s products. The research uses a qualitative method with a linear strategy, consisting of problem identification, data collection, analysis, design, and testing stages. The result is an interactive e-book–based digital photobook that presents the company profile, production process, and product catalog of Tinctori. Based on the testing results, the media was considered attractive, communicative, and effective in conveying the brand message and increasing audience interest. This research is expected to serve as an example of efficient, eco-friendly digital media that supports sustainable fashion promotion in Indonesia.  

Reworked clothing refers to the process of taking existing garments or textiles and transforming them into new clothing. Wearing reworked clothing is one of the best ways to reduce fashion waste while creating unique and environmentally friendly apparel. Generation Z is a digital generation that tends to express themselves through the clothing they wear. This study explains the simultaneous and partial effects of the variables willingness to pay, income, product quality, and conceptual understanding of the SDGs on the purchase probability for reworked clothing. The research was conducted on 100 respondents in South Jakarta who followed the Instagram account @make.them.jealous by distributing an online Google Form questionnaire, with data analysis performed using SPSS software. The purpose of this study was to determine the simultaneous and partial effects of the independent variables on the dependent variable. The results showed that willingness to pay, income, product quality, and conceptual understanding of the SDGs simultaneously had a significant effect on the purchase probability for reworked clothing. However, willingness to pay and income did not have a partial effect on purchase probability for reworked clothing, while product quality and conceptual understanding of the SDGs had a significant partial effect on the purchase probability for reworked clothing.

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.

This study aims to evaluate the extent to which the Shopee e-commerce platform affects the sales rate of clothes in Pasar 16 Ilir, Palembang, which is known as one of the largest clothing trading centers in South Sumatra. The background of this research departs from the phenomenon of the rapid development of e-commerce in Indonesia, where Shopee dominates the fashion category and is the main choice of consumers in online shopping. The change in consumer behavior from conventional to digital shopping patterns encourages businesses in traditional markets to adjust strategies to remain relevant and competitive in the increasingly dynamic era of digital transformation. This research method uses a combination of quantitative and qualitative approaches. A survey was conducted on 100 sellers and 150 consumers to collect data on shopping habits, perception of promotions, and the impact of using Shopee on clothing sales. In addition, in-depth interviews with several business actors at Pasar 16 Ilir were conducted to gain a more detailed understanding of the adaptation strategies they implemented. Data analysis shows that Shopee's promotional features, such as discounts, cashback, and flash sales, are the dominant factors that increase consumer interest. Hedonistic aspects, including the convenience and pleasure of online shopping, as well as customer reviews, also have a significant influence on purchasing decisions. The results of the study confirm that the integration of Shopee with the traditional market contributes to the increase in the volume and sales value of clothes in Pasar 16 Ilir. The online-to-offline (O2O) synergy model helps merchants reach a wider market and improve their competitiveness. In conclusion, optimizing e-commerce platforms through effective promotion strategies, review management, and customer service is the key for MSME actors in facing competition in the digital era.

Innovation in the fashion industry is increasingly influenced by the integration of technology, which plays a crucial role in creating more efficient and sustainable design practices. This study explores the potential of combining fabric slashing techniques with artificial intelligence (AI) to optimize the design process, reduce textile waste, and support sustainability goals. Using a mixed-methods approach, the study involved experimentally developing an AI-based algorithm capable of automatically generating cutting patterns. Surveys and in-depth interviews with fashion designers provided qualitative insights into the acceptance, feasibility, and challenges of adopting this technology in a real-world design environment. The results indicate that integrating AI into cutting techniques reduced textile waste by up to 25%, while accelerating the design process and enabling the creation of more complex and innovative patterns compared to traditional manual methods. Furthermore, designers reported that the AI-based system not only increased efficiency but also expanded creative opportunities by presenting previously unimaginable design alternatives. The study also highlights the broader implications of AI applications in fashion innovation, particularly in adapting industry practices to global sustainability demands. By reducing waste and encouraging smarter production systems, AI has the potential to catalyze the transformation of the fashion industry towards an environmentally friendly and resource-efficient sector. The results of this study reinforce the importance of implementing cutting-edge technologies in response to growing environmental concerns and market demand for sustainable fashion. This research also makes a significant contribution to the development of modern design approaches by presenting empirical evidence of the synergistic benefits of traditional techniques and digital intelligence, while also offering practical recommendations for designers, researchers, and industry stakeholders to utilize AI as a strategy in building a sustainable fashion ecosystem that balances creativity, efficiency, and environmental responsibility.

The unemployment rate in Indonesia, especially among Generation Z, is still very high, especially among Vocational High School (SMK) graduates. The purpose of this study is to explore the entrepreneurial mindset and entrepreneurial readiness of Generation Z at SMK Negeri 1 Tambusai. The research was conducted using survey method through questionnaires involving 78 students of grade X and XI of Fashion Design and Production Department. The results showed that the majority of students have a high entrepreneurial mindset with 30% of students showing a very high mindset and 26% with a high mindset. In addition, entrepreneurial readiness is also at a high level with 18% of students showing very high readiness and 51% with high readiness. These results are in line with previous research which shows that growth mindset and entrepreneurship education play an important role in improving entrepreneurial readiness.