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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.

This study examines the practice and meaning of hijab among Muslim female students in the Indonesian Language and Literature Department to determine whether the hijab is understood more as a religious obligation or as a form of identity choice. The purpose of this study is to describe the motivations, patterns of practice, social influences, and experiences of female students related to wearing the hijab in their daily lives, both on and off campus. The study employed a quantitative-descriptive design complemented by qualitative components. A structured questionnaire consisting of Likert-scale statements and open-ended questions was distributed to 70 Muslim female students, while essay responses were analyzed thematically to gain a deeper understanding of the respondents’ perspectives. Quantitative data were summarized using descriptive statistics in the form of percentage distributions to identify response tendencies, while qualitative data were coded to present representative experiences, views, and reasons underlying the decision to wear the hijab. The results showed that the majority of female students consistently wore the hijab primarily because of religious beliefs and personal awareness as Muslim women, although cultural identity, family environment, and social acceptance also influenced the practice. The implications of this study emphasize the importance of recognizing the hijab as both a manifestation of faith and a social identity, as well as the need for a campus environment that respects individual motivations, choices, and autonomy in wearing the hijab.

This research aims to examine the influence of Brand Awareness, Social Media Marketing, and Online Customer Reviews on the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas. This study uses a quantitative research method with a questionnaire research design. The subject of this research is Hijab Azzura, and the object of the study is consumers who purchase Hijab Azzura, totaling 97 respondents. Data collection techniques include observation, questionnaires, and documentation. Data analysis techniques involve validity tests, reliability tests, and classical assumption tests. The data analysis method used is multiple linear regression with the assistance of SPSS 25 software. The t-test results show that Brand Awareness has a positive effect on purchasing decisions. Social Media Marketing has a positive effect on purchasing decisions. Online Customer Reviews also influence purchasing decisions. The F-test results indicate that Brand Awareness, Social Media Marketing, and Online Customer Reviews simultaneously affect the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas, with an F calculated value of 12.781 > F table value of 2.700, and a significance value of 0.000 < 0.05. The adjusted coefficient of determination (R Square) is 0.292, meaning that 29.2% of the dependent variable can be explained by the independent variables, while the remaining 70.8% is explained by other variables outside the ones studied.    

Penelitian ini dilatarbelakangi oleh tingginya biaya penyimpanan dan meningkatnya stok mati pada Delyana Hijab, yang menunjukkan belum optimalnya pengelolaan persediaan bahan baku. Ketidaksesuaian antara jumlah bahan baku dan kebutuhan produksi menyebabkan pemborosan biaya serta menurunkan efisiensi operasional. Penelitian ini bertujuan untuk menentukan kebutuhan material yang optimal melalui pendekatan forecasting dan Material Requirement Planning (MRP). Metode yang digunakan adalah deskriptif kuantitatif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Tahapan analisis meliputi peramalan permintaan, penyusunan Master Production Schedule (MPS), Bill of Materials (BOM), perhitungan kebutuhan bersih (MRP), serta penentuan ukuran pemesanan melalui metode lot sizing. Hasil penelitian menunjukkan bahwa metode regresi linier menghasilkan tingkat kesalahan peramalan terendah sehingga mampu memproyeksikan kebutuhan produksi dengan lebih akurat. Penerapan MRP menghasilkan perencanaan kebutuhan bahan baku yang lebih terarah dan sesuai dengan jadwal produksi. Pada tahap lot sizing, metode Lot For Lot (LFL) menjadi yang paling efisien dengan total biaya persediaan sebesar Rp108.669.000. Dalam penerapannya, jumlah pemesanan bahan baku mengikuti kebutuhan bersih tiap periode, misalnya kebutuhan kain katun berkisar 5-7 roll per minggu dan dipesan dalam jumlah yang sama tanpa kelebihan stok. Pola ini mampu menekan penumpukan persediaan dan mengurangi risiko stok mati karena bahan baku langsung digunakan sesuai kebutuhan. Dengan demikian, tujuan penelitian untuk menentukan kebutuhan material yang optimal telah terjawab melalui penerapan metode Lot For Lot yang mampu menghasilkan kuantitas pemesanan yang tepat dan efisien.

This community service program aims to analyze the effectiveness of utilizing TikTok Shop as a digital marketing platform for UMKM Izzata Hijab located in Paciran District, Lamongan Regency. The main problem faced by the partner is the suboptimal management of digital marketing, particularly in content strategy planning, posting consistency, and the utilization of TikTok Shop features, resulting in marketing activities that have not yet provided maximum impact on improving marketing performance. The implementation method of this community service employed a mentoring and training model, which included stages of interviews, observation, and documentation throughout the mentoring process. The results indicate that the planned and sustainable implementation of digital marketing strategies through TikTok Shop is able to increase brand awareness, expand promotional reach, enhance customer interaction, and positively impact product sales. The effectiveness of the community service program is influenced by posting consistency, visual content quality, digital communication understanding, and the partner’s responsiveness to customers. This community service confirms that TikTok Shop digital marketing assistance is an effective strategy in supporting the improvement of marketing performance of UMKM Izzata Hijab in the digital era.