This study focuses on the role of digital platforms in increasing the competitiveness of Wardah cosmetic products through digital marketing. With the rapid growth of the beauty industry in Indonesia, Wardah, as a halal cosmetic brand founded in 1995, emphasizes products that are in line with Islamic principles. Through creative marketing strategies and the use of social media, Wardah is able to reach a wider audience, especially among the younger generation. This study also highlights the quality of Wardah products used as halal labels, and prices on customer satisfaction and loyalty. This analysis shows that effective digital marketing can attract consumer interest and strengthen Wardah's position in the market. And it is hoped that the results of this study can provide guidance for the development of more optimal marketing strategies in the cosmetics industry.

Tanjak Palembang, as a cultural heritage typical of South Sumatra, has high historical and aesthetic value. Although it was once only worn by the nobility, now tanjak has become part of the cultural identity that can be worn by anyone. In the digital era, marketing of traditional cultural products such as tanjak faces challenges from modern products and consumer accessibility. This study aims to analyze the optimal strategy in utilizing e-commerce platforms, such as Tokopedia, Bukalapak, and Blibli, to increase the appeal, sales, and preservation of the Palembang tanjak culture. The research method used is qualitative descriptive, with primary data collection through interviews and observations, as well as secondary data from literature and industry reports. The results of the study indicate that the use of e-commerce platforms significantly expands market reach and increases brand awareness of the Palembang tanjak. However, business actors also face challenges such as tight price competition and lack of knowledge in digital marketing. Therefore, the right strategy is needed, including training for MSMEs and improving the quality of digital content. Overall, e-commerce optimization has proven effective in increasing the marketing of Palembang tanjak, with the hope of collaboration between business actors, the government, and e-commerce platforms to support the development of local products.

ABSTRAK
Artikel ini bertujuan untuk menganalisis peran infrastruktur dalam mendukung pertumbuhan ekonomi dan pembangunan di Kota Palembang, dengan fokus pada dampak infrastruktur terhadap sektor-sektor ekonomi utama dan kesejahteraan masyarakat setempat. Penelitian ini didasarkan pada studi literatur yang melibatkan tinjauan berbagai artikel, laporan pemerintah, dan penelitian terkait untuk mengumpulkan informasi tentang perkembangan infrastruktur dan pertumbuhan ekonomi di Kota Palembang. Analisis data sekunder dilakukan untuk mengidentifikasi tren dan dampak infrastruktur pada pembangunan ekonomi. Artikel ini membahas sejarah pembangunan infrastruktur di Kota Palembang dan menyoroti perkembangan terkini dalam sektor transportasi, energi, dan teknologi informasi. Hasil analisis menunjukkan bahwa pembangunan infrastruktur di Kota Palembang memiliki peran yang signifikan dalam hal terjadinya peningkatan pertumbuhan ekonomi serta kesejahteraan masyarakat. Dengan adanya peningkatan aksesibilitas dan konektivitas telah mendorong investasi, pertumbuhan sektor-sektor ekonomi, dan peningkatan pendapatan penduduk.