Empowering Hijab Fashion Micro, Small, and Medium Enterprises in Makassar: The Role of Digital Marketing and Product Innovation

Abstract

This study aims to explore the role of digital marketing and product innovation in empowering Hijab fashion micro, small, and medium enterprises (UMKM) in Makassar. The research findings indicate that the utilization of digital marketing among Hijab fashion UMKM in Makassar is prominently seen through the use of social media platforms such as Facebook, Instagram, TikTok, and Shopee to promote and market their Hijab fashion products. Several strategies are employed to optimize the utilization of digital marketing, including content marketing, engaging influencer marketing such as collaborating with Instagram celebrities and artists, conducting regular live-streaming sessions to build consumer engagement, and consistently organizing giveaways for consumers. These digital marketing efforts have significantly contributed to the visibility and sustainability of Hijab fashion UMKM in Makassar, showcasing the importance of integrating innovative marketing approaches to thrive in the competitive fashion industry.