Hybrid Marketing Strategy Implementation at Uus Hasanah Hijab Collection, Paiton, Probolinggo: A Case Study
DOI:
https://doi.org/10.62710/p07pdp95Keywords:
Hybrid Marketing; Digital Marketing; Offline Marketing; Muslim Fashion MSMEs; Organic Content; Live Streaming; Case Study; Sales Volume.Abstract
The growing digital ecosystem has encouraged Muslim fashion micro, small, and medium enterprises (MSMEs) to combine offline and online marketing through a hybrid marketing strategy to expand market reach and increase local product sales volume. This problem is exemplified by Uus Hasanah Hijab Collection, a home-based MSME in Paiton, Probolinggo, which relies entirely on organic content and live streaming without paid advertisements. This study aims to describe and analyze the implementation of the hybrid marketing strategy in Muslim fashion MSMEs. A qualitative approach with a descriptive-exploratory case study design was employed involving six informants at Uus Hasanah Hijab Collection in June 2026. Data validity was ensured through triangulation, while data were analyzed using the Miles, Huberman, and Saldaña interactive model.with data collected from six key informants through participant observation, in-depth interviews, and documentation. Data validity was ensured through source and technique triangulation, and the data were analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings show that the MSME successfully integrated online marketing (Shopee, TikTok Shop, Lazada, WhatsApp, Facebook) with offline marketing (word of mouth, religious bazaars, and institutional partnership), based on the owner's statement, the implementation of hybrid marketing was accompanied by monthly sales of approximately 1,000–1,200 units, with sales reaching 3,000 units during certain periods. These results imply that hybrid marketing success in home-based Muslim fashion MSMEs depends on the simultaneous integration of organic content, organizational readiness, and offline sociocultural networks, offering a replicable model for similar rural home-based enterprises seeking market expansion without reliance on paid advertising.
Downloads
References
Ainol Yaqin, M., & Sholehah, S. (2025). Hybrid marketing: Kombinasi pemasaran digital dan offline dalam meningkatkan daya saing di Uus Hijab. SIBATIK Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 4(8), 1857-1866. https://doi.org/10.54443/sibatik.v4i8.3179
Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Profil internet Indonesia 2025: Survei penetrasi internet dan perilaku pengguna internet. APJII. https://survei.apjii.or.id/laporan/2025
Badan Pusat Statistik. (2024). Statistik e-commerce 2024. BPS RI. https://www.bps.go.id/id/publication/2024/12/18/statistik-e-commerce-2024.html
Bank Indonesia. (n.d.). Program pengembangan UMKM. https://www.bi.go.id/id/umkm/program-pengembangan-umkm/default.aspx
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Fajri, A., Maria, N., Irwanto, S., Rahmadhayanti, A. D., & Aulia, R. (2026). Pengaruh hybrid marketing terhadap customer engagement UMKM fashion di Kota Tangerang. Jurnal Ekonomi Dan Bisnis Digital, 3(4), 2441-2445. https://doi.org/10.62379/jebd.v3i4.4717
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of e-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Hidayati, W., & Sitompul, M. G. (2022). Hybrid channel: MSME collaboration in digital marketing in post COVID-19: Case study on MSMEs in Pangkajene Kepulauan region. South Asian Journal of Social Studies and Economics, 16(3), 10-19. https://doi.org/10.9734/sajsse/2022/v16i3612
Istiqomah, I., Muzalifah, M., & Helim, A. (2026). Strategi hybrid marketing dalam industri fashion muslimah: Studi kasus toko Sahlacollection_BJM. Jurnal Ekuilnomi, 8(1), 227-237. https://doi.org/10.36985/agj86f89
Koeswandi, T. A., Gaffar, V., Adi Wibowo, L., Andriana, D., & Primaskara, E. A. (2024). Hybrid digital-physical marketing strategies for SMEs in international market penetration [Preprint]. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5077775
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Nalibratawati, R., & Maulana, H. (2023). Hybrid marketing sebagai strategi pemasaran pascapandemi Covid-19 pada sektor usaha mikro kecil dan menengah (UMKM) di Kecamatan Tanjungsari Kabupaten Sumedang. Komitmen: Jurnal Ilmiah Manajemen, 4(2), 228-239. https://doi.org/10.15575/jim.v4i2.29304
Nguyen, A., McClelland, R., Hoang Thuan, N., & Hoang, T. G. (2022). Omnichannel marketing: Structured review, synthesis, and future directions. The International Review of Retail, Distribution and Consumer Research, 32(3), 221-265. https://doi.org/10.1080/09593969.2022.2034125
Shin, J., Lew, Y. K., & Seo, M. (2023). Between fashion and piety: Hijab influencers and religious communities in the consumer socialization of Indonesian Muslims. Clothing and Textiles Research Journal, 43(1), 3-18. https://doi.org/10.1177/0887302X231191238
Stake, R. E. (1995). The art of case study research. SAGE Publications.
Sumarliah, E., Khan, S. Z., & Khan, R. U. (2022). Modest wear e-commerce: Examining online purchase intent in Indonesia. Research Journal of Textile and Apparel, 26(1), 90-108. https://doi.org/10.1108/RJTA-11-2020-0121
Susanti, S., & Vidiati, C. (2024). Strategi pemasaran UMKM di era digital: Studi kasus gamis hijab terbaru Riskirich menggunakan aplikasi TikTok Shop. Journal of Comprehensive Science, 3(10), 2664-2676. https://doi.org/10.59188/jcs.v3i10.2380
Tatik, T., & Setiawan, D. (2025). Does social media marketing important for MSMEs performance in Indonesia? Asia Pacific Journal of Marketing and Logistics, 37(1), 99-114. https://doi.org/10.1108/APJML-01-2024-0090
Timoumi, A., Gangwar, M., & Mantrala, M. K. (2022). Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research. Journal of Retailing, 98(1), 133-151. https://doi.org/10.1016/j.jretai.2022.02.008
Widiani, I. G. A. A. D., & Maradona, A. F. (2024). Investigate live streaming commerce on TikTok as trends new online shopping: Exploration perception and intention consumer. International Journal of Science and Society, 6(2), 732-744. https://doi.org/10.54783/ijsoc.v6i2.1199
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fahrudin, Nadia Nurcahyani Sofiana, Uswatun Hasanah, Uswatun Hasanah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
