Dynamics of Opportunities and Challenges in MSMEs Abiee Hijab Medan North Sumatra Business and Innovation Perspectives

Abstract

SMEs (Small and Medium Enterprises) play a significant role in Indonesia's economy, including in the fashion sector, particularly in Muslim wear such as hijabs. Abiee Hijab is one of the rapidly growing SMEs in this industry, offering high-quality hijab products. This study aims to identify the opportunities and challenges faced by Abiee Hijab in navigating the dynamics of the modest fashion market. The research employs a qualitative approach with descriptive analysis based on observations and in-depth interviews with the owner and consumers of Abiee Hijab. The findings indicate that Abiee Hijab has significant growth potential, especially with the increasing demand for modest fashion both domestically and internationally, as well as support from e-commerce platforms and government policies. However, challenges include intense competition, price sensitivity, and supply chain efficiency issues. In conclusion, Abiee Hijab needs to strengthen product differentiation and optimize digital marketing to maintain competitiveness and expand its market reach.