Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia

Abstract

The COVID-19 pandemic in Indonesia has harmed the fashion sector, particularly SMEs (small and medium-sized enterprises). In the wake of the epidemic, the Muslim Fashion Shop (MFS) sector has experienced a drop in sales. Therefore, developing innovative products and excellent customer approaches are critical to MFS resilience. This pandemic has additionally affected the shift from offline to online sales channels. Online sales features, referred to as online product reviews (OPRs), allow customers to leave comments or evaluations. OPRs are one of the sources of product feature information, and are a means of increasing valued for online consumers that some companies are currently underutilizing. In order to develop Muslim fashion designs, this project performed OPRs. The purpose of this study is to show the benefits of OPRs in the development of new Muslim fashion products in Indonesia in order to assist businesses in surviving in the new normal era. The first phase of OPR data collection at Shopee was carried out in five steps. OPR data were collected in Shopee using NVivo’s N-Capture QSR. The data obtained from phase one were needed in order to equalize perceptions and make corrections using the member check obtained data OPR method using Focus Group Discussion (FGD). The second phase consisted of eight steps. This phase sharpened the results of phase one using expert judgement word frequency analysis in NIVO. The third and final phase analysed the fashion industry’s new normal innovation approach. This research shows the usefulness of OPR data for the evolution of fashion design in Indonesia, among other findings. According to this study, companies’ expertise, experience, and design innovation are essential variables in a changing/disruptive marketplace. Ongoing research suggests utilizing OPRs to generate new design trends, high-quality products, and innovative tactics in order to sustain Muslim fashion business.

Enablers of post-COVID-19 customer demand resilience: evidence for fast-fashion MSMEs

“…With a focus on the textile industry, Appel and Hardaker (2021) found that aiming for a "bounce back" to a pre-crisis state and re-organising existing practices are amongst the resilience strategies. Nurcahyanie et al (2022) found that for Muslim fashion in Indonesia, features or customer requirements from online product reviews would enable designers to develop fashion products in the post-pandemic new normal. Similarly, Ali et al (2021) found a set of factors to improve resilience capability against vulnerability in readymade garments.…”

Capacidad de innovación y resiliencia empresarial en restaurantes. Percepciones de los trabajadores ante la pandemia de Covid-19

“…En correspondencia con Nurcahhyanie et al (2022), en esta investigación se comprueba empíricamente desde el paradigma de la explotación y exploración de conocimientos y habilidades, que la innovación ejerce una influencia positiva y elevada sobre la resiliencia en los restaurantes del Valle de Toluca, presentando un fuerte poder y relevancia predictiva. Además, se encontró que la capacidad de afrontar está vinculada con la transmisión, la transformación y el aprovechamiento del conocimiento existente en las empresas (Atuahene-Gima, 2005).…”

“…La generalidad de los estudios ha puesto de manifiesto la relación entre las dos variables (Buliga et al, 2016;Fandiño et al, 2019;Nurcahhyanie et al, 2022). Igualmente, modelos de la influencia de la resiliencia sobre la innovación han sido utilizados (Do et al, 2022;Hallak et al, 2018).…”

“…En la literatura académica se ha expuesto que las empresas con mayor nivel de capital humano y social tienen una alta posibilidad de desarrollar innovación (Pacheco-Mangas et al, 2020), así como de resiliencia (Fandiño et al, 2019;Huitraleo et al, 2019); especialmente, cuando la misma empresa presenta una mayor disposición al cambio (Senbeto y Hon, 2020). Por tanto, se afirma que la innovación posee efectos positivos sobre la resiliencia empresarial (Nurcahhyanie et al, 2022) e incluso que comparten componentes fundamentales, como es la capacidad de adaptación ante eventos adversos (Buliga et al, 2016;Morais-Storz et al, 2018). No obstante, no todas las formas de innovación contribuirán de manera efectiva o resultarán en resiliencia (Borda-Rodríguez y Vicari, 2015).…”

Effect of online reviews on consumer buying pattern in food industry

“…When it comes to online reviews and purchasing in􀅫luences, the age factor has a signi􀅫icant impact on people's decisions. Nurcahyanie, Singgih, and Dewi (2021) investigated how older adults make purchasing decisions based on both product features and reviews. However, millennials prefer high-rated pro􀅫iles and brands when purchasing any product, irrespective of product features.…”