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"Ujung Gading adalah sebuah nagari yang berada di Kecamatan Lembah Melintang, Kabupaten Pasaman Barat, Provinsi Sumatera Barat. Kabupaten yang berada di Ranah Minang ini terdiri atas dua sukubangsa dominan, yaitu sukubangsa Mandailing dan sukubangsa Minangkabau. Pada Nagari Ujung Gading, orang Mandailing yang dominan terhadap sukubangsa Minangkabau tetap menjalankan adat istiadat dan peraturan nagari seperti yang dianut sukubangsa Minangkabau di Sumatera Barat. Akulturasi budaya Minangkabau dan budaya Mandailing di nagari itu membentuk identitas orang Ujung Gading yang unik dan menarik. Pada saat-saat tertentu, identitas sebagai orang Minangkabau dibutuhkan karena lahir dan besar di ranah Minang. Akan tetapi, identitas sebagai orang Mandailing pada waktu lain dianggap penting karena merupakan warisan leluhur yang tak bisa ditinggalkan. Penelitian ini menggunakan metode kualitatif dengan teknik partisipasi observasi dan wawancara mendalam terhadap informan dengan latar belakang yang beragam. Penelitian ini menunjukkan bahwa untuk menjaga hubungan antar sukubangsa, adaptasi tidak hanya penting diterapkan oleh sukubangsa minoritas, melainkan juga oleh sukubangsa yang dominan seperti yang terdapat di Ujung Gading.

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Ujung Gading is a nagari located in Kecamatan Lembah Melintang, Pasaman Barat District, West Sumatera Province. The regency in Ranah Minang consists of two dominant ethnic groups Mandailing and Minangkabau. In Ujung Gading, the dominant Mandailing people continue to practice the customs and regulations of the nagari as it is followed by Minangkabau ethnic in West Sumatra. The acculturation of Minangkabau and Mandailing culture has shaped the uniqueness of the identity of Ujung Gading people. At certain times, the Minangkabau identity is needed because they are born and raised in the realm of Minang. However, the Mandailing identity is also considered important at certain time because it is an inherited legacy that cannot be abandoned. This research conducts a qualitative approach, participant observation method, and in depth interview method with informants from various background. The result of this study indicates that in order to maintain harmonious relationship between ethnic groups, adaptation is not only important to be applied by minority ethnic groups, but also by the dominant ethnic groups as found in Ujung Gading."

"Pandemi Covid-19 telah memukul berbagai sektor termasuk industri tekstil, di mana harga bahan baku mengalami lonjakan signifikan di tengah penurunan jumlah permintaan. Salah satu perusahaan terdampak adalah Malabis, sebuah konfeksi yang berdiri tahun 2015 di Tangerang Selatan. Model bisnis B2B perusahaan ini hanya dikenalkan dari mulut ke kuping dan bertumbuh secara organik sesuai konsep word of mouth. Ketika pandemi mulai reda, mereka kehilangan banyak pelanggan serta harus beradaptasi kembali dari awal karena brand identity yang relatif kurang baik. Penerapan pull strategy dan digital marketing melalui kanal media sosial seperti website, pembuatan company profile, dan pengurusan legalitas usaha akan menjadi rangkaian rebranding pada malabis sehingga dapat mengoptimalkan penjualan. Studi akan dilakukan dengan pendekatan kualitatif dengan analisis deskriptif menggunakan model pengumpulan data seperti wawancara mendalam atau in-depth interview, pengamatan atau observasi langsung serta tinjauan literatur berdasarkan data, fakta, dan temuan di lapangan. Hal lain akan dilakukan mulai dari mereview proses bisnis, business model canvas, SWOT, TOWS, Five Forces Model, kontribusi pareto dan lain sebagainya untuk mendapat solusi terbaik atas persoalan yang sedang dihadapi dan coba dipecahkan.

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The Covid – 19 pandemic has changed various consumer behaviors amidst the rapid development of the internet. There is a significant shift in customer habits which causes a change in marketing strategy as well. In B2B business, a marketing strategy through digital channels such as social media, that usually considered less relevant back in the day, has begun to be regarded and well-developed. House of garment is an industry that generally has a B2B business model, but the marketing strategy needs to be improvised. Most companies can no longer rely on word of mouth. This is because the company's brand identity is complementary to income or sales. This paper discusses a house of garment called Malabiswhich the author will guide using a pull and digital marketing strategy as a way to optimize sales. The study will be carried out using a qualitative approach with descriptive analysis using data collection models such as in-depth interviews, observation or direct observation and being native as well as data-based literature review, facts, and findings in the field. Another thing that will certainly be carried out is starting from reviewing business processes, business model canvas, SWOT, TOWS, Five Forces Model, Pareto contributions and so on to get the best solution to the problems they are having and trying to solve. The researcher hopes that at the end of the study, the company as the research subject will be able to optimize all potentials including changing business models to get out of their difficulties and grow for the better."