Digital Branding Strategy of the Aura Queen Community in Empowering Indonesian Migrant Women in Singapore
Strategi Branding Digital Komunitas Aura Queen sebagai Upaya Pemberdayaan Perempuan Migran Indonesia di Singapura
DOI:
https://doi.org/10.21070/ups.11818Keywords:
author guidelines, ; UMSIDA Preprints Server, - community empowerment; digital branding; digital identity; financial literacy; migrant womenAbstract
Female Indonesian Migrant Workers (PMI) in Singapore face challenges including social isolation, financial vulnerability, and identity issues. This study aims to analyze the digital branding strategy of Aura Queen Indonesia in empowering migrant women through strengthening identity, digital competence, and financial literacy. The study employed a qualitative approach with a Participatory Action Research (PAR) design. Data were collected through semi-structured interviews, participatory observation, and digital documentation. The findings indicate that the consistent use of crown symbols, visual identity, and empowerment narratives supports members’ self-confidence and the development of positive identities. Digital learning strengthens digital competence and financial literacy, including income management, budgeting, saving, remittances, debt management, emergency funds, and zakat. Participatory communication and peer-based leadership strengthen interaction, social support, and member engagement. Digital branding functions as an empowerment communication strategy that supports the sustainable independence and socioeconomic resilience of Indonesian migrant women.
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