ANALISIS STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN PENJUALAN UMKM EYELASH EXTANTION STUDIO SKRBEAUTYCARE DI JAKARTA

Abstract

This study explores competition in the beauty industry, particularly in eyelash extension services in Jakarta, which continues to grow along with the development of Micro, Small, and Medium Enterprises (MSMEs). In facing these various challenges, the use of digital marketing strategies has become essential to maintain business sustainability and increase sales. This research aims to analyze and describe the digital marketing strategies implemented by Skrbeautycaree, a micro, small, and medium enterprise that provides eyelash extension services, in competing in the current digital era. A qualitative method was used in this study, involving interviews as the data collection technique, with the owner of Skrbeautycaree and two customers as informants. The analytical framework focuses on marketing elements such as product, price, place, and promotion, which are related to the use of social media. The findings show that Skrbeautycaree proactively utilizes digital platforms to build its brand image, showcase services, provide price information, offer directions to the studio, and most importantly conduct intensive promotions through engaging and interactive content. An effective digital strategy has proven to be an important step taken by Skrbeautycaree to create differentiation and maintain customer loyalty amid intense market competition. Therefore, the author was encouraged to conduct a study entitled “Analysis of Digital Marketing Strategies in Increasing Sales of the Skrbeautycaree Eyelash Extension MSME Studio in Jakarta.”