STRATEGI KOMUNIKASI PEMASARAN JASA MAKEUP ARTIST @DEANMUA_MELALUI MEDIA INSTAGRAM: Studi Deskriptif Kualitatif Kegiatan Marketing Dean MUA Management

Keisha Syifa Wardhana, - and Suwatno, - and Welsi Damayanti, - (2025) STRATEGI KOMUNIKASI PEMASARAN JASA MAKEUP ARTIST @DEANMUA_MELALUI MEDIA INSTAGRAM: Studi Deskriptif Kualitatif Kegiatan Marketing Dean MUA Management. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Kesadaran masyarakat akan pentingnya penampilan mendorong pertumbuhan jasa Makeup Artist (MUA) di Indonesia. Seiring pesatnya perkembangan teknologi digital, media sosial, terutama Instagram, menjadi sarana utama dalam membangun personal branding dan memasarkan jasa MUA. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran yang dilakukan oleh Dean MUA melalui media Instagram, serta mengevaluasi strategi tersebut dalam menarik dan mempertahankan klien. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif untuk memperoleh pemahaman mendalam mengenai praktik komunikasi pemasaran. Data dikumpulkan melalui wawancara mendalam dengan pihak Dean MUA Management, observasi partisipasi aktif terhadap konten dan interaksi di Instagram, serta studi dokumen terkait. Hasil penelitian menunjukkan bahwa Dean MUA berhasil memanfaatkan bauran promosi (promotion mix) secara optimal melalui konten visual berkualitas, storytelling yang emosional, serta interaksi aktif dengan audiens melalui fitur Instagram seperti stories, reels, dan broadcast channel. Strategi ini tidak hanya meningkatkan awareness dan engagement, tetapi juga memperkuat kepercayaan dan loyalitas klien. Hasil penelitian ini diharapkan dapat menjadi acuan praktis bagi para pelaku jasa kreatif lainnya, khususnya MUA, dalam merancang strategi komunikasi pemasaran yang efektif di era digital, serta memperkaya literatur akademik di bidang komunikasi pemasaran digital. Kata Kunci: Strategi Komunikasi Pemasaran, Instagram, Makeup Artist, Personal Branding. Public awareness of the importance of appearance has driven the growth of Makeup Artist (MUA) services in Indonesia. Along with the rapid development of digital technology, social media, especially Instagram, has become a primary platform for building personal branding and marketing MUA services. This study aims to describe the marketing communication strategies implemented by Dean MUA through Instagram and to evaluate of these strategies in attracting and retaining clients. This research employs a qualitative approach with a descriptive method to gain an in-depth understanding of marketing communication practices. Data were collected through in-depth interviews with Dean MUA Management, active participant observation of content and interactions on Instagram, and document studies. The results show that Dean MUA has successfully utilized the promotion mix optimally through high-quality visual content, emotional storytelling, and active audience interaction via Instagram features such as stories, reels, and broadcast channels. These strategies not only increase brand awareness and engagement but also strengthen client trust and loyalty. The findings of this study are expected to serve as practical guidelines for other creative service providers, especially MUAs, in designing effective marketing communication strategies in the digital era and to enrich academic literature in the field of digital marketing communication. Keywords: Marketing Communication Strategy, Instagram, Makeup Artist, Personal Branding.

	Text S_IKOM_2102707_Title.pdf Download (761kB)
	Text S_IKOM_2102707_Chapter 1.pdf Download (189kB)
	Text S_IKOM_2102707_Chapter 2.pdf Restricted to Staf Perpustakaan Download (697kB)
	Text S_IKOM_2102707_Chapter 3.pdf Download (278kB)
	Text S_IKOM_2102707_Chapter 4.pdf Restricted to Staf Perpustakaan Download (4MB)
	Text S_IKOM_2102707_Chapter 5.pdf Download (165kB)
	Text S_IKOM_2102707_Appendix.pdf Restricted to Staf Perpustakaan Download (7MB)

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Suwatno: 5991814 Welsi Damayanti: 5992858
Uncontrolled Keywords:	Strategi komunikasi pemasaran, Instagram, Makeup Artist, Personal branding. Marketing communication strategy, Instagram, Makeup Artist, Personal branding.
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General) T Technology > TT Handicrafts Arts and crafts
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User:	Keisha Syifa Wardhana
Date Deposited:	29 Sep 2025 03:28
Last Modified:	29 Sep 2025 03:28
URI:	http://repository.upi.edu/id/eprint/140798

Actions (login required)

View Item