Marketing Strategy Analysis in Building Personal Branding in the Makeup Artist (MUA) Services Sector

Abstract

The increasing number of service businesses makeup In Indonesia, this creates increasing competition that must be faced by players in the service business sector makeup artist Personal branding is the image a person builds in the eyes of others. The medium used in personal branding is social media makeup artist must have its own strategy to form an image that will become its characteristic. The main objective of the marketing strategy analysis in this study is to build personal branding A strong brand image, increasing competitiveness, and creating lasting relationships with customers, ultimately supporting the success of a makeup artist business. Strategic steps that MUAs can take include building an effective personal brand. These steps include: understanding their unique identity and values, visual and messaging consistency, creating quality content, actively engaging with their audience, and collaborating with influencers and other brands. This allows MUAs to build customer trust and loyalty. MUAs can not only increase their visibility and competitiveness but also create a supportive and engaged community. The research method used was qualitative descriptive research. Data collection techniques were conducted through observation, interviews, and documentation. The developed personal branding was then integrated with platform or the media used to show personal branding, namely Instagram, as well as the existence of audience as the recipient of the message that is to be conveyed from a personal branding, then it is formed personal branding in the minds of the public.