Strategi Pemasaran Dalam Meningkatkan Minat Konsumen Jasa Eyelash Extension Pada Chand’s Beauty Di Desa Kasiyan Barat

Abstract

This study aims to determine the marketing strategy in increasing consumer interest in eyelash extension services at Chand’s Beauty in Kasiyan Barat Village. This research uses the 3P service marketing mix concept consisting of people, process, and physical evidence. The background of this study is based on the increasing competition in the beauty service business, so appropriate marketing strategies are needed to attract consumer interest.  This research used a descriptive qualitative method. Data collection techniques were carried out through observation, interviews, and documentation. The informants consisted of the business owner and several consumers of Chand’s Beauty selected through purposive sampling. Data analysis used the Miles and Huberman model through data reduction, data presentation, and conclusion drawing.  The results showed that the 3P marketing strategy implemented by Chand’s Beauty was able to increase consumer interest. In the people aspect, friendly service and good communication made consumers feel comfortable. In the process aspect, the booking system through social media made it easier for consumers to make service reservations. Meanwhile, in the physical evidence aspect, the cleanliness of the place, supporting facilities, and eyelash extension results promoted through social media became attractions for consumers. Therefore, the 3P marketing strategy had a positive influence on consumer interest in eyelash extension services at Chand’s Beauty.