AN ANALYSIS OF MAKEUP ARTISTS’ MARKETING STRATEGY IN SEMARANG TO INCREASE SALES DURING THE COVID-19 PANDEMIC

Carmenietha, Florence (2022) AN ANALYSIS OF MAKEUP ARTISTS’ MARKETING STRATEGY IN SEMARANG TO INCREASE SALES DURING THE COVID-19 PANDEMIC. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

The makeup artist industry in Indonesia is growing faster. A makeup artist must have a marketing strategy to compete with other artists, including during the COVID-19 pandemic. Every makeup artist faced different obstacles and used different marketing strategies during the COVID-19 pandemic. This study is to find out the obstacles and impacts that makeup artists faced during COVID-19. Furthermore, this study aimed to find the marketing strategy makeup artists used during the COVID-19 pandemic. This study was qualitative research conducted by doing interviews with six makeup artists in Semarang. The obstacles that makeup artists faced are are the postponed/canceled agenda and the struggle to find clients. Due to those challenges, the number of their customers decreased and so did their income. To overcome the challenges, they adopted several strategies. They used relationship marketing, social or digital marketing, word of mouth, price adjustment, and collaboration with other vendors.

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