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Ananda, Syafikah Davina
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Social Sciences

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Analisis Kewirausahaan Usaha Makeup Dan Skincare  Di Kota Palu Hattab, Syahruddin; Zaenong, Nur fadhilah Dwi Putri; Ananda, Syafikah Davina; Petonengan, Devi; Fina
JPS: Journal of Publicness Studies Vol 3 No 1 (2026): Journal of Publicness Studies
Publisher : Program Studi Administrasi Publik, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Tadulako

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22487/2mfqp833

Abstract

The skincare industry has experienced rapid growth along with increasing public awareness of skin care and the self-care lifestyle. This condition creates both opportunities and challenges for business actors, particularly micro, small, and medium enterprises (MSMEs). This study aims to analyze business planning, product and service innovation, marketing strategies, and challenges faced by makeup and skincare businesses through the Entrepreneurship Field Experience Program (PPL). The research method used is a qualitative descriptive approach, with data collection techniques including observation, in-depth interviews, and documentation. The results indicate that skincare businesses are able to survive and grow through personalized services, product adjustments based on market trends, and the utilization of social media as a marketing tool. The main challenges include price competition with online stores and limited stock availability from distributors. This study concludes that service innovation, understanding consumer needs, and adaptability to trends are key factors for the success of MSME-scale skincare businesses.
Co-Authors FINA Petonengan, Devi Syahruddin Hattab Zaenong, Nur fadhilah Dwi Putri