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All Journal Journal of Vocational Applied Research and Studies
Sudarti
Universitas Negeri Yogyakarta

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Marketing Strategy Analysis in Building Personal Branding in the Makeup Artist (MUA) Services Sector Ma’rifani Fitri Arista; Sudarti
Journal of Vocational Applied Research and Studies Vol. 2 No. 2 (2025)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jvars.v2i2.2529

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.
Marketing Strategies for Strengthening Personal Branding of Makeup Artists on Instagram Ma’rifani Fitri Arisa; Sudarti
Journal of Vocational Applied Research and Studies Vol. 3 No. 1 (2026)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jvars.v3i1.3345

Abstract

The rapid growth of makeup artist (MUA) services in Indonesia has intensified competition and encouraged service providers to develop a clear and credible personal brand. Instagram has become an important platform for communicating professional identity, displaying portfolios, engaging audiences, and converting online visibility into business opportunities. This study aims to analyze marketing strategies used to strengthen personal branding among MUAs, with emphasis on how digital communication, service quality, and customer interaction support competitiveness and long-term customer relationships. A qualitative descriptive design was employed. Data were collected through observation, in-depth interviews, and documentation of Instagram-based branding activities, and were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that effective MUA personal branding is supported by a coherent service identity, consistent visual presentation, high-quality portfolio content, responsive audience engagement, and collaboration with influencers or related brands. The 7Ps service marketing mix shows that product, price, place, promotion, people, process, and physical evidence must be aligned to communicate professionalism and trust. Supporting factors include creative human resources, service consistency, professional networks, and word-of-mouth communication, whereas inhibiting factors include inconsistent internal communication and limited quality control in partnership-based work systems. The study concludes that integrated marketing communication through Instagram can strengthen visibility, credibility, and customer loyalty when implemented consistently and evaluated periodically.
Co-Authors Ma'rifani Fitri Arisa Ma’rifani Fitri Arista