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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Journal of Economics, Business, & Accountancy Ventura Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Management and Economics Journal (MEC-J) Conference on Innovation and Application of Science and Technology (CIASTECH) JIM (Jurnal Ilmu Manajemen) Ekobis: Jurnal Ilmu Manajemen dan Akuntansi Jurnal Ilmiah Wahana Pendidikan juremi: jurnal riset ekonomi Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Cakrawala Ilmiah Bulletin of Management and Business Widyagama National Conference on Economics and Business (WNCEB) Journal of Innovation Research and Knowledge International Journal of Multidisciplinary Sciences and Arts Journal of Artificial Intelligence and Digital Business Prosidia Widya Saintek Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Pusat Publikasi Ilmu Manajemen Maslahah: Jurnal Manajemen dan Ekonomi Syariah TGO Journal of Community Development Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Jurnal Bisnis Inovatif dan Digital International Journal of Accounting and Management Research (IJAMR) E-Amal: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Digital Terkini Jurnal Maisyatuna Journal of Management Research and Studies Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Nasharuddin Mas
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Transportation Other

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Journal : Journal of Innovation Research and Knowledge

 1 
STRATEGI INOVASI PRODUK DAN LAYANAN DALAM MEMPERTAHANKAN KEUNGGULAN KOMPETITIF PADA FASE PENGENALAN: STUDI KASUS SALON KECANTIKAN WINDI AESTHETIC Windi Anggia Ayu; Nasharuddin Mas; Ana Sopanah Supriyadi
Journal of Innovation Research and Knowledge Vol. 5 No. 6 (2025): Nopember 2025
Publisher : Bajang Institute

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Abstract

This study aims to explore the role of product innovation and service innovation in shaping competitive advantage during the introductory phase of a beauty salon business. The introductory phase is a crucial phase in the business life cycle, where differentiation strategies and customer experience creation are crucial for the business's future sustainability. The research method used was a qualitative case study approach. Data were obtained through in-depth interviews with three beauty experts in Malang City and two active customers who had interacted with Windi Aesthetic Beauty Salon services over a period of time. Data were analyzed systematically through open coding, axial coding, and selective coding to identify relationships between categories and build a deeper understanding of the strategies implemented. Furthermore, thematic coding was conducted, both from the business owner's and customer's perspectives. The results show that product innovations such as the use of natural ingredients and aesthetically pleasing packaging are able to attract customers from the outset. Meanwhile, service innovations such as flexible hours, personalized consultations, and empathetic communication enhance comfort and foster perceptions of professionalism. The combination of these two innovations creates a competitive advantage characterized by responsive service, quality results, and customer loyalty from the early stages of operation. This advantage forms a strong differentiated position and has the potential to become the foundation for long-term growth
Co-Authors ADI SANTOSO Adisetyo Yoga Perdana Adya Hermawati Ainun, Siti Nur Aisa, Nuer Aji Suraji Akbar, Aldo Naufal Alfiana Alfiana Alfiana Alfiana Ana Sopanah Supriyadi Ana Sopanah, Ana Anak Agung Istri Diah Jayanti Angga Eka Alfianto ANTON SANJAYA Arief Purwanto Aviv Yuniar Rahman Baehaqi Budiono Budiono Cakrawala, Mohammad Cakrawala, Muhamad Choirul Anam Choirul Anam chrisdianto, arie Clarita Sariyanti Tavares Dafid Irawan dedy setiawarman Dharmayanti Pri Handini Diaz Ayu Fardianasari Dona Marthania Dwi Anggarani EKO YULIANTO Enny Dwi Soeharyanti Fatriana Kadir, Shaifany Febi Gilianto Finaltri Finaltri Fitria, Novy Wahyuning Gunarianto Gunarianto H, Dharmayanti Pri. Hanif Rani Iswari Hardiansyah Hardiansyah Henri Siswanto Hesty Sugiharti Hindar Safri Lubis INDAH DEWI NURHAYATI Irfan Fatoni Irfany Rupiwardani Kartika Candra Kirana Kencana, Listya Nanda Khadijah, Della Zhafira Khairul Khairul, Khairul Khusnul Khotimah Koidatul Nurulaeni Kuncoro, Kuncoro Mahdi, Imam Mandacan, Yunatus Mariya Ulfa Meliana Herliance Oes MOCHAMMAD NUR HIDAYAT Mochammad Risky Mohamad Rafi Ahdan Rizar Mokhamad Syaifudin Zuhri Muchlis Mas’ud Muhammad Aghis Wahidu Zaman Muhammad Yussac Faried Mulyono Mulyono Muryati Muryati Muryati Muryati Naharuddin Naharuddin Nanik, Sri Nirma Nirma Nur Jamal Nurul Afriningsih Pawestri, Hartini Prasetyaning Prabowo Prabowo Puspitosari, Endah Putut Suhendro R. JOKO KUSMARHENOTO RADITYO PUTRO ARSONO Rahayu Puji Suci Rahmalia Purnamasari, Irma Rahmawati, Widiya Riris Zahrotul Fauziah Risky, Mochammad Riyanto, Ayu Putri Rizqullazid Mufiddin Roziki, Fahri Salma Faza samsul arifin Sari, Azizah Eka satriani satriani SITI AISAH Sodik Sodik Sodik Soedjono Survival SURVIVAL - - survival survival Syaiful Muslimin Syamsul Bahri Tantrianingrum, Trisnurini Thasya Namira Tiantono, Lukis Wahju Wulandari Wahyu Sri Winarni Wahyudi, Untung Widyatna, Briyan Saka Windi Anggia Ayu Yuniarti, Ari Indah Zahroh, Viony Alfiyatu ZAINUL ARIFIN