<![CDATA[Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital dan peningkatan kualitas layanan dalam rangka meningkatkan daya saing Barbershop Sultan di Kotamobagu, Sulawesi Utara. Metode kualitatif digunakan dengan wawancara mendalam terhadap pemilik dan karyawan barbershop untuk mendapatkan wawasan mengenai operasional dan strategi pemasaran yang diterapkan. Hasil penelitian menunjukkan bahwa penggunaan media sosial, khususnya Facebook dan Tiktok, secara efektif meningkatkan visibilitas merek dan keterlibatan pelanggan. Promosi melalui platform digital ini, seperti program loyalitas dan diskon, berhasil menarik pelanggan baru serta meningkatkan kunjungan ulang. Selain itu, peningkatan kualitas layanan yang meliputi keahlian tukang cukur, kebersihan, dan interaksi yang ramah turut berkontribusi dalam membangun loyalitas pelanggan. Pelanggan yang puas lebih cenderung merekomendasikan layanan kepada orang lain, sehingga memperkuat posisi Barbershop Sultan di pasar lokal Kotamobagu. Kesimpulannya, kombinasi pemasaran digital dan peningkatan kualitas layanan terbukti efektif dalam meningkatkan daya saing Barbershop Sultan. Penelitian ini memberikan kontribusi bagi literatur UMKM di sektor jasa dan merekomendasikan studi lebih lanjut pada barbershop lain untuk memperluas generalisasi hasil. Marketing Analysis of Barbershop Services to Enhance Competitiveness in UMKM Barbershop Sultan Kotamobagu AbstractThis study aims to analyze digital marketing strategies and service quality improvements to enhance the competitiveness of Barbershop Sultan in Kotamobagu, North Sulawesi. A qualitative method was employed through in-depth interviews with the barbershop owner and staff to gain insights into their operations and marketing strategies. The results show that social media, particularly Facebook and Tiktok, effectively increased brand visibility and customer engagement. Digital promotions, such as loyalty programs and discounts, successfully attracted new customers and increased repeat visits. Additionally, service quality improvements, including barber skills, cleanliness, and friendly interactions, contributed to building customer loyalty. Satisfied customers were more likely to recommend the service to others, strengthening Barbershop Sultan's position in the local market. In conclusion, the combination of digital marketing and service quality enhancement has proven effective in boosting Barbershop Sultan's competitiveness. This study contributes to the literature on MSMEs in the service sector and recommends further studies on other barbershops to broaden the generalizability of the findings.]]>
