Analysis of Entrepreneurial Marketing Implementation in Beauty Clinics

Artarina D. A. Samoedra (Universitas Jenderal Achmad Yani, Cimahi, Bandung, Indonesia)
Nur Pudyastuti Pratiwi (Universitas Jenderal Achmad Yani, Cimahi, Bandung, Indonesia)
Aditia Arief Bachtiar (Universitas Jenderal Achmad Yani, Cimahi, Bandung, Indonesia)
Shila Carolina Madan (Universitas Jenderal Achmad Yani, Cimahi, Bandung, Indonesia)
Agil Nurul Insani (Universitas Jenderal Achmad Yani, Cimahi, Bandung, Indonesia)

Kontigensi: Jurnal Ilmiah Manajemen
Vol 11 No 2 (2023): Kontigensi: Jurnal Ilmiah Manajemen

The beauty industry in Indonesia is growing year by year. Day by day, the demand for beauty among Indonesian women is increasing. Especially in big cities like Jakarta, for example, many women prioritize their appearance to stand out from others. The proliferation of beauty clinics in various cities in Indonesia automatically intensifies business competition. One way to enhance business competitiveness is by improving entrepreneurial marketing. The findings of this research indicate the implementation of entrepreneurial marketing with dimensions such as the focus on opportunity, proactiveness, customer intensity, risk-taking, resource leveraging, value creation, and innovation. The main obstacles are customer intensity, risk-taking, and resource leveraging. The solutions given include creating continuous customer satisfaction questionnaires, delegating tasks, and expanding networking.