<![CDATA[Purpose – This study aims to analyze the marketing strategy implemented by Hanamoee MUA Semarang using the 4P marketing mix approach (Product, Price, Place, and Promotion) in responding to competitive challenges in the makeup artist industry. Design/Methodology/Approach – This study employed a quantitative research method with descriptive percentage analysis. Data were collected through questionnaires distributed to 96 Hanamoee MUA customers to evaluate consumer perceptions regarding the implementation of the 4P marketing mix strategy. Findings – The results indicate that the implementation of the 4P marketing mix strategy at Hanamoee MUA is categorized as “Very Good” across all dimensions. The percentage scores obtained are Product (86%), Price (86%), Place (86%), and Promotion (87%), with Promotion identified as the strongest marketing mix element. The findings demonstrate that consistency in makeup concepts, transparent pricing packages, flexible home service options, and effective social media utilization contribute significantly to maintaining competitiveness in the upper-middle market segment. Originality/Value – This study contributes to marketing strategy literature by providing an empirical evaluation of the 4P marketing mix implementation within the makeup artist service industry, a sector that has received limited attention compared with other service businesses. The findings provide practical insights for beauty service providers regarding the importance of integrated marketing mix strategies, particularly the optimization of promotional activities through digital platforms, to achieve sustainable competitiveness.]]>
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