Transformasi dan Hubungan Pemasaran dalam Membangun Keberlanjutan Usaha Salon Kecantikan: Studi Kasus Kualitatif pada Industri Jasa Kecantikan di Tenggarong, Kutai Kartanegara, Kalimantan Timur, Indonesia

Ondi Prawiradinata; Fitroh Adhilla; Zunan Setiawan

doi:10.69693/ijmst.v4i3.12754

Authors

Ondi Prawiradinata Universitas Ahmad Dahlan
Fitroh Adhilla Universitas Ahmad Dahlan
Zunan Setiawan Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12754

Keywords:

Transformasi Pemasaran, Relationship Marketing, Pengalaman Pelanggan, Keberlanjutan Usaha, Studi Kasus Kualitatif

Abstract

Industri jasa kecantikan mengalami perubahan lingkungan bisnis yang semakin kompetitif seiring dengan perkembangan teknologi digital, perubahan perilaku konsumen, dan meningkatnya tuntutan terhadap pengalaman pelanggan yang lebih personal, interaktif, dan berkelanjutan. Usaha salon kecantikan bergantung pada kualitas layanan teknis, membutuhkan kemampuan dalam membangun hubungan pelanggan, mengelola komunikasi digital, menghasilkan pengalaman emosional, dan mengembangkan strategi pemasaran adaptif untuk mempertahankan keberlanjutan bisnis. Penelitian ini bertujuan untuk menganalisis strategi transformasi pemasaran dan hubungan pelanggan dalam membangun keberlanjutan usaha salon kecantikan pada industri jasa kecantikan di Tenggarong, Kutai Kartanegara, Kalimantan Timur, Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus untuk memahami proses transformasi bisnis, pengalaman pelanggan, dan mekanisme pengelolaan hubungan pemasaran dalam konteks usaha jasa kecantikan. Data penelitian diperoleh melalui wawancara mendalam dengan pemilik usaha, karyawan, dan pelanggan salon kecantikan, didukung oleh observasi aktivitas pemasaran dan dokumentasi digital perusahaan. Analisis data dilakukan menggunakan perangkat lunak NVivo 15 melalui tahapan pengkodean terbuka, pengelompokan kategori, analisis tema, dan visualisasi hubungan antar konsep. Hasil pengolahan data NVivo 15 menunjukkan lima tema utama, yaitu transformasi pemasaran digital, pengalaman pelanggan, hubungan emosional pelanggan, inovasi layanan, dan keberlanjutan usaha. Temuan penelitian menunjukkan bahwa keberlanjutan usaha salon kecantikan dibangun melalui integrasi kemampuan pemasaran digital dan strategi hubungan pelanggan yang berorientasi pada kepercayaan, personalisasi layanan, komunikasi berkelanjutan, dan keterlibatan pelanggan. Penelitian ini menghasilkan model konseptual pemasaran kreatif berbasis pengalaman pelanggan yang menjelaskan mekanisme transformasi usaha jasa kecantikan dalam menghadapi perubahan lingkungan bisnis digital dan memberikan implikasi bagi pengembangan usaha mikro dan kecil berbasis layanan.

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