STRATEGIC APPROACH IN MAKE UP ARTIST (MUA) SERVICE MANAGEMENT IN PALEMBANG CITY: QUALITATIVE STUDY BASED ON COMMUNITY INCOME LEVEL

Abstract

This study aims to explore and analyze strategic approaches in the management of Make Up Artist (MUA) services in Palembang City, focusing on the influence of community income levels on the selection and use of MUA services. With the development of the beauty industry in Palembang, MUA has become an increasingly popular profession. However, variations in community income influence decisions in choosing this service. This study uses a qualitative approach through in-depth interviews with several MUAs and consumers from various income groups in Palembang City. The results of the study are expected to provide insight into how MUAs adjust their marketing strategies to attract various market segments based on income levels, as well as how the community assesses the added value they get from the service.