STRATEGI DIGITAL MARKETING DALAM MEMBANGUN BRAND AWARENESS PADA SALON PEREMPUAN LOOKSPRETTY LEMBANG, KABUPATEN BANDUNG BARAT

Abstract

This study aims to determine and analyze the digital marketing strategy implemented by Lookspretty Women's Salon in Lembang, West Bandung Regency, through Instagram, as well as to evaluate the utilization of Instagram in building brand awareness. This research employs a descriptive qualitative approach with data collection techniques including semi-structured interviews, non-participant structured observation, and documentation. The primary subject is the owner of Lookspretty Salon, supported by consumers, academics, business practitioners, and government officials for data triangulation. The data analysis technique follows the interactive model of Miles and Huberman, supported by NVivo 12 software for data coding and visualization. The results show that the Segmenting, Targeting, and Positioning (STP) strategy is applied effectively by positioning the salon as a homey and 100% private salon specifically for women and muslimahs at affordable prices. The utilization of Instagram features such as Feeds, Reels, Stories, and Direct Messages successfully strengthens Brand Recognition and Brand Recall among local consumers. However, consistency in content posting remains a challenge due to the owner operating as a single-fighter manager. Overall, a well-structured content plan and integration with local digital platforms are needed to optimize digital marketing performance..