ELISABET PETRUS, NPM 2208100125 (2026) ANALISIS KEWIRAUSAHAAN LISAMAKEUP_RANTAUPRAPAT BASIS DIGITAL UNTUK JANGKA BERKELANJUTAN. Skripsi thesis, Universitas Labuhanbatu.
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Abstract
Penelitian ini bertujuan untuk menganalisis penerapan kewirausahaan berbasis digital pada usaha jasa kecantikan Lisamakeup_Rantauprapat dalam mencapai keberlanjutan usaha di era digital. Latar belakang penelitian ini didasarkan pada pesatnya perkembangan teknologi digital yang mempengaruhi pola pemasaran dan persaingan bisnis, khususnya dalam industri jasa makeup. Metode penelitian yang digunakan adalah pendekatan deskriptif dengan menganalisis strategi pemasaran, faktor pendukung dan penghambat, serta solusi yang diterapkan dalam pengelolaan usaha. Hasil penelitian menunjukkan bahwa Lisamakeup_Rantauprapat telah memanfaatkan media sosial seperti Instagram, Facebook, TikTok, dan WhatsApp Business sebagai sarana utama dalam promosi dan komunikasi dengan pelanggan. Strategi pemasaran yang diterapkan meliputi strategi produk, harga, tempat, promosi, serta pelayanan yang berorientasi pada kepuasan pelanggan. Faktor pendukung usaha meliputi kemudahan akses teknologi digital dan tingginya penggunaan media sosial, sedangkan faktor penghambat meliputi persaingan yang ketat, keterbatasan modal, serta kurang optimalnya penguasaan strategi digital marketing. Untuk mengatasi hambatan tersebut, diperlukan penguatan branding personal, konsistensi dalam pembuatan konten digital, serta peningkatan kualitas pelayanan. Dengan penerapan strategi yang tepat, Lisamakeup_Rantauprapat memiliki potensi untuk meningkatkan daya saing dan berkembang secara berkelanjutan di era digital. Kata Kunci : Kewirausahaan Digital, Media Sosial, Strategi Pemasaran, UMKM, Keberlanjutan Usaha ================================================================================================= This study aims to analyze the implementation of digital-based entrepreneurship in the beauty service business Lisamakeup_Rantauprapat to achieve business sustainability in the digital era. The background of this research is based on the rapid development of digital technology, which has influenced marketing patterns and business competition, especially in the makeup service industry. The research method used is a descriptive approach by analyzing marketing strategies, supporting and inhibiting factors, as well as solutions applied in business management. The results show that Lisamakeup_Rantauprapat has utilized social media platforms such as Instagram, Facebook, TikTok, and WhatsApp Business as the main tools for promotion and communication with customers. The marketing strategies implemented include product, price, place, promotion, and service strategies that focus on customer satisfaction. Supporting factors include easy access to digital technology and the high use of social media, while inhibiting factors include intense competition, limited capital, and less optimal digital marketing skills. To overcome these challenges, strengthening personal branding, maintaining consistency in digital content creation, and improving service quality are necessary. With the appropriate strategies, Lisamakeup_Rantauprapat has the potential to enhance its competitiveness and grow sustainably in the digital era. Keywords : Digital Entrepreneurship, Social Media, Marketing Strategy, Msmes, Business Sustainability
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Kewirausahaan Digital, Media Sosial, Strategi Pemasaran, UMKM, Keberlanjutan Usaha ======================================== Digital Entrepreneurship, Social Media, Marketing Strategy, Msmes, Business Sustainability |
| Subjects: | H Social Sciences > HF Commerce T Technology > T Technology (General) T Technology > T Technology (General) > T201 Patents. Trademarks |
| Divisions: | Fakultas Sains Dan Teknologi > Sistem Informasi |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 12 May 2026 09:45 |
| Last Modified: | 12 May 2026 09:45 |
| URI: | http://repository.ulb.ac.id/id/eprint/2298 |
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