STRATEGI PEMASARAN DALAM MENINGKATKAN CUSTOMER RELATIONSHIP PELANGGAN SKINCARE SUPER BEAUTY

Marketing strategy is an activity carried out by a company to increase
sales, establish good relationships with customers. Super Beauty's lack of
interaction with customers has resulted in the products being marketed not being
communicated clearly to consumers. Marketing does not only focus on producing
products at competitive prices but can answer customer complaints, wants and
needs. The aim of this research is to analyze the effectiveness of implementing
customer relations for super beauty.
This research uses a qualitative approach by collecting data through a
process of observation, interviews and documentation. The selection of research
informants used a purposive sampling technique which was determined based on
certain considerations. Based on the results of this research, it can be concluded
that: Implementation of customer relations company managers through WhatsApp
Blast, Shopee Live Streaming, Events (exhibitions), and Websites. Meanwhile,
Super Beauty's marketing strategy utilizes price affordability, Affiliate, and member
get member programs, the driving factors in implementing customer relations
include: price affordability, and high demand for skincare needs. Factors inhibiting
the implementation of customer relations include time constraints, low company
budgets, and market demand.
According to research results, the application of customer relations via
WhatsApp Blasting from various social media is considered very effective. So,
consumers feel moved to repurchase skincare products. Implementing WhatsApp
Blast is considered the cheapest because there is no need to store thousands of
customer numbers and it takes a lot of time to establish customer relationship
communications.
Keywords: Marketing, Customer relationship, Super Beauty