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ABSTRACT
ANALYSIS PERSONAL STRATEGY FOR MAKE UP ARTIST (MUA)
SERVICES THROUGH THE INSTAGRAM ACCOUNT
@READYSUBAGYO_MAKEUP
Ella Elfita Harningtyas Dwi Utami
20240841
This thesis is entitled Analysis Personal Strategy for Make Up Artist (MUA)
Services Through the Instagram Account @readysubagyo_makeup. The aim of
this research is to find out what the analysis of personal strategy for make up
artist services is through the Instagram account @readysubagyo_makeup. This
research uses descriptive qualitative, namely research that is directed at
providing symptoms, facts or events systematically and accurately regarding the
nature of the research and analyzing its truth based on the data obtained. Data
collection techniques use interview, observation and documentation techniques.
The discussion is analyzed through interview results and using interpretation.
There were 5 informants in this research, all of whom were parties related to
MUA @readysoebagyo_makeup. The sampling technique in this research was
carried out using purposive sampling, using 1 informant as the key informant,
namely the owner of MUA Ready Soebagyo and 4 informants, namely 1
commentator and 3 clients of MUA @readysoebagyo_makeup. This research will
examine the personal branding used by the owner of MUA Ready Soebagyo using
the theory of The Eight Laws of Personal Branding. The research results show
that Ready Soebagyo's personal branding fulfills the eight main concepts of Peter
Montoya's personal branding. The application of the personal branding concept
on Instagram social media has made Ready Soebagyo specialized as a MUA by its
customers on Instagram.
Keywords: Personal, Branding, Services, Make Up Artist, Instagram