Inovasi Digital Sebagai Strategi Pemgembangan Layanan Nail Art dan Eyelash Extension Yuanstudio di Makassar
DOI:
https://doi.org/10.55606/jurima.v6i1.6426Keywords:
Innovation, Digitalization, BeautyAbstract
The rapid development of digital technology has significantly influenced the beauty industry, including nail art and eyelash extension services. This study aims to analyze the forms of digital innovation implemented by Yuanstudio and examine their impact on the development of beauty services in Makassar City. Using a descriptive qualitative method, data were collected through in-depth interviews, digital observations of the studio’s social media activities, and content analysis of customer reviews. The findings reveal that Yuanstudio has successfully adopted various forms of digital innovation, including the utilization of social media for branding and marketing, the implementation of online booking systems to enhance service efficiency, and the use of high-quality visual content as a strategy to build customer trust. These digital innovations have contributed to increased business visibility, strengthened brand identity, and improved customer loyalty. However, several challenges remain, such as intense digital competition, limited resources for content production, and inconsistencies in publishing schedules. This study highlights that digitalization is a strategic necessity for beauty-related MSMEs to remain competitive in the modern era and serves as an essential foundation for the development of technology-based beauty services.
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