ANALISIS KELANGSUNGAN USAHA BISNIS MAKE UP ARTIST PASCA PANDEMI COVID-19

Abstract

This research aimed to determine the informant’s effort in maintaining the business sustainability of their makeup artist after the pandemic era of COVID-19. The business was affected during the pandemic because it needed to have direct contact with the client. This type of research is qualitative research. This research is descriptive and tends to use analysis. The theoretical basis is utilised as a guide so that research remains focused on the field’s facts. The data collection techniques used were interviews, observation and documentation. The data analysis technique used in this research is data presentation and conclusion. The result showed that the informant used five efforts for business sustainability, i.e., decreasing the service price, giving free treatment, opening makeup offline and online classes, doing promotions on social media, and cooperating with other makeup artists. By making those efforts, the informant could maintain their business sustainability and increase income after the pandemic.