| dc.description.abstract | The beauty industry in Indonesia is experiencing rapid growth, marked by increasing competition among business players. The rising demand for beauty products has encouraged entrepreneurs to continuously innovate and develop effective marketing strategies. This study aims to examine the implementation of business strategies in Lav Lash Oil, a beauty care brand that focuses on natural eyelash treatments using high-quality ingredients. This research uses a qualitative approach through a case study method, with data collected via interviews with customers and analysis of Lav Lash Oil's business activities on digital platforms, particularly Instagram and Shopee. The study focuses on identifying strategic efforts in business management, including product innovation, service quality improvement, and market expansion through social media and e-commerce. The findings indicate that appropriate digital marketing strategies—such as using Instagram to build brand awareness and engagement, along with utilizing Shopee as a distribution channel—significantly enhance product exposure and sales. Furthermore, customer feedback highlights a growing demand for new product variants, which presents opportunities for future business development. This final project is expected to provide practical contributions for SMEs in the beauty industry, particularly in the eyelash sector, in formulating adaptive and competitive business strategies. It is also intended to serve as an academic reference for the development of digital-based business strategies in the modern era. | en_US |
