| dc.description.abstract | study aims to analyze the effectiveness of digital communication strategies in building brand awareness and brand image for local beauty businesses, with a case study on Liza House Beauty Langsa. In the digital era, marked by changing consumer behavior and the dominance of social media, understanding digital communication strategies is crucial for business continuity and growth. This research refers to marketing communication theory and digital communication theory. A qualitative approach with a constructivist paradigm was used, where the researcher views social reality as the result of interactive construction between subject and object. Data were collected through observation, in-depth interviews with the business owner and social media admin of Liza House Beauty, as well as documentation of digital communication activities carried out by the business across various platforms such as Instagram, TikTok, and Shopee. The results indicate that Liza House Beauty has successfully built strong brand awareness through educational, interactive content and consistent promotions on social media, such as live streaming, giveaways, and collaborations with influencers. The implemented digital communication strategy also fostered a positive brand image as a professional, trustworthy, and approachable beauty store for various consumer segments. Furthermore, this study finds that the success of Liza House Beauty is not solely influenced by digital promotion activities but is also supported by a deep understanding of consumer needs, innovation in content, and adaptation to changes in social media algorithms. This research contributes to the literature on digital communication strategies in the beauty industry and offers practical recommendations for similar businesses to build an effective and relevant digital presence in the modern era. | en_US |
