Optimizing MSMEs Marketing Strategies in Facing Modern Business Competition: Lely Salon

Abstract

This paper aims to analyze the marketing strategies of the Lely Salon MSMEs in maintaining customer loyalty and enhancing competitiveness in the digital age. Using a descriptive qualitative approach, data was collected through observation, documentation, and interviews with the business owner and customers. The results show that Lely Salon has successfully maintained customer loyalty over its 25 years of operation thanks to consistent service quality, strong personal relationships, and the implementation of a fairness pricing system. Despite having a strong customer base, Lely Salon faces challenges such as business relocation and limited market reach due to conventional promotional methods, which are limited to word of mouth and personal selling. As a solution, optimizing digital marketing strategies and electronic word of mouth (e-WOM) is essential to expand market reach beyond the traditional market environment and strengthen Lely Salon competitive position