Penentuan Strategi Promosi Digital Klinik Kecantikan Berbasis Retensi Konsumen dengan Metode TOPSIS (Technique for Order Preference by Similarity to Ideal Solution)

Nuridayanti Nuridayanti; Dian Pertiwi Josua; Iva Sarifah; Nurul Qomariyah Ahmad; Lilis Jubaedah; Achmad Ridwan; Azizah Aulia Rohima

doi:10.21009/jtr.14.2.10

Authors

Nuridayanti Nuridayanti Universitas Negeri Makassar
Dian Pertiwi Josua Universitas Negeri Jakarta
Iva Sarifah Universitas Negeri Jakarta
Nurul Qomariyah Ahmad Universitas Negeri Jakarta
Lilis Jubaedah Universitas Negeri Jakarta
Achmad Ridwan Universitas Negeri Jakarta
Azizah Aulia Rohima Universitas Negeri Jakarta

DOI:

https://doi.org/10.21009/jtr.14.2.10

Keywords:

Beauty clinic, consumer retention, digital promotion, marketing strategy, TOPSIS

Abstract

This study aims to determine the most effective digital promotion strategy for increasing customer retention at Beauty Clinics. Five main criteria are set as the basis for assessment, namely engagement rate, content relevance, platform reach, customer feedback responsiveness, and conversion rate. This study involved five alternative digital promotion strategies: (1) interactive social media campaign, (2) digital loyalty program, (3) collaboration with influencers, (4) segmented paid advertising, and (5) SEO and website optimization. The assessment was conducted by five experts in the fields of digital marketing and beauty clinic management, utilizing a 4-point Likert scale. TOPSIS analysis was conducted through the stages of decision matrix normalization, weighting, determining positive and negative ideal solutions, and calculating Euclidean distance and preference values (Closeness Coefficient). The results showed that the interactive social media campaign strategy obtained the highest Closeness Coefficient value of 0.812, followed by the digital loyalty program (0.748) and collaboration with influencers (0.691). Meanwhile, the SEO website optimization strategy obtained the lowest value (0.581). These results indicate that a direct social interaction-based promotional approach is more effective in increasing customer loyalty in the service sector.

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