Strategi Keberlanjutan Bisnis Glow Up Salon Melalui Jaminan Kualitas Pelayanan, Konsep Autentik, dan Customer Relationship Management (CRM)

This study aims to analyze the business sustainability strategy of Glow Up Salon through the implementation of service quality assurance, an authentic business concept, and Customer Relationship Management (CRM). The study is motivated by the increasing competition in the beauty service industry, which requires business owners to deliver high-quality services, establish distinctive business characteristics, and build long-term relationships with customers to ensure business sustainability. This research employed a descriptive qualitative approach using both primary and secondary data. Primary data were collected through participant observation, in-depth interviews with the salon owner, employees, and customers, while secondary data were obtained from internal business documents and relevant academic literature. Data were collected through observation, interviews, and documentation. The data were analyzed using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing, combined with SWOT analysis to formulate business sustainability strategies.The findings reveal that Glow Up Salon implements service quality assurance through the consistent application of Standard Operating Procedures (SOPs), the use of high-quality products, continuous employee competency development, service supervision, and prompt complaint handling, which collectively enhance customer trust. The salon's authentic concept is reflected in its modern interior design, comfortable atmosphere, personalized services, and consistent service quality, creating a distinctive competitive advantage. Furthermore, Customer Relationship Management (CRM) is implemented through customer data management, active communication, loyalty programs, and the utilization of social media to foster long-term customer relationships. These three strategic elements work synergistically to enhance customer satisfaction and loyalty, which are essential for sustaining the business. The SWOT analysis indicates that Glow Up Salon possesses stronger internal strengths than weaknesses, providing significant opportunities to maintain and expand its business through adaptive, innovative, and service-oriented strategies