Low-Cost Digital Marketing Strategy: A Qualitative Study on Fazia Beauty Metro Lampung

Denny Kurniawan; Sastya Putri

doi:10.55927/mudima.v6i6.83

Authors

Denny Kurniawan Universitas Nahdlatul Ulama Lampung
Sastya Putri Universitas Indonesia Mandiri Lampung

DOI:

https://doi.org/10.55927/mudima.v6i6.83

Keywords:

Digital Marketing, Low-Budget Strategy, Instagram, WhatsApp Business, Beauty Product

Abstract

This study aims to analyze low-budget digital marketing strategies implemented by Fazia Beauty in Metro City, Lampung. This research employed a qualitative approach using a qualitative survey method and a case study design. The informants consisted of 12 participants, including the owner, two employees, four long-term consumers, three new consumers, one prospective consumer/follower, and one university practitioner in marketing or entrepreneurship. Data were collected through semi-structured interviews, open-ended surveys, Instagram and WhatsApp Business observations, documentation, and literature review. The data were analyzed through data reduction, data display, verification, and thematic analysis. The findings show that Fazia Beauty uses Instagram for promotion, education, testimonials, and awareness, while WhatsApp Business plays a stronger role in consultation, follow-up, ordering, and repeat purchases. Relevant low-budget strategies include organic content, product education, authentic testimonials, word of mouth, referrals, storytelling, customer communities, content calendars, basic bundling, and customer retention. These strategies have the potential to support consumer trust and sales opportunities, but their effectiveness needs to be tested through consistent implementation

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