Strategi Komunikasi dalam Pembentukan Persepsi Konsumen: Studi Kasus SKYN Clinic Indonesia

Authors

  • Diana Hestya Ningsih LSPR Communication & Business Institute
  • Reinhard Harianja LSPR Communication & Business Institute
  • Oshin Mega Bintang LSPR Communication & Business Institute
  • Lely Arrianie LSPR Communication & Business Institute

DOI:

https://doi.org/10.58344/locus.v4i11.4658

Keywords:

Strategi Komunikasi, Persepsi Konsumen, Layanan Estetika, Loyalitas, Keberlanjutan

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi dalam membentuk persepsi konsumen terhadap layanan kesehatan estetika melalui studi kasus SKYN Clinic Indonesia. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode dokumentasi berdasarkan laporan internal persepsi konsumen tahun 2025. Hasil penelitian menunjukkan bahwa persepsi konsumen sangat dipengaruhi oleh strategi komunikasi yang menekankan kredibilitas, kejelasan informasi, aksesibilitas layanan, serta hasil perawatan yang nyata melalui testimoni dan edukasi media sosial. Melalui komunikasi layanan yang konsisten, SKYN Clinic membangun reputasi positif yang berdampak langsung pada loyalitas pelanggan, word of mouth, dan keberlanjutan bisnis. Penelitian ini menyimpulkan bahwa strategi komunikasi layanan berperan penting dalam membentuk persepsi konsumen pada bisnis layanan estetika di Indonesia, khususnya dalam mendukung keberlanjutan bisnis melalui komunikasi berbasis kepercayaan.

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Published

2025-11-20

Issue

Vol. 4 No. 11 (2025): JURNAL LOCUS: Penelitian dan Pengabdian

Section

Articles

License

Copyright (c) 2025 Diana Hestya Ningsih, Reinhard Harianja, Oshin Mega Bintang, Lely Arrianie

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