ANALISIS FAKTOR DOMINAN DALAM KEBERHASILAN USAHA JASA MAKEUP ARTIST PADA ALUMNI TATA TATA RIAS UNIVERSITAS NEGERI JAKARTA

VARADILA ALIFIA, . (2026) ANALISIS FAKTOR DOMINAN DALAM KEBERHASILAN USAHA JASA MAKEUP ARTIST PADA ALUMNI TATA TATA RIAS UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan industri kecantikan dan meningkatnya kebutuhan masyarakat terhadap jasa tata rias menjadikan usaha jasa makeup artist terus berkembang. Keberhasilan usaha tersebut dipengaruhi oleh berbagai faktor sehingga perlu diketahui faktor yang paling dominan dalam mendukung keberhasilan usaha jasa makeup artist. Penelitian ini bertujuan untuk menganalisis tingkat masing-masing faktor, menentukan urutan (ranking) faktor, dan mengetahui faktor yang paling dominan dalam keberhasilan usaha jasa makeup artist pada alumni Program Studi Tata Rias Universitas Negeri Jakarta. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Sampel penelitian berjumlah 40 alumni Program Studi Tata Rias Universitas Negeri Jakarta yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan statistik deskriptif berupa nilai mean, persentase, dan analisis dominan berdasarkan peringkat nilai mean. Hasil penelitian menunjukkan bahwa faktor kepuasan pelanggan merupakan faktor yang paling dominan dalam keberhasilan usaha jasa makeup artist dengan nilai mean sebesar 3,5625 (21%), diikuti media sosial sebesar 3,5083 (20%), kualitas layanan sebesar 3,4333 (20%), profesionalisme sebesar 3,3563 (20%), dan personal branding sebesar 3,3417 (19%). Dengan demikian, kepuasan pelanggan merupakan faktor yang paling dominan dalam mendukung keberhasilan usaha jasa makeup artist pada alumni Program Studi Tata Rias Universitas Negeri Jakarta. **** The development of the beauty industry and the increasing public demand for makeup services have led to the continued growth of makeup artist services. The success of these businesses is influenced by various factors, so it is necessary to identify the most dominant factors in supporting the success of makeup artist services. This study aims to analyze the level of each factor, determine the ranking of factors, and determine the most dominant factor in the success of makeup artist services among alumni of the Makeup Study Program at Jakarta State University. This study uses a quantitative method with a descriptive approach. The research sample consisted of 40 alumni of the Makeup Study Program at Jakarta State University who were selected using a purposive sampling technique. Data were collected through a questionnaire with a Likert scale and analyzed using descriptive statistics in the form of mean values, percentages, and dominance analysis based on the ranking of mean values. The results of the study indicate that customer satisfaction is the most dominant factor in the success of makeup artist services with a mean value of 3.5625 (21%), followed by social media at 3.5083 (20%), service quality at 3.4333 (20%), professionalism at 3.3563 (20%), and personal branding at 3.3417 (19%). Thus, customer satisfaction is the most dominant factor in supporting the success of the makeup artist service business for alumni of the Makeup Study Program at Jakarta State University.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Titin Supiani, M.Pd.; 2). Prof. Dr. Neneng Siti Silfi A, S.Si.,Apt.,M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Varadila Alifia .
Date Deposited:	14 Aug 2026 06:55
Last Modified:	14 Aug 2026 06:55
URI:	http://repository.unj.ac.id/id/eprint/70389

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