IMPLEMENTASI SOCIAL MEDIA MARKETING 4C (CONTEXT, COMMUNICATION, COLLABORATION, CONNECTION) PADA RUMAH CANTIK KHEZIA

Social media connected to the internet initially only served as a platform for social interaction, but today it has changed consumption patterns from both the seller and buyer perspectives. In this modern era that continues to develop, Social Media does not only act as a means of communication, but also functions as a promotional tools that generates many benefits. In addition, the use of social media is also the right option for UMKM in developing their business.
One of the Micro, Small and Medium Enterprises in Binjai that has implemented digital marketing is Rumah Cantik Khezia. Rumah Cantik Khezia uses the social media platforms Instagram and WhatsApp as a means of digital marketing. However, there are weaknesses in the strategies used. Such as the lack of activity on digital platforms, lack of information to customers or prospective customers, as well as suboptimal content quality. Rumah Cantik Khezia has been established and started operating since 2020, Rumah Cantik Khezia is a Micro, Small and Medium Enterprises engaged in the beauty sector that provides hair treatment, face treatment, and body treatment services. Although Rumah Cantik Khezia has been doing digital marketing for a long time, the utilization of digital marketing is still not optimal due to a lack of understanding about its implementation. Therefore, the existence of Rumah Cantik Khezia is still not well known by many people.
Based on this explanation, the solution designed is the implementation of a 4C (context, communication, collaboration, connection) social media marketing strategy based on Instagram and WhatsApp in the context of improving brand image and growing the number of customers. The results showed that the implementation of the strategy was effective in establishing a strong brand identity, increasing the number of followers on Instagram and WhatsApp platforms, and expanding market share. By implementing this strategy, the company can increase interaction with customers and get positive feedback, which in turn will increase customer loyalty and generate significant business growth.