Peningkatan Promosi dan Daya Saing Pengusaha Kecil Make-Up Artist Melalui Fotografi Komersial di Kabupaten Serang

Abstract

Abstrak: Program pengabdian kepada masyarakat ini dilaksanakan untuk menjawab permasalahan keterbatasan dokumentasi visual yang dihadapi para pelaku usaha make-up artist (MUA) di Kabupaten Serang, Provinsi Banten. Meskipun memiliki keterampilan merias yang baik, para mitra mengalami hambatan dalam mempromosikan jasa mereka secara digital karena kualitas foto portofolio yang rendah, yang ditandai dengan pencahayaan buruk, komposisi tidak tepat, serta latar belakang yang kurang mendukung citra profesional. Kegiatan pengabdian difokuskan pada peningkatan keterampilan dokumentasi visual dan penguatan strategi promosi digital melalui tahapan sosialisasi, pelatihan teknis, praktik hands-on, penerapan teknologi, dan evaluasi. Solusi yang diberikan meliputi pelatihan teknik fotografi portofolio menggunakan smartphone, pemanfaatan Ring Light LED Mini dan background polos, pelatihan editing sederhana berbasis aplikasi mobile, workshop branding, serta penyusunan katalog digital sebagai portofolio profesional. Hasil kegiatan menunjukkan peningkatan signifikan, di mana 92% mitra mampu mengoperasikan pencahayaan dengan benar, setiap mitra menghasilkan 12–18 foto portofolio berkualitas, serta terjadi peningkatan kualitas visual konten sebesar 75% dibandingkan kondisi awal. Selain itu, seluruh mitra secara konsisten memproduksi dan mempublikasikan konten visual minimal tiga hingga lima kali seminggu di media sosial, serta memiliki logo dan identitas brand yang seragam. Luaran yang dihasilkan dari program ini mencakup publikasi ilmiah, penyusunan katalog digital portofolio, serta diseminasi hasil kegiatan melalui seminar. Dengan demikian, kegiatan ini berhasil mentransformasi keterbatasan dokumentasi visual para MUA menjadi kekuatan promosi digital yang lebih profesional, sekaligus meningkatkan daya saing mereka di pasar jasa kecantikan.

Kata Kunci: Make-up Artist (MUA), dokumentasi visual, promosi digital, UMKM kreatif, Kabupaten Serang

Abstract:  This community service program was implemented to address the problem of limited visual documentation faced by make-up artist (MUA) entrepreneurs in Serang Regency, Banten Province. Although the partners possess strong make-up skills, they encounter difficulties in digitally promoting their services due to low-quality portfolio photos characterized by poor lighting, inaccurate composition, and unprofessional backgrounds. The program focused on enhancing visual documentation skills and strengthening digital promotion strategies through stages of socialization, technical training, hands-on practice, technology implementation, and evaluation. The solutions provided included training in portfolio photography techniques using smartphones, the use of mini LED ring lights and plain backgrounds, basic editing training with mobile applications, branding workshops, and the development of digital catalogs as professional portfolios. The results showed significant improvements: 92% of partners were able to operate lighting correctly, each produced 12–18 high-quality portfolio photos, and overall visual content quality increased by 75% compared to the initial condition. In addition, all partners consistently produced and published visual content three to five times per week on social media and established standardized logos and brand identities.The outputs of this program include a scientific publication, the development of a digital portfolio catalog, and the dissemination of results through a seminar. Thus, this program successfully transformed the visual documentation limitations of MUAs into a more professional digital promotion strength, thereby enhancing their competitiveness in the beauty service market.

Keywords: Make-up Artist (MUA), visual documentation, digital promotion, creative UMKM, Serang Regency