Marketing Mix Implementation at Rumah Cantik Sehat Muslimah (RCSM) Brebes

Abstract The beauty salon business is expanding across various regions in Indonesia, includingBrebes Regency. Conventional and Muslimah salons offer distinct service concepts. Muslimah salons focus on Islamic law-compliant (Syariah) beauty services, prioritizing women's privacy and using halal products. In contrast, conventional salons cater to both men and women without Islamic law restrictions. Marketing strategies differ, with conventional salons relying on general promotions, social media, and discounts, while Muslimah salons emphasize Islamic values. Muslimah salons in Brebes have become a preferred choice for Muslim women seeking privacy-protected beauty services aligned with Islamic principles."Rumah Cantik Sehat Muslimah (RCSM) is a pioneering Islamic salon and spa prioritizing Islamic ethics, hospitality, honesty and professionalism. RCSM provides exclusive beauty and wellness services for women in a comfortable, secure and Syariah-compliant environment. Supported by experienced experts, including therapists and consultants. RCSM Brebes, a branch of the Yogyakarta-based RCSM, focuses on halal products, sustainable innovation and marketing strategies catering to Muslim women seeking beauty solutions aligned with Islamic principles.This research employs qualitative methods through field research and descriptive approaches. Data Collected at RCSM Sitanggal Brebes via observation, interviews, and documentation, focusing on the Marketing Mix of Muslimah Salons. Data analysis techniques utilized include data collection, reduction, display and verification.The Marketing Mix of RCSM Brebes Muslimah Salon encompasses several aspects. Product, RCSM offers natural, non-hazardous products. Price, Affordable daily care products. Promotion, Utilizing social media (WhatsApp, Instagram, Facebook, Tik Tok), beauty classes, brochures and 10% discounts for members. Place, RCSM Sitanggal is strategically situated near shopping centers and residential areas.Keyword : Marketing Mix and Muslimah Salon