Penelitian ini bertujuan untuk merancang dan mengembangkan platform e-commerce berbasis Business-to-Customer (B2C) guna meningkatkan efektivitas pemasaran digital layanan make up artist di Griya Cantika Kuningan. Permasalahan utama yang dihadapi yaitu keterbatasan promosi konvensional melalui media sosial dan kurangnya informasi layanan yang terstruktur sehingga transaksi menjadi kurang efisien. Penelitian ini menggunakan pendekatan kualitatif dengan model pengembangan sistem Waterfall yang meliputi analisis kebutuhan, perancangan, implementasi, dan pengujian. Sistem dibangun menggunakan framework CodeIgniter 4, bahasa pemrograman PHP, dan basis data MySQL. Hasil pengujian menunjukkan bahwa platform ini mampu memfasilitasi promosi layanan secara digital, memperluas jangkauan pasar, serta mempermudah pelanggan dalam proses pemesanan dan pembayaran. Dengan demikian, penerapan model e-commerce B2C pada Griya Cantika dapat meningkatkan efektivitas pemasaran digital, mendukung transformasi bisnis berbasis teknologi informasi, serta memperkuat daya saing usaha di era digital.
Kata Kunci: Sistem Informasi, B2C E-Commerce, Make Up Artist, Pemasaran Digital, Griya Cantika.

This study aims to design and develop a Business-to-Customer (B2C) e-commerce platform to enhance the effectiveness of digital marketing for make-up artist services at Griya Cantika Kuningan. The main problems identified are the limitations of conventional promotion through social media and the lack of structured service information, which leads to inefficient transactions. The research employs a qualitative approach using the Waterfall system development model, consisting of requirement analysis, design, implementation, and testing stages. The system was developed using the CodeIgniter 4 framework, PHP programming language, and MySQL database. The test results show that the platform can facilitate digital service promotion, expand market reach, and simplify the process of service ordering and payment. Therefore, the implementation of the B2C e-commerce model at Griya Cantika can improve the effectiveness of digital marketing, support business transformation based on information technology, and strengthen business competitiveness in the digital era.
Keywords: Information System, B2C E-Commerce, Make Up Artist, Digital Marketing, Griya Cantika.