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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Sosial dan Teknologi Journal of Applied Business, Taxation and Economics Reseach ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen dan Bisnis (JIMB)

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Improving Brand Awareness and Market Competitiveness in Homecare Services: Business Strategy Analysis of Care Your Self (CYS) Nanda, Yumas Gia; Astuti, Novika Candra; Uno, Indra Cahya
Jurnal Ilmiah Manajemen dan Bisnis Vol 11, No 2 (2025): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v11i2.33400

Abstract

The homecare healthcare industry in Indonesia is experiencing rapid growth due to the aging population, increasing prevalence of chronic diseases, and rising demand for personalized healthcare services. Despite this opportunity, many providers face challenges in building market visibility and competing in a fragmented and price-sensitive market. This paper analyzes the business strategy of Care Your Self (CYS), a comprehensive homecare nursing service provider, focusing on brand awareness and competitive positioning. Using a mixed-method approach and strategic analysis frameworks such as SWOT, PESTLE, Porter’s Five Forces, EFAS-IFAS, and AHP, this study proposes actionable strategies to improve CYS's brand strength and market competitiveness. Results show that a combination of digital marketing, service differentiation, IT infrastructure development, and strategic partnerships is essential for enhancing public awareness and driving sustainable business growth. The findings contribute to the broader understanding of healthcare marketing and strategic planning for emerging health service providers in developing economies.
Co-Authors Adhyaksa, Rangga Pijar Azzahra, Salsa Mylady Darajat, Zakiah Harimukti Wandebori Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya