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This Author published in this journals
All Journal Journal of Business and Management The Indonesian Journal of Business Administration Journal The Winners JAM : Jurnal Aplikasi Manajemen The Asian Journal of Technology Management (AJTM) Indonesian Journal of Applied Statistics Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Almana : Jurnal Manajemen dan Bisnis Inovasi: Jurnal Ilmiah Ilmu Manajemen International Journal of Economics Development Research (IJEDR) Jurnal Pajak dan Bisnis (Journal of Tax and Business) Marcapada: Jurnal Kebijakan Pertanahan Jurnal Locus Penelitian dan Pengabdian Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management e-Jurnal Apresiasi Ekonomi Journal Integration of Social Studies and Business Development Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN)
Harimukti Wandebori
School of Business and Management, Institut Teknologi Bandung, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Environmental Science Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Developing a Marketing Strategy to Improve Occupancy Performance: A Case Study of Atmosfera De Lembang Villa Nathanael, Gabriel Adiv; Wandebori, Harimukti
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 3 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i3.5291

Abstract

This research aims to develop an integrated marketing strategy to improve the declining occupancy performance of Atmosfera de Lembang, a premium private villa in West Bandung, Indonesia. Despite offering superior facilities and achieving consistently high guest satisfaction scores, the villa experienced a 39% decrease in occupancy between 2022 and 2024. Using a mixed-method, single-case study design, the research combines qualitative interviews, quantitative surveys, digital performance audits, and strategic marketing analyses (PESTEL, Porter’s Five Forces, VRIO, Value Chain, STP, SWOT–TOWS, and the 7Ps). Findings reveal that strong product quality is overshadowed by low brand awareness, weak digital visibility, unstructured marketing activities, and insufficient OTA optimization, resulting in a significant awareness–performance gap. Market segmentation identified three clusters, with “Premium Comfort Families” emerging as the ideal target segment, aligned with the villa’s value proposition of “Luxury That Feels Like Home.” The study proposes a 12-month phased marketing strategy covering brand revitalization, multi-platform distribution, influencer collaborations, digital advertising, customer retention programs, and pricing optimization. The strategy is projected to increase monthly bookings from 4–5 to 15–17, elevate annual revenue to IDR 960M–1.08B, deliver a 239–357% ROI, and achieve breakeven within 5–7 months. The results highlight the importance of structured, data-driven marketing for sustaining competitiveness in oversaturated hospitality markets.
Machine Learning Predictive Modeling of Agricultural Sustainability Indicators Sudarsono, Raden Roro Shafira Meisy; Wandebori, Harimukti
Indonesian Journal of Applied Statistics Vol 6, No 1 (2023)
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.13057/ijas.v6i1.64245

Abstract

Modern-day researchers are provided with data abundance that has its drawback: increased analysis complexity. Approaching this issue through traditional data analysis techniques provides only partial solutions to the complex situation. This research offers analytical and predictive models based on machine‐learning algorithms (linear regression, random forest, and generalized additive model) that can be used to assess and improve the Common Agricultural Policy (CAP) impact over agricultural sustainability in European Union (EU) countries, providing the identification of proper instruments that can be adopted by EU policymakers and CAP Council in financial management of the policy. The chosen methodology elaborates custom‐developed models based on a dataset containing 22 relevant indicators, considering three main dimensions contributing to the EU sustainable agriculture development goals in the CAP context: social, environment, and economic. The results showed that sustainable agriculture parameters influenced by the relevant indicators could be modeled with both linear and non-linear regression approaches by utilization of real-time data using machine learning. The predictive analytic models provide satisfactory performance and could be adopted by researchers and practitioners as policy impact monitoring and controlling tools, not only the EU but also for other countries that have or plan to adopt similar agricultural policies.Keywords: Agricultural policies, common agricultural policy, machine learning, rural development, sustainable agriculture
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Mutalib Adhytia Pradiktha Darmawan Adnan Faris Sadewo Adrian Adrian Adriatama, Irshad Aliyya, Zalfa Andenko Utama, Andenko Andika Putra Panengah Arthur Simanjuntak Athaya, Neysa Shifra Audya Anindhita, Audya Aziz Laisa, Abdul Azkiya, Salma Chindia Ferdinansari, Chindia Chyntia Ika Ratnapuri, Chyntia Ika David CUH Sihotang Diah Armita, Sendika Dina Fadia Dolitua, Arjuna Dyasanti Vidya Saputri Erik Joost de Bruijn Fadhil Fahmi Fikri Rasyidin, Muhammad Firdaus Ghalba Fitri Fitriyani Florentia Anindita Apsari Isthika Harm-Jan Steenhuis Hendra Winata, Hendra Imaduddin, Dani Akhmad Iman Haryanto Irfan Fauzan Rasyad Iskandar, Bachtiar Ivan Gurhananda Izzah, Zulfa Nurul Jihan Syifania Anwar, Jihan Syifania Jumar Jumar Kenny Kenny Khalandara, Khalandara Lubis, Kevin Fachrul Razi M. Rizqi Fabianto, M. Rizqi Martha Yoanita Matahari Kesadaran, Matahari Melvina Pascaline Mohammad Hamsal Muhamamd Falah Haidi, Muhamamd Falah Muhammad Fakhrizal Muhammad Qareza Qualdi Muhammad Sherdian Wilandria Syofrinaldy Wilandria Syofrinaldy Noer Mustika Sufiati Purwanegara Namira, Shastya Rizka Nathanael, Gabriel Adiv Novika Candra Astuti Nurlia Roza, Innayah Nurul Huda Nurwijayanti Patrick Marco Andries, Patrick Marco Pidada, Agung Ananda Putera Pratama, Ridho Qinanti, Rizqyani Rachmat Suhadi Raedi Zulfahmi Hanifi Ratih Ayudyaputri Reza Relen Indriyanto Riandiza, Bima Ricky Febrian, Muhammad Riski Pratama, Riski Rizal Abdullah, Rizal Ronaldo Bagus Putra Rumintjap, Astrid Felicia Rusbagja, Muhammad Zidane Ryan Gulfa Wijaya Sanctita, Mutia Puri Shauma, Rena Fazza Simon, Zefanya Ferdinand Sudarsono, Raden Roro Shafira Meisy Sutansyah Marahakim Syukri, Khariful Tama, Widya Teddy Mulyadi Hidayat Tedo Esmu Ziraga, Tedo Esmu Timothy Winata, Hansen Trihandoyo Indroyono Soesilo, Trihandoyo Indroyono Vanya Winona Wahyudi Wahyudi Yonathan Adiputra Susanto Zulkifli Zulkifli