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All Journal Jurnal Bisnis Terapan PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Wilson, Richard
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Aspek Pemasaran pada Bisnis Her Haven Guest House di Jakarta Pusat Yulius, Kevin Gustian; Wilson, Richard
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 7 No 1 (2024): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/perwira.7.1.41-49

Abstract

This study aims to access the potential market for the establishment of Her Haven Guest House, a specialized accommodation designed for female travellers which located in Central of Jakarta. A market survey being used for the research methodology, where the author distributed the questionnaires to the targeted respondents. The study focused on the market and marketing analysis, where the author used SWOT analysis and Porter’s Five Forces. SWOT analysis being used to identify the strength, weakness, opportunities, and threat, while the Porter’s Five Forces being used to identify the level of competitive in accommodation industry. This analysis is conducted to understand the opportunities and the competitive that need to be encounter by Her Haven Guest House. The outcomes of this study are expected to provide insight for the market potential that Her Haven Guest House could have. Additionally, the author hoping that this study might be used as reference for the potential investor seeking to invest in specialized accommodation for female.
BUSINESS STRATEGY INSIGHTS FROM HER HAVEN: A FEMALE-FOCUSED GUEST HOUSE IN JAKARTA Wilson, Richard; Yulius, Kevin Gustian
Jurnal Bisnis Terapan Vol. 9 No. 1 (2025): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v9i1.7209

Abstract

The increasing demand for safe and exclusive accommodations among female travellers highlights a significant gap in the hospitality industry, particularly in urban centers like Jakarta. Her Haven Guest House aims to address this need by offering women-only lodging that prioritizes safety, comfort, and personalized experiences. This study analyses the marketing strategies required to establish Her Haven Guest House as a leading provider in this niche market. The research employs a mixed-methods approach, combining surveys, observations, and secondary data analysis to assess consumer preferences and market dynamics. Primary data was gathered through an online survey of 165 women aged 21-54 in the Greater Jakarta area, revealing a strong preference for women-only accommodations. The study applies the 8Ps marketing mix framework—Product, Price, Place, Promotion, People, Packaging, Programming, and Partnerships—to develop actionable strategies for the guest house. Additionally, a SWOT analysis identifies key strengths, weaknesses, opportunities, and threats, guiding strategic recommendations. The findings indicate that Her Haven Guest House can leverage its unique concept and strategic location to attract female travellers seeking security and exclusivity. The results highlight the importance of digital marketing, loyalty programs, and themed events in building brand awareness and customer loyalty. Furthermore, the study provides insights into managerial strategies to enhance service quality and policy recommendations for government support in promoting inclusive tourism. By addressing the specific needs of female travellers, Her Haven Guest House has the potential to contribute to the broader landscape of sustainable and inclusive hospitality.
Co-Authors Yulius, Kevin Gustian