PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF HOMESTAY (CASE STUDY OF VILLA WE LOZA)

• Main Author: Bermanto, Beny
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86896
• Institution: Institut Teknologi Bandung

The accommodation industry in Kerinci presents a growth opportunity for Villa We Loza, a homestay seeking to increase brand awareness and attract more visitors. This study aims to propose marketing strategies that increase brand visibility and competitiveness in the local accommodation market such as low brand recognition, limited promotional activities, and lack of differentiation in customer engagement strategies. The study began with a comprehensive analysis of consumer insights gathered through a combination of in-depth interviews with 25 informants, to understand their perceptions and preferences. This was followed by an analysis of internal and external factors affecting Villa We Loza. External analysis used tools such as Porter’s Five Forces and competitor benchmarking to evaluate market opportunities and threats. The findings revealed that strategic location, affordable prices, implementation of cultural elements in the accommodation were Villa We Loza’s key strengths, while limited promotional efforts and low online presence were key weaknesses. A SWOT analysis integrated these insights to form the basis of a TOWS matrix, outlining actionable strategies. Recommendations included leveraging digital marketing, improving service quality, enhancing customer experience, and forming partnerships with local tourism entities to build stronger brand awareness. This study provides practical solutions for Villa We Loza to position itself as the main choice for tourists in Kerinci while contributing to the development of tourism in the area.