Published date: Aug 01 2022

Journal Title: KnE Social Sciences

Issue title: 2nd Virtual Conference on Social Science In Law, Political Issue and Economic Development

Pages: 223–237

DOI: 10.18502/kss.v7i12.11521

Rd. Heri Solehudinsolehudinheri123@gmail.comUniversity of Muhammadiyah Prof. Dr. HAMKA, Indonesia

The boarding house business is a rapidly growing business with increased competition in Indonesia. Business owners need the right marketing strategy to seize opportunities, maximize their strengths and reduce weaknesses, avoid threats, and promote and improve the quality of their service. This study aimed to explore the creative and innovative marketing strategies used by businesses during the COVID-19 pandemic. In particular, the authors studied the marketing strategies used by Rumah Kost Atmawidjaja House and collected additional data through interviews, questionnaires, and experiments. They found that while implementing a marketing strategy, the Atmawidjaja House considered several things: (i) a strategic location considering the targeted market, (ii) online marketing, (iii) providing adequate facilities to the occupants, (iv) serving every occupant in a good and friendly manner, and (v) responding quickly to any complaints made by the boarding house residents.

Keywords: strategy, marketing, boarding house business

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