Kost Business Strategy in Increasing Occupancy Rates After the Covid-19 Pandemic

Abstract

This study aims to analyze what strategies were implemented by boarding owners to increase the occupancy rate of D`rayla Home after the Covid-19 pandemic. The occupancy rate itself is the number of sales which of course can be a benchmark whether a business is successful or vice versa. This study uses a qualitative method in which the researcher conducts a direct data search by observing the research object and also conducting direct interviews with the owner and all residents of D`rayla Home. The results of this study are that business owners carry out several strategies, namely direct selling, earned media, POP, and also internet marketing. If seen from the data obtained, the strategy undertaken by this owner was successful in increasing the occupancy rate of D`rayla Home. This can be seen from the results of the data obtained where D`rayla Home has experienced an increase in sales and even exceeded capacity so that the boarding house owner must make a waiting list. In carrying out the business strategy chosen, the business owner experiences several obstacles both internally and externally. From this research, it can also be seen that the motivating factor for business owners to choose a boarding house business is not only to seek material benefits but to get a new family. The impact of this strategy is that the owner will never do promotions again.