Fardan, M and Baso, Nashar Andi (2025) STRATEGI PENINGKATAN PENDAPATAN PEMILIK USAHA RUMAH KOS DI SEKITAR KAMPUS (STUDI KASUS DI DESA CIBEUSI KECAMATAN JATINANGOR KABUPATEN SUMEDANG). Diploma thesis, Institut Pemerintahan Dalam Negeri.
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Abstract
ABSTRACT Problem Statement/Background (GAP): This research is motivated by the rapid growth in the number of students in the Jatinangor area, which has led to an increased demand for boarding houses (kos), thereby creating intense competition among boarding house owners. Therefore, strategic efforts are needed to increase the income of these boarding house entrepreneurs. Purpose: This study aims to analyze the income increasing strategies employed by boarding house owners in Cibeusi Village, Jatinangor District, Sumedang Regency, with a particular emphasis on the application of Michael E. Porter’s generic strategies, namely cost leadership, differentiation, and focus. Method: This study uses a descriptive qualitative approach. Data were collected through in-depth interviews, field observations, and documentation. Result: The results show that boarding house owners in Cibeusi Village adopt a combination of Porter’s generic strategies—cost leadership, differentiation, and focus—in an adaptive manner. The cost leadership strategy is carried out through operational efficiency such as economical management of electricity, water, and cleaning services; competitive rental pricing based on students' purchasing power; and economic scale management by optimizing the number of rooms to reduce per-unit costs. The differentiation strategy is implemented by offering innovative facilities such as high-speed Wi-Fi, shared kitchens, study rooms, and digital security systems; providing responsive and friendly customer service; and building a positive business image through cleanliness and good tenant experience. Meanwhile, the focus strategy is evident in the targeting of specific market segments such as out-of-town students and female students; product adaptation tailored to privacy and comfort needs; and targeted communication and digital promotion strategies. These strategies are applied flexibly to address challenges such as limited capital, suboptimal digital promotion, and intense price competition. Supporting factors such as strategic location, adequate facilities, and the student market segment significantly contribute to income growth. On the other hand, challenges include limited financial capital, underutilized digital marketing, and price competition. To overcome these obstacles, business owners have made light innovations such as improving basic facilities, offering payment flexibility, and using social media as a promotional tool. Conclusion: Boarding house business owners in Cibeusi Village apply income-increasing strategies based on Michael E. Porter's generic strategies: cost leadership, differentiation, and focus. These are often combined adaptively to face challenges such as price competition, limited capital, and weak digital promotion. This approach has proven effective in increasing income through operational efficiency, facility innovation, social media utilization, and service flexibility. Thus, locally driven and market-responsive strategies are key to the success of boarding house businesses in the area. 1 Keywords: Income Improvement, Price Competition, Boarding House, Generic Strategy ABSTRAK Permasalahan/Latar Belakang (GAP): Penelitian ini dilatarbelakangi oleh tingginya pertumbuhan jumlah mahasiswa di kawasan Jatinangor yang berdampak pada meningkatnya permintaan hunian rumah kos, sehingga menimbulkan persaingan ketat antar pemilik usaha kos kosan, untuk itu perlunya strategi guna meningkatkan pendapatan pemilik usaha rumah kos tersebut. Tujuan: untuk menganalisis strategi peningkatan pendapatan yang digunakan oleh pemilik usaha rumah kos di Desa Cibeusi, Kecamatan Jatinangor, Kabupaten Sumedang, dengan menitikberatkan pada penerapan strategi generik Michael E. Porter yang mencakup strategi biaya rendah, diferensiasi, dan fokus. Metode: Penelitian ini menggunakan pendekatan kualitatif deskriptif. Data dikumpulkan melalui wawancara mendalam, observasi lapangan, dan dokumentasi. Hasil/Temuan: Hasil penelitian menunjukkan bahwa pemilik rumah kos di Desa Cibeusi menerapkan kombinasi strategi generik Porter yang meliputi strategi biaya rendah, diferensiasi, dan fokus secara adaptif. Strategi biaya rendah dilakukan melalui efisiensi operasional seperti pengelolaan listrik, air, dan kebersihan yang hemat biaya; penetapan harga sewa yang kompetitif sesuai daya beli mahasiswa; serta manajemen skala ekonomi melalui optimalisasi jumlah kamar untuk menekan biaya per unit. Strategi diferensiasi diterapkan dengan menyediakan inovasi fasilitas seperti Wi-Fi cepat, dapur bersama, ruang belajar, dan sistem keamanan digital; pelayanan pelanggan yang responsif dan ramah; serta membangun citra usaha positif melalui lingkungan yang bersih dan pengalaman penyewa yang baik. Sementara itu, strategi fokus terlihat dari penargetan pasar secara spesifik, seperti mahasiswa luar daerah dan perempuan; adaptasi produk yang disesuaikan dengan kebutuhan privasi dan kenyamanan; serta komunikasi langsung maupun promosi digital yang menyasar segmen tertentu. Ketiga strategi ini dijalankan secara fleksibel oleh pelaku usaha untuk menghadapi tantangan seperti keterbatasan modal, belum optimalnya promosi digital, serta persaingan harga yang ketat.. Faktor pendukung seperti lokasi strategis, fasilitas memadai, dan segmen pasar mahasiswa berkontribusi besar terhadap peningkatan pendapatan. Sementara itu, tantangan yang dihadapi meliputi keterbatasan modal, promosi digital yang belum optimal, serta tekanan persaingan harga. Dalam mengatasi hambatan tersebut, para pelaku usaha kos melakukan berbagai inovasi ringan, seperti peningkatan fasilitas dasar, fleksibilitas pembayaran, dan pemanfaatan media sosial sebagai sarana promosi. Kesimpulan: pemilik usaha rumah kos di Desa Cibeusi menerapkan strategi peningkatan pendapatan yang mengacu pada strategi generik Michael E. Porter, yaitu biaya rendah, diferensiasi, dan fokus. Ketiganya sering dikombinasikan secara adaptif untuk menghadapi tantangan seperti persaingan harga, keterbatasan modal, dan promosi digital yang minim. Pendekatan ini terbukti mampu meningkatkan pendapatan melalui efisiensi operasional, inovasi fasilitas, serta pemanfaatan media sosial dan fleksibilitas layanan. Dengan demikian, strategi yang berbasis kebutuhan lokal dan responsif terhadap kondisi pasar menjadi kunci keberhasilan usaha rumah kos di wilayah tersebut. Kata Kunci : Peningkatan Pendapatan, Persaingan Harga, Rumah Kos, Strategi Generik
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Campus > IPDN Kampus Jatinangor |
| Depositing User: | Pembangunan Ekonomi dan Pemberdayaan Masyarakat FPP |
| Date Deposited: | 18 Jun 2025 08:28 |
| Last Modified: | 18 Jun 2025 08:28 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/24625 |
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