Analisis Fasilitas Fisik dan Promosi Sosial Media Instagram untuk Meningkatkan Kepuasan Konsumen pada Kos Tiong Paragon

Abstract

This study aims to analyze physical facilities and promotion through Instagram social media in supporting consumer satisfaction at Tiong Paragon Boarding House in South Jakarta. This study employed a qualitative approach, with data collected through observation, in-depth interviews, and documentation involving seven informants. The informants consisted of the owner, management, and boarding house residents who provided information regarding facility conditions, promotional activities, and satisfaction with the available services. Data were analyzed using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. Data validity was examined through source and technique triangulation. The findings indicate that the available physical facilities, including air-conditioned rooms, beds, wardrobes, parking areas, a shared kitchen, and a security system, generally support residents' comfort. However, several improvements are still needed, particularly the provision of additional shoe racks and a designated smoking area. Instagram promotion was considered useful in providing information about room conditions, facilities, and the surrounding environment, helping prospective consumers become familiar with the services offered. Nevertheless, promotional activities have not been consistently maintained, as content updates and information regarding facilities remain relatively infrequent. Overall, consumer satisfaction reflects positive perceptions of the existing facilities, although certain aspects still require improvement. This study highlights the importance of maintaining physical facilities and ensuring consistent Instagram promotional activities to support residents' comfort and satisfaction.