Abstract:
This research delves into the burgeoning self-storage industry in Indonesia, with a
specific focus on variables such as pricing, location, safety, and space availability,
and their intricate relationship with consumer choice. Employing a quantitative
methodology, the study utilizes a well-structured questionnaire distributed among
residents in the Greater Jakarta Area (Jabodetabek). The collected data is
meticulously analyzed using the Statistical Package for the Social Sciences (SPSS)
to extract meaningful insights and discern patterns in consumer behavior. The
research findings illuminate a nuanced understanding of the factors influencing
consumer choice in the self-storage industry in Indonesia. Notably, variables such
as competitive pricing, strategic location, and perceived safety significantly impact
consumer preferences. However, intriguingly, space availability does not exhibit a
substantial influence on consumer choice, suggesting that other factors play more
pivotal roles in shaping consumer decisions within this industry. These findings
hold profound implications for entrepreneurs, investors, and policymakers seeking
to capitalize on the burgeoning opportunities within the self-storage sector in
Indonesia. The insights derived from this study contribute to a deeper understanding
of the dynamics of the local market, offering a strategic roadmap for industry
stakeholders to enhance operational efficiency and refine their business strategies.
By recognizing the unique preferences of Indonesian consumers in the context of
self-storage services, businesses can tailor their offerings to meet the specific
demands of this emerging market, fostering growth and sustainability within the
industry.
