UNVEILING OPPORTUNITIES: A DESCRIPTIVE STUDY ON POTENTIAL OF THE SELF-STORAGE BUSINESS IN INDONESIA

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.