Cultural Integration and Urban Wellness Services: Consumer Behavior and Business Insights from Bungah Day Spa in South Jakarta
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Jun 5, 2026
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Abstract
The increasing demand for wellness services among urban residents has created opportunities for businesses that integrate cultural authenticity with modern comfort. This study aims to analyze consumer behavior and marketing strategies for urban wellness services through the case of Bungah Day Spa in South Jakarta. Using a mixed-methods approach, data were collected from structured surveys and interviews with 131 potential spa users. The findings reveal that young professionals and students prefer spa experiences emphasizing hygiene, cultural elements, and a strong digital presence. Price, ambiance, and authenticity were key decision factors, while digital engagement and word-of-mouth significantly influenced consumer choices. The results suggest that integrating traditional Indonesian practices with modern marketing strategies enhances competitive advantage and market appeal. These insights offer practical recommendations for developing culturally embedded wellness businesses to meet the evolving needs of Indonesia’s urban market.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Yulius, K. G., Cemaraputri, C., & Situmorang, J. M. (2026). Cultural Integration and Urban Wellness Services: Consumer Behavior and Business Insights from Bungah Day Spa in South Jakarta. Jurnal E-Bis, 10(1), 356-373. https://doi.org/10.37339/e-bis.v10i1.3026
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Arsić, M., Vujko, A., & Knežević, M. (2024). Development Perspectives on Wellness and Spa Tourism in the Context of Tourism Business Sustainability. Sustainability, 16(20), 8760. https://doi.org/10.3390/su16208760
Assimakopoulos, C., Leontaridou, I., Moutsiou, L., & Avdimiotis, S. (2023). Knowledge, Skills and Competencies of Wellness and SPA Centres’ Managers in Greece: A field study. International Journal of Business and Management Invention, 12(1), 14–18.
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Chan, C.-S., Shek, K. F., Lu, Y., & Wong, S. Y. (2025). Narratives come alive: enhancing cultural heritage experiences through sensorial narrative-based guiding tours. Journal of Heritage Tourism, 20(4), 487–507. https://doi.org/10.1080/1743873X.2025.2478837
Chauhan, A., Semwal, D., Mishra, S., & Semwal, R. (2015). Ayurvedic research and methodology: Present status and future strategies. AYU (An International Quarterly Journal of Research in Ayurveda), 36(4), 364. https://doi.org/10.4103/0974-8520.190699
Che Abdul Rahim, N., Mohamad Hamka, N. A., Abu Bakar, M. A. F., Abd Kader, N. A., & Edi, E. R. (2024). The Customers’ Perception of Service Quality for Spa Establishments. Journal of Hospitality, Tourism and Wellness Studies (JHTW), 1(1), 12–22. https://doi.org/10.70944/jhtw.v1i1.1433
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