PROPOSED MARKETING STRATEGY BASED ON COWORKING SPACE CONSUMER SATISFACTION (CASE STUDY: CO&CO SPACE)

• Main Author: Setiawati, Riska
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39224
• Institution: Institut Teknologi Bandung

Coworking started as a way to combine both the independence of freelance working and the community sense of an office space. Since then, it has evolved to a more refined environment where even established companies decide to opt for coworking space as their operations hubs. This new working culture is emphasizing an open source movement and empowering the nature of technology. Despite the buzz and generally positive forecast, especially as a coworking space that has the most property and pioneer in Bandung, CO&CO is still unable to generate sufficient revenue to maintain their business, which is estimated because there is no strategic marketing strategy implemented to maintain revenue and consumer turnover. This research aims to look at the effects of the independent variables obtained from the SERVQUAL framework analyzing Tangible, Reliability, Responsiveness, Assurance and Empathy factor of a coworking space. Methods that are used in this research are conducting interview and focus group discussion as a pre-research requirement and then for the main research conducted a questionnaire survey to 160 coworking member in Bandung. From the research, factors that greatly influence respondents in coworking space preferences are the Reliability factor. This means, consumers are very concerned about the reliability of coworking space in facilitating their work needs. There are three marketing plans submitted to resolve business issues that occur in CO&CO which are Evaluating Company Business; This business has high initial funding in terms of business models due to private ownership of buildings and high switching costs caused by the operational rules it imposes, but coworking needs to develop an appropriate and sustainable business model in the long run. CO&CO also has a good customer rating and other strengths such as a strategic location, but it is also very easy to replace if CO&CO has no distinguishing points with its competitors. Then, doing unique user acquisition, and emphasizing company Point of Difference. CO&CO needs to build its value with regard to coworking and what consumers can gain from CO&CO's price range. A gimmick on social media or putting gimmicks on other promotional tools owned by CO&CO can start this campaign. Any social media such as Instagram ads, Google ads, and also Facebook ads must also pay for this campaign.