IDEAL CONSUMER FOR COWORKING SPACE (Case Study: Bit.33 Space, Bandung City)

• Main Author: Rozin Mubarqis, M
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41107
• Institution: Institut Teknologi Bandung

Coworking Space is currently experiencing very rapid growth. And Bandung City in particular is planning the development of city technopolies which is certainly a great potential for coworking space. Bit.33 Space is one of the many coworking spaces in Bandung with a different concept than most coworking spaces, and the owner of Bit.33 Space needs to know the characteristics and preferences of ideal consumer and non-ideal consumer of Bit.33 Space because several times consumer who come create crowd, lack of conduciveness in work, and damage to facilities. The initial step of the research was carried out by preliminary research with the owner of Bit.33 Space to find out the ideal consumer. The technique of retrieving data to informants with criteria is the Bit.33 Space consumer who has come several times. More specifically, the criteria for selected informants were 8 people, with different backgrounds to get a different perspective. Data collection techniques using semi-structured interviews, with data analysis techniques using line by line coding to get preferences and venn diagrams to divide consumer preferences. Based on the results of research, these ideal consumer and non-ideal consumer have different characteristics and preferences. With Bit.33 Space want to emphasize the development of coworking space for ideal consumer, it must be prepared with the consequences of exclusion the non-ideal consumer, but Bit.33 Space can meet preferences and increase loyalty from ideal consumer.