ANALYZING THE 7P’S FRAMEWORK AND WORD-OF-MOUTH FROM CUSTOMER AND CREATIVE WORKER PERCEPTIONS ON TANAMU CREATIVE SPACE IN BANDUNG

• Main Author: Ramadhan Putra, Decky
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77053
• Institution: Institut Teknologi Bandung

Tanamu Food Collective was established by two School of Business and Management, Bandung Institute of Technology students, Ahmad Raihan Fadhilla and researcher Decky Ramadhan Putra. This venture has been operational starting in 18 November, 2021 that firstly focused on commercially. Tanamu recognized the need for regular evaluation in order to drive its growth. Tanamu has decided to shift its focus towards the non-commercial aspect. This evaluation led Tanamu to transform its non- commercial side into a Creative Space, which is a relatively some concept in Bandung. The existence of Tanamu is expected to be a forum for young creative workers as a form of realization of the Bandung city government's goal in supporting youth activities in the creative sector. The objective of this research is to analyze physical evidence, the effect of word of mouth, and the implementation of 7P’s. Data collection in this study was carried out using observation technique, interview, and Foccused Group Discussion. For the result, Tanamu should consider updating and enhancing their signage, layout, and equipment within the Creative Space, The brand should add a curator and public relations team. Tanamu should continue to uphold their marketing strategy, which integrates Bitner's Theory and Marketing Mix. This approach should prioritize the aspects of Place, People, and Promotion to attract and retain customers.