Analisis Keputusan Menyewa Ruang Kerja Bersama (Co-working Space, Virtual Office) di Area Jabodetabek

Abstract

Deeply technological improvement and changes in working behavior, co- working space industry is projected to develop and have great potential. A survey conducted in 2018 by DailySosial and JakPat stated that the level of consumer awareness is in good, with an average of above 65% knowing the concept and be willing to use a co-working space. Researching globally, the growth of the co- working space business continues to increase both in terms of demand and supplies. Big co-working space providers such as WeWork and the competitor IWG are in the same situation is still losing money. In Indonesia, some of the issues with this business are the reduce in tenant, unstable sales and never reaches the target of revenue. This study analyzes the factors that influence the decision to rent with the influencing variables are customer motivation, reputation, reliability and convenience using the mediating variables perceived benefit and perceived cost. 259 respondents were selected by non-probability sampling on the criteria of having used with period rented from March 2022 to February 2023. Data was collected by filling out a questionnaire by online and analyzed using SEM-PLS analysis. The results that show the decision to rent is influenced by perceived benefits rather to perceived costs. Customer motivation has a significant effect on the decision to rent through the variable mediating of perceived benefit, in other result the reputation variable has no significant effect on the decision to rent from the variable mediating of perceived cost. Managerial implications based on these results are Segmentation, Targeting, Positioning (STP) analysis. Consumers of productive age 15-25 years with jobs non-BUMN and an income of < IDR 5,000,000 that also have working behavoiur dynamic can be targeted as potential consumers. In the result of psychographic segmentation, the number rental of co- workspace is greater than that of virtual offices, a clear differentiation of product and service content is required based on consumer needed for this type. Furthermore, the positioning analysis purpose to increase the perceived cost index, especially from variables that do not influence the decision to rent is reputation. Marketing strategies like are open collaboration, event marketing, and marketing communications via social media can be used as an effective and efficient instrument to promotion, massive publishing of brand image and reputation that design from each brand.