Preferensi Desain Co-Working Space & Strategi Pemasarannya di Surabaya

Kartika, Drestanti Inggar (2019) Preferensi Desain Co-Working Space & Strategi Pemasarannya di Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Co-working space telah berkembang pesat di seluruh dunia selama 10 tahun terakhir.
Saat ini co-working space semakin digemari mengingat industri kreatif informal kian
berkembang. Para pelaku industri kreatif, cenderung menyukai dinamika dan fleksibilitas. Co-
Working Space merupakan tempat yang ideal bagi para Start-Up yang sedang tumbuh di
Indonesia, dan dengan demikan maka co-working merupakan the real entrepreneur marketing.
Di Surabaya sendiri pertumbuhan tahunan indeks demand perkantoran sewanya paling unggul
diantara kota lainnya. Dapat disimpulkan bahwa Kota Surabaya mempunyai pertumbuhan
properti komersial khususnya perkantoran sewa yang paling besar dari segi pasokan dan segi
permintaan di antara kota-kota besar lainnya di Indonesia. Dengan semakin tingginya
pertumbuhan co-working di Surabaya, maka akan sangat disayangkan apabila
pembangunannya tidak diiringi dengan penyesuaian terhadap kaedah dan fungsi kantor.
Tujuan penelitian ini akan mengidentifikasi preferensi desain co-working space yang
ada di Surabaya dan bagaimana strategi pemasarannya yang sesuai yang dapat diterapkan.
Penelitan ini mengunakan paradigm post-positivsm dengan strategi penelitian kuantitatif. maka
strategi penelitian yang digunakan adalah dengan menggunakan metode korelasional dengan
pendekatan kuantitatif, yang bertujuan untuk mengetahu korelasi preferensi desain user coworking
space dengan variable “gaya hidup / lifestyle pelaku industry kreatif. Hasil dari
penelitian ini menunjukkan bahwa lifestyle pengguna berpengaruh terhadap preferensi desain
co-working space yang dipilih. Para pelaku industry kreatif menyukai co-working yang
memiliki pencahayaan yang baik atau terang, pengahawaan yang baik, jenis ruang kerja open
plan, dan minimalist. Sedangkan kesimpulan untuk strategi pemasaran yang sesuai dengan
preferensi desain pengguna co-working space di Surabaya yang didapatkan pada penelitian ini
menunjukkan bahwa aspek product memiliki nilai yang paling tinggi, kemudian diikuti dengan
aspek price dan promotion. Sehingga para pengembang dapat memperhatikan faktor dari
produknya secara maksimal agar dapat diminati oleh para pelaku industri kreatif.
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Co-working space has grown rapidly throughout the world over the past 10 years. At
present the co-working space is increasingly favored given the informal creative industry is
increasingly developing. Creative industry players tend to like dynamics and flexibility. Co-
Working Space is an ideal place for Start-Ups that are growing in Indonesia, and thus coworking
is the real entrepreneur marketing. In Surabaya itself the annual growth of the rental
office demand index is superior among other cities. It can be concluded that the city of
Surabaya has the largest growth in commercial property, especially office space in terms of
supply and demand among other major cities in Indonesia. With the increasing co-working
growth in Surabaya, it will be very unfortunate if the construction is not accompanied by
adjustments to the office's procedures and functions.
The purpose of this study will be to identify the design preferences of the co-working
space in Surabaya and how the appropriate marketing strategies can be applied. This research
uses post-positivism paradigm with quantitative research strategies. then the research strategy
used is to use a correlational method with a quantitative approach, which aims to determine the
correlation of design preferences of the user co-working space with the variables
"lifestyle/lifestyle of the creative industry. The results of this study indicate that the user's
lifestyle influences the design preferences of the chosen co-working space. Creative industry
players like working with good or bright lighting, good understanding, open plan workspaces,
and minimalists. While the conclusions for marketing strategies that are in accordance with the
design preferences of the co-working space users in Surabaya obtained in this study indicate
that the product aspects have the highest value, then followed by aspects of price and
promotion. So that developers can pay attention to the factors of their products to the maximum
so that they can be sought after by creative industries

Item Type:	Thesis (Masters)
Additional Information:	RTA 747.8 Kar p-1 2019
Uncontrolled Keywords:	co-working space, preferensi desain, strategi pemasaran, Surabaya, konsep desain co-working, industri kreatif
Subjects:	N Fine Arts > NA Architecture > NA7115 Domestic architecture. Houses. Dwellings
Divisions:	Faculty of Architecture, Design, and Planning > Architecture > 23101-(S2) Master Thesis
Depositing User:	Kartika Drestatnti Inggar
Date Deposited:	12 Jan 2022 03:35
Last Modified:	12 Jan 2022 03:35
URI:	http://repository.its.ac.id/id/eprint/61974

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