JOURNAL OF

BUSINESS AND MANAGEMENT

Vol. X, No.X, 20XX: XX-XX

IDEAL CONSUMER FOR COWORKING SPACE

(CASE STUDY: BIT.33 SPACE, BANDUNG CITY)

M. Rozin Mubarqis
School of Business and Management
Institut Teknologi Bandung, Indonesia
rozin.mubarqis@sbm-itb.ac.id

Abstract - 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 in choosing 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
method using semi-structured interviews, with data analysis techniques using line by line coding to get the
consumer preferences and venn diagrams to divide consumer preferences of Bit.33 Space. Based on the results of
research, these ideal consumer and non-ideal consumer have different characteristics and preferences of Bit.33
Space. 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 the preferences
of each consumer and increase loyalty from ideal consumer.

Keywords: characteristics, coworking space, ideal consumer, non-ideal consumer.

Background

The occurrence of several changes in the market has led to the growth of new types of multi-
tenant offices, such as new ways of working, sharing economies, increasing need for flexibility,
increased use of public space as workspaces, increasing numbers of workers self-employed, growth
in technology use, and office space needs remain declining or changing (Van Meel & Mos, 2001).
Working together is often associated with a student, freelancer or an entrepreneur. However,
according to several studies, people in coworking space can be divided into students, self-employed
workers, small companies, large companies, additional workers, and students. Coworking space
users appreciate working in coworking space because of casual small talk, sharing knowledge and
exchanging ideas with other coworkers. Coworking space enhances self-efficacy and user
performance by creating a better balance between work and personal life and because of easy access
to professional, social networks, and communities.
The popularity of coworking space has increased over the past few years. Research conducted
by IWG revealed that business competitiveness in Indonesia increased by 97%, and productivity
also increased to 98% since the trend of flexible work and the development of coworking space
will continue to grow. On the other hand, in Bandung there is a coworking space with a concept of

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a place that is different from coworking space in Bandung in general is Bit.33 Space, while this
coworking space is not composed of buildings with full open space and full enclosed space, but
consists of half open space and half closed space.
Based on the statement from the owner, Bit.33 has a number of problems, where there are many
visitors but the owner feels that the visitors of Bit.33 is a non-ideal consumer for the owner because
the visitors create an inconvenience from the coworking space and owner wants to increase brand
loyalty from Bit.33 Space, where from 30 membership targeted, until now only 7 visitors have
registered as membership in Bit.33 Space.
Thus some non-scientific journals and reports about work together, who work together and how
they work, academic literature and research on this subject are still limited. Therefore, the
researcher wants to know the characteristics and preferences of ideal consumer of Bit.33 Space,
whereby knowing the characteristics and preferences from the ideal consumer, the owner wants to
make Bit.33 Space an ideal place for an ideal consumer because according to the owner, keeping
the ideal consumer of Bit.33 Space will be more profitable for the owner because with him keeping
and emphasizing Bit.33 Space is in accordance with the preferences of his ideal consumer, it can
give satisfaction, and can increase brand loyalty from Bit.33 Space to the ideal consumer.

Methods

This research was conducted by collecting and analyzing data with sequential qualitative
research methods. The first process of this research began with preliminary research conducted by
personal interviews to be able to find problems, then the problems are identified and followed by
concepts and theoretical reviews. After that, the data is collected by conducting semi-structured
interviews, then data validation is carried out, after that the data analysis is carried out qualitatively.
The type of interview used in this research is semi-structured interviews, the most common
of all qualitative research methods (Alvesson & Deetz, 2000). Semi-structured interviews use
questions that have been prepared and guided by themes that are identified consistently and
systematically with probes designed to obtain more complete answers.

Preliminary Research
In the initial stages of this research, interviews were conducted with the owner of Bit.33
Space, Ainaya Irham. Interviews conducted to owners of Bit.33 Space were conducted on the
theoretical basis of Hodges (2018) regarding consumer ideal, wherein determining the consumer
ideal, each company has different consumer ideals. In knowing the consumer ideal of a company,
it can be done by knowing the characteristics of the company's customers which are then adjusted
to the characteristic preferences of the company owner, it can also be done by knowing the behavior
of consumer according to what is said by Hodges (2018). Preliminary research is also aimed at
identifying specific problems in Bit.33 Space.

Research Subject
The research subject in the title of Ideal Consumer For Coworking Space (Study Case:
Bit.33 Space, Bandung City) in later developments is also referred to as an informant. The number
of informants in this study was 8 people. The number refers to the findings depending on what you
want to know, the purpose of data collection, what things can be useful for research purposes, as
well as what is possible to do with time resources and other available resources. If during the
interview the data collection has reached saturation, then the data collection is stopped. Saturation

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shows that the data described by participants have in common or reach a saturation point even
though viewed from various perspectives (Streubert & Carpenter, 2003).

Data Collection Method

The data collection method carried out in this research was observation and interviews. Data
collection by observation is a research activity in the context of collecting data related to research
problems through the process of direct observation in the field. Researchers are in place, to obtain valid
evidence in the report to be submitted. Observation is a method of collecting data where researchers
record information as they witnessed during the research (Gulo, 2002). In this observation the researcher
uses the type of participant observation, that is, the researcher observes directly the state of the object
and participates actively and participates directly (Husain, 1995). Qualitative research is not directed
at large sample sizes, but rather on typical cases according to the specificity of the research problem
(Sarantakos, 1993 in Poerwandari, 2005). And according to Esterberg (2002), interviews are a meeting
of exchanging information and ideas through question and answer so that the meaning of a particular
topic can be known. The type of interview used in this research is semi-structured interviews, the most
common of all qualitative research methods (Alvesson & Deetz, 2000). Semi-structured interviews use
questions that have been prepared and guided by themes that are identified consistently and
systematically with probes designed to obtain more complete answers.

Developing a Questionnaire
Table-1 Questionnaire Development
No. Variable Indicator Reference
- Location of residence
1. Geographic
- Location of coworking space
- Gender
- Age
- Status
2. Demographic - Work
- Economic conditions Deskmag (2016)
- Culture
- Working hour
- Lifestyle
- Personality
3. Psychographic
- Motivation
- Sympathy
- No Reception and no hospitality
4. Reception and hospitality - Reception but no hospitality
- Reception and hospitality
- Industrial
5. Atmosphere and interior - Modern Koevering (2016)
- Homey
- Open layout
6. Layout - Half-open layout
- Closed layout

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- No tenant diversity
7. Tenant diversity - Moderate diversity
- Strong diversity
- No contract
8. Lease Contract - Short term
- Long term
- None
9. Events - Sometimes
- Often
- Transportation
- Parking area
10. Availability - Space
- Equipment
- Open hour
- Standard Weijs-Perrée (2017)
11. Diversity in space - Professional
- Community
- Cheap
12. Price - Standard
- Expensive

Data Validation
Data validity is the truth of the research process. The validity of the data can be accounted for
and can be used as a strong basis in concluding. In this research, data validity is carried out with
triangulation of data sources. Norman K. Denkin, translated by Mudjia Rahardjo (2010) defines
triangulation as a combination of various methods used to research interrelated phenomena from
different perspectives and perspectives. In this research, the validity test of research data is done by
triangulation. Triangulation used in this research is triangulation technique and source triangulation.
Triangulation technique is done by asking the same thing with the different technique, that is
semistructured interview and observation. While the source triangulation, done by asking the same thing
through different sources, in this case, the source data obtained from Bit.33 Space consumer.

Data Analysis
To analyze the data that previously collected, author will follow and modify the steps
recommended by Charmaz (2006). The first step taken by author is uses detailed procedures for
analyzing. And Charmaz states the stages of the coding process, namely line by line coding. to
compile the data that previously collected. After the data compiled, author will perform
categorization by using venn diagram to find out and place differences and similarities in the
information obtained. According to Wilis, venn diagrams can be used to compare or distinguish
information from similar topics.prior knowledge that obtained from literature review to label,
identify, and classify the data. The last step is to interpretation the data in a narrative manner,
accompanied by relevant table and figure to support the interpretation process.

Results and Discussion

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Bit.33 Space Ideal Consumer and Non-Ideal Consumer

In this research, ideal consumer and non-ideal consumer are intended to find out the most
basic definition, which aims to make consumer happy, meet consumer needs, and solve problems
that consumer have in accordance with consumer preferences from the owner of products and
services. Ideal consumer and non-ideal consumer are considered through preferences, aspirations,
worries, fears, personality types, and consumer values (Hodges, 2018).
The owner of Bit.33 Space argues that the ideal consumer of Bit.33 Space is those who
come to work, whether they are doing a task from school or office work. It is based on people who
aim to work they tend to be more organized both in the work system and in the implementation of
existing rules. And they respect all forms of service that have been done. In this case, consumer
who value services from Bit.33 Space tend not to be arbitrarily in using the facilities provided such
as workspace, work facilities, work equipment, and tableware. This ideal consumer is a consumer
who is easy to cooperate and communicate, so that if there are all kinds of flaws and problems on
Bit.33 Space, the ideal consumer can give honest feedback without vilifying Bit.33 Space images.
Non-ideal consumer according to the owner of Bit.33 Space are those who have a purpose
other than to work, where consumer who come besides work can create a lack of working
environment because they tend to only seek freedom from the availability of places with rules that
are not restrictive, so they actually make other consumer who come to work disturbed by the
activities carried out. Some of these non-ideal consumer also have no sympathy for their
environment by carrying out activities that disturb other consumer by acting without regard to the
environment, using facilities and not returning as before, not disposing of garbage in its place,
removing some facilities that are not in place, and take some actions that can damage the facilities
provided.

Charahteristics of Bit.33 Space Ideal Consumer and Non-Ideal Consumer

The results of the research in the form of interview quotations explain the answers of
informants about the characteristics of consumer in choosing Bit.33 Space. The characteristics of
consumer in choosing Bit.33 Space contained in the quotations from the interview are based on the
theory that stated by Kotler (2001), which states that consumer characteristics influence purchasing
decisions, including age, work, status, motivation, knowledge, economic condition, culture,
personality, sympathy, lifestyle, friend, and availability.
The age characteristics, it can be concluded that age indirectly affects someone in choosing
or making decisions, including choosing Bit.33 Space as a place to work. Where a person is older,
a person can behave more mature by putting aside his ego, and focus on his obligations at work so
that age factors create differences in consumer characteristics, and young people have their own
work methods that are suitable for shared workspaces environment according to their age, and tend
to obey his ego.
Work is one of the things that can influence the decision to choose a shared workspace to
do their work, which means that if someone gets a more specific job, then that person will have
increasingly specific criteria in accordance with his work. It's just that the work done by ideal
consumers and non-ideal consumers has some differences from the goals to be achieved in the
workplace. And the non-ideal consumers who choose to work for the convenience of doing their
jobs, not to complete the work done as soon as possible.
Status is also one of the characteristics of a person in determining or doing something,
where this status gives an influence for someone to act in accordance with the expectations or status
of others. In this case the ideal consumer status and non-ideal consumers also have differences.
Ideal consumers tend to feel that with their status they are required to be more responsible.
Meanwhile, for non-ideal consumers, the status did not affect them in the work so there were no
burdens or responsibilities which they felt must be fulfilled.
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As well as motivation, where ideal consumer have the main motivation to complete work
and side motivation as a supporter to complete the work. While their non-ideal consumer come to
Bit.33 Space with other motivations, that is to meet friends and play, hang out, gather with friends,
and then use work support facilities for mere entertainment.
Knowledge or understanding of coworking space is also one of the characteristics
that reflect the behavior of Bit.33 Space consumer, where knowing both information and
meaning of coworking space itself makes consumer better understand how to behave in a
coworking space environment, and these characteristics are found in both types of
consumer, that is ideal consumer and non-ideal consumer.
Economic conditions influence the decision in choosing coworking space to work.
It is just that the consumer and non-ideal ideal of consumer have differences, where the
consumer ideal as that the ideal of consumers is concerned with calculation by comparing
prices and facilities obtained. Whereas non-ideal consumer, they are more focused on the
lowest prices without much consideration.
Culture also has an influence on a person's characteristics in making decisions, which in
this case culture can have an influence on a person to make someone feel fit and comfortable with
the values that exist in that environment. Ideal consumer and non-ideal consumer have very
different cultural characteristics.
It can be seen that personality has an influence on decisions in choosing coworking space.
This means that every characteristic is own by someone who will influence in choosing coworking
space to work that matches his personality. And according to the owner of Bit.33 Space, personality
is something that belongs to everyone and must be different, so personality is not the main reason
in determining the type of consumer.
The sympathy characteristics is one of the important characteristics to know what kind of
consumer a person is. Sympathy makes a person continue to maintain what is in their environment
and there is no intention to change, let alone damage, where it is a characteristic of the ideal
consumer. While non-ideal consumer do not consider that sympathy is important and need to be
questioned because it is considered to only difficult.
There are some differences between ideal consumer and non-ideal consumer where ideal
consumer have lifestyle characteristics that tend towards ways of life that is carried out to meet
needs, such as bringing food and drinks themselves because of the need to eat and drink health that
has become a habit, and different from the lifestyle characteristics for non-ideal consumer where
these non-ideal consumer have lifestyle characteristics with the intention of making the lifestyle a
prestige for some people.
The characteristics of this friend have a very big influence for someone in determining a
decision, the following is based on the tendency of a friend to be an attraction or reason for someone
to make a decision, the difference between the characteristics of friends of ideal consumer and non-
ideal consumer lies in its purpose, where ideal consumer aim to solve business that must be done
with friends and there are needs that must be solved with friends. It is inversely proportional to
non-ideal consumer, that they want to have friends in doing work, there are fears, and tendencies
cannot be alone and depends on friends, so friends greatly influence non-ideal consumer in their
decision making.
The characteristics of the availability are quite clear. Where for ideal consumer most of
them are people who prioritize this availability to accommodate other needs and activities that must
be done, so they can mobilize more easily. While non-ideal consumer are more concerned with the
availability of this place because of the ease of reaching and being in that place.

Ideal Consumer and Non-Ideal Consumer Preferences of Bit.33 Space

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From the information that has been obtained, the researcher continues the analysis with venn
diagram to categorize 68 axial coding that shows the preferences of ideal consumer and non-ideal
consumer from data obtained. The venn diagram is used to find out and place differences and similarities
ideal consumer and non-ideal consumer preferences. The results of the analysis process resulted in venn
diagram that showed consumer preferences from ideal consumer and non-ideal consumer at Bit.33 Space
as follows:

Notes : Blue circle is ideal consumer; Red is non-ideal consumer; and in the middle is the intersection.

Figure-1 Venn Diagram

From the diagram venn above, the ideal consumer have 24 preferences from Bit.33 Space
are office needs, meeting room, 50 mbps internet access, information clarity, respect each other,
working optimally in working hours, more strict rules, library, diversity in space, collaboration,
self service, stay facility, green space, presentation equipment, networking, hot water facility, ease
of booking, membership, clean water, ease of mobilization, hold an event, publication help,
company legality, and dedicated outdoor facility. From the ideal consumer’s preferences can be
categorized into 3 factors, namely facilities, level on service, and regulation. These three things are
factors that are influenced by 24 preferences of the ideal consumers at Bit.33 Space.
Non-ideal consumer have some preference for Bit.33 Space both fulfilled and some of the
preferences expected by non-ideal consumer, these include trendy, welcome snack, daily pass
access, recreation facilities, cleaning service, owner's friend, hangout, easy regulation, and many
friends. From the results of the classification seen in the venn diagram above, the non-ideal
consumer has 9 preferences for Bit.33 Space. From the non-ideal consumer preferences can be
categorized into facilities, regulation, and level of service according to the factors that influence
these preferences. Therefore, the preferences of the non-ideal consumer are analyzed to determine
the reasons, causes, and desires of non-ideal consumer that can be anticipated by Bit.33 Space to

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achieve the goal of Bit.33 Space that wants to create comfort, order and conducivity in work for
consumers. Therefore it is necessary to know the preferences of the consumer non-ideal in order to
place this Bit.33 Space according to its purpose.

Conclusions

Based on the data analysis and discussion carried out in chapter 4, the researcher can conclude
some results regarding the ideal consumer of coworking space Bit.33 Space, related to the characteristics
and factors of each ideal consumer and non-ideal consumer. Therefore, conclusions are found as follows
to support the development of Bit.33 Space by knowing the characteristics and factors of ideal consumer
and non-ideal consumer in choosing Bit.33 Space. These conclusions are:

1. The ideal consumer of Bit.33 Space is those who come with the purpose of finishing work,
then those who respect fellow consumer and the environment in Bit.33 Space, and finally
the consumer ideal is that they are easy to communicate with and cooperate and provide
honest feedback about the circumstances and needs of Bit.33 Space. The non-ideal
consumer of Bit.33 Space is those who come with the purpose of playing and gathering with
friends, and those who come with the aim of hangout and spending time to having fun.

2. Ideal consumer Bit.33 Space has the characteristic in choosing Bit.33 Space, that is the
status of final-year students and startup workers, comes looking for work support facilities
with the aim of finishing work, ready to pay according to the facilities offered, have a firm
personality towards themselves, goal-oriented, respect each other both among fellow
consumer or coworking space environment, and prioritize ease in mobilizing. Consumer
non-ideal Bit.33 Space is a student who still runs lectures, looking for a comfortable place
to have fun and hang out with friends, looking for the cheapest prices, types of consumer
who like to joke and get bored easily, then this non-ideal consumer is relatively indifferent
to consumer and the environment, and this non-ideal consumer attaches importance to the
distance that must be taken.

3. Things that become the factors of the ideal consumer in choosing Bit.33 Space are facilities
that support teamwork needs, clearer and more strict regulations, and fulfill service
standards that support the achievement of a self-service culture. It is the factors of the non-
ideal consumer in choosing Bit.33 Space is the recreational facilities provided, non-binding
and free rules, and services that do not require them to conduct self-service.

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