Analysis of Indonesia’s Consumer Preferences in Choosing a Co-Working Space

Abstract

The consumer’s preference is an important factor in the success of co-working space business. The development of co-working space in Indonesia is predicted to undergo rapid development in businesses. The purpose of this research is to observe and analyze the preferences phenomena toward co-working space users. This research study uses a quantitative approach involving 210 respondents and divided into 2 phases, 96 respondents for the first phase and 120 respondents for the second phase. Then, data processing with the Cochran Q-test method is conducted to analyze the Co-working space attributes which are considered to be valid. From 10 analyzed attributes, there are 3 valid attributes and data processing with the conjoint method is conducted to observe respondents’ preferences towards Co-working space attributes. The result shows that interior has the highest relative importance score, followed by the layout of the space, and then accessibility, while the most preferred combination towards co-working space is modern interior, closed layout, and accessibility with private transportation. Hence, it can be concluded that respondents are more responsive towards the atmosphere/interior attribute.