Proposed Digital Marketing Strategy for Coworking Space (Case Study at Nextspace Bandung)

Abstract

Along with the growing number of freelancers and start-ups in Indonesia, this has brought a new style of work order, where the work situation has the characteristics of being more free, flexible and independent. As a reaction to the new work order, new forms of work have emerged in various countries around the world, including Indonesia, such as the coworking space that is currently popular. Nextspace is a coworking space in Bandung that was established in 2019 with its address at Jl. Trunojoyo no. 11. The problems faced by Nextspace are unstable sales growth, lack of consumer awareness about the coworking space concept, and the low involvement of their digital promotional media (Instagram). The main problem for Nextspace businesses is that they need to have the right digital promotional media as one of the main promotions they do in this digital era. In proposing the right strategy for Nextspace, there are two analyzes carried out. External analysis consists of PEST analysis, Porter’s Five Forces analysis, competitor analysis, and consumer analysis. Internal analysis consists of STP analysis and marketing mix analysis (7P). After conducting an external and internal analysis, then a root cause analysis was carried out to identify the problems faced by Nextspace. To overcome these problems, a SWOT analysis was developed which was then developed into a TOWS matrix which would later be formulated into several appropriate digital marketing strategies, so as to increase the involvement of Instagram NextSPACE as one of the main promotional media. The results of several digital marketing strategy actions that Nextspace can prioritize by adjusting existing resources, consist of conducting comprehensive social media campaigns, creating seasonal promotions through Instagram, creating interactive content by leveraging existing features, and using SEO to improve website search rankings.

Keywords: Nextspace, coworking space, Bandung, digital marketing, Instagram