Strategy Analysis of the 7p Marketing Mix in Co-Working Space

Abstract

The development of co-working spaces in Indonesia still faces several obstacles, such as there are still many Indonesians who still feel unfamiliar with the concept of co-working space, differences in work culture, and the assumption that the costs incurred for co-working spaces are not cheap because office co-working spaces look more modern. Co-working space providers must be able to choose a strategic location with an attractive concept and design a comfortable space for workers who often have to be ready to work with fast and high mobility. The purpose of this study is to determine the impact of the 7p marketing strategy implemented by PT Space Digital Indonesia or Space-Con, a startup in the field of container-based coworking space services. The concept of 7p is considered the best option for developing new businesses (startups). 7p consists of 7 elements to increase sales growth and company revenue. Keywords: co-working space, marketing mix, startup, 7p