西南交通大学学报

第 54 卷 第 4 期 Vol.54 No.4
2019 年 8 月
JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY Aug. 2019

ISSN -0258-2724 DOI：10.35741/issn.0258-2724.54.4.8

Research article

ANALYSIS OF INDONESIA’S CONSUMER PREFERENCES IN

CHOOSING A CO-WORKING SPACE
Lim Sanny a,*, Sabrina Melita b, Shintia Putri c
a,
Management Department, BINUS Business School Undergraduate Program,
Bina Nusantara University, Jakarta, Indonesia 11480, lsanny@binus.edu,
b
Management Department, BINUS Business School Undergraduate Program,
Bina Nusantara University, Jakarta, Indonesia 11480, Sabrinamelita@yahoo.com,
c
Management Department, BINUS Business School Undergraduate Program,
Bina Nusantara University, Jakarta, Indonesia 11480, shinthiaputri@yahoo.com

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.

Keywords: Accessibility, Co-Working Space, Consumer Preference, Industrial atmosphere.

摘要 : 消费者的偏好是共同工作空间业务成功的重要因素。预计印度尼西亚共同工作空间的发展将在企业
中得到迅速发展。这项研究的目的是观察和分析共同工作空间用户的偏好现象。该研究采用定量方法，涉
及 210 名受访者，分为 2 个阶段，第一阶段为 96 名受访者，第二阶段为 120 名受访者。然后，使用
Cochran Q-测试方法进行数据处理以分析被认为有效的共工作空间属性。从 10 个分析的属性中，有 3 个有
效属性和数据处理，采用联合方法来观察受访者对共工空间属性的偏好。结果表明，内部具有最高的相对
重要性得分，其次是空间的布局，然后是可达性，而对于共同工作空间的最优选组合是现代内部，封闭布
局和私人交通的可达性。因此，可以得出结论，受访者对大气/内部属性的反应更敏感。

关键词: 共同工作空间，消费者偏好，工业氛围，可达性。

I. INTRODUCTION Era in the 21st century. Creative Economy Era is

Rapid globalization has changed the world’s the 4th wave of an economy era or the shift from
economy condition into the Creative Economy Agriculture Era to the Industrial Era followed by
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Information Era [1]. The rapid development of II. RESEARCH PURPOSE

creative industry makes creative business Aim of this research to know the attribute that
performers need things that are perceived to be has the highest utility value according to
important to develop their business [2]. By consumers’ preferences in choosing their
looking at this phenomenon, the idea to create a workplace in Indonesia. Next, more can be
flexible workspace or place that can serve as an known about the level of consumers’ preferences
activity center for business performers emerged towards each attribute and level attributes in
[3]. Collaboration Working Space generally is choosing co-working space in Indonesia which
known as a place or facility to work where will generate the best combination of attributes
freelancers and entrepreneurs can rent the space that are liked by co-working space, so that market
[4]. Co-working space is expected to be a segmentation from each co-working space
dynamic workplace, inspirational and low-cost preferences in Indonesia can be known.
where people from various business backgrounds
can interact, discuss and share knowledge with
each other.
III. LITERATURE REVIEW
The offices of early multi-tenant were an
In Asia, co-working space has developed
innovation of Anglo-Saxon to accommodate
rapidly in several countries such as China,
small Organizations and help to strengthen the
Malaysia, Philippines, Vietnam, and Indonesia
structure of local economic [12]. Its also
[5]. The first co-working space in Indonesia is
provided and sharedspace for offices, services
Hackerspace Bandung, established by Yohan
and provide the facilitation to support firms,
Totting in 2010 [6]. The development of co-
which bring several benefits for local companies;
working space in Indonesia is predicted to
such as knowledge sharing and helps in cost
undergo rapid development [7]. This observation
savings [13].
is conducted by 2 siblings, Reena, and Poeny
The key characteristics of co-working spaces
Tang as the co-founder of co-working space, Go-
are stated in [14] and [15]; the purpose is to
Work. They use the estimated number based on
introduce and implement creative and
the amount of UKMs, which they stated that
boundaryless work, learning through
there are 60 million units of UKM in Indonesia.
collaborative environment, the different types of
There are more than 8.9 million entrepreneurs
space different for every space environment;
and freelancers and 10% of them require co-
office equipment’s such as rentable desks with
working space. It means that there are around
open space, large meeting rooms, private offices,
890.000 markets that can be targeted by co-
andcoffee corner. The model of this space can be
working space managers in Indonesia, and
rented on daily, weekly, or monthlyand also
currently, there are 170 co-working spaces which
provided the membership for the usage of
are spread across 8 major cities in Indonesia such
meeting rooms.
as Jakarta, Bandung, Bali, Medan, Semarang,
Other studies stated that co-working spaces
Surabaya, and Makassar [8].
focus on inspiring tenants generally work alone
A study of Dutch people in using co-working
[16]. Similarly, facilitate social interactions
space, the highest preferences is to consider the
between tenants are stimulated by the hosts [17].
inspirational atmosphere of the working
However, these types of workspaces are
environment and easy accessibility [9].
accessible and low cost, where various groups of
Meanwhile, a study conducted in Malaysia shows
workers or employees work in a flexible
that the highest preferences for Malaysian in
environment [18].
using co-working space are to consider cost and
Despite the similar meaning and usage thereis
location factors [10]. A survey regarding the
a difference between places and spaces [13]. The
things desired by co-working space users to
places where individuals or groups meet and
support their job, the survey involved 1500
interact can be in an informal or formal
respondents from 52 different countries. The
environment [19], while the spaces should have
result shows that interaction with other users,
cognitive construction where individuals or
flexible work time, knowledge and idea sharing,
groups can interact with each other’s and share
low-cost, good infrastructure, and the existence
knowledge on the base of cognitive proximity
of privacy and relationship are considered to be
and an absorptive capacity that allows them to
the reasons why people work in co-working
efficiently identify, interpret, and exploit new
space [11].
knowledge [20].
Consumers’ preference means consumers’
attitudes towards brand selection [21] – a product
or service which is determined by the preferences
 3

(needs, taste, and desire) according to the budget Reception,

owned. Based on the condition of the given no host
mortgage, respondents’ preferences can be stated Both
Reception
in three ways which are ranking, rating (arbitary and host
scale), and selecting between alternatives. No event
Events Event
IV. RESEARCH METHODS Frequency sometimes
Often an
The research method used in this research is event
quantitative with a descriptive approach. In this All similar
research, a co-working space product Tenants Moderate
development concept is formed as a new Diversity diversity
alternative way to work that is currently in Strong
demand by freelancers or startups by studying diversity
No lease
users’ preferences towards attributes combination contract
and level analyzed with Conjoint method. By Type of Lease Day, week,
using the conjoint analysis method, several Contract or month
important values or opportunities from each co- contract
working space attributes can be observed. Then, More than 1
year contract
these important values or opportunities are used
No cleaning
to describe the characteristics that have a services and
significant influence on the selection of co- no security
working space attributes. Cleaning
Hospitality
The dependent variables that are going to be services but
measured are consumers’ preferences, while the no security
Cleaning
independent variable is co-working space services and
characteristic selection preferences which consist security
of 10 variables. Quiet zone
Table 1. and private
Variable Operationalization space
Quiet zone
Dependent
Independent Level Measurement Private/Quiet but no
Variables
Variable Attributes Scale Zone private
(Attributes)
space
By private
No quiet
or public
zone and no
Accessibility transport
private
of the location By private
space
transport
By public
transport Non-probability sampling with purposive
Atmosphere Industrial sampling is used in this research as a method of
and Interior Modern sampling. That research, in general, determines
Aesthethics the sample size as more than 50 samples, and the
Homelike
Open layout
best sample size is 100 or more [22]. The sample
Combination size is 10 times the number of variables that are
Co-working 1 through 5 going to be analyzedin multivariate research.
of open and
Space Space Layout very from
Characteristic
closed
uninterested Based on this point, the minimal sample size that
layout is going to be analyzed is 100 samples. This
Selection to very
Closed
Preferences interested research uses 120 samples online. Analysis that is
layout
Basic co- used in this research is a descriptive statistic,
working Cohran Q Test analysis, and Conjoint analysis.
space Cohran Q Test analysis method is used to
Standard co- understand which attributes that are going to be
Supply Spaces
working consumers’ consideration in buying/consuming a
Diversity
space
Premium co-
product or service. Conjoint analysis is part of a
working multivariate analysis technique which is
space developed specifically to understand respondents’
Hospitality
Neither selection in selecting a type of object from the
reception existing alternatives. Conjoint analysis is
and Reception
nor host
 4 Sanny et al. / Journal of Southwest Jiaotong University/ Vol.54 No.4 Aug. 2019

fundamentally a method specifically developed to your most Atmosphere/Interior 58 48%

obtain information about individual preferences important
thing to be
and the most suitable method to understand considered
consumers’ reaction and to evaluate the in selecting
Layout 27 23%
combination of the determined attributes that co-working
represents a product or service. This research space?
uses a hybrid conjoint analysis where each
respondent will evaluate profile consisting of a B. Cochran Q Test Analysis
set of several attributes. Respondents directly This attribute test using the Cochran Q-test
evaluate the relative importance of each attribute analysis method is conducted by spreading
and the level of desire for each attribute. questionnaire randomly to 96 respondents who
have already used co-working space. There are
V. RESULTS 10 co-working space attributes used in this
research, namely accessibility,
A. Descriptive Statistic
atmosphere/interior, space layout, space diversity,
The results of descriptive statistic involving
reception, event, type of tenants, lease contract,
120 respondents are given in Table 2:
hospitality, and the existence of private/quiet
Table 2. zone. In this test, respondents are given closed
Descriptive Statistic questions where the answer is YES or NO.
At the 8th test, a valid result for the attributes
Factors Frequency Percentage
Male 70 58% that are in the consideration in selecting co-
Gender working space is obtained. Meanwhile, the
Female 50 42%
< 24 42 35% previous 7 tests are evidence that there is no deal
25 – 34 56 47% between respondents about the attributes. It
Age 35 – 44 20 17% means the next 3 attributes has the chance for the
45 – 54 2 2%
same “YES” answers from the respondent for
> 55 0 0%
High School 12 10% each attribute. In other words, the 3 analyzed
Academy/D1/D3 12 10% attributes can be considered as valid as the
Last attribute that is in the consideration in selecting
S1 93 77%
Education
S2 2 2% co-working space.
Others 1 1% After determining the attributes and levels that
Freelancer or
33 27% are going to be used to observe users’ preferences,
Entrepreneur
An employee of a the next step is to design the stimuli or
company with 2-10 44 37% combination between attributes and levels. There
Occupation employees are in total of 3 attributes with the levels. This
Company’s Employee research uses traditional conjoint model because
with11 or more 12 10%
employees
the number of attributes is less than 9.
Student 31 26%
Supporting staff (Admin) 3 3% Table 3.
Regular employee (Staff) 21 18% Stimuli Combination Card
Position in Manager 17 14% Stimuli Combination Card
Company Board (Owner or Cards Atmosphere
51 43% Accessibility Space Layout
Director) No. and Interior
Others 28 22% homelike
< 5 million rupiah 39 33% 1 public transport Open layout
atmosphere
5 million – 10 million private transport modern
43 36% 2 Closed layout
rupiah and public atmosphere
11 million – 15 million industrial
16 13% 3 public transport Closed layout
Monthly rupiah atmosphere
Income 16 million – 20 juta private transport Combination
7 6% homelike
million 4 and public of open and
21 million - 25 million atmosphere
11 9% transport closed layout
rupiah homelike
> 26 million rupiah 4 3% 5 private transport Closed layout
atmosphere
> 1 hour 2 2.0% The merger of
Daily modern
1 hour - 5 hours 37 31.0% 6 public transport open and
duration of atmosphere
6 hours - 10 hours 79 65.0% closed layout
co-working
11 hours - 15 hours 2 2.0% modern
space usage 7 private transport Open layout
> 16 hours 0 0.0% atmosphere
What is Accessibility 35 29% industrial The merger of
8 private transport
atmosphere open and
 5

closed layout Based on the result of conjoint analysis, the

private transport
industrial
9 and public
transport
atmosphere
C. Conjoint Analysis
Based on the results of conjoint analysis in
this research, the utility value and importance
level of attributes are obtained from each
respondent as a whole (aggregate). Based on the
results of aggregate analysis towards the
attributes of co-working space product, analysis
towards each utility value of attributes is required.
Averaged Importance
Layout/Tata Letak
Atmosfir/Interior
28.112
Aksesibilitas
Figure 1. Attributes Importance Level
Figure 1 is the summary of three attributes
importance level and can be concluded as:
1. Atmosphere/interior attribute is the most
important thing that one will notice before
choosing co-working space. In
atmosphere/interior attribute, there are 3 sub-
attributes which are industrial atmosphere,
modern atmosphere, and home-like
atmosphere. Each sub-attribute has different
utility value. The utility value of the sub-
attribute industrial atmosphere is -0.179,
modern atmosphere is 0.375, and the
homelike atmosphere is -0.196.
most preferred atmosphere/interior is a modern
Open layout
atmosphere with 0.375 utility value; while the
most preferred layout of the space is closed
layout with utility value equal to 0.284, and for
the most preferred accessibility is private
transport with 0.194 utility value. Therefore, it
can be concluded that the optimal combination
between attributes and levels that is preferred is
the modern atmosphere/interior, with closed
layout, and accessible with private transport.
D. Consumer Segmentation
Consumer segmentation is an important thing
and needs to be known in developing co-working
space product. The company can create a product
31.325
suitable for the preferences based on the existing
consumers. In this research, there are 3 different
segments based on the value of relative
40.562
importance towards each attribute which are:
 Segment 1 = consumers who consider
Accessibility as the most important attribute
in selecting co-working space
 Segment 2 = consumers who consider
Atmosphere/interior as the most important
attribute in selecting co-working space.
 Segment 3 = consumers who consider the
Layout of the space as the most important
attribute in selecting co-working space.
Consumers are segmented based on their
demographic profile. The demographic profile
will help producers to understand consumers’
demands and needs better.
Table 4.
Segmentation Result
Segment 1, %

Segment 3, %
Segment 2, %

2. The layout of the space is the second most

Total

important thing that is noticed when one is Respondents’

choosing co-working space. Layout of the Profile
space attribute is divided into 3 sub-attributes
which are an open layout, a combination of
open and closed layout, and closed layout Male 14.17 29.17 15.00 58.33
Gender
Female 15.00 19.17 7.50 41.67
with utility value -0.156, -0.128 and 0.284 < 24 years
respectively. 12.50 19.17 3.33 35.00
old
3. Accessibility attribute is the third most 25 - 34 years
13.33 22.50 10.83 46.67
important thing that is noticed before one old
chooses a co-working space. Inaccessibility 35 - 44 years
Age 2.50 6.67 7.50 16.67
old
attribute, there are 3 sub-attributes which are
45 - 54 years
private, public, and both private and public 0.83 0.00 0.83 1.67
old
transport. Each sub-attribute has different > 55 years
0.00 0.00 0.00 0.00
utility value. The utility value of sub-attribute old
private transport and public transport is 0,008, High School 4.17 5.83 0.00 10.00
private transport 0.194 is, and public transport Academy/D1
Last 2.50 5.83 1.67 10.00
/D3
is -0.202. Education
S1 21.67 35.83 20.00 77.50
S2 0.83 0.83 0.00 1.67
 6 Sanny et al. / Journal of Southwest Jiaotong University/ Vol.54 No.4 Aug. 2019

Others 0.00 0.00 0.83 0.83 transportation cost more expensive and parking
Freelancer or costs determine the expense in one month,
7.50 20.00 0.00 27.50
Entrepreneur
An employee
especially their profession is a freelancer or
of a company board/owner of a small firm (2-10 employees). It
7.50 10.83 18.33 36.67 can be said that such a profession is still in the
with 2-10
Occupati employees early phase for someone with only a bachelor’s
on An employee degree and less than 5 million rupiah as monthly
of a company
with (11 or 2.50 4.17 4.17 10.83
income. They are also in the age of 25-34 years
more old and work in co-working space for 6-10 hours
employees per day. Such age is a mature age for females to
Student 11.67 13.33 0.00 25.00 have their own family. Moreover, they spend
Supporting their time for work long enough so a far
0.00 0.83 1.67 2.50
staff (Admin)
Regular
workplace will take even more time for them to
employee 4.17 8.33 5.00 17.50 go home and meet their family. Therefore,
Position (Staff) accessibility to co-working space becomes a very
in
company
Manager 4.17 4.17 5.83 14.17 important thing to consider in this segment.
Board  Segment 2 – Atmosphere/interior Attribute
(Owner or 10.00 22.50 10.00 42.50
Director) The second segment is consumers who view
Others 10.83 12.50 0.00 23.33 the atmosphere/interior as the most important
< 5 million 13.33 17.50 1.67 32.5 attribute in co-working space selection. This
rupiah % % % 0% segment consists of a male at the age of 25-34
5 million - 10
9.17 20.83 5.83 35.8 years old, holding a bachelor’s degree with the
million
rupiah
% % % 3% profession as a freelancer, having monthly
11 million - income around 5-10 million rupiah, and duration
15 million 3.33 4.17 5.83 13.33 in using co-working space per day is around 6-10
Monthly rupiah hours.
Income 16 million - In this segment, a male with the profession as
20 million 0.00 2.50 3.33 5.83
rupiah a freelancer does not have any employee or a big
21 million - team, so he needs an inspirational workspace in
25 million 2.50 1.67 5.00 9.17 doing his own work, especially for a male at the
rupiah young age of 25-34 years old and has 5-10
> 26 million million rupiah as monthly income. They will look
0.83 1.67 0.83 3.33
rupiah
> 1 hour 0.83 0.00 0.83 1.67
for a place with a comfortable atmosphere to start
Daily 1 hour - 5 his career and support his job for 6-10 hours in
duration 10.00 16.67 4.17 30.83
hours one day.
of co-
working
6 hours - 10
18.33 31.67 15.83 65.83  Segment 3 – Layout of the Space Attribute
hours The third segment is consumers who view the
space
11 hours - 15
usage___ 0.00 0.00 1.67 1.67 layout of the space as the most important
hours
__ attribute in co-working space selection. This
> 16 hours 0.00 0.00 0.00 0.00
segment consists of a male at the age of 25-34
Consumer segments and demographic profile: years old, holding a bachelor degree with the
 Segment 1 – Accessibility Attribute profession as an owner of a small firm (2-10
The first segment is consumers who view co- employees), having monthly income at the range
working space accessibility as the most important of 5-15 million rupiah, duration in using co-
attribute in co-working space selection. This working space in one day is around 6-10 hours.
segment consists of female at the age of 25-34 In this segment, a male who work as an owner
years old, holding a bachelor’s degree with the of a small firm (2-10 employees), will need a
profession as freelancer or board/owner of a good and suitable space layout to fulfill every of
small firm (2-10 employees) and having less than his and his team member’s needs, because they
5 million rupiah as monthly income. Duration in will spend their time and space working together
using co-working space is around 6-10 hours per for 6-10 hours daily, especially male at young
day. age of 25-34 years old with 5-15 million rupiah
In this segment, a female with 5 million as monthly income. He will need a good
rupiah monthly income will manage that amount workplace and layout to make them focus on
of money to fulfill her needs including the most doing his job to start his career with his team
efficient accessibility to co-working space. It can whether it is with an open workspace or a closed
be said that the further the distance, it makes the workspace.

Based on the result of customer segmentation
test using conjoint analysis, in choosing co-
working space, atmosphere/interior is the
attribute with the most important role with
40.562 importance level. It means that
respondents are more responsive towards the
atmosphere/interior attribute. The next important
attribute in line is the layout of the space with the
importance level of 31.325, followed by
accessibility attribute with importance level equal
to 28.112.
VI. DISCUSSION AND CONCLUSION
Based on the results of conjoint analysis, in
choosing co-working space, atmosphere/interior
is the attribute with the most important role with
40.562 importance level. Hence, it can be
concluded that respondents are more responsive
to the atmosphere/interior attribute. Therefore, to
develop a co-working place business, mainly in
Indonesia, it is important to pay attention to the
atmosphere/interior with several options suitable
for the prospective customers’ taste. This study
used 3 levels of sub-attribute from
atmosphere/interior attribute which are industrial
atmosphere, modern atmosphere, and homelike
atmosphere. From these three sub-attributes, the
results obtained shows that respondents prefer
modern atmosphere with the importance level
equal to 0.375. Therefore, the co-working space
industry should be wiser in determining the
atmosphere/interior that is going to be offered to
the target market.
Space layout of co-working space is also an
important attribute that prospective consumers
take into consideration in decision-making, with
importance level equal to 31.325. The layout of
space suitable for consumers’ needs will support
their activities and jobs. This study used 3 sub-
attributes for the layout of space which are a
closed layout, open layout, and semi-open layout.
From these 3 sub-attributes, consumers are more
responsive towards closed layout with the
importance level equal to 0.284. This might be
because, with closed layout, users are more
focused and comfortable to work. However, they
still require a co-working space industry with
various users and different business backgrounds.
Therefore, the co-working space needs to
consider providing a layout suitable for the target
market.
Accessibility is also considered to be an
important attribute with importance level equal to
28.112. Accessibility is the way or access used to
go to co-working space. For this attribute, this
research used 3 sub-attributes which are access
7
using private transport, public transport, or both.
The sub-attribute which most respondents choose
is accessibility using private transport with
importance level equal to 0.194. This might be
because using private transport feels more
comfortable, safe, flexible, and low-cost. By
observing this phenomenon, it is important for
the co-working space industry to provide a
parking area nearby with affordable parking rates
so that it facilitates consumers in accessing co-
working space.
VII. RECOMENDATIONS
It is important to pay attention to the
atmosphere/interior with several options suitable
for the prospective customers’ taste such as
atmosphere/interior attribute which are industrial
atmosphere, modern atmosphere, and homelike
atmosphere.
The co-working space industry should be
wiser in determining the atmosphere/interior that
is going to be offered to the target market.
However, they still require a co-working
space industry with various users and different
business backgrounds. Therefore, the co-working
space needs to consider providing a layout
suitable for the target market.
Similarly, accessibility is also considered to
be an important attribute.By observing this
phenomenon, it is important for co-working
space industry to provide a parking area nearby
with affordable parking rates so that it facilitates
consumers in accessing co-working space.
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