Analysis of Co-Working Space Business Strategy with SWOT Method to Increase Visitors and Market Expansion: Case Study of ICO Space Medan

Poppy Yosephine Sukatendel; Iskandarini Iskandarini; Meilita Tryana Sembiring

doi:10.55927/fjmr.v4i7.345

Authors

Poppy Yosephine Sukatendel Universitas Sumatera Utara
Iskandarini Iskandarini Universitas Sumatera Utara
Meilita Tryana Sembiring Universitas Sumatera Utara

DOI:

https://doi.org/10.55927/fjmr.v4i7.345

Keywords:

Co-Working Space, SWOT Analysis, Business Strategy, Market Expansion, ICO Space

Abstract

This research analyzes the business strategy of ICO Space Medan, a co-working space initiated by PT Inalum, using SWOT analysis to identify internal strengths and weaknesses as well as external opportunities and threats. The study adopts a mixed-method approach, combining quantitative questionnaires and qualitative interviews, to evaluate visitor satisfaction, strategic positioning, and market competitiveness. The findings reveal that ICO Space possesses strong internal assets, particularly in its facilities, community, and work environment. However, location accessibility and growing competition pose significant external challenges. Based on the SWOT matrix, the study offers strategic recommendations such as strengthening digital presence, developing hybrid service models, and leveraging government partnerships to enhance market expansion and visitor retention.

References

Adelman, I., & Morris, C. T. (1973). Economic growth and social equity in developing countries. Stanford University Press.

Adler, P. A., & Adler, P. (1987). Membership roles in field research. Sage Publications.

Ambarwati, D. B., Syakdiah, & Kusumawiranti, R. (2020). Implementasi kebijakan layanan coworking space ramah difabel sebagai konsep pengembangan Jogja Smart Province (Studi kasus di Dinas Komunikasi dan Informatika DIY). Manajemen Publik & Kebijakan Publik, 2(1), 49–67.

Asyhar, K. (2019). Memahami coworking space (ruang kerja bersama) sebagai konsep baru tempat bekerja (Studi pada coworking space di kota Malang). Universitas Brawijaya.

Avdikos, V., Papageorgiou, A., & Pettas, D. (2024). Exploring the effects of coworking in two European cities: Financialisation flows and consumption patterns in Athens and Berlin. European Urban and Regional Studies. https://doi.org/10.1177/09697764241255870

Baba, A. M. (2017). Analisis data penelitian kualitatif (Ardianto, Ed.). Aksara Timur.

Bilandzic, M., & Foth, M. (2013). Libraries as coworking spaces: Understanding user motivations and perceived barriers to social learning. Library Hi Tech, 31(2), 254–273. https://doi.org/10.1108/07378831311329040

Bora, M. A. (2017). Analisa kepuasan penggunaan e-learning cloud Sekolah Tinggi Teknik (STT) Ibnu Batam. Jurnal Kreatif Industri, 1(1).

Cipta, H., & Hatamar, H. (2022). Analisis SWOT: Integrasi industri halal dan perbankan syariah di Indonesia. Shiddiq Press.

Coll-Martínez, E., & Méndez‐Ortega, C. (2024). Location of Coworking Spaces: Evidence from Spain (pp. 95–106). Springer Nature. https://doi.org/10.1007/978-3-031-50868-4_9

Cornelia, A. J., & Margala, J. B. (2022). Strategic Formulation Analysis of Coworking Space Businesses Using Containers. International Journal of Research and Review, 9(3), 183–192. https://doi.org/10.52403/ijrr.20220322

Coulter, M., & Robbins, S. P. (2004). Management. Pearson Prentice Hall.

DeGuzman, G. V., Tang, A. I., & McKellar, C. (2011). Working in the "Unoffice": A guide to coworking for indie workers, small businesses, and nonprofits. Night Owls Press.

Dewi, I. S., Iwan, K. S., Mohd, I. K., & Khairunnisa. (2019). Analisis strategi pemasaran berbasis marketing mix dan SWOT analysis pada usaha pengeringan asam gelugur di Tanjung Pura Kabupaten Langkat. Jurnal Bisnis Administrasi, 8(1).

Fai, F., Tomlinson, P. R., & Barzotto, M. (2024). Coworking spaces and regional development: a role for policy. Regional Studies, 1–16. https://doi.org/10.1080/00343404.2024.2399282

Ferreira, A., & Antunes, P. (2005). Quantitative Analysis of Shared Workspace Usability. http://repositorio.ul.pt/bitstream/10455/3036/1/05-16.pdf

Grabher, G. (2002). Cool projects, boring institutions: Temporary collaboration in social context. Regional Studies, 36(3), 205-214.

Hardani, dkk. (2020). Metode penelitian kualitatif & kuantitatif. CV. Pustaka Ilmu Grup.

Howell, T., & Bingham, C. (2019). Coworking spaces: Working alone, together. (Issue March).

Ivaldi, S., Pais, I., & Scaratti, G. (2018). Coworking(s) in the plural: Coworking spaces and new ways of managing. In The New Normal of Working Lives. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-66038-7

Jefri, U., & Ibrohim, I. (2021). Strategi pengembangan usaha mikro kecil menengah (UMKM) berbasis ekonomi kreatif di Kecamatan Puloampel Kabupaten Serang Banten. Jurnal Manajemen STIE Muhammadiyah Palopo, 7(1), 86. https://doi.org/10.35906/jm001.v7i1.730

Jeners, N., & Prinz, W. (2014). Kennzahlen kooperativer Arbeitsbereiche / Metrics for cooperative shared workspaces. 13(3), 9–13. https://doi.org/10.1515/ICOM.2014.0014

Kinsman, N., Marris, N., & Oakman, J. (2023). The impact of coworking spaces on workers’ performance, mental and physical health: A scoping review. https://doi.org/10.3233/wor-220353

Kresna, M. (2016, November 30). Melacak muasal coworking space di Indonesia. Retrieved November 25, 2018, from www.tirto.id: https://tirto.id/melacak-muasal-coworking-space-di-indonesia-b5UK

Kwiatkowski, A., & Buczynski, B. (2011). Coworking: How freelancers escape the coffee shop office. Fort Collins.

Lanipi, Y., Willem, J. F. A., & Tumbuan, Indrie, D. P. (2017). Analisis pengaruh faktor-faktor psikologis terhadap keputusan pembelian produk di pasar tradisional (Studi kasus pada konsumen pasar Pinasungkalan Karombasan Manado). Jurnal Manajemen, 5(2).

Lantang, T., Agus, S. S., & Yunita, M. (2018). Analisis penentuan strategi bersaing pada usaha pengolahan ikan PT. Deho Canning Company Bitung. Jurnal EMBA, 6(4).

Mahendra, I. (2015). Analisa penerimaan pengguna sistem informasi koperasi pada koperasi karyawan Budi Setia Jakarta dengan Technology Acceptance Model. Jurnal Pilar Nusa Mandiri, 11(1).

Makmur, & Saprijal. (2015). Strategi pemasaran dalam meningkatkan volume penjualan (Studi pada S-Mart Swalayan Pasir Pengaraian). Jurnal Ilmiah Cano Ekonomos, 3(1).

Marmin. (2015). Teknik dan aplikasi pengambilan keputusan kriteria majemuk. PT Gramedia Widiasarana Indonesia.

Méndez-Ortega, C., Smit, M. J., & Micek, G. (2023). Location Patterns and Drivers of Coworking Spaces in European Regions. Tijdschrift Voor Economische En Sociale Geografie. https://doi.org/10.1111/tesg.12603

Miles, M. B., & Huberman, A. M. (1994). An expanded sourcebook: Qualitative data analysis. Sage Publications.

Moleong, L. J. (2012). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.

Muhadjir, N. (1996). Metode penelitian kualitatif. Rake Sarasin.

Neuberg, B. (2005). Coworking - Community for developers who work from home. Coding in Paradise. http://codinginparadise.org/weblog/2005/08/coworking-community-for-developers-who.html

Ooi, C. H., & Safial, A. Z. (2024). Coworking Spaces: the Relationships Between Spatial Factors with Member’s Collaborative Activity and Member’s Satisfaction. International Journal For Multidisciplinary Research, 6(3). https://doi.org/10.36948/ijfmr.2024.v06i03.22535

Pratama, W., & Latifah, F. N. (2024). SWOT Analysis With Importance Performance Analysis (IPA) Model on QRIS Technology Service for MSMEs. JASa (Jurnal Akuntansi, Audit Dan Sistem Informasi Akuntansi). https://doi.org/10.36555/jasa.v8i2.2477

Pratiwi, J. A. (2018). Desain interior coworking space Skale Surabaya dengan healthy working environment bernuansa. Institut Teknologi Sepuluh Nopember.

Raco, J. R. (2010). Metode penelitian kualitatif. Grasindo.

Rahmadi. (2011). Pengantar metodologi penelitian. Antasari Press.

Rahmadiani, A. (2020). Tinjauan kebutuhan coworking space bagi mahasiswa di lingkungan kampus UNDIP. IMAJI, 9(2).

Riadi, M. (2021). Coworking space (pengertian, nilai, jenis-jenis, dan aktivitas). KAJIANPUSTAKA.COM. https://www.kajianpustaka.com/2021/05/coworking-space.html

Rinawati, D. I., Nia, B. P., & Novika, R. (2017). Perancangan strategi bisnis PT Karya Paduyasa menggunakan SWOT dan quantitative strategy planning matrix (QSPM). Jurnal Teknik Industri, 6(3).

Rodighiero, S., & Boari, C. (2023). Coworking Spaces as Sites of Organizing: A Literature Review and a Research Agenda. Proceedings - Academy of Management. https://doi.org/10.5465/amproc.2023.18521abstract

Sari, R. Y., & Padang, U. (2024). Analisis Swot Sebagai Alat Penting Dalam Proses Perencanaan Strategis Organisasi Non-Profit. Jurnal Niara. https://doi.org/10.31849/niara.v17i1.19967

Setiawan, Z. I., & Rusdiansyah. (2016). Peranan bauran harga terhadap peningkatan penjualan alat kesehatan. Jurnal Pilar Nusa Mandiri, 12(2).

Smętkowski, M., & Wojnar, K. (2023). Ewolucja modelu coworkingów a struktura przestrzenna miasta na przykładzie Warszawy. https://doi.org/10.12657/czageo-94-19

Spinuzzi, C. (2012). Working alone together: Coworking as emergent collaborative activity. Journal of Business and Technical Communication, 26(4), 399–441. https://doi.org/10.1177/1050651912444070

Spreitzer, G. M., Bacevice, P., & Garrett, L. (2015). Why people thrive in coworking spaces. Harvard Business Review.

Strauss, A., & Corbin, J. (2013). Dasar-dasar penelitian kualitatif. Pustaka Pelajar.

Stumpf, C. (2013). The power of Ba in coworking spaces. https://www.zu.de/info-wAssets/forschung/dokumente/zuwuerfe/2013-09_CME_MA_CStumpf_k.pdf

Suci, R. P. (2015). Esensi manajemen strategi (1st ed.). Zifatama Publisher.

Sugiyono. (2008). Metode penelitian kuantitatif kualitatif dan R&D. Alfabeta.

Syamruddin. (2020). Analisis kelayakan usaha baby buncis Kenya kelompok Baby French Farmer Group dari aspek IFAS, EFAS, dan IE. Jurnal Madani, 3(1), 118-131.

Triana, D., & Wahyu, O. W. (2013). Relevansi kualifikasi kontraktor bidang teknik sipil terhadap kualitas pekerjaan proyek konstruksi di Provinsi Banten. Jurnal Fondasi, 1(1).

Uda, T. (2013). What is coworking? A theoretical study on the concept of coworking. SSRN Electronic Journal, December. https://doi.org/10.2139/ssrn.2937194

Utami, V. K. (2017). Coworking space di kota Yogyakarta. Universitas Atma Jaya Yogyakarta.

van den Broek, W. (2012). A typology of needs for coworking spaces. Deskmag.Com. https://www.deskmag.com/en/coworking-spaces/a-typology-framework-of-needs-for-coworking-spaces-586

Vogl, T., Sinitsyna, A., & Micek, G. (2024). Systematic Literature Review of Location Factors of Coworking Spaces in Non-urban Areas (pp. 83–94). Springer Nature. https://doi.org/10.1007/978-3-031-50868-4_8

Widiartha, I. W. A. C., & Pasaribu, R. D. (2023). Strategi pengembangan bisnis menggunakan analisis SWOT dan matriks QSPM (Studi kasus pada UD Dinamo Gianyar). Jurnal Teknik Industri, 1(1), 51–56.

Widiyarini, Z., & F. H., Zeny. (2020). Perencanaan strategi pemasaran menggunakan analisis SWOT dan QSPM dalam upaya peningkatan penjualan PT Primavista Solusi. Journal of Applied and Economics, 5(4).

Widyaningrum, A. A., Andini, D. F., Wulandari, D., Afiyah, J. N., Prastiwi, L., & Azizah, R. N. (2024). Analisis SWOT sebagai Alat Pengambilan Keputusan Bisnis di Era Digital dan Globalisasi. 1(2), 53–69. https://doi.org/10.61132/jumaket.v1i2.153

Wulandari, A. (2020). Pengaruh service quality dan customer engagement terhadap minat nasabah untuk menggunakan produk PT. Bank BCA di Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6), 282-286.

Zainuri, R., & Setiadi, B. P. (2023). Tinjauan literatur sistematis: Analisis SWOT dalam manajemen keuangan perusahaan. Jurnal Maneksi, 12(1), 22–28. https://doi.org/10.31959/jm.v12i1.1364