STUDI TENTANG FAKTOR-FAKTOR ATMOSFER LINGKUNGAN TERHADAP KETERIKATAN PELANGGAN PADA COWORKING SPACE DI YOGYAKARTA

Abstract

Bussines competition among coworking space have been emerging along with the
rise of coworking space amount each year. Competition in the business world is one of the
reasons companies compete with each other in innovating products, goods and services
produced. To maintain the remaining market and reach a higher share of the market firms
must construct new and attractive marketing strategies. This study aims to study the effect
of atmosphere on customer engagement in Sinergi Co-Work and Network Space
Yogyakarta. This research used 140 respondents as customer of Sinergi Co-Work and
Network Space di Kota Yogyakarta. The sampling method used a non-probability sampling
method with a purposive sampling technique. The Collecting data used quantitative
method with questionnaire media that was analyzed afterwards by Structural Equation
Modeling (SEM). The findings show that social factor have positive and significant effect
on customer satisfaction, public design factor have a positive effect but does not meet the
requirements of significance to customer satisfaction, room design factor have a positive
and significant effect on customer satisfaction, the ambience factor have a positive and
significant effect on customer satisfaction, customer satisfaction have a negative effect and
significant effect on willingness to suggest, and customer satisfaction have a positive and
significant effect on word of mouth.