Omnichannel as an innovative branding strategy for coworking space startup industry in the era of the COVID-19 pandemic (Case study in “Ngalup” coworking space in Malang, East Java)

• Main Authors: Husna, N., Putri, A. D. C., Savitri, G. A., Widita, A.
• Format: Conference Proceeding
• Language: English
• Subjects: Coronaviruses; COVID-19; Customer satisfaction; Optimization; Pandemics; Qualitative analysis; Revenue; Startups
• ISSN: 0094-243X; 1551-7616
• DOI: 10.1063/5.0110965

The era of the COVID-19 pandemic affects almost all industrial sectors, including start-up industry. This research aims to provide an overview of branding strategy innovations conducted by the startup coworking space industry, “Ngalup”, especially to deal with various problems arising from the impact of the COVID-19 pandemic. This study used qualitative methodology utilizing interview techniques to collect all the necessary data from informants. The main informants in this study were the Marketing Communication Manager and Internal Community Host of “Ngalup” Coworking Space, and the supporting informants were visitors and participants of “Ngalup” Coworking Space event. The results showed that the problem included decreased engagement on social media and decreased revenue due to the lack of visitor because some events or activities had to be shifted to online. To overcome this, “Ngalup” has tried to optimize omnichannel branding strategy, which is the integration of multichannel including online and offline to continuously improve the customer experience, such as optimizing their online media channels and programs, creating a new project ‘Digarapin’ as a new business model to gain revenue, and maintain the five-star hotel service. The research conluded that the branding strategy developed by “Ngalup” through omnichannel has helped “Ngalup” maintained the top coworking space in Malang and taken advantage of the development opportunities in the age of the COVID-19 pandemic.