Factors influencing decisions of satellite office users in the new normal era: Evidence from Indonesia

Abstract

COVID-19 affects all aspects of life, including work patterns, work behavior, and daily routines. It has also prompted organizations to change how they operate, working more from outside the office due to government restrictions. Therefore, many activity restrictions were introduced due to the COVID-19 pandemic; however, office activities must continue. This creates a new need for the availability of satellite offices as a solution for companies and employees in carrying out organizational activities. This paper analyzes factors that influence the selection of satellite offices during the COVID-19 pandemic and the new normal. Quantitative research was used in this study; the data were analyzed using descriptive analysis methods and cross-tabulation analysis. Data were collected by distributing questionnaires to 65 users of the satellite offices in Jakarta. The results show that the majority of users choose a satellite office by considering the proximity to their place of residence, and room comfort, which is then followed by the availability and stability of internet access. In general, satellite office users also consider the price and choose the daily billing system over other billing systems. Thus, workspace providers in the satellite office can formulate the right strategy to attract satellite office users by choosing a proper location, fulfilling room comfort facilities, price positioning, and the billing system used.