THE INFLUENCE OF BRAND IMAGE, DISCOUNT PROMOTION, AND SERVICE INNOVATION ON USAGE DECISIONS AT COWORKING SPACE SUBCO INTILAND TOWER SURABAYA

This research was conducted with an aim to determine the effect of brand image, discount promotions and service innovation on usage decisions. This research will discuss about Sub Co coworking space Intiland Tower Surabaya using a quantitative approach by using a method of collecting questionnaire data via the google form. To collect the research data, 19 questionnaires were distributed to respondents aged 17-60 years, namely consumers who had used Sub Co coworking space Intiland Tower Surabaya at least once with a total sample of 50 respondents. Sampling was done by purposive sampling method. The intended respondents were coworking space users within the last 3 months starting from the first of February 2023 to the end of April 2023. The measurement model in this study was analyzed using the SPSS application. Data analysis consisted of validity test, reliability test, multicollinearity test, normality test, F test, T test, multiple linear regression analysis, correlation coefficient of determination test and heteroscedasticity test. The results of the research conducted show that the brand image variable has results that have a significant positive effect on usage decisions, discount promotions have significant positive results on usage decisions, and service innovation results have a significant positive effect on usage decisions at Sub Co Intiland Tower Surabaya. This research is expected to be useful for coworking space companies and for further researchers to be able to use other variables that can influence the decision variable to obtain broader results. Keywords: Brand Image, Discount Promotion, Service Innovation, Usage Decision Abstrak: Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand image, promosi diskon, dan inovasi layanan terhadap keputusan penggunaan. Penelitian ini akan membahas mengenai coworking space Sub Co Intiland Tower surabaya menggunakan pendekatan kuantitatif dengan metode pengumpulan data kuesioner melalui google form. Untuk mengumpulkan data penelitian, 19 kuesioner disebarkan kepada responden yang berusia 17-60 tahun, yaitu merupakan konsumen yang pernah menggunakan coworking space Sub Co Intiland Tower Surabaya minimal satu kali dengan jumlah total sampel sebanyak 50 responden. Pengambilan sampel dilakukan dengan metode purposive sampling. Responden yang dituju merupakan pengguna coworking space dalam kurun waktu 3 bulan terakhir mulai dari awal Februari 2023 sampai Akhir April 2023. Model pengukuran p