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All Journal Jurnal Manajemen dan Profesional
Vani Rahma Fauzia
UPN Veteran Jawa Timur
Economics, Econometrics & Finance

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The Role of Customer Personas in Determining Digital Marketing Strategy for Office Rental Companies Vani Rahma Fauzia; Dewi Khrisna Sawitri
Jurnal Manajemen dan Profesional Vol. 7 No. 2 (2026): Jurnal Jpro
Publisher : Program Studi Manajemen Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpro.v7i2.3015

Abstract

This study aims to design customer personas as a foundation for developing digital marketing content strategies in an office rental company. A qualitative method was employed through in-depth interviews with a customer, Tenant Marketing staff, a Social Media Specialist, and the company director, with data analyzed using data reduction, data display, and conclusion drawing techniques. The findings indicate that the primary customers belong to the business-to-business (B2B) segment, consisting of business owners, company managers, and business consultants who require practical workspaces, complete facilities, flexible rental systems, and transparent pricing. The study resulted in three main customer personas—founder, branch manager, and business consultant—which can be used as a basis for creating more relevant and customer-oriented digital marketing content strategies.
Co-Authors Dewi Khrisna Sawitri