PARENTS DECISION JOURNEY IN SELECTING PRE-SCHOOL: THE CASE OF XYZ PRESCHOOL BANDUNG

• Main Author: Setyaweni, Winda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38588
• Institution: Institut Teknologi Bandung

Early childhood education in Indonesia has been significantly changing. Since 2013, the Indonesian government is working to develop childhood education programs. Due to this policy, it is expected that the market for early childhood education will continue growing. The programs are encouraging more parents to put their children in daycare centers, preschools or PAUD, its point to a large market for new preschools. Bandung has more than ten preschools that use English-based instruction. Despite the positive trends shown above, confusion in the marketplace regarding new models of education and the business challenges of a crowded marketplace means that education entrepreneurs must better understand the decision-making journeys of young parents in order to attract new students. The customer journey is considered an ideal starting point to understand the business from the perspective of the company and customer. This research investigated the customer decision journey of parents in the increasingly competitive English-medium preschool market in Bandung, Indonesia in order to help the subject school develop a more effective marketing strategy to achieve its student growth targets. This research utilizes a mixed method of both qualitative and quantitative approaches. Qualitative method used in the interview and validated with netnography. The data collection technique is using triangulation. Triangulation is a method used in qualitative research that involves cross-checking multiple data source. The findings in the data collection will be summarized and use the standard item in the questionnaire. The results from the interview, literature reviews and netnography were validated as survey items in the questionnaire. Participants included 60 current parents of a leading preschool (XYZ Preschool) and 100 parents of children in competitor preschools. Judgmental sampling use to collect the data. To determine the significant factor in school selection, the method used is analysis factors. Results suggested the most significant factors in school selection by subject school parents are facilities, fees, and safety; parents from competitor schools prioritized facilities, teacher quality, and location A review of existing customer decision journey models and collected survey data suggest three distinct phases for XYZ Preschool to focus its marketing strategy and improve customer conversion and retention: Pre-purchase, purchase, and post-purchase. Implications for budget allocation and implementation are also discussed. To increase the conversion rate, the marketing activities proposed in the pre-purchase phase; in the purchase phase, the marketing activities proposed to lower the churn rate and to perceive quality of XYZ Preschool the marketing activities also proposed in the post purchase phase.