DEVELOPMENT OF CONTENT MARKETING STRATEGY IN CUSTOMER ACQUISITION BASED ON STUDY BOARD EDUCATION CONSUMER SEGMENTATION BASED ON INTENTIONS AND USE OF E-LEARNING PLATFORMS

• Main Author: Mauludi Savitri, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68741
• Institution: Institut Teknologi Bandung

Educational technology (EdTech) has a big role to play in helping to even out the distribution of education in Indonesia given the problems faced such as the quality of poor educators, underdeveloped infrastructure, and the COVID-19 pandemic. Social distancing has prompted the increased interest in online programs offered by educational institutions. With advancement in technology, government support, and increased interest in online learning programs, it is known that this is a huge opportunity for Study Board Education to develop the EdTech platform and improve the quality of education in Indonesia. The problem faced by the Study Board Education is the ineffective marketing strategy due to the unknown characteristics of the targeted segment for the Study Board Academy International Program product. Therefore, researcher Nabila Mauludi Savitri (14418039) conducted a study entitled 'Development of Content Marketing Strategy in Customer Acquisition Based on Study Board Education Consumer Segmentation Based on Intentions and Use of E-Learning Platforms'. This study aims to identify the main variables that affect the intention and actual use of the Study Board Academy International Program e-learning platform. Therefore, the model that was built based on previous research that is relevant to the intention and use of the actual e-learning platform and also high school students in-depth interviews was carried out. The model was analyzed using the partial least squares structural equation modeling (PLS-SEM) technique to identify the main variables that affect the intention and actual use of the e-learning platform. However, to facilitate Study Board Education in determining the target market, a latent class clustering analysis was carried out with the finite mix partial least squares technique to create consumer segments based on the main variables. The results of this study are three segments was formed based on differences in the main variables that affect the intention and use of the actual e-learning platform, named as "Quality Focus", "Convenience Driven", and "Impressionable". The selected target segment is “Impressionable”, a segment whose intention and actual use of the e-learning platform is influenced by the benefits and pleasures obtained from online learning, as well as the influence of the consumer’s environment. These findings are used to design content marketing strategy recommendations based on the 2PDM model: planning, production, distribution, measurement, and optimization of content marketing strategies.