DEVELOP SOCIAL MEDIA MARKETING STRATEGY TO BUILD PARENTS’ BRAND AWARENESS AND PURCHASE INTENTION OF CHILDREN’S EDUCATIONAL PRODUCT THROUGH ADVERTISEMENT: A CASE STUDY OF LAB BUDDY

• Main Author: Syakira Triawan, Alisha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84153
• Institution: Institut Teknologi Bandung

The children's educational product industry in Indonesia is developing. As a student start- up business that is working in this industry and is about to carry out a main launch, Lab Buddy needs to think about strategy to build awareness and penetrate the industry. Nowadays, parents have a tendency to look for information about children's products through Instagram. Lab Buddy needs to devise a strategy to leverage Instagram for delivering promotional content that attracts its target market, raises awareness about Lab Buddy's value and offerings, and encourages purchase intentions. This research aims to identify an effective social media marketing strategy for Lab Buddy, revealing that advertisement is a highly impactful method. This research uses a quantitative method by collecting data through questionnaires and analyzing it using PLS-SEM. This research collected data from 205 parents who have children in grades 1-3 of elementary school, know and follow children's educational brands, and show concern about their children's educational development as seen from purchasing children's educational products. The research results show that entertainment and credibility positively influence perceived advertising value. Perceived advertising value positively influences brand awareness and purchase intention for children's education products. However, informativeness has no significant impact on the perceived value of advertising children’s educational products. Lab Buddy can use these findings to craft a compelling social media marketing strategy on Instagram to boost brand awareness and purchase intention.