Study of Parent Behavior Factor in Engaging to Content on Social Media Instagram: Study Case of Fulola
DOI:
https://doi.org/10.47747/icbem.v1i1.1263Abstract
The quality of education in Indonesia is classified as low based and it is important to instill education from an early age. Parents are one of the main educators of children in providing basic values of life. Unfortunately, in Indonesia, parents' awareness of children's education is lacking. Based on these problems, Fulola exists as a business engaged in early childhood education to support parents in terms of knowledge and experience in guiding and educating their children in the right and fun way. Currently, Fulola is focused on spreading these values online through Instagram but there are difficulties in increasing engagement on Fulola’s Instagram which results in a less optimal spread of Fulola values to parents. Aim of this study is discussing the behavior of parents as Fulola customers in engaging with content on Instagram. This study was conducted qualitatively with semi-structured interviews to parents who have children aged 4-6 years, are active on Instagram, and follow at least one account on the topic of parenting and children's education. Data analysis carried out by coding from the results of the interview. The expected results from this study are expected to be able to explore parent behavior in engaging with content on Instagram based on customer behavior factors such as personal, psychological, social, and cultural. Because understanding the behavior of the parents can be used to generate Fulola's social media Instagram strategy.
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