Pengaruh Persepsi Harga, Diversifikasi Produk dan Konten Edutainment Terhadap Minat Berlangganan Ruangguru (Studi Kasus di SMAN 1 Medan)

Abstract

This study aims to analyze the influence of price perception, product diversification, and edutainment content on students' subscription interest in Ruangguru among SMAN 1 Medan students. The global education technology market shows rapid growth, projected to reach USD 163.5 billion by 2025, with the K-12 segment being a major contributor. Although Ruangguru dominates the Indonesian EduTech market, the conversion of free users to paid subscribers remains low. This issue stems from price perception problems, where users feel the cost isn't commensurate with quality, and prices are often higher than competitors. Extensive product diversification also faces challenges, including the relevance of animated content for high school students and a lack of product flexibility. Furthermore, edutainment programs like Clash of Champions (CoC) show temporary spikes in social media followers, indicating a momentum-based audience interest. Employing an associative quantitative approach with a survey design, this research involved 93 SMAN 1 Medan students as a sample selected through purposive sampling. Primary data was collected via questionnaires and analyzed using SPSS, including validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, determination coefficient analysis, and t and F tests. The findings indicate that price perception, product diversification, and edutainment content simultaneously have a positive and significant effect on subscription interest. Partially, price perception has a positive but not significant effect, while product diversification and edutainment content individually have a positive and significant effect on Ruangguru's subscription interest.