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All Journal Indonesian Journal of Multidisciplinary Science
Herywanto
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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Marketing Strategy of the Skul.Id Platform as a Digital Education Ecosystem in Increasing Telkomsel's Youth Market in the Bali Region Herywanto; Lahindah, Laura
Indonesian Journal of Multidisciplinary Science Vol. 4 No. 9 (2025): Indonesian Journal of Multidisciplinary Science
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/ijoms.v4i9.1135

Abstract

The digital transformation in the education sector has driven the growth of various online learning platforms, including Skul.id. Despite offering innovative features, the adoption of Skul.id among students in Bali faces multiple challenges, such as low user engagement and competition from similar platforms. This study aims to analyze Skul.id's marketing strategy and its effectiveness in reaching the youth market of Telkomsel SIM card users in Bali. This research employs a qualitative descriptive approach, utilizing data collection techniques such as in-depth interviews, participatory observations, and document analysis. The research informants include Telkomsel's marketing team and Skul.id users, comprising students and educators in various schools across Bali. The findings indicate that Skul.id’s current marketing strategy has yet to fully optimize its potential in attracting students. Despite its integration with Telkomsel services, limitations in digital promotion efforts and a lack of product differentiation remain major obstacles. Additionally, user trust in the platform's effectiveness poses a significant challenge. The study concludes that the Marketing Mix 7P and STP strategy should be optimized by enhancing digital campaigns, strengthening collaborations with educational institutions, and reinforcing brand positioning to improve Skul.id's competitiveness in the digital education market.
Co-Authors Laura Lahindah, Laura