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Watanabe et al. (2020) indicated that product or service information provided can build consumers’ trust. According
to Sun and Zhao (2019), trust can be built by providing information and explanation and offering a communication platform
to the target audience. In addition, Kulangara et al. (2016) proved that information available online about a particular product
or service can establish trust among the consumers. Hence, a business needs to provide sufficiently useful information and
make it visible to the public.
Thus, trust plays a vital role in the online environment. This is an essential element that should be presented on
Tadika Santalia social media page. It is useful for Tadika Santalia to provide more useful information about the business on
social media so that consumers’ trust toward the business will be increased. For example, Tadika Santalia can deliver their
contact number, address and their business background to their audience on social media. Moreover, the preschool curricular
structure could also be informed on their social media page.

2.3 PERCEIVED VALUE

Wu and Chang (2016) defined perceived value as consumers’ preference and evaluation of brand features that help them in
accomplishing their purposes. Besides, Shapiro et al. (2019) defined perceived value as customers’ overall evaluation towards
a product or service. The evaluation could include the monetary and non-monetary aspects of the product or service such as
the cost, price or benefit. Further, Juliana et al. (2021) categorized consumers’ perceived value into two categories which are
utilitarian value and hedonic values. Utilitarian value could be achieved with the completion of certain obligations while
hedonic value is gained through the experimental benefits because of happy and excited feelings. Both categories are important
to grow consumers’ satisfaction and purchase intentions.
Perceived value results from the consumers’ perceived benefits (Moslehpour et al., 2021). As highlighted by Gan
and Wang (2017), consumers’ perceived value is influenced by their perceived benefits and perceived risk towards a product
or service. Similarly, Chen et al. (2018) stated that enjoyment and perceived risk have a significant influence on perceived
value. Consumers tend to choose and buy the products or services that increase their value perception hence it is important to
increase consumers’ perceived value. In addition, perceived value has a negative relationship with perceived sacrifice (Chung
and Koo, 2015). When consumers feel that the perceived sacrifice required exceeds their tolerance, the perceived value of that
product or service will be reduced.
According to Chen et al. (2018), the perceived value on social media is determined by customers’ multidimensional
perception of the site. Tonder et al. (2018) asserted that perceived value is then contributing to positive word of mouth. The
study found that there is a positive relationship between perceived value and relationship quality. This means that a positive
and quality relationship is built between a business and consumer when there is a good perceived value towards the brand.
Carlson et al. (2015) and Juliana et al. (2021) proved that the perceived value of online channels has a significant effect on
user satisfaction. Customer satisfaction will then lead to brand loyalty and encourage repurchase intention.
Tadika Santalia needs to focus on delivering its business strength on social media. In this case, Tadika Santalia could
deliver the benefits they can bring to the parents and the children. The benefits can be in terms of monetary or non-monetary
aspects. Examples for monetary benefits are free transportation or early registration reward to allow parents understand the
amount of money they had saved when registering with them. On the other hand, in terms of non-monetary benefit, Tadika
Santalia may mention some of their advantages as compared to other preschool service providers such as a psychological test
to understand the child’s best learning pattern. With this, the potential customers can find out the value brought by their
business and increase the level of satisfaction towards Tadika Santalia. This may further lead to a higher purchasing intention
among them.

2.4 ENTERTAINMENT
According to Choshaly and Mirabolghasemi (2020), entertainment is defined as the level of enjoyment that can be provided
by stimuli. Advertisements on social media will be more valuable if the content is carrying useful information, and bringing
credibility and entertainment (Sari et al., 2020). Wamba et al. (2017) found that customers tend to pay more attention to social
media advertisements that are creative and attractive. Entertaining content shown on social media can grab consumers’
attention more effectively (Merrilees, 2016). As such, consumers have a stronger motivation to engage in a business social
media when there are some playful brand experiences shared (Bianchi and Andrews, 2018).
Dehghani et al. (2016) found that advertising on social media can satisfy consumers’ hedonic needs by offering
pleasure, emotional release, diversion and enjoyment. Entertainment content can make users feel more enjoyable and pleasure
than other media content (Sari et al., 2020). Hsu et al. (2015) concluded that entertainment on social media can lead users in
obtaining entertaining and escaping pressure. The study also found that entertainment is an important influencing criterion for
users to continue social media browsing intention.
In this case, entertaining content needs to use by Tadika Santalia to grab their potential customers’ attention.
Therefore, advertising on Tadika Santalia social media sites must attract parents by posting more entertaining, interesting and
enjoyable content. For example, they can post videos and photos regarding activities done online or offline with the children.
Videos and photos posted on social media also enable the potential customer to have a better understanding of Tadika Santalia.

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