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on social media is essential to develop consumers’ trust (Sun and Zhao, 2019; Watanabe et al., 2020). So, the business details
such as business name, business description, contact number, WhatsApp number and address were updated on the created
social media page. Besides, from the survey, it was found that perceived value can increase consumers’ purchase intention.
Perceived value refers to consumers’ evaluation of brand features that brings benefits to them (Wu and Chang, 2016). Hence,
to increase consumers’ perceived value, some useful kindergarten background such as teaching resources and courses available
were posted on the page.
The survey result shows that entertainment content can develop trust among consumers. According to Sari et al.
(2020), entertaining content on social media is useful advertising when it delivers some valuable information. Thus, photos
and videos about Tadika Santalia activities were posted to attract followers’ attention and increase their trust level towards
Tadika Santalia. The kindergarten activities such as competition, themed activity, online camp and festival celebrations were
updated from time to time. Furthermore, frequent interaction on the Facebook page was conducted. The interaction will boost
consumers’ confidence towards a brand (Pongpaew et al., 2017). Therefore, posts that encourage interaction were also updated
frequently on the page. From 1st September to 30th October 2021, the content was updated to the page at least once per week.
Finally, observation and evaluation were conducted on 31st October 2021. At the end of the two months intervention,
the page successfully gained 318 page likes and page followers. The post on the Facebook page obtained daily page engaged
users up to 111 and daily total reached maximum at 336. During the intervention, the Facebook page also received inquiries
from parents about the year 2022 student enrolment.

Figure 2: Marketing Strategy Timeline

4.7.2 Impact from Intervention
Figure 3 describes the action taken for Tadika Santalia on the Facebook page based on each variable (entertainment, interaction,
trust, perceived value and purchase intention) and also the results obtained for each action taken. First, entertainment content
was updated to allow the delivery of useful kindergarten information while entertaining the audiences. To achieve this, photos
and videos related to the kindergarten activities were updated. Based on the Facebook insights, it was found that video posts
received a higher engagement rate as compared to other posts. Besides, interaction on the Facebook page was achieved by
allowing users to interact with each other in various ways. For example, they can easily react, comment, share and tag on
Tadika Santalia’s Facebook page. From the post updated, it was found that followers could interact with the kindergarten
indirectly through reacting to the relevant emoji voting post. The page also received parents’ sticker comments as a part of the
interaction. There were a total of 5 posts shared by the followers and the page was tagged once by the others.
Furthermore, the page content updated must allow page visitors to gain trust towards Tadika Santalia. The most
important action taken was the update of contact number, address and business background on the Facebook page. By updating
the information, the followers could get some key information about the kindergarten through social media platforms. In
addition, the content posting could form positive perceptions among parents towards Tadika Santalia. Post to deliver the
kindergarten’s characteristics on courses and teaching style and post to acknowledge followers on the teaching and learning
resources were updated on Tadika Santalia’s Facebook page. From the content updated, it can be noticed that followers tended
to share a post that delivers useful information to others.
Finally, it is important for potential customers to contact the kindergarten for further inquiries. To increase
consumers’ purchase intention, the Facebook page was linked with Facebook Messenger and WhatsApp to help the potential
customers to contact the kindergarten. Next, some relevant posts such as the announcement of the start of enrollment and
courses available at Tadika Santalia were linked with Facebook Messenger. As a result, the page was successful in receiving
5 parents’ private messages on Facebook Messenger and WhatsApp to inquire for the year 2022 enrollment.

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