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5.1.2 RQ2: What are the social media marketing efforts that could increase the purchase intention of Tadika Santalia?
The second research question was developed to identify and implement the effective social media marketing efforts that could
increase the purchase intention of Tadika Santalia. The research results showed that social media adaptation is an effective
effort that could increase the purchase intention of a preschool. Based on the results, an intervention was conducted by creating
a Facebook page for Tadika Santalia. Contents related to the entertainment, interaction, trust and perceived value were updated
on the page in the two months intervention period. It was proved that trust and perceived value could drive consumers’ purchase
intention of Tadika Santalia. Hence, the content such as company details and teaching styles were posted on the Tadika Santalia
social media page. According to Watanabe et al. (2020) and Shapiro et al. (2019), business information available online can
build consumers’ trust and perceived value. So, Tadika Santalia basic details such as business background, address and phone
number were updated once the page was created to gain their consumers’ trust. The courses available and the teacher’s
qualifications of Tadika Santalia were updated to increase people's perceived value towards the kindergarten.
In addition, the survey result discovered that entertainment could build consumers’ trust. Thus, many photos and
videos regarding children’s activities at Tadika Santalia were updated as these contents enable joys and entertainments among
audiences (Wamba et al., 2017). Besides, social media interaction has proved to bring trust and perceived value in this study.
Hence, during the intervention, the Facebook page of Tadika Santalia allowed followers to connect with each other by creating
more interactive platforms such as connecting posts with Facebook Messenger and allowing post tag and emoji voting. By
delivering more useful information during the interaction, consumers’ trust and perceived value will be built (Pütter, 2017).
By updating the Facebook page with a variety of content allows Facebook users to better understand the kindergarten and
hence increase their purchase intention.

5.1.3 RQ3: Are the social media marketing efforts effective to increase the purchase intention of Tadika Santalia?
The third research question in this study was developed to measure the effectiveness of the social media marketing efforts to
increase the purchase intention of Tadika Santalia. Based on the outcome of intervention, it is proved that social media
adaptation in Tadika Santalia can increase trust, perceived value and purchase intention. With the Facebook page creation,
Tadika Santalia could connect with their followers and potential customers using an online platform. For example, they can be
exposed to Tadika Santalia’s culture, activities and events from social media content updates. In addition, the content posted
regarding the courses available, and the teaching style could have the parents to have a clear view to better understand the
kindergarten background and their daily activities. The content posted serves as a guide to decide whether the kindergarten
suits their expectation and their children. During the intervention, the parents had purchase intention for the 2022 student
enrolment. The Facebook page received a total of 5 private messages from parents to learn more about the Tadika Santalia via
Facebook Messenger and WhatsApp number linked from the Facebook page. This shows that after understanding the
kindergarten from the Facebook page, the parents plan to enroll their children in Tadika Santalia by contacting the kindergarten
for further information such as the price and courses packages.

5.2 RESEARCH IMPLICATION
This study found some theoretical and practical implications. First, for the theoretical implication, this study focused on
investigating the relationship between social media marketing, trust, perceived value and consumers’ purchase intention. The
study enriches the existing literature by extending the study to a preschool service. This is because most studies examined the
relationship in industries such as airline products and services (Moslehpour et al., 2021), luxury fashion brands (Gautam &
Sharma, 2017) and organic food (Watanabe et al., 2020). The results proved that entertainment is critical for trust, interaction
drives trust and perceived value, as well as both trust and perceived value are effective to increase purchase intention of a
preschool service. However, the insignificant relationship between entertainment and perceived value needs further empirical
investigations.
In terms of practical implications, this study is important to provide some useful marketing plans for businesses,
especially preschool service providers. This study discovered that there are significant and positive relationships between
entertainment, interaction, trust, perceived value and purchase intention of preschool services. Thus, a preschool’s marketing
team needs to focus on these variables and update social media content according to the variables. Based on the survey results,
trust was discovered to play the most vital role to increase the consumers’ purchase intention of a preschool service. Hence, it
is important for preschool service providers to provide trustworthy and reliable information on social media. Because most
parents choose a trusted kindergarten for their precious children. To enhance the trust and perceived value, preschool service
providers need to interact frequently with their page followers. In addition, entertaining content of a preschool service is
important to build trust amongst Facebook users. As a result, the trust and perceived value of a preschool could drive purchase
intention.

This survey result serves as a guideline for Tadika Santalia management and the marketing team to modify their
marketing plan during the Covid-19 pandemic. With an effective marketing plan, Tadika Santalia can increase the preschool’s
enrollment rate via enquiries and purchase intentions of parents. From the intervention, it was proved that frequent updates of
Tadika Santalia’s information on the Facebook page were able to enhance the consumer’s trust. Business information is
important to be updated as it serves as basic guidance for parents in evaluating a preschool. Moreover, the intervention had
provided a deeper insight on the suitable content to be posted on Tadika Santalia’s social media to have a better engagement
with their potential consumers. For example, it was discovered that video posts had a higher engagement rate as compared to
photo posts.

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