Educational technology (Edtech) as Cyber Brand : Winning in Service Markets Evi Yuliani Hertiana(a*), Ratih Hurriyati(b), Heny Hendrayati(b)
Management, Post Graduate School, Universitas Pendidikan Indonesia, Bandung, Indonesia
Abstract
The purpose of this study is to analyze the branding activities carried out by Ruangguru as a cyber brand and the challenges of managing people for service advantage in winning e-course in the service market so that they can face the digital industrial revolution 4.0 in Indonesia. This research method uses a qualitative method with an analytical descriptive study approach. Data collection techniques were carried out by online observation and documentation. The location in this research is PT. Ruang Raya Indonesia (Ruangguru). The results of the study, in developing human resources for educational services, it is necessary to pay attention to how to place the right people in their fields ^the right man, in the right place^, develop employees so that they can deliver educational services well, and provide the best facilities to support the process in educational services, and retain the best employees and reward all employee and student achievements. Therefore, managers need to pay attention to the factors driving service excellence, namely customer equity in their marketing strategy, namely value equity showing that Ruangguru can adapt to consumer needs, brand equity showing that Ruangguru can build trust by providing good service quality and customer loyalty. through the selection of the right brand ambassador, and relationship equity shows that Ruangguru forms an online student community throughout Indonesia.
Keywords: Managing people for service advantage, customer equity, brand equity, value equity, dan relationship equity
