Strategi Penetapan Harga Layanan Education Technology (Edtech) Indonesia

Asep Bayu Ekawijaya, Agus Rahayu, Puspo Dewi Dirgantari

Abstract


Strategi harga pada industri teknologi pendidikan (edtech) merupakan salah satu kunci sukses bagi penyedia layanan. Kompetisi yang tinggi dan kebutuhan akan kejelasan dan transparansi dalam penetapan harga layanan menjadikan rumit proses pengambilan keputusan strategi harga. Perusahaan edtech harus berhati-hati dalam memilih model strategi harga. Artikel ini bertujuan untuk mengidentifikasi strategi harga dan model pendapatan yang diimplementasikan perusahaan edtech Indonesia. Pendekatan yang digunakan adalah analisis isi website perusahaan. Dimensi Scope dan Formula dari model SBIFT digunakan untuk mengidentifikasi strategi harga dan dimensi Temporal Rights digunakan untuk mengidentifikasi model pendapatan. Hasil studi menunjukkan bahwa perusahaan edtech umumnya menggunakan strategi per unit price dalam menentukan harga. Pay-per-use dan subscription digunakan sebagai model pendapatan. Artikel ini juga mengungkapkan bahwa penelitian lebih lanjut diperlukan untuk memperluas pemahaman tentang bagaimana proses penetapan harga oleh perusahaan

Keywords


edtech; model pendapatan; model sbift; strategi harga

Full Text:

PDF

References


Abriata, L. A. (2022). How Technologies Assisted Science Learning at Home During the COVID-19 Pandemic. DNA and Cell Biology, 41(1), 19–24. https://doi.org/10.1089/dna.2021.0497

Alghamdi, A. K. H., El-Hassan, W. S., Al-Ahdal, A. A. M. H., & Hassan, A. A. (2021). Distance education in higher education in saudi arabia in the post-covid-19 era. World Journal on Educational Technology: Current Issues, 13(3), 485–501. https://doi.org/10.18844/wjet.v13i3.5956

Asghar, M. Z., Iqbal, A., Seitamaa-Hakkarainen, P., & Barbera, E. (2021). Breaching learners’ social distancing through social media during the covid-19 pandemic. International Journal of Environmental Research and Public Health, 18(21), 11012. https://doi.org/10.3390/ijerph182111012

Chen, M., Wang, X., Wang, J., Zuo, C., Tian, J., & Cui, Y. (2021). Factors Affecting College Students’ Continuous Intention to Use Online Course Platform. SN Computer Science, 2(2). https://doi.org/10.1007/s42979-021-00498-8

Cigdem, H., & Ozturk, M. (2016). Factors affecting students’ behavioral intention to use LMS at a Turkish post-secondary vocational school. International Review of Research in Open and Distance Learning, 17(3), 276–295. https://doi.org/10.19173/irrodl.v17i3.2253

Cojocariu, V.-M., Lazar, I., Nedeff, V., & Lazar, G. (2014). SWOT Anlysis of E-learning Educational Services from the Perspective of their Beneficiaries. Procedia - Social and Behavioral Sciences, 116, 1999–2003. https://doi.org/10.1016/j.sbspro.2014.01.510

Cornejo-Velazquez, E., Clavel-Maqueda, M., Perez-Lopez-portillo, H., & Lyubimova, E. (2020). Business model of learning platforms in sharing economy. Electronic Journal of E-Learning, 18(1), 102–113. https://doi.org/10.34190/EJEL.20.18.1.008

Dhawan, S. (2020). Online Learning: A Panacea in the Time of COVID-19 Crisis. Journal of Educational Technology Systems, 49(1), 5–22. https://doi.org/10.1177/0047239520934018

Guntara, R. G. (2023). Aplikasi Deteksi Phising Berbasis Android Menggunakan Metode Pengembangan Perangkat Lunak DSRM. Jurnal Minfo Polgan, 12(1), 303-310.

Hafina, A., Rusmana, N., Ramdhani, R. N., & Guntara, R. G. Application Of Evaluation And Supervision Model Of Counselling Skills: Implementation, Testing, And Integration.

Iveroth, E., Westelius, A., Petri, C.-J., Olve, N.-G., Nilsson, F., & Coster, M. (2013). How to differentiate by price : Proposal for a five-dimensional model. European Management Journal, 109–123. https://doi.org/10.1016/j.emj.2012.06.007

Khalid, B., Lis, M., Chaiyasoonthorn, W., & Chaveesuk, S. (2021). Factors influencing behavioural intention to use MOOCs. Engineering Management in Production and Services, 13(2), 83–95. https://doi.org/10.2478/emj-2021-0014

Laatikainen, G., Ojala, A., & Mazhelis, O. (2013). Cloud services pricing models. Lecture Notes in Business Information Processing, 150 LNBIP, 117–129. https://doi.org/10.1007/978-3-642-39336-5_12

Lestari, D. R., Josephine, W., & Nuryadin, A. (2023). Analisis Bibliometrik Perkembangan Pembelajaran Online dengan Aplikasi Zoom Menggunakan VOSViewer. Jurnal Ilmu Pendidikan (JIP) STKIP Kusuma Negara, 14(2), 194-204.

Lockee, B. B. (2021). Online education in the post-COVID era. Nature Electronics, 4(January), 6–7. https://doi.org/10.1038/s41928-020-00534-0

Mailizar, M., Burg, D., & Maulina, S. (2021). Examining university students’ behavioural intention to use e-learning during the COVID-19 pandemic: An extended TAM model. In Education and Information Technologies (Vol. 26, Issue 6, pp. 7057–7077). Springer. https://doi.org/10.1007/s10639-021-10557-5

Mulyana, R. N., Aulia, O., Adem, D. B., Nuryadin, A. N., & Prehanto, A. (2022). Hambatan Startup Edukasi Setelah Program Inkubasi (Studi Kasus pada Program Inkubator Startup CIAS). Jurnal Studi Manajemen dan Bisnis, 9(1), 59-64.

Nur, L., Suryana, D., Stephani, M. R., Guntara, R. G., Nilan, F., Rahmanda, M., ... & Salam, R. Development of Pancasila Student Profiles on the Mutual Assistance Character: Can Traditional Games through Socratic Method-based Learning Help?. Jurnal Pendidikan Jasmani dan Olahraga, 7(2), 168-174.

Nuryadin, A., Amelia, D. N., & Aryanto, S. (2022). Harnessing Serious Games For Developing Indonesian Elementary School Students’ Critical Thinking Attitudes. Naturalistic: Jurnal Kajian dan Penelitian Pendidikan dan Pembelajaran, 6(2), 1248-1461.

Ojala, A., & Tyrväinen, P. (2012). Revenue models in cloud computing. Proceedings of 5th Computer Games, Multimedia & Allied Technology Conference (CGAT 2012), Cgat, 114–119. https://doi.org/10.5176/2251-1679_ccv03

Pozón-López, I., Higueras-Castillo, E., Muñoz-Leiva, F., & Liébana-Cabanillas, F. J. (2021). Perceived user satisfaction and intention to use massive open online courses (MOOCs). Journal of Computing in Higher Education, 33(1), 85–120. https://doi.org/10.1007/s12528-020-09257-9

Prasetyo, Y., Purwaamijaya, B. M., & Maesaroh, S. S. (2022). Website Design and Development to Help Create and Develop a Business to Increase the Number of MSMEs. Jurnal Mantik, 6(3), 3684-3692.

Puriwat, W., & Tripopsakul, S. (2021). Explaining an adoption and continuance intention to use contactless payment technologies: During the covid-19 pandemic. Emerging Science Journal, 5(1), 85–95. https://doi.org/10.28991/esj-2021-01260

Sikandar, M. A. (2022). The Rise of Edtech Startups in India During COVID-19 Pandemic. Recent Trends in Management & Social Sciences. https://www.researchgate.net/profile/Sikandar-Ma/publication/358939954_THE_RISE_OF_EDTECH_START-UPS_IN_INDIA/links/621e682219ab0c3b4d2c961f/THE-RISE-OF-EDTECH-START-UPS-IN-INDIA.pdf

Sonnenschein, S., Stites, M., & Ross, A. (2021). Home Learning Environments for Young Children in the U.S. During COVID-19. Early Education and Development, 32(6), 794–811. https://doi.org/10.1080/10409289.2021.1943282

von Maltitz, A., & van der Lingen, E. (2022). Business model framework for education technology entrepreneurs in South Africa. The Southern African Journal of Entrepreneurship and Small Business Management, 14(1). https://doi.org/10.4102/sajesbm.v14i1.472

Zhao, L., Cao, C., Li, Y., & Li, Y. (2022). Determinants of the digital outcome divide in E-learning between rural and urban students: Empirical evidence from the COVID-19 pandemic based on capital theory. Computers in Human Behavior, 130. https://doi.org/10.1016/j.chb.2021.107177




DOI: https://doi.org/10.17509/jimb.v14i1.57003

Refbacks

  • There are currently no refbacks.



 Creative Commons License

Jurnal Ilmu Manajemen dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0

View My Stats