Comparison of Ruangguru and Primagama Promotion Strategies in Attracting Consumers

Abstract

Promotional strategies are an important element in attracting consumer interest, especially in the education service sector such as tutoring institutions. This study aims to see and compare the promotion methods used by Ruangguru and Primagama. The main focus is on the type of promotional content, the communication style, the target market, and how effective the promotion is in attracting the attention of potential consumers. This study uses a descriptive qualitative method, with data collected through social media observations, interviews, and literature studies. The results show that Ruangguru is superior in using  interactive digital promotions, such as  the Clash of Champions  program that went viral on social media and a delivery style that is suitable for the younger generation (Gen Z). Meanwhile, Primagama still relies on conventional promotional methods, such as distributing brochures, collaborating with schools, and direct promotion at branches. The AIDA method was used to analyze the effectiveness of the promotion, and the results showed that Ruangguru excelled in all stages, while Primagama was stronger in  the Desire and Action stages. This difference in approach shows that each institution has its own way of understanding the market and the needs of its consumers.