Abstrak
Penelitian ini bertujuan untuk menganalisis perilaku konsumen orang tua anak usia dini dalam mengembangkan business model produk edukasi budaya NusaEdufy, sebuah novel visual yang mengintegrasikan teknologi dan budaya lokal untuk meningkatkan kesadaran generasi muda terhadap keberagaman budaya Indonesia. NusaEdufy menyajikan cerita rakyat dengan nilai positif seperti gotong royong,yang dapat diterapkan anak-anak hingga dewasa melalui fitur interaktif yang membantu memilih antara tindakan baik dan kurang baik. Studi ini menggunakan pendekatan concurrent embedded design, dengan data kuantitatif dari kuesioner orang tua di DKI Jakarta sebagai target pasar utama, serta data kualitatif dari FGD tim internal NusaEdufy. Landasan teori meliputi perilaku konsumen sebagai stimulus (budaya, sosial, pribadi, psikologi), S-O-R model dengan intention to use sebagai organisme, dan business model berdasarkan kerangka Richardson sebagai respons. Hasilnya, faktor sosial menjadi stimulus utama intention to use, didukung aspek budaya, pribadi, dan psikologi. Responsnya, business model NusaEdufy dirancang dengan aplikasi mobile berisi cerita budaya lokal, didistribusikan via toko aplikasi, dipromosikan melalui media sosial, dan didukung model langganan terjangkau untuk monetisasi yang sesuai pasar. Temuan ini memberikan solusi praktis bagi NusaEdufy dan referensi bagi startup EdTech serupa.
......This study aims to analyse the consumer behaviour of parents of young children in developing the business model of NusaEdufy, a cultural education product in the form of a visual novel that integrates technology and local culture to raise awareness of Indonesia?s cultural diversity among the younger generation. NusaEdufy presents folk stories with positive values, such as mutual cooperation (gotong royong), which children can apply to adulthood through interactive features that guide them in choosing between good and less favourable actions. The study employs a concurrent embedded design, using quantitative data from questionnaires distributed to parents in DKI Jakarta as the primary target market, complemented by qualitative data from Focus Group Discussions (FGDs) with the internal NusaEdufy team. The theoretical framework includes consumer behaviour as the stimulus (cultural, social, personal, psychological), the S-O-R model with intention to use as the organism, and the business model based on Richardson?s framework as the response. Findings indicate that social factors, particularly community recommendations, serve as the primary stimulus for intention to use, supported by cultural, personal, and psychological aspects. In response, NusaEdufy?s business model is designed with a mobile application featuring local cultural stories, distributed through app stores, promoted via social media, and supported by an affordable subscription model to ensure market-aligned monetisation. These findings provide practical solutions for NusaEdufy and serve as a reference for similar EdTech startups.
