Innovative Ruangguru’s Educational Product Strategy to Meet Generation Z’s Needs: Insights from Youtube Comments and User Perspectives
Keywords:
Ruangguru, Generation Z, digital education innovation, user participation, netnography, social representation
Abstract
Abstract This study aims to examine how the Clash of Champions (COC) educational product strategy by Ruangguru is responded to by Generation Z through analysis of YouTube comments and user interviews. The main focus of this research is to understand the forms of acceptance, social meaning, and the value of representation and participation that arise in digital interactions with learning innovations. The method used was a qualitative approach with netnography techniques to the top 300 comments on the Ruangguru YouTube channel, as well as in-depth interviews with four students from two universities in East Kalimantan. The results of the study show that COC is not only perceived as a digital learning program, but also as a social space that strengthens motivation, pride, collective identity, and criticism of popular culture that is less educational. Data visualizations such as word cloud, tree maps, and concept maps show that user participation goes beyond passive consumption, by displaying emotional engagement and strong representation drives. These findings underscore the importance of social, affective, and value dimensions in the success of digital educational programs. This research contributes to the development of user-based educational innovations, as well as offers a participatory approach in designing educational strategies that are more inclusive and relevant to the characteristics of the younger generation.
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Borger, J. G. (2022). Getting to the CoRe of Collaborative Online International Learning (COIL). Frontiers in Education, 7. https://doi.org/10.3389/feduc.2022.987289
Chaw, L. Y., & Tang, C. M. (2023). Learner Characteristics and Learners’ Inclination Towards Particular Learning Environments. The Electronic Journal of E-Learning, 21(1), 1–12. https://doi.org/10.34190/ejel.21.1.2537
Chen, R. (2024). A Study Applying Rogers’ Innovation Diffusion Theory on the Adoption Process of New Teaching Methods in Secondary Education. Research and Advances in Education, 3(2), 6–10. https://doi.org/10.56397/RAE.2024.02.02
Cirkony, C., Tytler, R., & Hubber, P. (2022). Designing and Delivering Representation-Focused Science Lessons in a Digital Learning Environment. Educational Technology Research and Development, 70(3), 881–908. https://doi.org/10.1007/s11423-022-10094-z
Fu, R.-H., Cho, Y.-H., Quattri, F., & Monrouxe, L. V. (2019). ‘I Did Not Check if the Teacher Gave Feedback’: A Qualitative Analysis of Taiwanese Postgraduate Year 1 Trainees’ Talk Around E-Portfolio Feedback-Seeking Behaviours. BMJ Open, 9(1), e024425. https://doi.org/10.1136/bmjopen-2018-024425
Genol, M. Á. A., Etchezahar, E., Rico, A. M., & Yepes, T. G. (2022). Representations of Social Justice and Digital Civic Engagement: The Influence of Psychosocial Variables in Teacher Training. Sustainability, 14(12), 7096. https://doi.org/10.3390/su14127096
Guo, Q., & Huang, W. (2024). Analyzing the Diffusion of Innovations Theory. Scientific and Social Research, 6(12), 95–98. https://doi.org/10.26689/SSR.V6I12.8947
Han, S. P., & Kumwenda, B. (2024). Bridging the Digital Divide: Promoting Equal Access to Online Learning for Health Professions in an Unequal World. Medical Education, 59(1), 56–64. https://doi.org/10.1111/medu.15455
Hinic, K., & Kowalski, M. O. (2023). Use of Design Thinking to Grow the Reach and Relevance of Evidence-Based Practice Education Across a Health Care System. The Journal of Continuing Education in Nursing, 54(8), 360–366. https://doi.org/10.3928/00220124-20230711-06
Karimah, Y. D., Surachman, S., & Sunaryo, S. (2023). Strategies for Educational Service Marketing and Brand Equity Management in Educational Firms. Indonesian Journal of Multidisciplinary Science, 2(9), 3129–3143. https://doi.org/10.55324/ijoms.v2i9.531
Kim, D., & Ryoo, D. (2023). Learning Techniques Using Study With Me: Focus on Motivational Orientations, Learning Competency, and Digital Literacy. Ieee Access, 11, 98050–98058. https://doi.org/10.1109/access.2023.3312555
Kim, S., Jung, T., Sohn, D. K., Suh, M., & Chang, Y. J. (2024). Factors Associated With Continuous Use of a Cancer Education Metaverse Platform: Mixed Methods Study. Journal of Medical Internet Research, 26, e57762. https://doi.org/10.2196/57762
Knox, J. (2019). What Does the ‘Postdigital’ Mean for Education? Three Critical Perspectives on the Digital, With Implications for Educational Research and Practice. Postdigital Science and Education, 1(2), 357–370. https://doi.org/10.1007/s42438-019-00045-y
Kwak, M., Kim, B. J., & Chung, J. (2024). Serious Game Development for Public Health: Participatory Design Approach to COVID-19 Quarantine Policy Education. Jmir Serious Games, 12, e54968–e54968. https://doi.org/10.2196/54968
Li, Y., Chu, Y., & Ji, H. (2025). Collaborative Innovation. International Journal of E-Collaboration, 21(1), 1–22. https://doi.org/10.4018/ijec.377606
Mandl, C. E. (2019). Diffusion of Innovations: The Much Sought After Tipping Point. Management for Professionals, Part F555, 155–162. https://doi.org/10.1007/978-3-030-01645-6_17
Marin, K. A., & White, S. J. (2023). Generation Z Goes to Math Class: How the Effective Mathematics Teaching Practices Can Support a New Generation of Learners. School Science and Mathematics, 123(1), 31–37. https://doi.org/10.1111/ssm.12565
Mohan, M., Nunez, C. M., & Kuchenbecker, K. J. (2024). Closing the Loop in Minimally Supervised Human–robot Interaction: Formative and Summative Feedback. Scientific Reports, 14(1). https://doi.org/10.1038/s41598-024-60905-x
Nicolaou, C., & Kalliris, G. (2020). Audiovisual Media Communications in Adult Education: The Case of Cyprus and Greece of Adults as Adult Learners. European Journal of Investigation in Health Psychology and Education, 10(4), 967–994. https://doi.org/10.3390/ejihpe10040069
Peter, L. G., & Asmawi, A. (2023). Online Remote ESL Education Challenges, Opportunities and Readiness Among High School Students During School Closure. Joall (Journal of Applied Linguistics and Literature), 8(2), 281–302. https://doi.org/10.33369/joall.v8i2.26821
Richards, M., Inkeroinen, S., Katajisto, J., Muje, S., Virtanen, H., & Leino‐Kilpi, H. (2023). Empowering Healthcare Through User Feedback: A Multidimensional Analysis of the Knowledge. Patient Preference and Adherence, Volume 17, 3155–3165. https://doi.org/10.2147/ppa.s425866
Stephen, S. (2023). Congruent functioning: the continuing resonance of Rogers’ theory. Person-Centered and Experiential Psychotherapies, 22(4), 397–416. https://doi.org/10.1080/14779757.2022.2164334;JOURNAL:JOURNAL:RPCP20;REQUESTEDJOURNAL:JOURNAL:RPCP20;WGROUP:STRING:PUBLICATION
Sturm, U., & Tscholl, M. (2019). The Role of Digital User Feedback in a User-Centred Development Process in Citizen Science. Journal of Science Communication, 18(01), A03. https://doi.org/10.22323/2.18010203
Sumardi, R. W., Mahmudah, F. N., Abbas, N., & Suparman, M. F. (2023). Branding Image Strategy in Enhancing the Competitive Advantage of Pondok Pesantren Islamic Center Bin Baz Yogyakarta. Al Hikmah Journal of Education, 4(1), 107–122. https://doi.org/10.54168/ahje.v4i1.148
Vishnu, S., Sathyan, A. R., Sam, A. S., Radhakrishnan, A., Ragavan, S. O., Kandathil, J. V, & Funk, C. (2022). Digital Competence of Higher Education Learners in the Context of COVID-19 Triggered Online Learning. Social Sciences & Humanities Open, 6(1), 100320. https://doi.org/10.1016/j.ssaho.2022.100320
Wangid, M. N., Putra, C. A., & Rudyanto, H. E. (2021). The Science-Math Stories Based on Digital Learning: Digital Literacy Innovation in Increasing Ability to Solve Problems. International Journal of Emerging Technologies in Learning (Ijet), 16(09), 94. https://doi.org/10.3991/ijet.v16i09.22039
Wu, F. K., & Mahmudah, F. N. (2021). The Role of Teachers in Improving Creative Learning Models for Z Generation. Asian Journal of Education and Social Studies, 48–60. https://doi.org/10.9734/ajess/2021/v25i130592
Xia, X. (2024). Brand Reputation Management in a Chinese Higher Educational Institution. Pacific International Journal, 6(4). https://doi.org/10.55014/pij.v6i4.487
Yu, Z. (2022). Sustaining Student Roles, Digital Literacy, Learning Achievements, and Motivation in Online Learning Environments During the COVID-19 Pandemic. Sustainability, 14(8), 4388. https://doi.org/10.3390/su14084388
Zelig, R., Rothpletz‐Puglia, P., Hoskin, E. R., Singer, S. R., Jones, V. M., Byham‐Gray, L., & Touger‐Decker, R. (2023). Approach to the Development of a Diet Education Tool for Older Adults With Tooth Loss. Gerodontology, 41(2), 231–240. https://doi.org/10.1111/ger.12697
Published
2025-07-31
Section
Articles
