Unraveling the Disruptive Innovation in Indonesia’s Tutoring Field Using Text Mining

The emergence of online tutoring innovation which provides a learning service changes the learning model from being conducted face-to-face to an online environment. Moreover, the offline tutoring has given a lot of pain to their customers. In order to understand the customer, some time-consuming methods have been performed. However, these methods are less efficient compared to data analytics using social media. Hence, we conduct a research using text mining to process 6618 tweets. As a case study, we use Ruangguru that has proven its existence by providing 15 million users in 2019 and gain international funding to operate its business. Our objective is to unravel the pain felt by customers of offline tutoring and observe Ruangguru’s disruption process in Indonesia which has emerged in the midst of pain while using offline tutoring. As the result, disruption has occurred in the tutoring market by Ruangguru since 2014, where they provide a value that consists of private leaning, filling the pain in the obstacle and reluctant category of pain. As years go by, Ruangguru keep being consistent, even getting better, as shown that more various values continue to answer the pain of offline tutoring. In order to develop the sustainable innovation, pain identification is suggested to every tutoring agency. They should consider every solution to overcome the pain felt by its customers, so that churn rate can be prevented.