36 Chapter III Research Methodology III.1. Research Design The research design serves as a structured plan outlining the methods and procedures used to collect and analyze data related to the variables identified in the research problem. Various research designs are available, each offering distinct benefits and limitations. Selecting an appropriate design depends on the research question, its objectives, and the resources at hand. The research design for this study is illustrated in Figure III.1. Figure III. 1 Research Design Based on the initial chapter of this study, the primary business issue faced by Jago Bahasa is the inconsistency in converting social media engagement into actionable leads. The research aims to (1) analyze internal and external factors influencing Jago Bahasa's social media marketing performance, (2) identify key drivers and 37 barriers to converting engagement into leads, and (3) propose effective marketing strategies to improve lead generation. To achieve these goals, the research follows a structured design as illustrated in Figure III.1. The study will start with a review of literature in an attempt to lay a theoretical background, with a view to selecting frameworks for both internal and external analysis. Some of these include techniques such as VRIO Analysis, Porter’s Value Chain, STP Analysis, and Marketing Mix (7Ps) for internal analysis, and Porter’s Five Forces, PESTEL Analysis, Competitor Analysis, and Customer Analysis for external analysis. The subsequent stage involves information collection through secondary and primary sources. Primary information involves questionnaires for potential customers and interviewing workers at Jago Bahasa, and secondary information involves in-house performance reports and benchmarking in an industry. Information collection in this stage helps in a thorough analysis of factors that have an impact in generating leads. Following data collection, analysis identifies both strengths and weaknesses of Jago Bahasa, and weaknesses and strengths in terms of competitive environment, and then these are synthesized through a SWOT analysis to address the first objective of the research. In the final stage, an effective content marketing strategy will then be developed in an attempt to address Jago Bahasa’s concerns in terms of its business. That will seek to maximize effectiveness and visibility in competitive and turbulent social media environments. In addition, concrete recommendations and an actionable execution plan will then be presented in a format that will cause the proposed strategy to deliver observable improvements in generating leads. III.2. Data Collection Methods This study employs both primary and secondary data collection methods to comprehensively understand Jago Bahasa's business challenges.