Page 80 - MARSIUM'21 COMP OF PAPER

MARKETING INTERVETION TO STIMULATE PURCHASE INTENTION MY-

ROBOT TAMAN UNIVERSITI SDN. BHD.

Woon Zeng Quan, Dr. Grace Thoo Ai Chin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: zengquanwoon@graduate.utm.my

Abstract

Malaysia has transformed the education system by launching the Science, Technology, Engineering,
Mathematics (STEM) education and implemented the STEM in all schools in Malaysia at the beginning

of 2017. These changes have triggered how robotics academies compete for resources and competitive

advantage. Most robotic academies provide the latest innovative ways to engage students in STEM. My-
Robot Taman Universiti Sdn. Bhd. is one of Malaysia’s leading educational robotics and coding

academies. Many centres use social media marketing effectively to increase brand awareness and purchase
intention. However, My-Robot Taman Universiti Sdn. Bhd is facing low brand awareness and low

purchase intention. Therefore, this study aimed to investigate factors that increase the purchase intention
of robotic education and design social media marketing strategies for the company. A total of 200

questionnaires were collected via Google Form. The data was collected from parents in Malaysia who had

children aged 5 to 15-year-old using a judgmental sampling technique. The findings indicated that brand
awareness positively and significantly affects brand attitudes and purchase intention of robotics education.

In addition, the brand awareness and perceived quality are positively related to the purchase intention of

robotics education. The findings were used for the intervention to increase the purchase intention of My-
Robot Taman Universiti Sdn. Bhd. using social media marketing strategies. Contents were uploaded on

Facebook page of My-Robot Taman Universiti Sdn. Bhd. including company details, robotics teaching
materials and resources, and importance of STEM education. The post successfully attracted new page

followers and increase post engagement. In conclusion, the study and intervention have provided insights
to My-Robot Taman Universiti Sdn. Bhd. and other related industries to enhance their brand awareness,

brand attitude, perceived quality and purchase intention.

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