Page 952 - MARSIUM'21 COMP OF PAPER

FYP VIVA

AHIBS UTM SKUDAI JANUARY 2022

MARKETING INTERVENTION TO STIMULATE PURCHASE INTENTION OF MY-
ROBOT TAMAN UNIVERSITI SDN. BHD.

WOON ZENG QUAN, 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.

Keywords: Purchase intention, Brand Awareness, Brand Association, Brand Attitude, Purchase Intention.

■ 1.0 INTRODUCTION

Education is defined as “the acquisition of abilities, qualifications, and other productivity-enhancing characteristics” (World Economic
Forum, 2016). Besides, education is the most powerful resource for improving the world and oneself because education can enhance the
efficiency of every human capital and move up the value chain of every sector (Arundhathi et al., 2016). Since Malaysia’s independence in
1957, the education system in Malaysia has become one of the government’s development policies. The education sector is continuously
changing with increased developments over the years. Malaysia keeps transforming and developing the education system because of the
interconnectivity between the economy and education of a country (Rashid, 2016). In this globalisation, countries and their economies
compete with one another. Economically prosperous countries will have competitive advantages over other economies and have a higher
education level workforce that can significantly determine how well the country’s economy performs (Chang et al., 2018). Therefore, to
ensure the quality and the delivery of education, Malaysia has acted on the improvements, such as recruiting more teachers and building
more schools, improving the quality of teacher training, and increasing the efficiency of the management of the education system (UNESCO’s
World Data on Education, 2006/2007).

Education policy in Malaysia has undergone various changes from ancient times until the current day. Our Former Prime Minister, Tan
Sri Mahiaddin, Md Yassin, stated that Malaysia Government had been committed to transforming Malaysia’s education system for several
decades. The transformation aims to ensure that students succeed in the 21st century, with all the opportunities and challenges that this new
era brings. Malaysia’s education system needs to develop knowledgeable young Malaysians who can think sharply and creatively, possess
leadership skills, and communicate with the rest of the world (Malaysia Education Blueprint Report 2013-2025).

Malaysia has transformed the education system by introducing Science, Technology, Engineering, Mathematics (STEM) education and
implemented it in all schools in Malaysia in early 2017. This STEM education program initiative aims to educate primary and secondary
school students to meet science and technology challenges and ensure that Malaysia has enough qualified STEM graduates (Malaysia
Education Blueprint, 2013-2025). By exposing students to STEM and learning science and mathematics concepts, the focus on hands-on
learning with real-world applications helps to develop many skills for children, such as creativity and innovative skills. It allows them to
explore STEM careers early (Imran, 2020). To improve students’ learning process, the Ministry of Education of Malaysia introduced robotics
education through co-curricular activities from primary to secondary school in 2015 (Pang et al., 2015). Clearly, a STEM-based curriculum
can help students solve real-life situations.

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