Page 953 - MARSIUM'21 COMP OF PAPER

954 Woon & Grace (2022)

The curriculum has triggered robotics academics to compete for resources and competitive advantage. My-Robot academy emerged as
the leading educational robotics and coding academy for Malaysia’s market because of its quality of services and the brand’s reputation. The
high perceived quality will give consumers a solid reason to purchase the brand and allow the company to differentiate itself from its
competitors, charge a premium price, and have a strong foundation for brand extension in several ways (Alhaddad, 2015; Stylidis et al.,
2020). Creating brand awareness for consumers to recall a brand is very important because brand awareness can strengthen the brand in
consumers’ memories and influence customers’ associations and decision-making processes by focusing more on a specific brand (Chierici,
2019).

Nowadays, the Internet plays a significant role in people’s daily life, and young generations are active users of social media and
networking sites (Zhung, 2017). The business landscape is shifting to social media marketing. Social media marketing has many benefits,
such as increased brand awareness, improved search engine rankings, and better customer service. Coca-Cola is the company in the market
that uses social media to increase purchase intentions (Tiago & Verissimo, 2014). Coca-Cola company effectively uses social media
marketing to promote a particular state of mind, feeling, or emotion rather than just a product. They use social media platforms like Facebook
to create a competitive advantage. Now, the Coca-Cola Company has over 130 million followers, and they update posts about every aspect
of the quality of their products. The Facebook strategy has become a part of The Coca-Cola Company’s branding strategy.

The success of the social media marketing strategy proves that other companies, such as robotics education, can use the platform for their
purposes. My-Robots Sdn. Bhd is one of the leading educational robotics and coding academies in Malaysia. However, not all centres use
social media marketing effectively to increase brand awareness and purchase intention. My-Robot Taman Universiti Sdn. Bhd. is currently
facing low brand awareness and purchase intention. Therefore, this study aimed to investigate factors that increase purchase intention for
robotics education and design the company's social media marketing strategies.

■ 1.1 CASE DESCRIPTION AND PROBLEM STATEMENT

My-Robot Taman Universiti Sdn. Bhd. is the robotic Academy Centres under My-Robot Sdn. Bhd. They offer STEM lessons to help
children to develop their thinking, problem-solving skills, community engagement, self-study, and teamwork. They believe that using robots
to teach can make learning enjoyable, engaging, and motivating. My-Robot Sdn. Bhd. has 26 branches in Malaysia. There are 14 academy
centres in Johor, and two respectively in Negeri Sembilan, Selangor, Kuala Lumpur, Perak, Pahang, and Penang. In addition, My-Robot Sdn.
Bhd. is expanding its market to the east coast of Malaysia. Three academy centres are in Sabah and two in Sarawak. They offer courses for
children aged 5 to 15 in Malaysia and classify them as Junior Engineers, Senior Engineers, and Master Engineers, depending on their age.
They enable children to develop an understanding of STEM. In addition, My-Robot academy centre provides the students with a basic
knowledge of mechanical and structural principles. Also, the My-Robot academy centre provides them with a lot of equipment (blocks and
wheels) so that their students can construct more extensive robot models.

My-Robot Taman Universiti Sdn. Bhd. was established in 2018 and is located at 19A, Jalan Kebudayaan 1A, Taman Universiti, 81300
Skudai, Johor. My-Robot Sdn. Bhd. is a distributor of innovative teaching and learning solutions for the education market in Malaysia. Their
company mission is to provide the latest innovative ways to engage students in STEM. They always provide interactive, hands-on teaching
methods where students can see with their own eyes and build how machines and technologies work with their own hands. They allow kids
to be innovative and creative using their unique methodology and state-of-the-art learning robotics kits.

There are 14 academy centres in Johor, which has led to fierce competition between them to increase students. Therefore, My-Robot
Taman Universiti Sdn. Bhd. is facing a significant challenge in attracting students, and this issue can be attributed to the lack of marketing
efforts. In essence, Facebook can be a vital engagement platform for My-Robot Sdn. Bhd.

In comparison, the number of followers from the Facebook page of My-Robot Sdn. Bhd branches in the Johor area are different. The
number of followers for My-Robot Perling Sdn. Bhd. was 3163 followers, My-Robot Taman Dayang Sdn. Bhd. was 656 followers, My-
Robot Taman Universiti Sdn. Bhd. was 634 followers, and My-Robot Mount Austin Sdn. Bhd. was 423 followers. Clearly, the social media
engagement of My-Robot Taman Universiti Sdn. Bhd. was lower if compared to other branches.

There is another problem for My-Robot Taman Universiti Sdn. Bhd. was the unseen billboard location in Google maps. The company
could face challenges because the location is not clearly shown to potential customers compared to the other branches. For example, the
billboard of Mutiara Mas’s store on Google maps and social media channels is more prominent, and the building is presentable. To increase
the customer’s purchase intention for My-Robot Taman Universiti Sdn. Bhd., this study investigated the relationships between brand
awareness, brand association, brand attitude, perceived quality and customer’s purchase intention of robotic education. From the survey
findings, several marketing strategies were implemented to increase the purchase intention of My-Robot Taman Universiti Sdn. Bhd.

954