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■ 2.0 LITERATURE REVIEW

2.1 PURCHASE INTENTION

Intention refers to a person’s subjective probability of performing a particular action (Kian, 2017). Traditionally, intention refers to the
subjective probability that a person will perform a particular action (Haque, 2015). The intention is a plan that instructs a person to behave
in a certain way, and it includes phrases such as “I should do,” “I will do,” and “I will do” (Haque et al., 2015; Kian, 2017). A person’s
intention to purchase a brand is known as purchase intention. Moreover, the stronger the purchase intention, the more likely a consumer will
purchase a product (Gusti, 2020).

Purchase intention helps the business industry to grow more profitable, mainly when buyers are satisfied. Purchase intention is a
multifaceted process influenced by consumer behaviour, perceptions, and attitudes. The purchase decision is the main point of access and
evaluation for consumers regarding a given product (Mirabi, 2015). Moreover, purchase intention can determine consumer expectations
towards a product (Xiao et al., 2019).

A person’s purchase intention will be influenced by intrinsic and extrinsic qualities such as the product’s price, service, perceived quality,
and value. Both intrinsic and extrinsic qualities are considered when studying various product features that influence consumer purchase
intention. Extrinsic qualities are external cues such as brand equity and price, while intrinsic attributes are physical aspects of a product such
as features, performance, reliability, and durability.

Certain factors have a significant role in determining the educational provider chosen, including the household’s financial level, the degree
of accessibility to a school, the cost of schooling, and parents’ perceptions of school quality (Briones & Bueno, 2019). Meanwhile, the
business brand can prove their quality and pleasing association with consumers’ purchasing intention. Good service quality will influence
customer loyalty. In addition, the cheap and less known products will not be purchased by the consumer if the consumer knows that the
quality of the offered products is not trustworthy and valuable (Mirabi, 2015). In previous research, Pandajaitan (2018) concluded that a
consumers’ tendency to buy branded products is a challenge in the future, and marketers need to take measures to measure the level of
interest of consumer generation Z in a brand and analyse the variable of interest to predict future purchase intention.

2.1.1 BRAND AWARENESS

A brand combines terms, name, design, symbol, or other characteristics that identify and differentiate the products and services offered
(Mirabi, 2015). The brand is essential for consumers to create an image and awareness of the companies (Zia, 2021). Brand image enables
customers to identify their desires and the most optimal strategy to achieve fulfilment through the brand (Hossain, 2020). Therefore, creating
brand awareness is very important for consumers’ memory of a brand. This is because, by increasing brand awareness, businesses can solidify
their brands in consumers’ minds and drive their associations and decision-making processes (Chierici, 2019).

Pandjaitan (2018) has highlighted several levels of brand awareness. The first level is unknown brands, which are at the lowest level of
the brand pyramid, where consumers are unaware that a particular brand exists around them. The second level is brand awareness, which is
the basic level of brand awareness and is very important for consumers when making a purchase decision. The following level is brand recall.
Brand recall is unaided brand recognition as it differs from regular activity. The last level is top of mind, which refers to the brand that first
comes to the customer’s mind when he recognises the brand name and can recall it without verbal prompting.

When the customers engage with a product, a customer’s capacity to recall and recognise a brand is referred to as brand awareness (Rasha,
2017). The depth and breadth of a product have two meanings. Depth of brand awareness refers to how quickly shoppers can remember or
recognise that brand, while breadth refers to the variety of possible purchase and consumption situations in which the brand comes to mind
(O’Guinn, 2018; Marcin et al., 2018).

Overall, consumers’ knowledge plays an important role in buying certain products and services because brand awareness helps them
remember and recognise (Saleem et al., 2015; Amal, 2020). Apart from that, there are two components of brand awareness: brand recognition
and brand recall (Amal, 2020; Zhang, 2020). Brand recognition refers to a consumer’s ability to identify the brand when they perceive the
products, services, logo, and packaging. When consumers purchase a product, they choose a well-known brand over a lesser-known one.
Similarly, when consumers have a wide choice, the highest brand awareness will be their choice (Zhang, 2020). In other words, consumers
can easily recognise the mark they have seen and heard before.

Meanwhile, brand recall is a concept that relates to a consumer’s potential to recall or recognise a brand based on the product category
and its use in a particular scenario (Arif, 2016). According to Marcin et al. (2018), when shoppers see a brand name in their environment, it
will trigger the thought in their mind, for example, “I recognise this brand.” Therefore, several advertising campaigns today are based on this
concept, with messages aimed at reinforcing the brand name in the minds of current and potential customers. Ultimately, brand recall is
generated by the consumer’s experience and memory.

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