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decision-making process because they want to save time and make as few cognitive exertions as possible in their purchasing selections. Jung
and Seock (2016) illustrated the indirect effects of brand awareness on brand attitude and purchase intention through brand image. In
education, student attitudes can derive from an overall evaluation of a student's educational experience when actual performance meets or
exceeds student expectations on the satisfaction (Dennis, 2016).

2.2 HYPOTHESES DEVELOPMENT

2.2.1 Brand Awareness to Brand Attitude and Purchase Intention

Foroudi and Pantea (2018) highlighted that consumers’ awareness refers to marketers producing desired responses from the audience in
marketing. Jamali and Khan (2018) pointed out that brand awareness refers to the possibility that a consumer knows the service, products,
and features. Koliby and Rahman (2018) found that brand awareness influences purchase intention to promote a brand. Generally, brand
awareness occurs when users have a strong and clear image of the product or service in their minds.

Foroudi (2018) found that the association between brand awareness and brand attitude can generate awareness with significant
behavioural consequences. Creating awareness concerning a cause or an initiative may eventually lead to positive and desirable changes in
brand attitude. The attribute is usually perceived as satisfying, which can be viewed more favourably and can be resulted in a more positive
attitude toward the brand (Erdogmus et al., 2009). An attribute that is not perceived as satisfying can be observed as unfavourable and can
be resulted in a more negative attitude toward the brand. Hence, brand awareness could form brand attitudes.

Some findings have revealed a significant and positive relationship between brand awareness and purchase intention (Jung & Seock,
2016; Jamali, 2018; Pandjaitan, 2018; Koliby & Rahimah; 2018 Sudhana, 2020). In addition, consumers’ knowledge about a brand of
products will increase their brand awareness. Hence, brand awareness is vital to increase purchase intention. This is because consumers
desire to purchase a product was based on their familiarity with the brand. Therefore, the following hypotheses are proposed:

H1a: Brand awareness has a positive and significant influence on the brand attitude of robotics education.
H1b: Brand awareness has a positive and significant influence on the purchase intention of robotics education.

2.2.2 Brand Association to Brand Attitude and Purchase intention

Brand associations can create values for companies in information gathering to differentiate brands from each other and enhance positive
feelings toward products in brand extension (Widjaja, 2019). Consumers change their attitude towards the brand or the firm based on the
existing brand assessment and its formation using associative learning with classical conditioning paradigms wherein repetition of the
association enhances the attitude (Rohit &Panda, 2018).

Brand associations with positive feelings and attitudes could increase customer purchase intention (Chen et al., 2020). Shamsudin et al.
(2020) mentioned that brand associations are essential for consumers when the market offers many products because they make consumers
associate products based on product attributes and benefits. Grigaliūnaitė and Pilelienė (2017) found that brand associations significantly
influence consumer purchase intention. Also, positive brand association directly increases consumer purchase intention. Most of the studies
highlighted that brand association could help customers in gathering information, distinguishing the brand, receiving feedback, and the reason
to buy the brand’s products (Lee & Yu, 2018; Lee et al., 2019; Shamsudin et al., 2020). Therefore, the following hypotheses are formulated
as follows:

H2a: The brand association has a positive and significant influence on the brand attitude of robotics education.
H2b: The brand association has a positive and significant influence on the purchase intention of robotics education.

2.2.3 Perceived Quality to Brand Attitude and Purchase intention

Product quality variables such as performance, features, reliability, perceived quality influence purchase intention through brand
awareness (Purba & Sadalina, 2018). According to Tizazu (2018), brand functions are associations sourced from intangible attributes or
images added to the product and offer unique benefits only through products with a brand. Brand attitude is defined as the buyer’s judgment
of the brand regarding its predicted potential to deliver on a currently relevant purchase motivation (Jhamb et al., 2020). In addition, Rossiter
(2014) highlighted that the motive-anchored finding assumes that a potential customer may have varied overall attitudes about the same
brand based on their primary motivation to purchase it on a buying product occasion.

Moreover, Feng and Yu (2016) substantiated this argument by stating that consumers typically evaluate and compare products to
understand high or low-level quality. Therefore, it directly influences consumers’ purchase intentions towards a brand. Positive quality
perceptions can influence consumer choice, encourage consumer purchases, and promote brand differentiation and extension (Lee et al.,
2019). Several studies found that perceived quality is considered an essential variable for brand equity (Feng & Yu, 2016; Purba & Sadalla,
2018; Lee et al., 2019). Moreover, Saleem et al. (2015) highlighted that the perceived quality of a product has a good influence on purchase
intention. Also, a subsequent study on the effects of a price discount on customers’ perceptions of savings, quality, and value in apparel

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