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products corroborates this finding (Lee & Yu, 2018). Researchers found that perceived quality is positively associated with consumer
decisions. Consequently, the following hypotheses are proposed:

H3a. The perceived quality has a positive and significant influence on the brand attitude of robotics education.
H3b. The perceived quality has a positive and significant influence on the purchase intention of robotics education.

2.2.4 Brand Attitude and Purchase Intention

Purchase intention is defined as the likelihood that consumers will purchase a particular product or service in the future (Youssef and
Hind, 2020). Purchase intention also refers to an individual’s possibility of buying a product/brand and is closely related to consumer
perceptions and attitudes (Sheeraz et al., 2016). Consumers can change their decisions influenced by price, quality, and perceived value.

Previous studies have investigated the relationship between brand attitude and purchase intention in the dimensions of advertising, brand,
and advertiser (Sheeraz et al., 2016). Customer attitude towards a brand is a predisposition that focuses on favourable or unfavourable effects
towards a particular brand after seeing an advertisement. When customers have a more positive attitude towards the brand, they are more
likely to engage (Costanza et al., 2021). Therefore, brand attitude strategy is an interaction between a potential consumer’s engagement in
the purchase decision and the underlying motivation.

Consumer brand attitude can affect purchase intention (Sheeraz et al., 2016). Several studies show that brand equity increases purchase
intention (Jung and Seock, 2016; Liu et al., 2017; Srisawat and Singnapatpokin, 2019). Moreover, Youseff and Hind (2020) highlighted that
consumers are more likely to connect with companies related to their interests. The degree of familiarity generates positive emotions towards
brand attitude and increases purchase intention. As such, the following hypothesis is postulated:

H4: The brand attitude has a positive and significant influence on the purchase intention of robotics education.

2.3 RESEARCH FRAMEWORK

H1a BRAND ATTITUDE

BRAND AWARENESS H4
H1b
H2a
PURCHASE
H2b
BRAND INTENTION
ASSOCIATIONS

H3a
H3b
PERCEIVED
QUALITY

Figure 1: Research Framework

Figure 1 shows this study's research framework, and it was adopted from Sudhana (2020) to investigate the relationships between brand
awareness, brand association, and perceived quality, brand attitude and purchase intention of robotic education.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Research design is used to provide an appropriate framework for a study. It is defined as “procedures for collecting, analysing, presenting,
and reviewing data in research studies.” (Boru, 2018, p. 2). Alberta et al. (2016) defined research design as the researcher’s overall strategy
for answering the research question or testing the research hypothesis. Research design can improve validity by optimising methodological

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