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5.0 DISCUSSION AND CONCLUSION
5.1 DISCUSSION OF FINDINGS BASED ON RESEARCH QUESTIONS

5.1.1 RQ 1: What factors influence consumer’s purchase intention of robotic education?

Based on the survey findings, several factors influence the purchase intention of robotics education. Brand awareness is one of the key
elements that show significant relationships with consumers’ brand attitudes and purchase intentions. Companies’ goals to build a well-
known and competitive brand in consumers’ minds have become essential factors in the organisational environment (Christodoulides,
Cadogan, & Veloutsou, 2015). Azzari and Pelissari (2020) highlighted that the consumers would only purchase the brand when they are
more aware of a brand, confident, and able to become loyal to that brand, whereas brands with a low level of awareness may find it harder
to penetrate the market. The result is aligned with previous studies that brand awareness has a positive and direct impact on purchase intention
(Wu & Ho, 2014; Akkucuk & Esmaeili, 2016).

The results found that brand awareness has a positive and significant impact on the brand attitude and intention to purchase robotics
education. In this study, brand awareness can be a crucial factor in influencing consumers’ brand attitude to purchase products or services
because it is significant for consumers’ purchase desires and purchase decision processes. However, recent years' emergence and growth of
new brands may show that simply being aware does not indicate a positive or negative perception. This might only be the first step towards
generating attitudes and behaviours regarding the brand (Su, 2016). Therefore, brand awareness might not be enough to increase the
consumers’ purchase intent towards some less famous robotics education brands.

Moreover, perceived quality has a significant relationship with the purchase intention of robotics education. Positive perceived quality
would boost the brand equity by improving the brand’s competitive advantage. The finding is aligned with En et al. (2019), that perceived
quality is positively correlated with purchase intention on branded bottled water. It was found that perceived quality is positively related to
consumer decisions. For robotics educations, if the education’s quality is high, the customer's purchase intention is also high.

Besides, the relationship between brand attitude and purchase intention is significant. The result is consistent with Vidyanata et al. (2018)
that there is a positive significant and positive relationship between brand attitude and purchase intention. In contrast, brand association and
perceived quality have no significant relationships with brand attitude. The insignificant relationships can be explained that the survey
respondents were parents who would send their kids to robotics education. Thus, the robotic class might not be deep-seated in their mind
about the brand. In fact, their kids are the customers for the robotics class so that they could relate the brand as positive and perceive the
quality. In addition, the finding found that brand association has no significant impact on purchase intention. The result of this study is in
line with the study of Gautam et al. (2018), which stated there was no significant relationship between brand association and purchase
intention.

5.1.2 RQ 2: What marketing strategies can be applied to increase the consumer’s purchase intention of My Robot Taman Universiti
Sdn. Bhd?

Based on the research findings, brand awareness and brand associations significantly affect the purchase intention of robotics
education. Nowadays, 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. Social media is a phenomenon that has drawn a
lot of attention both to companies and individuals interacting in the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumers to positively and negatively influence brand equity. Therefore, My-
Robot Taman Universiti Sdn. Bhd. needs to know how to communicate in social media to build brand equity such as brand awareness and
positive image.

A successful brand awareness often takes time to develop because it requires a long period to develop an effective awareness effort. Then
there is the time required for the company’s message to reach potential customers. A few customers will respond early, but most will take
time to hear about a brand's products, decide to try them, and even later return for more. Several marketing strategies were implemented for
My Robot Taman Universiti Sdn. Bhd. to build strong brand awareness. This study showed that brand awareness has significant positive
effects on brand attitude and purchase intention. Business details (business descriptions, emails, location address and websites) on the Google
Maps websites and social media profiles were updated to increase brand awareness.

Many contents were posted on the Facebook page of My-Robot Taman Universiti Sdn. Bhd. such as the importance of STEM education,
ways of My-Robot Taman Universiti Sdn. Bhd. conducted the class during the pandemic, safety measurements of My-Robot Taman
Universiti Sdn. Bhd. for online classes and physical classes during the recovery pandemic. Mujahid (2015) highlighted that people recall and
recognise these highly visual posts better than other posts and are more likely to share them. Therefore, making the visual post was considered
a highly effective advertising technique in the marketing field. Thus, the content was able to increase the academy awareness by increasing
the ability of the buyer to recognise and recall the video elements in social media under different conditions. For example, a short video,
namely ‘The benefits of STEM education, was created during the researcher’s intervention strategy period. The video successfully became
the top performer for My-Robot Taman Universiti Sdn. Bhd.’s social media channel by reaching 36 post engagements, 560 target audiences,
and 579 for the post impressions.

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