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952 Teo & Dr Adaviah (2021)


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Srikantaiah, T., Srikantaiah, T. K., Koenig, M. E., & Al-Hawamdeh, S. (Eds.). (2010). Convergence of project management and
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952

FYP VIVA

AHIBS UTM SKUDAI JANUARY 2022



MARKETING INTERVENTION TO STIMULATE PURCHASE INTENTION OF MY-
ROBOT TAMAN UNIVERSITI SDN. BHD.





WOON ZENG QUAN, GRACE THOO AI CHIN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected]

Abstract
Malaysia has transformed the education system by launching the Science, Technology, Engineering, Mathematics (STEM) education and implemented the
STEM in all schools in Malaysia at the beginning of 2017. These changes have triggered how robotics academies compete for resources and competitive
advantage. Most robotic academies provide the latest innovative ways to engage students in STEM. My-Robot Taman Universiti Sdn. Bhd. is one of Malaysia’s
leading educational robotics and coding academies. Many centres use social media marketing effectively to increase brand awareness and purchase intention.
However, My-Robot Taman Universiti Sdn. Bhd is facing low brand awareness and low purchase intention. Therefore, this study aimed to investigate factors
that increase the purchase intention of robotic education and design social media marketing strategies for the company. A total of 200 questionnaires were
collected via Google Form. The data was collected from parents in Malaysia who had children aged 5 to 15-year-old using a judgmental sampling technique.
The findings indicated that brand awareness positively and significantly affects brand attitudes and purchase intention of robotics education. In addition, the
brand awareness and perceived quality are positively related to the purchase intention of robotics education. The findings were used for the intervention to
increase the purchase intention of My-Robot Taman Universiti Sdn. Bhd. using social media marketing strategies. Contents were uploaded on Facebook page
of My-Robot Taman Universiti Sdn. Bhd. including company details, robotics teaching materials and resources, and importance of STEM education. The post
successfully attracted new page followers and increase post engagement. In conclusion, the study and intervention have provided insights to My-Robot Taman
Universiti Sdn. Bhd. and other related industries to enhance their brand awareness, brand attitude, perceived quality and purchase intention.

Keywords: Purchase intention, Brand Awareness, Brand Association, Brand Attitude, Purchase Intention.

■ 1.0 INTRODUCTION

Education is defined as “the acquisition of abilities, qualifications, and other productivity-enhancing characteristics” (World Economic
Forum, 2016). Besides, education is the most powerful resource for improving the world and oneself because education can enhance the
efficiency of every human capital and move up the value chain of every sector (Arundhathi et al., 2016). Since Malaysia’s independence in
1957, the education system in Malaysia has become one of the government’s development policies. The education sector is continuously
changing with increased developments over the years. Malaysia keeps transforming and developing the education system because of the
interconnectivity between the economy and education of a country (Rashid, 2016). In this globalisation, countries and their economies
compete with one another. Economically prosperous countries will have competitive advantages over other economies and have a higher
education level workforce that can significantly determine how well the country’s economy performs (Chang et al., 2018). Therefore, to
ensure the quality and the delivery of education, Malaysia has acted on the improvements, such as recruiting more teachers and building
more schools, improving the quality of teacher training, and increasing the efficiency of the management of the education system (UNESCO’s
World Data on Education, 2006/2007).

Education policy in Malaysia has undergone various changes from ancient times until the current day. Our Former Prime Minister, Tan
Sri Mahiaddin, Md Yassin, stated that Malaysia Government had been committed to transforming Malaysia’s education system for several
decades. The transformation aims to ensure that students succeed in the 21st century, with all the opportunities and challenges that this new
era brings. Malaysia’s education system needs to develop knowledgeable young Malaysians who can think sharply and creatively, possess
leadership skills, and communicate with the rest of the world (Malaysia Education Blueprint Report 2013-2025).

Malaysia has transformed the education system by introducing Science, Technology, Engineering, Mathematics (STEM) education and
implemented it in all schools in Malaysia in early 2017. This STEM education program initiative aims to educate primary and secondary
school students to meet science and technology challenges and ensure that Malaysia has enough qualified STEM graduates (Malaysia
Education Blueprint, 2013-2025). By exposing students to STEM and learning science and mathematics concepts, the focus on hands-on
learning with real-world applications helps to develop many skills for children, such as creativity and innovative skills. It allows them to
explore STEM careers early (Imran, 2020). To improve students’ learning process, the Ministry of Education of Malaysia introduced robotics
education through co-curricular activities from primary to secondary school in 2015 (Pang et al., 2015). Clearly, a STEM-based curriculum
can help students solve real-life situations.



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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.












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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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2.1.2 BRAND ASSOCIATION

Brand association is a concept that describes information about a brand in the consumer’s mind, whether good or bad, that is associated
with a node of brain memory and acts as a data-gathering tool for brand differentiation and extension (Virutamasen, 2015; Le, 2019).
Understand the market brand association to market products, while consumers use brand association to make purchasing decisions (Brian,
2016). Moreover, brand associations are the other nodes of information linked to the brand node in memory and contain the meaning of the
brand to consumers (Bhaya, 2017; Zaki, 2017).

Brian et al. (2016) categorised brand association into attributes, benefits, and attitudes. Attributes refer to the descriptive features that
characterise a brand. In addition, benefits refer to what consumers believe the brand can provide them with the expected value. Brand attitudes
refer to consumers’ overall impression of a brand (Rio, 2017). In addition, product-related and non-product-related attributes are the two
types of descriptive qualities that characterise a product or service. Product-related qualities refer to performing the product or service sought
by consumers. Meanwhile, non-product-related attributes are external characteristics of a product, such as a price, packaging, and visual
image.

There are two types of brand associations: product and organisational associations. Product associations are divided into non-functional
and functional property associations. Functional attributes are the tangible features of a product while evaluating a brand, and people associate
the performance of the functional attributes with the brand (Kilei et al., 2016). Non-functional attributes encompass figurative qualities,
intangible characteristics that fulfil consumers’ social acceptance, personal expression, and ego requirements (Zaki, 2017; Kilei et al., 2016).

Virutamasen et al. (2015) have emphasised the importance of brand associations in developing a brand, as they are images and symbols
associated with a brand or brand benefit. Also, brand associations can help improve product quality. The appearance characteristics unique
to a brand are usually the leading association and various aspects of brand equity. Brand association is also generated by unique image,
product quality, and value (Fadilah et al., 2016). In addition, brand associations serve as the basis for brand loyalty and purchase decisions
because most associations are associated with brand attributes, consumer target markets, and services that consumers need (Hidayanti, 2018).
In addition, the brand association can create value for companies in information gathering to distinguish brands from each other and
enhance positive feelings toward products in brand extension (Widjaja, 2019). On the other hand, it is critical to create brand relationships
because it promotes customer loyalty and better brand networking and supports brand relationships between the firm and its consumers (Zaki,
2017).

2.1.3 PERCEIVED QUALITY

Perceived superiority is a consumer’s knowledge of a product’s performance and comparison to expectation (Saleem et al., 2015).
Perceived quality reviews a brand’s existing attributes from the consumer’s perspective, reflection, and action that will impact their future
purchase intentions (Widjaja, 2019). Perceived product quality is also a factor in the customer’s decision-making process because it will
influence purchase behaviour and product selection (Morgado et al., 2016).

Extrinsic and intrinsic quality signals are both part of the objective attributes of a product. Previous researchers do not focus on the
moderating effects of intrinsic and brand perceived quality on the effectiveness of stimuli. However, the latter researchers consider attributes
whose adaptation leads to changes in the product’s physical attributes (Morgado et al., 2016). Since intrinsic signals lead to perceived quality,
which increases brand equity, managers must understand the link between actual and predicted perceived quality (Saleem, 2015).

Product quality plays a vital role in determining purchase intention as it is a continuous improvement process that results in product
performance and increases consumer needs satisfaction (Mirabi et al., 2015). Perceived quality provides consumers with a compelling
incentive to purchase the brand and enables the business to differentiate itself from competitors (Alhaddad, 2015; Stylidis et al., 2019).
According to Stylidis et al. (2009), product quality differs from the perceived quality of products because the customer’s or buyer’s judgment
is based on personal evaluation of the products or services. For example, students as customers will focus more on service quality for
perceived quality under education because the service is an intangible activity or collection of intangible activities that occur under
interactions between students and education service providers (Annamdevula& Bellamkonda, 2016). For instance, several factors will affect
student perception of educational quality, including student scholarship, extracurricular activities, lecturers, physical resources, and
interactive learning methods (Chaudhary & Dey, 2020).

2.1.4 BRAND ATTITUDES

Attitudes towards a brand are based on consumers' overall evaluation of the brand products and service. It reflects consumers' reactions to
the brand, which can be formed from beliefs about the intrinsic attributes, functional benefits, and accompanying experiences. Previous
studies have viewed brand attitudes as a mediator (Vidyanata et al., 2018, Wang et al., 2019; Wassler, 2019). In addition, Sheera et al. (2016)
indicated that brand attitudes have an important role in influencing consumer purchase intention. Farooq et al. (2017) found that customers
tend to make decisions based on what they are familiar with, especially in low-involvement situations. In the absence of well-formed attitudes,
fundamental brand awareness might well be able to influence purchase decisions. Consumers frequently rely on brand awareness in the



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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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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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decisions in collecting empirical data (Fahmy & Sohani, 2020). As a result, the statistical evidence collected becomes more related to the
study.

A conclusive research design was employed to generate findings and test the hypotheses in this study, and it was used for statistical tests,
advanced analytical techniques, and larger sample sizes compared with exploratory studies. Conclusive research is more likely to use
quantitative rather than qualitative techniques and provide a reliable or representative picture of the population by applying valid research
instruments. In the conclusive research, the techniques used are typically more formal and structured. It provides a solution to verify and
quantify the findings obtained from exploratory research. Conclusive research is subdivided into descriptive and casual research. Leavy
(2017) highlighted the role of descriptive research for researchers who wish to define individuals, groupings, activities, events, or contexts.
Descriptive research creates a description by providing many details, definitions, and contexts.

Moreover, Lima (2011) pointed out that descriptive research is only used to describe the distribution of existing variables, regardless of
causality or other hypotheses. This descriptive research was classified into the cross-sectional design and longitudinal design. According to
Zahner and Steedle (2015), the primary difference between cross-sectional and longitudinal research is that cross-sectional research can
interview extraordinary samples of individuals on any given occasion. In contrast, longitudinal research can only interview an equal sample
of people throughout time. Thus, this study used a conclusive research design, including descriptive and cross-sectional designs, to
investigate the relationship between brand awareness, brand association, perceived quality, brand attitude, and purchase intention of robotic
education.

3.2 POPULATION AND SAMPLING

A population is defined as a set or group of all entities that match a set of criteria (Shukla, 2020). In statistics, a population is a term that
refers to an entire group for which data must be compiled. It is vital to comprise the demographic traits of the population such as age,
ethnicity, socioeconomic reputation, training level, area of residence, and family income status in the research (Majid, 2018).

Data sampling is the basis of the research form in collecting the data (Leavy, 2017). Sampling is a term that refers to selecting a
representative sample from an individual or a large population group for research purposes (Bhardwaj, 2019). According to Bhardwaj (2019),
sampling has several benefits and downsides. The benefits of sampling are that researchers can obtain more accurate results, and sampling
is the most appropriate method when resources are restricted. However, sampling’s shortcomings, such as the selection bias, are unavoidable
(Bhardwaj, 2019).

Besides, Hairet al. (2018) had clarified that the exploratory factor analysis could not be analysed if the sample has less than 50 respondents
because it is still subject to other factors. In contrast, simple regression analysis needs at least 50 samples and generally 100 samples for
most research situations. As a result, the sample size for this study is 200 (Memon et al., 2020). According to Alberta et al. (2016), non-
probability sampling is a type of sampling in which the chance that each member of the population in the sample will be selected is unknown.
Judgemental sampling is a non-probability sampling method used to select the representative from the population for the researchers to
propose. Therefore, this study can use the non-probability sampling technique under a judgmental sampling technique to select the
respondents who would send their kids to robotics education. The questionnaire was distributed using online channels such as Facebook,
Instagram, and WhatsApp to 200 Malaysian parents in Malaysia who have children aged 5 to 15.


3.3 RESEARCH INSTRUMENT

A quantitative study could be a kind of research that collects numerical data and analyses it using statistical methods (Boru, 2017).
Alberta et al. (2016) highlighted that self-report instruments, surveys, observation, and biophysical measures as examples of quantitative
instruments. Therefore, researchers used a questionnaire to investigate the customer’s purchase intention towards robotics education. The
questionnaire in a Google Form was used to collect primary data from respondents through online channels. The questionnaire was designed
based on demographics using the Likert scale to measure factors that influence the purchase intention of the respondents. As a result, the
survey was divided into two sections: Section A and Section B. The ten questions in section A of the questionnaire comprise respondents’
demographic profiles, such as age, gender, ethnicity, and family income. Section B comprises twenty-two questions related to respondents’
brand awareness, brand association, perceived quality and brand attitude, and purchase intention of robotic education (Sudhana et al., 2020).

In addition, four factors affecting consumer purchase intentions, namely brand awareness, brand associations, perceived quality, and
brand attitude, were included in the survey (Shamsudin, 2020). Scales can be used to quantify specific data. For example, a Likert scale
provides precise response options, such as strongly agree, agree, not sure, disagree, strongly disagree (Adams, 2016; Jilcha, 2019). The Likert
scale (1=strongly agree, 5=strongly disagree) was applied in this study, in which respondents expressed their level of agreement with a series
of statements. The highest score assigned to each statement reflected the degree of agreement. Lastly, sifting, processing, and analysis of all
data obtained will be performed using the Statistical Package for the Social Sciences (SPSS).







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■ 4.0 DATA ANALYSIS

4.1 RESPONSE RATE

The study's findings used quantitative and qualitative questions to examine brand awareness, brand association, perceived quality, and
brand attitude as independent variables and their impact on purchase intention for My-Robot Robotics Academy. The questionnaire was
distributed using google form and sent to the 200 Malaysian parents who have children aged 5-15 years old via social media channels such
as Facebook, WhatsApp and Instagram. In overview, 275 sets of responses were received, and 75 invalid respondents did not fulfil the
qualifying questions as they were never heard about the My Robot’s brand. Therefore, the respondent's rate for this study was 72.73%, with
200 valid respondents.

4.2 PROFILE OF RESPONDENTS

Table 1 shows the demographic frequencies analysis of 200 respondents, including gender, the highest level of education, occupation,
family monthly income, and the number of children. After the preliminary analyses of the data, the final sample resulted in 275 respondents
and valid cases (n = 200). 75 responses were invalid cases because they never heard about My-Robot Robotics education. 53% (106) were
female among all the respondents, and 47% (94) male. Regarding the highest education levels, 19% (38) of respondents were SPM holders
or equivalent, 17.5% (35) were diploma holders, and 44.5% (89) were bachelor’s degree holders, 30% (15) of respondents held
Master/MBA’s degree, and 4% (8) were Ph.D./DBA degree holders. Concerning the respondent’s occupation, 57% (114) belonged to the
employed population, 31.5% (63) were self-employed, 9% (18) were unemployed, and 2.5% (5) were retired. Among the respondent’s family
monthly income range, 36% (72) earned RM 5001- RM 6000, 31.5% (63) earned RM 6001 and above, 23.5% (47) earned RM4001- RM
5000, 7% (14) earned RM 3001-RM 4000 and the others (2 % or 4) earned RM 2001 to RM 3000. As for the number of children they had,
57% (114) indicated that 1-2 children, while the remaining 40% (80) had 3-4 children, and 3% (6) had five children above.



DEMOGRAPHIC PROFILE CHARACTERISTICS FREQUENCES PERCENTAGE (%)
Gender Male 94 47.0
Female 106 53.0
Highest level of education SPM or equivalent 38 19.0
Diploma 35 17.5
Bachelor’s degree 89 44.5
Master/MBA’s degree 30 15.0
Ph.D./DBA degree 8 4.0
Occupation Employed 114 57.0
Unemployed 18 9.0
Self-employed 63 31.5
Retired 5 2.5
Family monthly income RM 2000 or below 0 0.0
RM 2001 to RM 3000 4 2.0
RM3001 to RM 4000 14 7.0
RM 4001 to RM 5000 47 23.5
RM 5001 to RM 6000 72 36.0
RM 6000 and above 63 31.5
Number of children 1-2 114 57.0
3-4 80 40.0
5 or above 6 3.0

Table 1: Respondent’s Demographic Profile

4.3 DESCRIPTIVE ANALYSIS

Based on the survey findings, 4.64 was the highest mean among all the variables scored by purchase intention(σ=0.64) and the lowest was
based on attitude(σ=0.648) with 4.31. Furthermore, brand awareness with (σ=0.693) scored 4.32, brand association(σ=6.79) scored 4.40, and
perceived quality (σ=0.598) scored 4.42.

Mean Std. Deviation(σ)
Brand Awareness 4.32 .693
Brand Association 4.40 .679
Perceived Quality 4.42 .598
Brand Attitude 4.31 .648
Purchase Intention 4.64 .640




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Table 1: Descriptive analysis

4.4 SCALE MEASUREMENT
4.4.1 NORMALITY TEST

The first stage in the data test is to analyse the normality of the data. The normal distribution is a continuous asymmetric distribution
characterised by the data’s mean and standard deviation. Analysing data for normality is necessary for many statistical tests, as standard data
is fundamental in parametric testing. The two primary approaches for determining normality are graphical and numerical (including t-test).
Skewness and kurtosis were used to determine whether data sets have a normal distribution when performing normality tests. Ho and Yu
(2015) specified that the skewness and kurtosis were executed as an early investigation for multivariate typicality. According to Kim (2013),
skewness refers to the total of a variable's dissemination asymmetry, while kurtosis refers to the degree of peakedness for a dispersion. Hair
et al. (2010) stated that skewness and kurtosis values should be between 2 and 7. Table 3 summarises the normality test findings for all
normally distributed variables. Skewness and Kurtosis results are acceptable because they range from -2 to +2 for skewness and -7 to +7 for
the kurtosis test.


Construct Skewness S.E Kurtosis S.E
Brand Awareness -1.847 .172 4.727 .342
Brand Association -1.347 .172 1.476 .342
Perceived Quality -1.370 .172 1.690 .342
Brand Attitude -1.321 .172 1.717 .342
Purchased Intention -2.189 .172 4.475 .342

Table 2: Skewness and Kurtosis values for all variables.

4.4.2 RELIABILITY TEST

Before testing the hypothesised structural model, the reliability test was conducted. “Reliability” refers to a statistic that consistently
produces accurate findings. (Mohaja & Haradhan, 2017). Cronbach’s alpha is a reliability and consistency metric used to assess the reliability
and consistency of survey items. Reliability and consistency also evaluate whether survey items belong to the same construct and are related.
If the alpha coefficient is 0.70 or greater, it is acceptable (Yen et al., 2018). If the result is less than 0.70, it should be ignored or changed, as
it shows that the survey items are insufficiently related or distinct. The findings show that the highest reliability score was purchase intention
(0.883), followed by brand awareness (0.846). Then, 0.829 was scored by perceived quality, brand attitude scored 0.829, and the brand
association was 0.757. Therefore, the scales for this reliability test are acceptable and reliable.


Variables N Reliability Score
(VALID) (Cronbach’s alpha)
Brand awareness 200 .846
Brand association 200 .757
Perceived quality 200 .829
Brand Attitude 200 .818
Purchase Intention 200 .883

Table 3: Reliability Test

4.5 MULTIPLE REGRESSION ANALYSIS

Multiple regression analysis is a statistical approach used to determine the relationship between a dependent variable and more than one
independent variable (Petchko, 2018). The variance in the dependent variable is calculated by multiplying it by the variance in each
independent variable. Numerous linear regression techniques can explore research issues such as the roles of multiple independent variables
in a single dependent variable. R-squared is a quantitative tool of how closely the data are to the regression line that has been fitted. For
multiple regression, R is also known as the coefficient of determination or the coefficient of multiple determination. The R-squared is
2
2
relatively straightforward; a linear model explains the percentage of the response variable variation. The higher the indicators of R , the
better the model fits the data. R is always between 0 and 100%. The 0% indicators are more likely to show that the model explains none of
2
the variability of the response data around its mean. In contrast, if 100%, it showed that the model explains all the variability of the response
data around its mean.






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Hypothesis Relationship Standardised T Statistics P-value Result
Coefficients
Beta
H1a Brand Awareness > Brand Attitude 0.842 15.646 0.000 Supported

H2a Brand Associations > Brand Attitude 0.046 0.896 0.372 Not Supported
H3a Perceived Quality > Brand Attitude -0.35 -7.65 0.445 Not Supported

H1b Brand Awareness > Purchase Intention 0.191 2.010 0.046 Supported

H1b Brand Associations > Purchase Intention 0.043 0.475 0.635 Not Supported
H2b Perceived Quality > Purchase Intention 0.223 2.787 0.006 Supported


Table 4: Multiple regression analysis

The result of multiple regression in Table 4 shows that only two variables were statistically significant to purchase intention: brand
awareness (β = 0.191, sig = 0.046) and perceived quality (β = 0.223, sig = 0.006). Perceived quality is a strong predictor for purchase intention
2
with a higher beta value of 0.223. Furthermore, the R of this study for brand awareness towards brand attitude was 0.730. In addition, The
R for brand awareness and perceived quality towards purchase intention was scored 0.156. The brand association has no significant impact
2
on the purchase intention due p-value is higher than 0.05. Hence, brand awareness and perceived quality are the major factors influencing
the purchase intention of robotics education. In contrast, only brand awareness has a positive and significant relationship with brand attitude
of robotics education (β = 0.842, sig = 0.000). In contrast, brand association and perceived quality have no significant relationships with
brand attitude.

4.7 Linear Regression

Linear regression is a straight line that connects one independent variable, X, to one dependent variable, Y. The mathematical formula
for a straight line provides the answer. Linear regression is a statistical process for determining the value of a dependent variable based on
the value of an independent variable (Kumari, 2018). Linear regression is a method for determining the relationship between two variables.
It is a modelling technique where a dependent variable is predicted based on one variable. The result of linear regression in Table 6 illustrates
that brand attitude was significant and positively related to purchase intention of robotics education (β = 0.295, sig = 0.000). Overall, the R
2
of this study for brand attitude towards purchase intention was 0.087


Hypothesis Relationship Standardised t-statistics P-value Result
Coefficients
Beta
H4 Brand Attitude > Purchase Intention 0.295 4.341 .000 Supported

Table 6: Linear regression analysis.


4.8 SOCIAL MEDIA MARKETING STRATEGIES TIMELINE AND IMPACTS

Several marketing plans were proposed and implemented in two months for My-Robot Taman Universiti Sdn. Bhd., which started from
st
1st September to 31 October 2021. The survey results show that brand awareness and perceived quality can increase the purchase intention
of My-Robot Taman Universiti Sdn. Bhd. by attracting more customers during the pandemic recovery. My-Robot Taman Universiti Sdn.
Bhd. had transformed their physical class to an online class for their student since the Covid-19 pandemic and the trend had heavily affected
their business. Therefore, several marketing strategies for My-Robot Taman Universiti Sdn. Bhd was conducted to raise the awareness of
parents in Malaysia about the brand and thus could increase the purchase intention of robotics education.

Furthermore, every postings materials and content were created and followed up based on the survey results. The result examined that
brand awareness had the strongest effect on consumers' purchase intention of robotics education. Tritama and Tarigan (2016) highlighted
that social media significantly influences the enhancement of the product attraction to the product marketing that circulates on social media.
Therefore, social media marketing was used as a medium to increase the purchase intention of robotics education. To increase the brand
awareness of My-Robot Taman Universiti Sdn. Bhd., an observation was conducted to compare the centre to other My-Robot Robotics
Academy branches' social media strategies. From week 1 to week 3 of implementation, discussions with the marketing team of My-Robot
Taman Universiti Sdn. Bhd. was conducted to create more engaging video and poster content. The first intervention was to rewrite and ensure
all the business details (business descriptions, emails, location address and websites) on the websites and social media profiles were complete




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to increase brand awareness. In the three week intervention, contents were posted on the Facebook page of My-Robot Taman Universiti Sdn.
Bhd. including the importance of STEM education, ways of My-Robot Taman Universiti Sdn. Bhd. conducted the class during the pandemic
and the safety measurements of My-Robot Taman Universiti Sdn. Bhd. for online classes and physical classes during the recovery pandemic
(see Appendix 3a). Apart from that, the findings of the results have indicated that perceived quality had a strong impact on consumer's
purchase intention. Widjaja (2019) described perceived quality reviews of a brand’s existing attributes from the consumers’ perspective,
reflection, and action will impact their future purchase intentions. Considering that perceived quality can increase purchase intention, My-
Robot Taman Universiti Sdn. Bhd. shared some robotics teaching materials and resources on their Facebook page (refer to Appendix 3b).

People are driven by their feelings and emotions in today’s economy filled with consumer over-stimulation. The business trends have
created a new form of branding, known as brand attitude, whereby a company represents a feeling that does not directly connect to its product.
Consumers' attitudes can represent an individual’s liking or dislike for a product or brand. The findings have examined that brand attitude is
significant for brand awareness, which in turn stimulate purchase intention of robotics education. Therefore, starting from week 3 to week 6
of September 2021, strategies focus on branding uniqueness, value addition, marketing the courses, and how My-Robot Taman Universiti
Sdn. Bhd. can engage with customers in the future. The uniqueness of the robotics education services can be the first reason for the customers
to purchase the product out of all the available options because it can be easily achieved if the product is fulfilling an unmet need of the target
market. Therefore, different postings were created and designed for My-Robot Taman Universiti Sdn. Bhd. to develop more impressions
videos and animation for their daily postings.

On the other hand, for strategies on value additions and marketing their online courses, an online art competition was proposed for My-
Robot Taman Universiti Sdn. Bhd. and in the approval progress of My-Robot Robotics Academy headquarters. More potential customers in
the Skudai area would be aware of My-Robot Taman Universiti Sdn.Bhd. through the online art competition. In addition, a month free class
worth RM299 was offered to help My-Robot Taman Universiti Sdn. Bhd. to promote their education services in different ways. Further, a
free trial class was used for part of the intervention. Thus far, there were five new students enrolled the robotic class and three studies had
participated in the trial class.

Lastly, observation and evaluation were conducted from week 7 to week 8. A comparison was conducted using Facebook Analyst. After
two months of intervention, the social media successfully attracted some new page followers, reached 870 of the target audience and met the
expectations by reaching 151 post engagement. Furthermore, a short video, namely ‘The benefits of STEM education, had succeeded became
the top performer for My-Robot Taman Universiti Sdn. Bhd.'s social media channel by reaching 36 post engagements, 560 of target audience,
and 579 for the post impressions.






































Figure 1: Intervention from 1st September to 31st October 2021 for My-Robot Taman Universiti Sdn. Bhd.




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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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Lastly, a free trial class was used for part of the intervention. According to Reza et al. (2020), there is a significant impact of free trial
promotions on business growth. A free trial is an effective technique to demonstrate the courses offered. It is the same as getting a free
yoghourt to drink as a sample. When customers are willing to test the flavour before buying a whole bottle, and they are satisfied and have
positive feelings about the product or brand, they will purchase it. Free trial classes can give parents an extra chance to let their children
enjoy the robotics class before enrolling. Thus far, there were five new students enrolled the robotic class and three studies had participated
in the trial class.

Clearly, the intervention conducted for My-Robot Taman Universiti Sdn. Bhd. was able to create the brand awareness using creative
content, copywriting, clear and completed website to engage the consumers with trust and positive feelings which linked to the brand. Further,
customers will share and enjoy it with their friends on social media. The post successfully attracted several new page followers, reached 870
of the target audience and met 151 post engagement. At the same time, the customers should always be constantly surprised instead of bored
when it comes to the content on social media. Summing up the results, this study showed the marketing’s goals were reached, and this study
provided a real-life situation of using social media to enhance the purchase intention by using social media and providing some important
implications for strategic brand management.

5.2 RESEARCH IMPLICATIONS

In this study, the research findings include theoretical and practical implications. In essence, this study's theoretical implication focused
on investigating the relationship between brand awareness, brand association, perceived quality, brand attitude, and consumer purchase
intention. Many previous studies showed that brand awareness, brand association, perceived quality, and brand attitude significantly affected
consumers' purchase intention (Koliby & Rahman, 2018, Vazifehdoost & Negahdari, 2018 En et al., 2019). Therefore, this study extended
the existing literature related to the purchase intention of robotics education. The result showed that brand awareness, attitude, and perceived
quality had a significant and positive relationship with purchase intention. However, the insignificant relationship between brand
associations, brand attitude, and purchase intention needs further empirical investigations. Therefore, a re-evaluation of the brand association
of robotic education is needed to investigate its influence on the brand’s attitudes and purchase intention towards the education centre.

For practical implications, the result shows that there is a significant and positive relationship between brand awareness, brand attitude,
and purchase intention. Therefore, the finding shows that parents have more favourable attitudes towards the robotic education centre and
are willing to choose the brands again for their children’s education. Lastly, this study also found a positive and significant effect of perceived
quality on parents’ purchase intention on the robotic education centre. The positive evaluation of the robotic education centre brand’s overall
excellence is based on their students’ performance and famous brands. Besides, their brand’s service also involves the moment when the
consumer receives information or cues about the characteristics of the educators while they see their children’s achievements in the learning
process.

This study aims to understand the factors affecting parents’ purchase intention towards the robotic education centre. This study helps
My-Robot Taman Universiti Sdn. Bhd. to attract more students during this pandemic session. From the findings of this study, brands
awareness, brand attitude, and perceived quality significantly affect customers’ attitudes towards purchase intention of robotic education.
Therefore, it can be concluded that the purchase intention of the parents will increase when they are aware of the brands and the quality of
the services provided by the brand. Therefore, My Robot Taman Universiti Sdn. Bhd. should follow the generation trends by changing their
online business models and improving their social media channels. In addition, the marketing team should enhance their social media by
updating their information, booking information, and providing flexible access through multiple platforms. On the other hand, the marketing
team of My-Robot Taman Universiti Sdn. Bhd. should provide more information and creative content regarding STEM and robotics
education, such as the benefits of STEM, students’ achievements, and their feelings after the learning process. Hence, it can enhance the
parents’ intention as they can easily be aware and see how My-Robot Taman Universiti Sdn. Bhd. delivers their education services.

Existing customers were probably the most important asset for a business in this pandemic session. Marketing and sales activities should
put more effort into the customers' desires and satisfaction. My Robot Taman Universiti Sdn. Bhd. should keep a good relationship with their
existing customers to make them feel happy and reward their students' loyalty. Therefore, My Robot Taman Universiti Sdn. Bhd. should focus
on the existing customers and try to serve them even better even now the class was conducted online. Therefore, advertising on My Robot
Taman Universiti Sdn. Bhd. in terms of service quality and video to highlight how the educators transfer the knowledge to their kids, what
kinds of learnings materials, and how the children felt for the online class.


5.2 LIMITATION AND RECOMMENDATION FOR FUTURE STUDIES

Besides the research implications, this study has some limitations—this study was conducted using the judgmental sampling method
with small sample size. However, the sample selected for this study was explicitly parents who had children from 5-15 aged and had heard
about My-Robot before. Therefore, this study was not suitable and hard to complete by those parents who did not pursue or have experiences
with My-Robots services to access and answer some questions regarding the brand association and brand attitude. Thus, future researchers
are recommended to prepare more specific quantitative questions for future studies to get a more specific and accurate response. Nevertheless,
future researchers are recommended to use probability sampling methods to identify a more suitable sampling frame based on the research
questions and objectives and a higher reliability level of research findings.






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Secondly, the data was collected through a questionnaire distributed to the targeted respondent via Google Form. Even though the online
survey method brings efficiencies, it causes some study limitations—for example, the slow response rate from respondents. Researchers
needed more efforts to survey parents who were busy with their jobs. Also, the questionnaire might not be completed by some illiteracy
categories. Therefore, future surveys could expand on the diversity of research methods, such as distributing the questionnaire form
physically or conducting a face-to-face interview-based survey for data collection to obtain a pro-efficiency result.

Finally, the managerial strategies were conducted after receiving the headquarters' approval of My-Robot. The approval process takes
much time to compare with other businesses because the brand image is more than a logo for customers identifying a business, product, or
service. In this study, several strategies and efforts had been proposed to the headquarters of My Robot with a long approval time, but the
strategies and work art had been showing in a better version for their social media postings. Therefore, future researchers are suggested to
learn and deepen editing skills to impress the target audience, especially if the researchers decide to use social media marketing as the medium
for intervention.

■ 6.0 CONCLUSION

This study showed that brand awareness, perceived quality, and brand attitude simultaneously had a significant and positive relationship
with the purchasing decision in My-Robot Taman Universiti Sdn. Bhd. Several marketing strategies and efforts had been implemented and
showed positive impacts for My-Robot Taman Universiti Sdn. Bhd. in reality. Hence, the My-Robot Taman Universiti Sdn. Bhd. can succeed
and has a good potential to best performance than other branches under My-Robot Robotics Academy centre when they are continuously
concerned about brand awareness, perceived quality, and brand attitude variables. In addition, this study also has a few limitations: lack of
generalisability, technical skills and the efficiency of survey strategy. Future research recommendations are provided to achieve more reliable
results and efficient findings.

■ 7.0 ACKNOWLEDGEMENT

I am deeply grateful to my supervisor, Assoc. Prof. Dr Thoo Ai Chin, for her patience and assistance at every research project stage. The
research project could not have been done without her insightful comments and suggestions. Besides, I would like to say a special thanks to
My-Robot Taman University Sdn. Bhd. for their unwavering support and belief in me. They always support, contribute, and give feedback
to my work and marketing strategy. I want to thank all parents in Malaysia and the respondents to spend their time and efforts together to
answer my questionnaire. I also would like to thank my family and friends for their encouragement and support throughout my research
project.


REFERENCES


1. Aiyun, Xiao & Yang, Shaohua & Iqbal, Qaisar. (2018). Factors Affecting Purchase Intentions in Generation Y: An Empirical
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2. A Skilled Workforce for Strong, Sustainable and Balanced Growth: A G20 Training Strategy International Labour Office – Geneva,
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APPENDIX

1. Appendix 1 shows the Facebook Analytics Report for October 2021.




































2. Appendix 2 shows the poster for My-Robot Taman Universiti Sdn Bhd for Mid-Autumn Festival.








































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3. Appendix 3 shows the perceived quality of My-Robot Taman Universiti.


3(a) Perceived quality on education quality and safety measurement of My-Robot Taman Universiti Sdn. Bhd.


































3(b) Below are figures showing the contents materials for My Robot Taman Universiti Sdn. Bhd.’s online classes.









































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4. Appendix 4 shows the awards and the certificates of participation received along the final year process under the supervision
of Assoc. Prof. Dr Thoo Ai Chin.
















































































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5. Appendix 5 shows the google form of this research

Google form Link: https://forms.gle/iT4X8AVERSzxwHom7

# Page 1
















TITLE: FACTORS THAT INFLUENCE THE PURCHASE INTENTION OF MY ROBOT ACADEMY CENTRE IN
MALAYSIA.

Dear respondents,



Good day everyone, my name is Woon Zeng Quan (A18HA0269), a final year undergraduate student of Bachelor of Management
(Marketing) and currently I am working on my final year project research. The aim of this study is to investigate the factors that will
influences the purchase intention of Robotics education in Malaysia.


This questionnaire is only limited to parents in Skudai, Johor who have children aged from 5-15 years old. All your information and
responses are appreciated and will be kept anonymous and confidential. All the data will be used for academic purposes only. This
questionnaire requires respondents to spend approximately 5-10 minutes to complete.


If you have any questions or comments for this questionnaire, you are free to contact us.


Supervisor:

Dr. Thoo Ai Chin
Azman Hashim International Business School, AHIBS, UTM

Contact: +607 5610133
Email: [email protected]


Researcher:
Woon Zeng Quan

Azman Hashim International Business School, AHIBS, UTM




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Contact: +601 03161214

Email: [email protected]












Are you a parent for children age between 5 to 15 years old?

-YES (Link to next section)
-NO (Link to Thank you for your participation)


Did you send your children to My-Robot Academy Centre?
-YES (Link to next section)

-NO (Link to Thank you for your participation)


#Page 2
Section A: Respondents Demographic Profile

Please indicate your gender.
-Male

-Female


Please indicate your highest level of education you have completed.

-Lower Secondary
-Upper Secondary

-Diploma
-Degree
-Master



Please indicate your occupation.

-Self Employed
-Private Sector
-Government








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Please indicate your family monthly income range.

-RM 900 to RM1000
-RM 1000 to RM 2000
-RM 2000 to RM 5000

-RM 5000 above



Please indicate the number of children does you have.
-1-2
-3-4

-5 or above
Section B: Factor Affect Consumer Purchase Intention towards My-Robot Academy Centre.

Instruction:

Please rate and answer the following questions on a scale of 1-5 to estimate the average of your view, as a customer.

Strongly Disagree (SD) = 1
Disagree (D) = 2

Neutral (N) = 3
Agree (A) = 4
Strongly Agree (SA) = 5

• Brand Awareness
Questions Scale:

Strongly Disagree Neutral Agree (A) Strongly
Disagree (SD) (D) = 2 (N) = 3 = 4 Agree (SA)
= 1 = 5
I am aware of the STEM Academy Centre 1 2 3 4 5
called My-Robot.
I probably can see the My Robot’s Academy 1 2 3 4 5
Centre’s sign board clearly.
I can recognise My Robot Academy Centre 1 2 3 4 5
among other STEM education providers in
Malaysia.
I know what the My Robot Academy Centre
looks like and can identify its location easily.
1 2 3 4 5

When I think of STEM education provider, 1 2 3 4 5
My Robot Academy Centre is the first of the
institutions that comes to my mind.

My Robot Academy Centre is a STEM 1 2 3 4 5
education provider that I am most familiar
with.





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I always see the advertisements or any
promotion from My Robot Academy Centre.
1 2 3 4 5


• Brand Association
Questions Scale:

Strongly Disagree Neutral Agree (A) Strongly
Disagree (SD) (D) = 2 (N) = 3 = 4 Agree (SA)
= 1 = 5
I can quickly remember some characteristics 1 2 3 4 5
of My Robot Academy Centre.
I can quickly recall the logo or symbol of My 1 2 3 4 5
Robot Academy Centre.

I can easily imagine My Robot Academy 1 2 3 4 5
Centre in my mind.

My Robot Academy Centre is unique when
compared to another STEM education
provider. 1 2 3 4 5





• Perceived Quality
Questions Scale:
Strongly Disagree Neutral Agree (A) Strongly
Disagree (SD) (D) = 2 (N) = 3 = 4 Agree (SA)
= 1 = 5
The quality of services provided by My 1 2 3 4 5
Robot Academy Centre is high.
The likelihood that My Robot Academy 1 2 3 4 5
Centre is reliable is very high.
The likely quality of My Robot Academy 1 2 3 4 5
Centre is extremely high.
My Robot Academy Centre must be of very
good quality.
1 2 3 4 5



• Brand Attitude
Questions Scale:

Strongly Disagree Neutral Agree (A) Strongly
Disagree (SD) (D) = 2 (N) = 3 = 4 Agree (SA)
= 1 = 5
I feel good about My Robot Academy Centre. 1 2 3 4 5






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My Robot Academy Centre is my preferred 1 2 3 4 5
brand for my children to learn.
I like the teaching methodology/ activities 1 2 3 4 5
that My Robot Academy Centre applied.
I will be proud when my children become one
of the students from My Robot Academy
Centre. 1 2 3 4 5

I trust/believe My Robot Academy Centre 1 2 3 4 5
can educate my children well.

For me, I always believe my children’s 1 2 3 4 5
learning process in My Robot Academy
Centre is enjoyable.






• Purchase Intention
Questions Scale:
Strongly Disagree Neutral Agree (A) Strongly
Disagree (SD) (D) = 2 (N) = 3 = 4 Agree (SA)
= 1 = 5
I would let my children to learn at My Robot 1 2 3 4 5
Academy Centre rather than any other STEM
education provider available in Malaysia.

I am willing to recommend other parents to 1 2 3 4 5
let their children to learn at My Robot
Academy Centre.

I have high intention to let my children to 1 2 3 4 5
participants at My Robot’s programs in the
future. (e.g., workshop, competition,
program)
On the scale of 1-5, how likely are you to
recommend My Robot Academy Centre to
your friends and family. 1 2 3 4 5


There is a possibility I will buy other 1 2 3 4 5
products for my children If My Robot
Academy Centre launches a new product
such as teaching materials, handbooks, etc.)
If My Robot Academy Centre is not capable, 1 2 3 4 5
I will not purchase other STEM provider’s
brands.

If My Robot Academy Centre near your 1 2 3 4 5
location is not capable, I will let my children
learn at other My Robot Academy Centre
Branches.





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#PAGE 3

Thank you for your participation!

# Stay safe





























6. Appendix 6 shows the Reliability test for brand awareness, brand association, perceived quality, brand attitude and purchase
intention.

Variables N Reliability Score
(VALID) (Cronbach’s
alpha)
Brand • I am aware of the Robotics & Coding Academy called My-Robot. 200 .846
awareness • I can recognise My-Robot Robotics & Coding Academy among
other competing robotics academy.
• I know what My-Robot Robotics & Coding Academy looks like.
• When I think of robotics academy centre, My-Robot Robotics &
Coding Academy is one institution that comes to my mind.
• My-Robot Robotics & Coding Academy is a robotics academy
centre that I am familiar with.
Brand • I can quickly remember some characteristics of My-Robot 200 .757
association Robotics & Coding Academy.
• I can quickly recall the logo or symbol of My-Robot Robotics &
Coding Academy.
• I can easily imagine My-Robot Robotics & Coding Academy in
my mind.
• My-Robot Robotics & Coding Academy is unique compared to
other robotics academy centres.
Perceived • The quality of My-Robot Robotics & Coding Academy is high. 200 .829
quality • The likely quality of My-Robot Robotics & Coding Academy is
extremely high.
• The likelihood that My-Robot Robotics & Coding Academy is
reliable is very high.
• My-Robot Robotics & Coding Academy must be of very good
quality.
• My-Robot Robotics & Coding Academy offers excellent service.
Brand Attitude • I feel good about My-Robot Robotics & Coding Academy. 200 .818




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• My-Robot Robotics & Coding Academy is my favourable brand.
• I like My-Robot Robotics & Coding Academy.
• I will be proud when enrolling at My-Robot Robotics & Coding
Academy.
• I trust My-Robot Robotics & Coding Academy.
Purchase • I would enroll my children at My-Robot Robotics & Coding 200 .883
Intention Academy rather than any other robotics academy centre.
• I am willing to recommend others to enroll their children at My-
Robot Robotics & Coding Academy.
• I intend to enroll my children at My-Robot Robotics & Coding
Academy in the future.







































































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7. Appendix 7 shows the proposal for the My-Robot Drawing Competition with the title of ‘Our Future 2040 With Robot’.



















































































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SOCIAL MEDIA STRATEGIES TO INCREASE BRAND OF A TRADITIONAL
CHINESE PASTRY SHOP – CHOP KEK LIAN SENG


YAP KAI YING*, THOO AI CHIN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected]

Abstract

Covid-19 has a wide range of effects on e-commerce and technology. The crisis has forced some retail stores to stop operating. During the pandemic, the use
of e-commerce and online retail applications is increased significantly. This trend has triggered the social media as one of the effective marketing channels
to communicate brand-related information by stimulating brand engagement and brand knowledge among consumers. In this case study, Chop Kek Liang, as
a traditional Chinese pastry shop is facing the problems like low brand awareness and brand image due to limited social media interaction. Before designing
a comprehensive social marketing plan for Chop Kian Lai Seng, this study firstly examined the factors that influence the brand awareness and brand image of
pastry shops in general. A quantitative method using surveys was distributed via Google form. Purposive sampling technique was used, and data was collected
from respondents who are using social media platforms as interaction with others in Malaysia to buy pastry products. The total usable data for the study is 169.
The findings show that there are positive and significant relationships between social media interaction, customer brand engagement, brand awareness and brand
image. Marketing strategies were conducted on the Facebook page of Chop Kek Lian Seng for 2 months and the social media strategies successfully and effectively
increased the brand awareness and brand image of the company. In short, social media interaction is the best-implemented strategy in the development of brand
awareness and brand image for Chop Kek Lian Seng. Therefore, this study has provided deeper insight into social media interaction for retailing industry to
enhance the brand awareness and brand image

Keywords: Social media interaction, brand awareness, brand engagement, brand image.

1.0 INTRODUCTION

Retailing is business activities involved in selling products and services to end consumers. Retail is the final step of distribution
process from multiple suppliers to final customers (Berman et al., 2018). Now, the increase in the digitalization of the retail industry allows
retailers to collect customer data across the retail value chain to be better and effectively understand their needs and expectations (Evans and
Kitchin, 2018). In recent years, with the rise in prevalence of the Internet and smartphones, online retail has developed rapidly. For example,
the sales of Tmall (The largest e-commerce site in China) on Double Eleven, hit 540.3 billion yuan in 2021 (Yi, 2021). Nowadays, new retail
technology has allowed consumers to purchase product and services at lower prices and perform purchase decisions based on online reviews.
Therefore, online purchasing and shopping is becoming more and more popular, easy, and cost-effective. This makes the traditional physical
retail has experienced "retail end" in many places (Arya et al., 2019).

Due to global pandemic (Covid-19), retail industry has faced significant change and this crisis has made the online shopping
becomes common and popular. Covid-19 is a major destructive event that has affected the global economy and several unresolved value
networks (Nicola, 2020). Evidently, Covid-19 brings many substantive psychology, social and professional changes, such as unemployment,
low savings, external fears and stress to uncertain futures as well as physical and mental health issues (Bradbury and Isham, 2020). Due to
lockdown procedures, Covid-19 has a wide effect on e-commerce, technology, economy and forced many retail stores to close (Hasanat et
al., 2020). This situation has been unprecedentedly determined and disrupts many businesses. During this pandemic, the usage of online retail
platform and e-commerce had increased significantly. A retail survey showed that 22 million of Malaysians are digital consumers, and they
spend 80% of their time online to make purchase decision (Ganesan, 2021). Due to this trend, many large and small retail companies are
adapting and converting into e-commerce and e-business.

One of the common communication channels recently used by the retail sector is social media for their activities in marketing.
Social media is one of the effective online applications, programs, platforms, or media tools to promote interaction among users, corporate,
or information sharing (Kim and Ko, 2012). Studies show that social media marketing activities are important part of corporate with brand
activities (Tsimonis and Dimitriadis, 2014). Social media marketing (SMM) entails the creation and use of social media platforms to
implement marketing strategies, deliver brand information and engage relationships with customers (Solem and Pedersen, 2016; Schultz and
Peltier, 2013;). Therefore, social media marketing could take a part in affecting consumer’s perception of company brand (Langaro et al.,
2018). According to Stelzner (2014), 90% of the companies use Facebook, Instagram, Twitter, and YouTube in creating marketing activities



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and communicating their brand information to consumers. In fact, the most commonly benefits using social media for marketing is increased
exposure. There is billion of users become as a possible audience of your brand. Not only that, but it also increases traffic, lead and loyalty
audience by using social media (Prunty, 2021).

Several studies showed that social media interaction has a significant role to influence brand awareness and brand image (Seo and
Park, 2018; Fortezza and Pencarelli, 2015; Bilgin, 2018). Young consumers feel familiar after they have seen the product or brand on social
media (Sasmita and Suki, 2015). As such, many companies use social media as a platform to connect and interact with brand information,
such as sharing and updating content, collecting feedback, and accessing to consumers’ preferences. The social media interaction helps in
managing relationships with customers, building customer brand engagement (CBE) and increasing brands awareness and brand image (De
and Carlson, 2014; Thoring, 2011).

According to Vuong (2021), Gallup customer database showed that 50% of customers said they were satisfied with a particular
brand. However, merely 38% of customer said they were engaged with the brand. This means that engaging with customers is more important
than just satisfying customer needs. Brand is a public-facing part of the business or organization. Therefore, it is important to consider what
the customer thinks of it. Many companies do not take this into consideration, which may have negative consequences such as p oor sales
and weak growth (Myers, 2021). Chop Kek Lian Seng as the case study of the research is facing issues of brand awareness and brand image
due to inactive presence in social media.

1.1 CASE DESCRIPTION AND PROBLEM STATEMENT

Chop Kian Lai Seng is one of the well-known Chinese (Hokkien) pastry shops in Batu Pahat for the past 80 years. The shop is
offering different types of pastries such as bean paste pastry (Tau Sar Peah), wife cake (Lao Po Bing), horse hoof biscuit (Beh Teh Saw), etc.
The shop was opened in 1949 by Tan Kai Teck when he was 20 years old. After 10 years of operating, the shop was handed over to his son,
Tan Lai Seng, when he was about 20 years old. Till now, the shop is managed by the third generation, Tan Chin Hock (son of Tan Lai Seng).
He began as a kitchen helper when he was 20 years old. Now, he is the owner of the shop and employs 7 workers. Due to Covid-19, the sales
of their biscuits and pastries are affected seriously.

One of the challenges faced by Chop Kek Lian Seng include low brand awareness in Malaysia and the problem has led to low sales
on Shopee platform. Brand is vital to customer’s purchase decision making in marketing (Cui et al., 2019). A positive brand image can have
a significant impact on customers' purchase intentions and sales. Brand awareness may drive customers to further evaluate the product before
they consider purchasingthe product (Valentini et al., 2018). Therefore, businesses need to ensure that they communicate with the appropriate
target market in promoting their brand for better awareness (Chakraborty, 2019). In fact, consumers experience the brand in many ways, one
way is through social media marketing campaigns which they can actively engage with consumers, interact with the brand and increase the
page views for their brand for increased brand awareness (Hutter et al., 2018). Valentini et al. (2018) found that it is good to raise brand
awareness by using push communication in advertising and participating in any event or sponsored event. It may increase the brand
appearance and awareness in the public. The most effective driver that affects brand awareness is customer engagement because it can
maximize awareness during participation and interaction (Shojaee and Azman, 2013). Due to low brand awareness with limited social media
brand engagement about Chop Kek Lian Seng, the pastry shop is not popular in Malaysia.

In addition, firms can use social media effectively since majority of the customers nowadays are using social media as their primary
communication platforms to interact (Shamsudin and Razak, 2019). As proven, many companies make their brand image on social media
and launch consumer-engagement activities such as sharing product information and providing promotions discounts and advertisements
(Bilgin, 2018). Prior studies found that social media interaction helps to build a brand recognition and increase customer brand engagement
(Ismail, 2017; Cheung et al., 2020; Seo and Park, 2018). In short, it is recommended that companies to use social media platforms to increase
their customer brand engagement and strengthen their customer relationships (De and Carlson, 2014; Dessart et al., 2015). Since social media
marketing is effective for a company brand, this study investigates the factors that drive the brand awareness and brand of a pastry shop.
Further, social media brand engagement strategies are conducted for Chop Kek Lian Seng to build their brand awareness and brand image.

1.2 RESEARCH QUESTIONS

This study posed three major research questions as follows:

RQ1: What are the factors that influence brand awareness and brand image of a pastry shop?
RQ2: What are the social media brand engagement strategies to raise the brand awareness and brand image of Chop Kek Lian Seng?
RQ3: Are the implemented social media brand engagement strategies able to increase the brand awareness and brand image of Chop Kek
Lian Seng?

1.3 RESEARCH OBJECTIVES

There are three research objectives are formulated in below:

RO1: To identify the factors that influence brand awareness and brand image of a pastry shop.




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RO2: To design the social media brand engagement strategies that may increase the brand awareness and brand image of Chop Kek Lian
Seng.
RO3: To examine the effectiveness of implemented social media brand engagement strategies that could increase the brand awareness and
brand image of Chop Kek Lian Seng.

2.0 LITERATURE REVIEW

2.1 BRAND AWARENESS

Brand awareness is linked to memory information nodes (Ekhveh and Darvishi, 2015) and consumers' ability to recognize a brand
in a variety of situations. Brand acquaintances, people remembering information, and product ideas are important dimensions of brand
awareness (Bilgili and Ozkul, 2015). In addition, brand awareness is the original level of brand knowledge, which involves determining the
brand name or structure through detailed information (Shahid et al., 2017). Understanding a brand is a prerequisit e in consumers'
considerations throughout the decision-making procedure (Langaro et al., 2018; Su, 2016). Consumer repetition and unforgettable exposure
to a brand could generate the brand awareness (Kim et al., 2018). This exposure is contributed by the brand elements such as name, slogan,
packaging of the brand (Keller, 2013) and various types of public promotion (Datta et al., 2017). Furthermore, brand awareness is important
in influencing consumer perceptions, preferences, and behavior (Aaker, 2015).

Brand awareness is a vital factor to influence consumer purchase decisions. This is because when customers want to purchase a
product, usually the name of the brand they think will reflect their loyalty toward the company or brand (Zhang, 2020). In addition, brand
awareness helps consumers to choose products or services when they face difficulties to distinguish products or services dueto similar quality
(Nurhayati and Hendar, 2019). On the other hand, brand awareness is a tool for businesses to emphasize and define the familiarity and
recognizability of the target customer to a brand of product (Foroudi et al., 2016). In addition, Tsimonis and Dimitriadis (2014) stated that
social media is a functional tool to ensure consumer familiarity toward a brand.

Several studies showed that activities in social media marketing have a positive and substantial impact on consumer brand
awareness (Duffett, 2017; Seo and Park, 2018). Yadav and Rahman (2017) defined that social media marketing is "the process that a company
creates, communicates, develops and sustains stakeholder relationships by providing online marketing products through social media
platforms”. For instance, companies can build and create interaction, share brand information, and provide customized purchase advice and
word of mouth to enhance stakeholder relationships. Therefore, social media marketing campaigns are important to remind consumers about
a brand and stay the brand in their minds (Bilgin, 2018). Furthermore, consumers gain brand awareness via effective marketing
communication channels such as television, smartphones, and advertising that promise product quality assurance. This credibility aids to
lower the risks associated with the product evaluation and selection when buying products (Buil et al., 2013; Rubio et al., 2014).

Sasmita and Suki (2015) found that young consumers trust a company that exists on social media. When they are browsing social
media using smartphones, they will notice a product or the brand with different and unique personality, which is distinct from other products
or brands. Therefore, companies need to put information in the minds of customers naturally by advertising on social media wh ich is more
interesting for consumers to increase the brand awareness (Nguyen and Nguyen, 2020). More awareness can increase the likelihood of a
consumer in purchasing a product or service. The high product awareness has the potential to provide the company with a long-term
competitive advantage (Foroudi et al., 2014). Thus, companies need to pay attention to deliver messages that attract attention and increase
their brand awareness (Nguyen and Nguyen, 2020). Social marketers are putting more emphasis on raising awareness among the public with
aim to influence perceptions, associations, and faith about a specific organization or a brand (Foroudi et al., 2014). As such, brand awareness
is important for Chop Kek Lian Seng gain competitive advantage in the pastry market.

2.2 BRAND IMAGE

Brand image is known as consumer's personal view of a company, and this perception is based on the customer’s past experiences
with the company (Wilson and Keni, 2018). Moreover, brand image can be defined as a consumer's judgment on a company or brand’s
ongoing activities (Wilson and Makmud, 2018). Brand image is oriented by the prestige of a company when customers try and purchase its
specific products or services (Habibah and Sumiati, 2016). The brand image is also a key tool for companies to preserve their loyal customers
(Saleem and Raja, 2014).

In addition, brand image plays a vital role to develop and create a brand (Zhang, 2015). High brand awareness can help to increase
brand image, brand loyalty and market brand share (Barreda et al., 2015). The act of designing a company's product and image to occupy a
unique competitive position in the minds of target customers is known as brand image positioning (Egan, 2015). This means that a good
brand image can build a good position in a customer’s mind. The brand image also can generate positive views among customers and build
customer loyalty (Riyadi, 2019).

Fortezza and Pencarelli (2015) highlighted that social media is a tool to interact with customers and build an energetic brand image.
Marketers can use the product itself, brand name, color, logo, labelling and packaging, advertisements, retailers, and other promotions,
pricing, origin country, brand owner, and target market to build a strong brand image (Arslan and Altuna, 2010). Practitioners must establish,
maintain, as well as strengthen strong relationship with social media users because they are influenced by brand promises and a powerful
brand image (Barreda et al., 2020).

Diputra and Yasa (2021) showed that product quality has a positive relationship with brand image. This means that the higher the
quality of the product, the higher the customer's perception of the brand. Therefore, ways to build consumers trust include establishing a


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powerful brand image and quality of product (Kim and Chao, 2019). Moreover, Kaur and Kaur (2019) found that brand logo on brand
personality dimension and brand familiarity has an additional impact on brand image. Consumers will become high emotional attachment to
a brand if they believe the brand is beneficial (He et al., 2016). Because brand image as a powerful marketing tool can help in distinguishing
a company from its competitors (Park and Park, 2019). In addition, managers should strive to obtain and improve familiarity with a brand.
The efforts can be achieved by increasing brand elements' exposure such as logos, products, advertisements, etc. With this strategy, managers
able to maintain the company's brand image (Kaur and Kaur, 2019). Additionally, company must allocate resources to maintain high-level
of social media interaction with its customers to build a powerful brand image and increase emotional attachment (Barreda et al., 2020).

Several studies showed that social media marketing activities have a positive effect on consumer brand awareness and brand image
(Kim and Ko, 2012; Duffett, 2017; Seo and Park, 2018; Bilgin, 2018). According to Sanny et al. (2020), the use of social media for marketing
is positively related to brand image. Hence, brand image influences the customer purchase intent as well (Erida and Rangkuti, 2017; Sanny
et al., 2020). Social media marketing builds a reliable brand image to drive consumers loyalty and buying intention by creating an interactive
content (Gao and Feng, 2016). The study of Nurfarida and Sudarmiatin (2021) stated that the benefits of using social media marketing for
small and medium-sized business include increased engagement with customers, high brand awareness and brand image, better acquisition
of potential customers, low promotion costs, increased sales, and better complaints handling such as negative feedback. Therefore, this study
will increase the brand image of Chop Kek Lian Seng using better social media interaction.

2.3 SOCIAL MEDIA INTERACTION

Social media marketing is defined as marketing and customer management activities using social media platforms (Buttle and
Maklan, 2019). Social media marketing is a type of digital marketing to facilitate customer interactions with companies and brands in social
networks (Hutter et al., 2013; Chaffey, 2015). Social media aims to encourage consumers’ interest in the brand (Magasic, 2016) and increase
customer experience (Jin et al., 2019). According to Tsimonis and Dimitriadis (2014), social media is a core strategy for many businesses.

Chan and Guillet (2011) found that marketers provide up-to-date information and share interesting videos and photos to increase
attention of customers while offeringcustomized and two-way informationexchange. This type of interaction can effectively attract customer
attention and build consumer brand loyalty, thereby could increase their repurchase intentions. Moreover, the benefits of social media
interaction include facilitating and enhancing engagement, as well as sharing information and content between business and customers
(Wang, 2012). According to Jamali and Khan (2018), customer interaction gives higher brand awareness. Moreover, research by Gartner
(2013) mentioned that five most benefits to invest in social media interaction are strengthening the relationship with customers, increasing
brand awareness or brand preference, exchanginginformation and ideas with shareholders, establishingan active relationship with customers
and increasing the profit of organization through new products or customers.

Yadav and Rahman (2017) categorized social media marketing activities into interaction, trendiness, information, customization,
and word of mouth communication (EWOM). Interaction is vital and it refers to a place that is provided by social media platforms to enable
the two-way exchange of opinions and information (Dessart et al., 2015; Kim and Ko, 2012). Interaction is also an incentive for consumers
to create and generate content (Fischer and Reuber, 2011) and strengthen their perception and purchase intention towards the brand (Hajli,
2015). By using social media as a two-way communication between enterprises and customers, it creates a better understanding of customer
need, requirement, opinion, and suggestion for the product and brand (Vukasovic, 2013). Therefore, social media interaction is beneficial to
Chop Kek Lian Seng.

2.4 CUSTOMER BRAND ENGAGEMENT

Customer brand engagement (CBE) is defined as the psychological state which is resulted from positive interactions between
customers and brands (Yu et al., 2018) CBE is a new concept in marketing that is being explored in pragmatic and academic settings (France
et al., 2016). According to Hollebeek et al. (2014), CBE is defined as how customers cognitively, emotionally, and behaviorally respond to
brand activities through social media platforms. Moreover, Kumar et al. (2019) stated that CBE reveals a customer's resources investment
through cognitive, emotional, and behavioral activities on the brand engagement.

CBE can be constructed into three dimensions: cognitive, emotional, and behavioral (Dwivedi, 2015; Dessart al., 2016). Hollebeek
et al. (2014) stated that cognitive processing represents the way customers interact with brand -related ideas and processes. In addition,
affection is an emotional aspect of CBE and it is made up of positive and convincing feelings that customers have when they u se a brand
(Prentice et al., 2019) such as sense of calm, love, and enjoyment toward a brand (Lima et al., 2019). Howe ver, activation demonstrates
customers' willingness to devote effort and time to interact with a brand (Leckie et al., 2016) and it is a behavioral aspect of CBE.

Thus, CBE is a powerful concept in increasing satisfaction of customer, brand love and loyalty (Islam and Rahman, 2016),
effectiveness of advertising and the achievement of an organization (Kumar and Pansari, 2016). Furthermore, CBE is useful in -service
contexts with a high degree of interactivity, such as between customers, service personnel, and others (Clark et al., 2020; Oertzen et al., 2020)
with significant impact on purchase intention (Kırcova et al., 2018; Weerasinghe, 2019).

In addition, CBE influences the brand experience (Khan et al., 2016) and helps to create a powerful emotional attachment
relationship and brand loyalty (Yuniari et al., 2020). CBE also plays an important role in marketing strategy such as creating and enhancing
consumers brand relationship (Hepola et al., 2017). It is essential to understand how brands influence customers' behavioral intentions toward
brands because it reflects actual consumption behavior (Situmorang and Aruan, 2021). On the other hand, customer brand engage ment can
be examined through social media metrics or insight. For instance, customers are given an interactive expression such as comment, like,


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rating, and share the brand’s post. Therefore, it is recommended that businesses must pay attention to social media content to encourage
customers to interact with posts which in turn reinforce customer brand engagement (Barger et al. 2016). As such, Chop Kek Lian Seng
should strategize on customer brand engagement.

2.5 HYPOTHESES DEVELOPMENT

Social Media Interaction and Customer Brand Engagement
Interactive brand pages motivate the engagement between brand and consumes with a positive perception of the brand (Ismail,
2017). Brand must provide good content to attract customers to click the button “like” or reply to the message of the brand (Jayasingh, 2015).
Social media engagement activities such as posting comments and subscribing to the brand page are important to strengthen the interaction
between brands and consumers (Hanna et al., 2011). For example, Facebook activity is associated with number of posts and the content
posted (Jayasingh, 2015). Many studies found that social media is important to boost online interaction and participation that has changed
the way people communicate with companies and brands (Kietzmann et al., 2011; Hanna et al., 2011; Leung et al., 2017). According to
Cheung et al. (2020), interaction is the most important social media marketing elements to build up a brand and customer brand engagement.
In addition, Seo and Park (2018) noted that social media marketing activities help to increase brand awareness and create a powerful brand
image for organizations to interact with their customers. Moreover, marketer may use Facebook as an important social media to target users
that have a positive attitude toward a brand (Bitter and Kräuter, 2013) Thus, this study aims to examine the relationship between interaction
and customer brand engagement, then, the following hypothesis is proposed:

H1: Interaction has a positive and significant relationship with customer brand engagement.

Customer Brand Engagement and Brand Awareness
Several studies showed that sharing information about a brand among customers can increase the level of customer brand
engagement and strengthen the interaction and connection between consumers and brand. Thus, brand engagement can increase brand
awareness and customers’ ability to recall the brand (Keller, 2013; Langaro et al., 2018). Content is one of the key dimensions to influence
brand awareness (Schivinski and Dabrowski, 2015). When customers with higher brand awareness are actively involved with a brand, they
are more likely to pay more attention about the company or brand, discuss, share and engage the brand with other customers (Xi and Hamari,
2019). Therefore, there is a strong link between brand awareness and customer engagement. Customers who are gaining brand awareness
will automatically engage with the same brand until they get a bad experience (Vanitha and Subramanian, 2020). Moreover, a study from
Cheung et al. (2020) stated that customer brand engagement has a strong connection with brand awareness, and it is important in the brand-
building process. Based on the above discussion, the following hypothesis is proposed:

H2: Customer brand engagement has a positive and significant relationship with brand awareness.

Customer Brand Engagement and Brand Image
Brand engagements build trust and meaningful connections between customers and brands (Tsai and Men, 2016). A finding from
Islam et al. (2018) pointed out that self–brand image and value congruity had influence on customer engagement. On the other hand, studies
have shown that brand image has a direct impact on customer engagement (Nurfitriana et al., 2020; Islam and Rahman, 2016). Consumers
always use a powerful and favored brand image as their primary decision-making option (Keller, 2013). Thus, strengthening customer brand
engagement through numerous channels can enable the creation of a strong and positive brand experience and brand image (De and Carlson,
2014). In addition, some studies mentioned that social media interaction and brand image are inextricably linked (Seo and Park, 2018;
Fortezza and Pencarelli, 2015; Bilgin, 2018). Cheung et al. (2020) found that customer brand engagement is strongly related to brand image.
Thus, the following hypothesis is proposed:

H3: Customer brand engagement has a positive and significant relationship with brand image

2.6 RESEARCH FRAMEWORK



H2 Brand awareness
Social media H1 Customer brand
interaction engagement Brand image
H3


Figure 1: Research framework
Figure 1 was adopted from Cheung et al. (2020) to investigate the effect of social-media marketing elements, namely, interaction on customer
brand engagement and its impact on brand awareness and brand image.






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3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The study was designed the conceptual blueprint of the researcher, including all sources, methods and techniques used for collecting data,
measuring data and analyzing data to achieve research goals (Akhtar, 2016). Ahuja (2010) stated that research design is set of conditions to
collect and analyze data in an integrated manner of economic and procedural relevance to research purposes. There are two types of research
designs: exploratory design and conclusive design. Malhotra and Dash (2016) explained that exploratory design method is used to gain
insights and comprehend the nature of the marketing phenomenon. However, conclusive design is to examine specific hypotheses and
investigate relationships among variables. In exploratory research, qualitativedata is used, and its research process is relatively less structured
and flexible. On the other hand, the conclusive design research process is structured and formal. There are two types of conclusive design
research: descriptive research and causal research. Descriptive research is to depict the attributes of related groups, such as customer,
salespeople and organizations. On the other hand, causal research is to examine the relationships between independent variables and
dependent variables of a phenomenon (Malhotra, 2011). Conclusive design is to test the hypotheses and investigate relationships. The
research procedure is formal and well-structured. In this study, the conclusive research design is used to investigate the relationship between
social media interaction, customer brand engagement, brand awareness and brand image of a pastry shop. From the findings, social media
brand engagement strategies are implemented to raise the brand awareness and brand image of Chop Kek Lian Seng.

3.2 POPULATION AND SAMPLING

According to Krieger (2012), a population is defined as the total number of people or units being studied in research. In addition, the sampling
refers to a list of actual cases from which samples will be taken. The target population of this study is individuals who are using social media
platforms as interaction with others in Malaysia to buy pastry products. The non-probability sampling methodology which is the purposive
sampling technique is used for data collected. According to Suhr (2006), sample-to-item ratio could be determined sample size of the study
based on the numbers of items and it must not less than 5 to 1 ratio. This study consists of 33 items(questions) would require 165 of
respondents.

3.3 RESEARCH INSTRUMENT

A research instrument is a tool used to collect, measure and analyze data from the research participants. The research instrument depends on
the type of study being conducted; quantitative, qualitative or combination of the two (Taherdoost, 2016). The quantitative approach is used
in this study, and questionnaires is used to collect data. The questionnaire is divided into 2 sections: Section A and Section B. Section A
contain 10 questions about respondents' demographic profiles such as the age, gender, countries of origin, and frequency of using social
media platforms. Section B consists of 26 questions that are related to brand awareness, brand image and social media interaction. All the
measurement item adapted from previous study by from Cheung et al. (2020). There are 4 items to measure social media interaction, 10 items
for customer brand engagement, 5 items for brand awareness and 7 items for brand image. In addition, the questio nnaire featured 5- point
Likert scales 1 (strongly disagree), 2 (disagree), 3 (neutral), 4 (agree) and 5 (strongly agree). After that, the data is screened, processed and
analysed with the Statistical Package for the Social Sciences (SPSS).



4.0 DATA ANALYSIS
4.1 RESPONSE RATE

Quantitative method was used by this study to distribute surveys to respondents via Google form. The minimum sample size of this study is
165. A total of 225 sets of questionnaires was distributed to the targeted respondents. However, there are 50 sets of returned unusable
questionnaires due to the respondents did not like and follow any traditional pastry shop in social media. Therefore, only 175 questionnaires
were usable with response rate of 78%.

4.2 OUTLIER

The technique of discovering outliers, or anomalous observations in a dataset is known as outlier analysis (Bush, 2020). Therefore, in this
study Statistical Package for the Social Sciences (SPSS) was used to detect the incredibly small or incredibly large values of the dataset. If
an extreme value is discovered, it may be due to a data error. Therefore, it must be removed from the dataset (Denis, 2019). The results found
that customer brand engagement construct had outliers for samples of 127, 173, 104 and 151. On the other hand, brand awareness construct
had outliers for samples of 10, 127, 173, 74. Meanwhile, brand image construct had found an outlier for sample 74. In total, there are 6
samples should be deleted and 169 dataset was used for further data analysis.













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4.3 PROFILE OF RESPONDENTS

Demographic Variable Frequency Percentage (%)
Gender Male 47 27.81
Female 122 72.19
Age 20 years old or below 13 7.69
21 to 30 years old 147 86.98
31 to 40 years old 7 4.15
41 to 50 years old 2 1.18
Above 51 years old 0 0.00
Highest Academic Qualification Degree 128 75.74
Diploma 17 10.06
Master 9 5.33
SPM or equivalent 9 5.33
PHD/DBA 1 0.59
Others 5 2.95
Monthly income RM 2000 and below 136 80.47
RM 2001-RM 3000 19 11.24
RM 3001-RM 4000 9 5.33
RM 4001-RM 5000 1 0.59
RM 5000 and above 4 2.37
Employment Self-employed 4 2.37
Private sector 28 16.57
Government sector 5 2.96
Student 132 78.10
Time spent on social media per day 0-1 hours 11 6.51
2-3 hours 54 31.95
4-5 hours 53 31.36
6 hours and above 51 30.18
Traditional pastry brand followingin social Ghee Hiang 34 20.12
media Ban Heang 42 24.85
Seng Heang 38 22.49
Ng Kee Cake Shop 31 18.34
Others 24 14.20
Social media platform for the traditional Facebook 99 58.58
pastry brand Instagram 69 40.83
Twitter 0 0.00
Wechat 0 0.00
Others 1 0.59
Table 1: Profile of Respondents

Table 1 shows the profile of respondents such as gender, age, highest academic qualification, monthly income, employment, time spent on
social media per day, traditional pastry brand and social media platform they are following now. The findings found that there are 47 male
respondents (27.81%) and 122 female respondents (72.19%) participated in this study. Most of the respondents fall at the age of 21 to 30
years old (86.98%). Majority of the respondents are holding degree as highest academic qualification which consist of 128 respondents
(75.74%). On the other hand, most of respondents had monthly income of RM 2000 and below (80.47%). Meanwhile 78% of students
participated in this survey. Majority of the respondents had spent 2-3 hours on social media per day (32%). In addition, traditional pastry
brand of Ban Heang had highest followers in social media (24.85 %). More than half of the total respondents used Facebook to follow the
traditional pastry brand.




















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4.4 NORMALITY TEST

Variable Skewness SE Skewness Kurtosis SE Kurtosis
Social media interaction -0.567 0.187 -0.271 0.371
Customer brand engagement -0.170 0.187 -0.660 0.371
Brand awareness -0.295 0.187 -0.635 0.371
Brand image -0.235 0.187 -0.631 0.371
Table 2: Normality test

Checking skewness and kurtosis values is a method for determining data normality (Orcan, 2020). Moreover, data is considered normal if
the skewness and kurtosis is between -2 and 2 (George and Mallert, 2010). Therefore, before data analysis, SPSS was used to determine and
test the normality of the data. Table 2 indicated the normality test of all variables for social media interaction, customer brand engagement,
brand awareness and brand image. All variables of this study were considered normal due to the skewness and kurtosis value were ranged
from -0.567 to -0.170 and -0.635 to -0.271 respectively.

4.5 RELIABILITY TEST

Variable Cronbach’s alpha
Social media interaction 0.835
Customer brand engagement 0.874
Brand awareness 0.841
Brand image 0.848
Table 3: Reliability analysis

Validity and reliability are concepts used in evaluating research quality (Middleton, 2019). Reliability is defined as how consistently the
measurement variable in the study. Taber (2018) stated the internal consistency is acceptable when the Cronbach alpha value is 0.7 or higher.
The variables’ measurements are reliable when the results repeated the same. The results found that the Cronbach’s Alpha values for brand
awareness, brand image and social media interaction are reliable and valid range between 0.835 to 0.874 as shown in Table 3. Therefore, the
internal consistency is acceptable in this study.

4.6 LINEAR REGRESSION ANALYSIS


a
Coefficients
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) 2.540 .269 9.438 .000
SMI_AVG .377 .063 .418 5.940 .000
a. Dependent Variable: CBE_AVG

Table 4: Social Media Interaction (SMM) toward Customer Brand Engagement (CBE)

Coefficients
a
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) .855 .288 2.966 .003
CBE_AVG .775 .069 .655 11.188 .000
a. Dependent Variable: BA_AVG

Table 5: Customer Brand Engagement (CBE) toward Brand Awareness (BA)




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a
Coefficients
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) 1.360 .247 5.498 .000
CBE_AVG .681 .059 .663 11.449 .000
a. Dependent Variable: BI_AVG

Table 6: Customer Brand Engagement (CBE) toward Brand Image (BI)

Liner regression was used to investigate the relationship between one independent variable and a dependent variable (Rencher, and Schaalje,
2008). A linear regression analysis was conducted to investigate the connections between social media interaction, customer brand
engagement, brand awareness and brand image. Besides, p-value with less than 0.05 show a significant relationship between two variables.
A low p-value suggests that the dependent and independent variables have a significant relationship. P-value with less than 0.05 indicates a
confidence level more than 95%. The ‘B’ column (values of the gradient) is to test for significance. The gradient of the line (β) would be 0
if there was no relationship (Marshall, 2020). As shown at Table 4 to Table 6, p-value for SMM toward CBE, CBE towards BA and CBE
towards BI are 0.00. Therefore, all the relationships between dependent variable and independent variable are significant with p<0.05 and
the gradient is not zero. Therefore, all the hypotheses are supported.

4.7 MARKETING STRATEGIES IN FACEBOOK OF CHOP KEK LIAN SENG

September 2021
Week 1: Posted mooncake-making photos in social media platform (Facebook) using creative
contents such as way to eat different kinds of mooncakes (refer to Appendix 1).
Week 2: Published some pastry photos to increase the brand awareness of new audiences and
existing followers.


September 2021
Week 3: Created creative videos and photos to increase brand engagement (refer to Appendix 2)
Week 4: Provided wishes of Mid-Autumn Festival (refer to Appendix 3).


October 2021
Week 1: Published a post related to Chop Kek Lian Seng's brand history and brand journey
(refer to Appendix 4).
Week 2: Posted questions related to Chop Kek Lian Seng's pastry stories.

October 2021
Week 3: Posted wishes of Chong Yang festival (refer to Appendix 3) and engaged with
audiences by asking questions and encouraging them to drop comments or react to the post
(refer to Appendix 5).
Week 4: Measured the Facebook insight

Figure 2: Marketing Strategies in Facebook for Chop Kek Lian Seng














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4.8 IMPACT OF MARKETING STRATEGIES ON CHOP KEK LIAN SENG







Page followers Page enagagement Page reach
Increased 82
Reached
Increased from 693
ollowers from in September to 802 approximately 22000
September to
October 2021 in October 2021 Facebook users





Figure 3: Impact of marketing intervention for Chop Kek Lian Seng

Figure 2 displays that marketing strategies in Facebook for Chop Kek Lian Seng from September 2021 to October 2021. According to
Hidayanti et al. (2018), two-way interaction will encourage consumers to contribute their ideas actively and input about new products. As
shown in Appendix 1 to Appendix 5, Chop Kek Lian Seng conducted two-way interaction with followers by posting and asking questions
such as which type of pastry they like the most. Then, audiences and followers could comment and react to the post. On the other hand, brand
history can be a good marketing content and key success for a business (French, 2021). Brand history may allow the personality of brand
shine through loud. Thus, Chop Kek Lian Seng published a post of its 80 years of history. The brand always focuses on traditional and
original taste of pastry. All the hand-make pastries by Chop Kek Lian Seng have no artificial food additive and they promise quality assurance.
Evidently, Puro (2013) mentioned that a quality of content may affect customer decision to engage with a brand. Therefore, businesses should
providecontents that keep customers on their websites and encourage them to engage with their social media. As displayed in Appendix 2, Chop
Kek Lian Seng created a video and posted attractive photos to encourage engagement and strengthen consumer-brand relationships.

Furthermore, Figure 3 indicated the achievement of the marketing strategies implemented on the Facebook page of Chop Kek Lian
Seng within 2 months. Marketing strategies for Chop Kek Lian Seng had successfully increased the page followers, page engagement, and
page reach. For example, audiences and followers actively participated in the social media by commenting on the posts as shown in Appendix
5. As a result, page engagement of the company had increased significantly from 693 in September 2021 to 802 in October 2021. Besides,
videos and attractive photo contents had boosted the page reach of Chop Kek Lian Seng from 16752 in September 2021 to 21282 in October
2021. Most of the audiences and followers liked the informative content and they shared it with others. Hence, it helped the brand to reach a
wider audience at a lower cost. In addition, the sharing could help to build brand image and brand awareness of Chop Kek Lian Seng by
reaching more Facebook users who are unfamiliar with the brand. Further, page followers were increaseddramatically from 695 in September
2021 to 777 in October 2021.

5.0 DISCUSSION OF REAEARCH QUESTIONS

5.0.1 : What are the factors that influence brand awareness and brand image of a pastry shop?

The findings indicated that social media interaction has a significant and positive relationship with customer brand engagement first. Further,
customer brand engagement is positively related to brand awareness and brand image. The three hypotheses are supported in this study as
the p-value is less than 0.05. The H1 about social media interaction and customer brand engagement is supported and aligned with previous
studies (Hanna et al., 2011; Ismail, 2017; Cheung et al., 2020). According to Kietzmann et al. (2011), Hanna et al. (2011) and Leung et al.
(2017), social media is essential for online interaction and engagement that changes the communication method between brands and
consumers. In this study, traditional pastry shops like Chop Kek Lian Seng are urged to use Facebook as an important social media to reach
their target markets by increasing the interactions for brand engagement purpose.

In addition, customer brand engagement is effective to increase brand awareness and brand image as found in the findings. The
results are congruent with Keller (2013), Langaro et al. (2018), Nurfitriana et al. (2020) and Islam and Rahman (2016). In this study, it is
vital for traditional pastry shops like Chop Kek Lian Seng to increase their brand engagement with followers in Facebook page for the brand-
building process including brand awareness and brand image. In overall, traditional pastry shops could display a higher degree of brand
engagement by interacting with Facebook users and customers to build brand awareness and brand image on their mind through Facebook.







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5.0.2 : What are the social media marketing strategies to raise the brand awareness and brand image of Chop Kek Lian Seng?

Social media marketing strategies using interaction and brand engagement in Facebook were implemented to raise the brand awareness and
brand image of Chop Kek Lian Seng. The activities on a Facebook brand page could have huge impact on engagement. For example, users
like, comment, and share the brand post has shown 2 -way interaction between users and the brand. To engage customers, brands must post
content that meets their demands, such as they are hitting the like button or reacting to the brand's message. In terms of page marketing value,
the more likes a post receives, the more valuable it is (Sudarsan and Venkatesh, 2015). Therefore, Chop Kek Lian Seng engaged the Facebook
users such as posting attractive photos and videos of the varied choices of pastries. Further, creative contents included eating different kinds
of mooncakes and provided wishes of Mid-Autumn Festival and Chong Yang Festival were used to engage the users or customers.

On the other hand, the social media strategy such as publishing a post related to Chop Kek Lian Seng's brand history and brand
journey could engage with audiences by ask questions and encourage them to drop comments or react to the post. As shown in the Appendixes
1 to 5, Chop Kek Lian Seng had successfully used social media marketing strategies with attractive contents once a week to keep engaged
with their audience. The findings are aligned with previous study of Alhaddad (2015) that a variety of content, such as links, videos, and
photos is significant to raise brand awareness and image. In short, with plentiful content available, constant and regular posting, a brand may
stay in customers’ minds.

5.0.3 : Are the implemented social media marketing strategies effective in increasing the brand awareness and brand image of Chop
Kek Lian Seng?

As proven, follower, reach and engagement of Chop Kek Lian Seng’s Facebook page had increased significantly within 2 months. Page
followers of Chop Kek Lian Seng had increased 82 followers from September to October 2021. Moreover, page engagement increased from
693 in September to 802 in October 2021. In addition, the page had reached approximately 22000 Facebook users within 2 months. There is
a wider audience reach and many Facebook users know about the brand that could help to boost the interaction and engagement of Chop Kek
Lian Seng’s page. Besides, consistently publishing a post has led to higher engagement among users and the brand. Numerous feedbacks are
the greatest form of engagement that the shop received. This feedback can be utilized to further improve the Chop Kek Lian Seng’s products
and business. The increasing number of followers had boosted the popularity of the brand of Chop Kek Lian Seng. Consequently, on social
media, engagement with customers is valued to boost more sharing about the brand to other users and potential customers. Therefore, the
result of implemented marketing strategies are effective to increase the brand awareness and brand image of Chop Kek Lian Seng.

5.1 REASEARCH IMPLICATION

The result of this study showed that there are positive and significant relationships between social media interaction, customer brand
engagement, brand awareness, and brand image. The study has provided an opportunity for further empirical investigation on effectiveness
in increasing brand awareness and brand image. In this study, the finding adds to the existing literature by confirming the relationships in the
context of traditional pastry shops. The finding is supported by Cheung et al. (2020) to highlight that social media interaction may aid in the
development of strong and positive brand knowledge in customers' minds.

The result of this study showed that customer brand engagement is influenced by social media interaction, which in turn increases
brand awareness and image. The findings have provided a guideline to marketers to post more attractive content to generate higher interactive
relationships with their consumers. Besides, marketers may consider establishing and positioning their brand through highly interactive and
active use of their social media brand page. To improve the interactivity of the brand page, marketers could engage with users by asking
questions and encouraging them to drop comments or react to the brand post.

Based on the implemented marketing strategies, it showed that the strategies were effective in increasing the brand awareness and
brand image of Chop Kek Lian Seng. Companies can increase their brand awareness and brand image by utilizing social media interaction
for higher brand engagement. The social media interaction is significant to motivate consumers to interact for the growth of good brand
engagement. As a result, social media assists the brand in reaching a larger audience at a lesser cost.

For future researchers, the result of this study found that social media is one of the most essential platforms in delivering brand
information and building engagement with customers for increased brand awareness and brand image. As such, future researchers could plan
marketing interventions by actively interacting with their audiences and posting creative and attractive contents for them to hit their like,
comment, and share with others.

5.2 LIMITATION AND RECOMMENDATION

In this study, several limitations are presented. Firstly, the study limits the generalizability. Even though the sample size of the study has met
the minimum requirement which is 165 but the result of the study is not generalized to the population. The small sample size is unable to
represent all individuals who are using social media platforms for interaction to buy pastry products in Malaysia. Therefore, it is
recommended a future study to increase sample size and use probability sampling approaches such as simple random sampling to achieve
more generalized results. Secondly, the study is limited by geographical locations. The study only collected data from Malaysia’s
respondents. Hence, it is recommended future studies to collect data from several countries and make a comparison between countries. This
is because different country of respondent may have different interaction and engagement toward a brand.



998

Thirdly, the study only focused on pastry shops. It is limited the finding to other businesses. Therefore, future studies may involve
several businesses such as fashion, beauty and educational industry to investigate the relationships between social media interaction, customer
brand engagement, brand awareness, and brand image for marketing interventions. Lastly, the survey was gathered from Google form.
Although an online survey is easy to collect data, there are several drawbacks such as low reliability, misunderstanding question, and internet
issues. Therefore, it is recommended that future studies use a variety of research methods such as face-to-face interviews for data collection
and in-depth findings.

6.0 CONCLUSION

In conclusion, the findings of the study showed that social media interaction has a strong impact on customer brand engagement. Besides,
customer brand engagement has a positive and significant relationship with brand awareness and brand image respectively. The results of
this findings are significant for the implemented marketing strategies on the Facebook page of Chop Kek Lian Seng in two months to increase
the brand awareness and brand image of Chop Kek Lian Seng. As proven, social media interaction is the best-implemented strategy in the
development of brand engagement which builds brand awareness and brand image for Chop Kek Lian Sen g. It is showed that social media
interaction is one of the most effective marketing strategies to increase brand awareness and brand image. Thus, this study has provided
appropriate guidelines for marketers to adjust and implement the best social media strategies in their company. Marketers and businesses are
recommended to use social media to communicate information about their brand and build a relationship with their audiences.

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