Factors influencing the purchase intention of new start-up K-12 education programs during COVID-19: A case study of Holistic Education Centre, Malaysia

Abstract

The spread of COVID-19 necessitated switching over to online classes. Several institutions modified their teaching schedules and introduced new learning platforms. However, the pandemic did not change the Holistic Education Centre (HEC) online business model, which is an after-school supplementary course services provider to K-12 students in Johor Bharu, Malaysia. The purpose of this study was to examine the factors like place, awareness, services, and promotion, that made a positive influence on the purchase intention of K–12 education students during the COVID-19 period. The study was based on the Theory of Reasoned Action as the underpinning theory. Convenience sampling technique using online surveys were used to collect data. Highly reliable questionnaires were adapted from previous studies. Primary data from a total of 361 samples was gathered by means of an online questionnaire. When the data was obtained, the statistical analysis was carried out using the regression analysis function in SPSS. According to the findings, only place did not play a significant role in determining purchase intention, however, awareness, services and promotion played an important role in purchase intention.