e-Academia Journal

Application of the Marketing Mix by Small Business

Amirah Mohamad Fuzi — 2024-11-29

Small businesses are essential as they contribute significantly to the country's economic income, increase job opportunities, and support societial development. The marketing mix is a set of controllable and strategic marketing elements a business can employ to produce the desired response in the target market. By using the elements in the marketing mix, the business can perform marketing activities to influence the demand for its products. It contains five elements: product, price, place, promotion, and people. To this day, the 5P model remains the most popular in most marketing literature. Thus, the study aims to examine and assess the current marketing mix practice among B40 mumprenuers. The B40 groups have a limited social support system. In addition, most of them also have a low-moderate level of education. This makes it difficult for them to manage their businesses. The second objective is to provide recommendations for the current entrepreneurship strategies. This study involves three series of focus-group interviews. Each focus-group interviews involve six informants. Thematic analysis was employed to analyze data, which consists of reading through a group of data and looking for patterns of meaning in the data to find themes. The study has revealed that the current practice of the 5Ps marketing mix is quite challenging for B40 mumpreneurs. The government must support these groups with more exposure to sound, practical, and beneficial marketing management methods and provide more business assistance such as capital, networking, mentoring and coaching, training and development, and equipment and machinery assistance.

Terengganu's Tourism Industry: An analysis of its competitiveness from 1996 to 2020

Noor Zatul Iffah Hussin — 2024-11-29

This study investigates the effectiveness of the Terengganu plan by focusing on economic growth in Terengganu from 1996 to 2020, with a particular focus on tourist arrivals, receipts, workforce development, and contributions to gross domestic product (GDP). This study is limited to 2020 because each time frame of the plan spans five years. The current plan is not yet complete, which is why this study is limited to the year 2020. The introduction highlights the significance of the tourism sector as a key driver of Terengganu's economy, with a strong emphasis on nature-based and cultural heritage tourism offerings. A qualitative content analysis methodology is employed, using secondary data from government reports from the Terengganu Economic Planning Unit and Terengganu Town and Country Planning Department. This method enables a thorough examination of how promotion strategies have shaped the tourism landscape. The results reveal that tourism has significantly contributed to economic growth through increased tourist arrivals, higher revenue generation, and job creation. Successful initiatives, such as the “Visit Terengganu” promotional campaign, are recognized as contributing factors. The research concludes that while tourism policies have been effective in fostering growth, further improvements are needed to ensure sustainable development and maintain the competitiveness of Terengganu's tourism industry in the long term.

Financial Literacy, Access to Finance and Financial Performance of Youth-led Small and Medium-sized Enterprises (SMEs): Evidence from Gulu City, Uganda

Kizito Emmanuel Nyeko — 2024-11-29

The study examined the financial literacy, access to finance, and financial performance of youth-led Small and Medium-sized Enterprises (SMEs) in Gulu City, Uganda. This research utilised self-administered questionnaires distributed to 213 youth-led SME management teams/owners. Multiple regression analysis was employed to test the influence of financial literacy and access to finance on the financial performance of enterprises, considering characteristics specific to the youth owner/management teams and the unique features of youth-led SMEs. The findings indicated that financial literacy and access to finance both positively and significantly impact the financial performance of youth-led SMEs. Youth owner/management teams with strong financial literacy skills and access to finance are better equipped to understand enterprise-related business concepts and manage their investments, budgeting, debt management, savings, financial goals, and risk management, all of which contribute to the financial performance of their enterprises. Additionally, this study extended the current literature by providing empirical evidence that validates the Resource-Based View (RBV) theory from the perspective of enterprises in developing nations. The findings suggest that Government Ministries, Departments and Agencies (MDAs), academia, and business associations should proactively promote Public-Private Partnerships (PPPs) to create initiatives for skilling the youth through formal and informal education ensuring the sustainable financial performance of youth-led enterprises.

“I am not afraid to try this food!” Determinants of Tourists' Risk Acceptance, Willingness-to-Try and Insights for Enhancing Food Tourism Strategies in Perhentian, Terengganu, Malaysia.

Wan Hafiz Wan Zainal Shukri — 2024-11-29

Food consumption plays a crucial role in the tourism experience, yet understanding the factors that influence tourists' willingness to try (WTT) unfamiliar local foods remains limited. This study addresses this gap by examining the interplay of financial, environmental, health, and service-related factors that impact tourists' decisions to engage with local cuisine. The problem lies in the limited exploration of how various risks and motivators affect WTT, particularly in emerging markets like Malaysia. While previous research has focused on food safety and cultural experience, the role of servicescape, self-motivation, and information-seeking behavior is underexplored. This research utilized a qualitative methodology, employing semi-structured interviews combined with photo elicitation to capture in-depth insights from European tourists at Perhentian Island, Terengganu. The study aims to identify the primary factors influencing WTT and how potential risks can be leveraged by restaurants, tour operators, and local authorities to enhance the food tourism experience. Data was gathered from 20 European participants, with discussions revolving around their risk concern, trust issues, memorable experience and curiosity about local food. The findings revealed that financial affordability, environmental sustainability, health risk, trust in food safety, and positive service encounters significantly influence WTT. Self-motivation, online reviews and positive service-encounter also emerged as critical drivers for exploring unfamiliar foods. The research contributes to the existing literature by filling the gap in understanding the dynamic role of environment, service-encounter and trust in their dining experience. The study’s contributions highlight the importance of promoting food safety, environmental sustainability, and positive service experiences in boosting food tourism. This research provides actionable insights for restaurants, tour operators, and local authorities to improve food tourism strategies, ultimately fostering economic growth in the tourism sector.

Safe Bites on the Streets: An Analysis of Food Safety and Hygiene Among Shah Alam's Street Food Vendors

Muhammad ‘Arif Aizat Bashir — 2024-11-29

Lack of personal hygiene among food handlers and inadequate cleaning practices during food service operations have led to numerous outbreaks of foodborne illness cases in Malaysia. Therefore, the purpose of this study was to investigate the influence of knowledge and attitudes on food safety and hygiene practices among street food vendors in Shah Alam, Malaysia. A sample of 376 street food vendors was surveyed using a structured questionnaire to gather information about their knowledge, attitudes, and food safety and hygiene practices. The study found a significant positive relationship between knowledge and attitudes towards food safety and hygiene practices, indicating the importance of maintaining educational programs for street food vendors to enhance their knowledge and attitudes. This study highlights the importance of addressing the knowledge and attitudes of street food vendors as a crucial step in improving food safety and hygiene in the food service industry. Moreover, the study recommends the implementation of food safety regulations and regular monitoring of street food vendors to ensure the safety of street food for the public. In conclusion, this study sheds light on the critical role of knowledge and attitudes in shaping food safety and hygiene practices among street food vendors. It highlights the need for ongoing education and training programs, as well as the implementation of regulations and monitoring mechanisms, to ensure the safety of street food consumed by the public. The results of this study are important for policymakers and food safety authorities in their efforts to improve food safety and hygiene in the food service industry.

Customer Intention on Service Robots’ Technology in the Hospitality Industry

Dylan Orson Chius — 2024-11-29

Technology, though frequently discussed, is often misunderstood beyond its basic forms such as machinery and electronic devices. In the context of rapid advancements in digital tools and frontier technologies like artificial intelligence (AI) and robotics, understanding their impact on various industries is crucial. This study is based on the service robots’ influence on customer intentions in Kuala Lumpur, Malaysia. This research used a quantitative approach, involving a survey through Google Forms. The survey was also distributed via social media platforms like WhatsApp and Telegram. For this study, measured customer intention, trust, performance expectancy, and perceived value utilized a 5-point Likert scale for the survey. 30 respondents were asked for the pilot study which helped to ensure clarity and refine the questionnaire. By using SPSS the reliability test was used as the values of Cronbach’s Alpha are between 0.8 to 0.9. The findings show that there is a relationship between trust and perceived value with customer intention as mentioned in previous studies that said significant roles in technology adoption. Performance expectancy also showed a relationship with customer intention, though to a lesser extent. This suggests that while Kuala Lumpur residents are receptive to service robots in the hospitality sector, the impact of expected performance is somewhat less influential. This study provides insights into the acceptance of service robots in Malaysia’s hospitality industry. It underscores the need for further research on the evolving role of technology in enhancing service experiences. The results contribute to understanding technology adoption in emerging markets and offer a basis for future studies on technological advancements in hospitality.

Student’s Motivations Affecting Career Intention in Hospitality Industry

Maisarah Abdul Hamid — 2024-11-29

This research identified the motivation factors that affect the career intention in the hospitality industry of the students of the Faculty of Hotel and Tourism Management. A total of 363 responses were collected using convenience sampling. A correlational analysis was employed to examine the relationship between self-efficacy, emotional intelligence, and family support on career intentions in the hospitality industry. This study contributes to the understanding of the motivation factors that may influence students in the hospitality industry to enhance their careers in the same field. From a practical standpoint, the hospitality industry requires talent that has skills in the hospitality industry, and higher institutions in Malaysia have offered many courses related to the industry. However, the shortage of skilled workers is still happening, especially when students who graduated from the hospitality industry prefer to be involved in other industries rather than working in the field. This study provides valuable insights for higher institutions in Malaysia to boost students’ interest and increase their employability in the hospitality industry.

The Relationship between Workload and Job Performance in Private Higher Education Institutions: A Case Study in Kolej Poly-Tech MARA, Northern Malaysia

Muhamad Nasrullah Zamri — 2024-11-29

Workload is a significant issue impacting employee job performance. Heavy workloads often lead to diminished performance, which lowers morale and increases employee turnover within organizations. This study focused on workload as a job stressor and its effects on job performance. The aim was to explore the relationship between workload and job performance among employees at Kolej Poly-Tech MARA, Northern Malaysia. Quantitative data were gathered through questionnaires distributed to 127 employees of the institution. The analysis revealed a moderate negative and significant relationship between workload and job performance (r=-0.528, p<.05) at Kolej Poly-Tech MARA, Northern Malaysia. Consequently, workload directly affects job performance at this institution. Recommendations include improving the current information systems and procedures to eliminate redundant tasks, revising employee salaries and benefits, and, if funds permit, hiring additional employees to alleviate the workload on current employees. Future research should consider comparing public and private universities or colleges to assess differences in stress levels. Additionally, increasing the number of respondents and including other branches of Kolej Poly-Tech MARA could enhance the study. Finally, expanding the conceptual framework by incorporating more variables and applying different analytical methods, such as SEM-PLS, would further benefit future research.

Factors Affecting Customer Satisfaction Among Local Tourists Towards 3-Star Hotels in Kuala Lumpur

MOHD HAZRIN IMAN NOORKHIZAN — 2024-11-29

In today’s fast-paced world, the hospitality industry works hard to provide excellent service to ensure customer satisfaction. However, a study on customer reviews from booking platforms like Agoda.com and Booking.com reveals that many guests are dissatisfied with the service quality at a three-star hotel in Kuala Lumpur. Guests often mention that poor service from hotel staff makes them unlikely to return. While guests value genuine solutions to their problems, it's essential for hotel staff to have strong problem-solving skills to manage satisfaction effectively. This study aims to identify the factors affecting customer satisfaction by examining both positive and negative feedback. It also highlights that complaints can take many forms and stresses the importance of identifying specific areas or behaviours that may lead to poor service in a three-star hotel.

From Crumbs to Clicks: The Role of Product Attributes in Online Consumers’ Purchase Intention for Bakery Products

Muhammad ‘Arif Aizat Bashir — 2024-11-29

This study investigated the impact of intrinsic and extrinsic product attributes on the purchase intention of bakery products among online consumers. Specifically, the study focused on perceived taste and quality as the intrinsic product attributes and price and online advertising as the extrinsic product attributes. The sample for the study was drawn from Malaysian online consumers, and 398 responses were successfully collected through close-ended online survey questionnaires. The findings revealed that all the investigated variables positively impacted online consumers’ purchase intention for bakery products. Furthermore, the results indicated that price was the most influential extrinsic product attribute on the purchase intention of online consumers, followed by online advertising, perceived taste, and perceived quality, respectively. Overall, the study contributes to understanding the factors that influence online consumers’ purchase intention for bakery products, particularly in the Malaysian context. These findings have important implications for marketers and online retailers, who can use this information to develop effective strategies to enhance consumers’ purchase intention and ultimately increase sales. Further research is needed to explore the factors influencing purchase intention in other contexts and with different product categories.

A Study on Factors that Lead to Adoption of Cryptocurrency in Malaysia

Jaida Najihah Jamidin — 2024-11-29

Cryptocurrency is a type of digital currency that is secured through cryptography which is the practice of writing or solving codes to ensure security. It operates on a decentralized blockchain technology. Adopting cryptocurrency may help people in facing inflation, recession and economic problems. However, in Malaysia, the adoption of cryptocurrency is relatively low (3.03% of population) compared to other countries such as Vietnam (20.54% of population), UAE (27.67% of population) and Singapore (14% of population). Therefore, this study was constructed to investigate the factors that contribute significantly to the adoption of cryptocurrency in Malaysia and to obtain the best logistic model in adopting cryptocurrency. Logistic regression and stepwise analysis were handled with independent variable age, gender, location of living, awareness of cryptocurrency, monthly income and attitude towards cryptocurrency. This study was carried out on people who live in Malaysia. The result of this study was revealed that variable gender, awareness of cryptocurrency, monthly income and attitude towards cryptocurrency contribute significantly to the adoption of cryptocurrency in Malaysia.

The Impact of Facebook Marketing on Customer Purchase Intention in Mid-Scale Restaurants: A Study in Gujranwala, Pakistan

Nurul Firdaus Sikandar Hayat — 2024-11-29

This study focuses on the development and implementation of a research instrument designed to assess customer responses to Facebook advertisements for midscale restaurants in Pakistan, utilizing a sample size of 165 respondents. Emphasizing a high response rate and data quality, the instrument's design prioritized questionnaire length, question structure, and overall clarity. A trained research assistant distributed the questionnaire, facilitating effective communication and addressing respondents' inquiries. The survey was disseminated through community platforms such as WhatsApp and Facebook groups, accompanied by an ethics notice to ensure confidentiality. Participation was restricted to individuals who had previously seen the selected restaurant’s Facebook advertisement, enhancing data relevance. The questionnaire was crafted to be straightforward, minimizing cognitive demands on respondents, and was available in both English and Urdu to accommodate diverse language proficiencies. The instrument included adapted items from prior studies and was organized into five sections aligned with the study's objectives. A five-point Likert scale was employed to measure respondents' levels of agreement, providing nuanced insights into customer attitudes and purchase intentions related to social media advertising. Correlation analysis revealed significant relationships among the variables of information, price, feedback, and purchase intention. The results indicated positive correlations, with information showing the strongest relationship with purchase intention (r = .563, p < .001). Price and feedback also demonstrated substantial correlations with purchase intention, further supporting the notion that these factors significantly influence consumer behavior in the context of social media advertising. Overall, this research instrument serves as a valuable tool for understanding how Facebook advertisements impact customer perceptions and intentions in Pakistan, providing restaurateurs with actionable insights for improving their marketing strategies in a competitive landscape.

The Role of Employee Well-Being and Work Resilience in Supporting Career Satisfaction

Puji Asmanto — 2024-11-29

This research aims to examine career experience and employee well-being influence work resilience, to increase career satisfaction in a company in the electricity sector in Indonesia. This organisation has its own business process that involves many entities through a Finance Lease Agreement. Through the use of quantitative analysis with stratified random sampling techniques, a total of 93 participants were obtained which were considered to represent a sample of the entire organization. The empirical model was evaluated using the Smart PLS Program to verify the significance of the external model and its internal model. Research findings show that employee well-being has a direct impact on job resilience which in turn increasing career satisfaction. However, we found that career experience did not influence work resilience. This research used Conservation of Resource Theory (Hobfoll, 1989) and Career Development Theory (Supers, 1957) as theoretical framework. The combination of these two theories explains that managed and adapted resources, according to The COR theory, can become the basis for individual career growth and adaptation, in line with the Supers career development principle. These findings indicate a lack of support for the expected relationship between career experience and job resilience, as suggested by Khan's (2017) previous research and its two hypotheses. This gap challenges previous research that found a positive and significant influence of career experience on job resilience. Organizations must assess how initiatives or tactics increase employee resilience to increase career satisfaction.