e-AJ is indexed in MyCite. Introduced in 2012, e-Academia Journal (e-AJ) is an official journal of Universiti Teknologi MARA Cawangan Terengganu with a registered e-ISSN 2289-6589. It is an open-access journal which published article is in English. This journal will be accepting social science. PUBLICATION IS FREE OF CHARGE. e-AJ is indexed in MyCite. Also available at Google Scholar and MySitasi. Editors-in-Chief : Dr. Mohd Hairi Jalis Managing Editor : Amir Manshoor Copy Editor : Jazira Anuar@Mohd Noor
Determinants of AML/CFT Compliance Intention Among Malaysian Accounting Practitioners: An Approach Using The Theory of Planned Behaviour
The objective of this study is to develop a model for understanding AML/CFT compliance behaviour among Malaysian accounting practitioners by examining the influence of attitude, subjective norm, perceived behavioural controls and trust in authority on their intention to comply with AML/CFT reporting requirements. A total of 240 self-administered questionnaires were collected from accounting practitioners in Malaysia. The data were analysed using variance-based structural modelling (PLS-SEM) to examine the hypothesised relationships. The results revealed positive and significant relationships between attitude, subjective norm, perceived behavioural controls, and trust in the authority and accounting practitioners’ intention to comply with AML/CFT reporting requirements. However, the study found no evidence of trust in authority moderating any of these relationships. This study extends existing knowledge of AML/CFT compliance from behavioural perspectives by using the extended theory of planned behaviour. In addition, it considers the moderating role of trust in authority within the AML/CFT compliance setting. The current findings could benefit the relevant authorities in understanding AML/CFT compliance and assist them in formulating and implementing strategies to promote compliance, especially in Malaysia. Although compliance is influenced by multiple factors, this study is limited to examining the elements derived from the Theory of Planned Behaviour as well as the concept of trust in authority.
Copyright (c) 2025 e-Academia Journal https://creativecommons.org/licenses/by/4.0
The Influence of Physical Working Environment on Employee Performance at TVET Institution
The purpose of this study was to ascertain how physical aspects of the workplace, such as indoor temperature, lighting and noise levels, affect employee performance in TVET institutions. Organisational effectiveness is influenced by employee performance, and organisations suffer when employees underperform. A Likert-scale questionnaire was administered to 217 participants in this correlational study. Regression, correlation, reliability and descriptive analyses were used to analyse the data using SPSS Version 26. The findings showed a strong positive correlation between employee performance and physical aspects of the workplace, highlighting the importance of proper lighting, ideal indoor temperature and lower noise levels to increase productivity. These results highlight the need for TVET institutions to prioritise environmental quality to optimise employee productivity and organisational effectiveness.
Crisis Management in Education: Influence of Innovative Leadership Towards Academic Administration In The Management Of Hybrid Learning During Covid-19
This study aimed to investigate the perceptions of academic administrators regarding the role of innovative leadership styles in facilitating the implementation of hybrid learning at the university level, focusing on the leaders' contributions to adopting such styles for effective implementation. The recent pandemic prompted significant changes in the methodologies and frameworks of formal education, requiring the comprehensive application of hybrid learning to address the circumstances effectively. The qualitative study design involved targeted informants who were heads of departments chosen from several kulliyyahs at the International Islamic University Malaysia (IIUM) through purposive sampling. Data were collected through in-depth, semi-structured interviews. The accumulated data were then transcribed using thematic analysis, and themes were obtained to answer all the research questions. Research has demonstrated significant support for the specified leadership style in relation to the efficacy of hybrid learning.
The Effectiveness of Digital Marketing on the Sales Performance of Real Estate Agents in Selangor
Marketing involves the processes of developing, communicating, delivering, and exchanging offerings that create value for customers, clients, partners, and society. With the rapid adoption of digital tools across industries, companies are now able to gain real-time customer insights and communicate value more effectively. Digital marketing has become increasingly essential in the real estate industry; however, many agents still experience inconsistent results when applying digital tools, especially in highly competitive markets such as Selangor. These challenges highlight the need to evaluate whether digital marketing truly enhances sales outcomes for real estate practitioners. This study investigates the effectiveness. This study investigates the effectiveness of digital marketing on the sales performance of real estate agents in Selangor. The objectives are (i) to identify the components of the digital marketing process, (ii) to examine the criteria influencing sales performance among real estate agents, and (iii) to evaluate the role of digital marketing in improving sales outcomes. A questionnaire survey was used as the primary data collection method, and the data were analyzed using the Statistical Package for the Social Sciences (SPSS) through reliability analyses, frequency, and descriptive statistics. The findings reveal that most respondents recognize the positive influence of digital marketing on sales performance. However, the study also indicates that poorly designed or improperly executed strategies can undermine sales outcomes and expose real estate companies to financial risk. Overall, the research underscores the importance of adopting effective digital marketing strategies to enhance sales performance among real estate agents in Selangor, contributing to greater competitiveness and long-term sustainability in the industry.
A Descriptive Study on Poor Financial Management Behaviour Among Malaysia University Students
The issue of lack of funds among university students has been on the rise for years. One of the reasons is that students lack financial knowledge, which contributes to the failure of financial behaviour through excessive spending and accumulated debt. This research descriptively explored the poor financial management behaviour among university students. It is a quantitative research approach that collects data through questionnaires distributed in Google Forms. The survey used convenience sampling involving 170 university students to gather specific insights about their financial management behaviours. The data was analysed using the IBM SPSS version 29.0. to obtain frequency, percentage and mean. The output indicated that the most influential reasons for poor financial management behaviour among university students are keeping up with the spending habits of their peers and spending money on things they cannot afford. Despite these reasons, the students understand the importance of setting financial goals and adjusting their goal-setting to manage their money better. These findings could suggest for universities to develop ad-hoc programs that promote financial management and provide support for students to achieve responsible financial spending. It is also recommended that the university provide counselling services for students who face financial stress and organise programs to enhance students’ literacy with basic financial terms and concepts such as savings, debts, budgeting management and investment. Vice versa, the students could gain knowledge about financial management to improve financial behaviour. It is suggested for future research; the sample can be expanded to wider diversified respondents to represent a larger scope.
The Benefits of the Knowledge Transfer Program (KTP) to Asnafpreneur Students
The Asnafpreneur Project of UiTM Pahang Branch is developed to assist asnaf students to generate personal income through entrepreneurial skill trainings. The project aims to encourage them to apply hard skill expertise to generate personal income and thus, reduce the financial burden on their families during the study period. This project provided various programs and courses to train them to become asnafpreneur students. These asnafpreneur students have received hard skill training in the areas of spa, barbering and hairdressing, and sports massage. Other than that, these asnafpreneur students were required to participate in the Knowledge Transfer Program (KTP), which serves to improve skills and gain exposure to community relations. There were 25 asnafpreneur students involved with this KTP that was held in Hotel Darul Makmur, Jerantut, on May 11 and 12, 2024. To examine the benefits of KTP to asnafpreneur students, a qualitative study was conducted, and 16 respondents were interviewed. The results of the study showed that the KTP has benefited students in various ways, including hard skill and soft skill development, business management and sharing knowledge. Thus, this study contributes to the existing research on community program and their contribution to the students. Future studies on the effectiveness of the support program for these asnafpreneur are recommended since there is limited research on asnaf entrepreneurship in the literature.
E-Commerce Platform Selection Among UiTM Students by Using Graph Theory and Matrix Approach (GTMA)
There are a variety of e-commerce platforms to make a business, each with a different set of features. Most e-commerce research believes that these features are all independent of one another. Previous research on e-commerce platforms focused on specific features and ignored the most popular platforms. Instead, they tended to simply list all the platforms without ranking them in order of preference. This study aims to identify and rank the preferred online shopping platform among students based on selected attributes using the Graph Theory and Matrix Approach (GTMA). Data were collected from the survey that has been distributed to all KPPIM students. Using GTMA to develop a weighted graph assuming all attributes are dependent on each other and formulate a relative importance matrix using the arithmetic mean (average). The e-commerce platforms were then ranked using preference index values calculated using the permanent function. As a result, six selected attributes and twelve e-commerce platforms are determined, and the ranking for the most preferred e-commerce platform are obtain. In conclusion, Food Panda is the top-ranking e-commerce site among KPPIM students, followed by Grab, TikTok, Shopee, Zalora, Lazada, Shein, Carousell, Amazon, eBay, Mudah, and Facebook coming in last. As UiTM's current mission is to become a globally renowned university of science, technology, humanities, and entrepreneurship, this result can be useful in letting UiTM know which students have engaged in online business.
Sustaining Marine Tourism: Push and Pull Factors Behind Tioman Island’s Scuba Diving Success
Scuba diving tourism represents a fast-growing niche within marine-based adventure tourism, combining recreation, biodiversity appreciation, and economic development. While past studies emphasize environmental impacts and governance, less attention has been directed toward divers’ motivations in sustaining island destinations. This study investigates push factors (novelty, environmental exploration, knowledge seeking, physical challenge) and pull factors (environment, attractions, facilities) influencing the success of Tioman Island, Malaysia. A survey of 184 divers was analyzed using reliability tests, exploratory factor analysis, descriptive statistics, and multiple regression. Findings show both push and pull factors significantly predict destination success, with physical challenge and environmental quality as the strongest determinants. The study contributes theoretically by extending the push–pull model to scuba diving in an emerging market context, highlighting divers’ psychological and experiential drivers. Practically, results underscore the need to align motivational factors with sustainable management strategies, prioritizing reef conservation, innovative dive experiences, and community engagement. By integrating diver motivations with ecological preservation, Tioman can strengthen its global reputation while providing transferable lessons for other small-island marine tourism destinations.
The Impact of Atmospheric Cues on Consumers’ Impulse Buying in Live Streaming E-Commerce: The Mediating Role of Emotion
Since live-streaming e-commerce (LSE) has surged at a remarkable growth pace, impulse purchase has attained increased prominence, while processes underlying the way atmosphere cues trigger such purchase are undertheorized. Following the Stimulus–Organism–Response (S-O-R) framework, this study investigates psychological processes under which atmosphere cues trigger consumers’ impulse purchase via emotion. Extending previous scales, atmosphere cues were operationalized along four dimensions: information cues, navigation cues, design cues, and interactive cues. Data were collected from 215 Chinese live-streaming shop-experienced consumers and processed using partial least squares structural equation modeling (PLS-SEM) to test the research model. Results indicate navigation and interactive cues are direct stimulators of impulse purchase and information and design cues exert significant indirect effects mediated by emotions. Further, interactive cues exert both direct and indirect influenceon impulse purchase and therefore are foregrounded in triggering full-immersion experiences. Finally, emotions are found as a chief psychological mediator between atmosphere stimulus and behavior.The study extends existing literature by validating a comprehensive measurement framework of atmospheric cues in LSE and by clarifying the mediating role of emotions in impulse purchasing. Practically, the findings provide actionable implications for platforms and retailers to strategically design information delivery, navigation simplicity, aesthetic elements, and interactive engagement to foster positive emotions and stimulate purchase decisions.
Enhancing Academic Performance Through Social Media-Driven Knowledge Sharing in Malaysian HEIs
In the sociocultural dimension of the borderless age of technology, individuals are jumping on the bandwagon, where associations in modern society transpire through social media. Social media platforms offer communication, interaction and knowledge sharing as well as diverse other advantages that contribute to their influence on users, especially students. Research on the effectiveness of social media as an information-sharing tool has still not been widely adopted. Therefore, this study explores how social media contributes to students' perceptions of academic performance in public higher education institutions (HEIs) in Malaysia. This study received 411 responses from students in 20 public higher education institutions in Malaysia. This study uses partial least squares structural equation modelling (PLS-SEM). Fornell & Larcker criteria and heterotrait-monotrait correlation ratio (HTMT) were used to assess discriminant validity. This study revealed that social interaction ties and identification significantly affect knowledge sharing, and knowledge sharing in turn positively affects perceived academic performance. Thus, this supports the idea that knowledge sharing can improve academic performance. This research provides essential insight into enhancing academic learning in Malaysia by fostering positive relationship factors and encouraging knowledge sharing behaviours. Furthermore, provides a valuable perspective on how student relationships and knowledge sharing practices can improve educational outcomes in Malaysia.
Halal Brand Assurance through AI-Powered Leadership Engagement: A Study of Malaysian Franchises
This study explores how Artificial Intelligence (AI) can enhance halal brand assurance in Malaysian franchise operations by examining the mediating role of leadership engagement. A quantitative approach was employed, involving a structured survey of 150 halal-certified franchise operators. Data were analysed using SmartPLS 4.0 and Structural Equation Modeling (SEM) to evaluate mediation and moderation effects. Results indicate that AI-assisted compliance significantly influences halal brand assurance through the mediating role of leadership engagement (β = 0.59, p < 0.001). Institutional factors also moderate this relationship, underscoring the role of ethical leadership in translating digital compliance tools into Shariah-compliant brand practices. The study contributes to Islamic business governance by integrating Engagement Theory, Maqasid al-Shariah, and Institutional Theory. It offers empirical validation of AI’s role in franchise-level halal assurance and highlights the importance of AI-readiness and ethical leadership in supporting Shariah compliance frameworks. Practical implications are relevant for policymakers, Islamic fintech developers, and franchise managers aiming to strengthen halal brand credibility in the digital era.
The Effect of Extrinsic and Intrinsic Rewards on Employee Performance with Mediator of Distributive Justice at Full-Fledged Islamic Banks in Malaysia.
The issues of unfairness rewards that can affect the employee’s performance makes this study aims to examine the effect and relationship between intrinsic and extrinsic on employee performance with mediator of distributive justice at full-fledged Islamic banks in Malaysia. Besides, the equity theory is used since it has relations in explaining the rewards and employee performance with mediation of distributive justice as well as in the methodology, a questionnaire (5-Likert Scale) is designed to collect relevant data and the minimum required sample size in this study needs about 77 respondents. The data will be analysed using Statistical Package for the Social Sciences (SPSS) and Partial Least Square-Structural Equation Modelling (PLS-SEM) analysis. The population that will be chosen is the employees from executive, non-executive and managerial positions who work with Islamic Banks in Malaysia (Sabah states). The findings revealed that both rewards (extrinsic and intrinsic) and employee performance has a significant effect and relationship to distributive justice as a mediator variable. To ensure equitable and equal distribution of rewards among employees, organizations should establish their policies, organizational structures, and reward systems. This will undoubtedly improve the organization's growth and goodwill. The organizations should design their policies, organizational structures and reward systems that ensure just and fair based distribution of rewards among employees and it surely led to enhance the goodwill and growth of organization.
Adoption of Gig Economy in the Real Estate Industry: Drivers, Challenges, and Impact on Innovative Business Strategies
The gig economy has transformed various industries, including real estate, by introducing flexible work arrangements and innovative business strategies. Despite its growing significance, there is limited research on the adoption factors, challenges, and strategic impacts of gig work in the real estate sector. This study aims to (i) identify the key factors driving the gig economy in real estate, (ii) analyze the challenges faced by both gig workers and companies, and (iii) investigate the impacts of the gig economy on the industry through innovative business strategies. A qualitative research design was employed, utilizing semi-structured interviews with four industry experts through purposive sampling. Thematic analysis revealed that flexibility in work hours, cost-effectiveness, demand for specialized skills, digital tools adoption, and workforce agility are the primary drivers of gig work in real estate. However, companies struggle with assessing gig workers' reliability, skills, and qualifications due to a lack of standardized regulations. Gig workers, in turn, face job instability and intense market competition. In terms of business strategies, the findings highlight that flexible rental options and co-living spaces are emerging as significant trends catering to gig workers, while affordability and short-term rentals remain secondary concerns. This study fills a critical research gap by providing empirical insights into how the gig economy influences the real estate industry, particularly through flexible work structures and innovative housing solutions. The findings contribute to both academic and industry discourse by emphasizing the need for structured platforms and regulatory frameworks to support gig work in real estate. Future research should explore policy interventions and the long-term sustainability of gig work in the sector.
Integration of Agri-Tech Tools Among Malaysian Women Agripreneurs in Sustainable Farming
This study investigates how women agriprenuers in Malaysia adopt agricultural technology (Agri-Tech) to support sustainable practices. Though 16% of the Malaysian workforce is in the agricultural workforce, contributing 8.4% of its GDP, the women agripreneurs struggle to adopt the latest agricultural technologies with Agri-Tech investments only accounting for 2.10% of the total digital expenses of the sector. Using a qualitative approach under the interpretative paradigm, semi-structured interviews were conducted with 14 women agriprenuers across Malaysia who participated in the Farmers and Entrepreneurs Training Course organized by Department of Agriculture Malaysia. Based on the results of the thematic analysis, participants utilized various Agri-Tech tools categorized as digital farm management systems, precision agriculture, digital marketing platforms, sustainable energy and water management system. Benefits included improved market access, reduced costs, optimised resource management, enhanced efficiency, and environmental sustainability through data-driven decision-making. However, challenges persisted, including financial constraints, skills gaps, infrastructure deficits, operational challenges, technical support shortages, and inadequate policy frameworks. Recommendations include increasing financial aid, expanding digital training, improving rural internet access, providing technical support, and revising policies to prioritize small-scale women agriprenuers.These measures would make will make Agri-Tech more accessible, practical, and sustainable, ensuring a stronger and more resilient agricultural sector.
Agri-Tech tools, sustainable farming, women agriprenuers
Forecasting Tourist Arrivals in Langkawi Island: A Time Series Analysis
Langkawi, a renowned island in Malaysia, is one of the country's main tourist attractions celebrated for its natural beauty and unique features. The Covid-19 pandemic had a major effect on travel worldwide, resulting in major disruptions and a huge drop in tourist arrivals. To aid the economic recovery and strategic planning endeavours, a programme 'Visiting Kedah 2025' has been announced by the state government of Kedah to encourage the tourists to visit all the tourist attractions in Kedah, especially in Langkawi. Overall, it is reasonable to forecast the number of tourist arrivals in Langkawi as the island is predicted to be visited more often by tourists by the year 2025. Hence, this study aims to analyse the tourist arrival pattern, identify the best forecasting model, and provide monthly forecast value for tourist arrivals in Langkawi for the next 13 months. Therefore, the number of tourist arrivals is modelled and forecasted using the Seasonal Autoregressive Integrated Moving Average (SARIMA) model to have a better understanding towards the trend pattern. This study used the data set of the number of tourist arrivals for both domestic and international arrivals from January 2010 until June 2024, which was obtained from the official website of the Langkawi Development Authority (LADA). The best model was chosen based on the lowest value of Akaike’s Information Criterion (AIC) and Bayesian Information Criterion (BIC). The SARIMA model was chosen to be the most suitable for forecasting the tourist arrivals in Langkawi from July 2024 to July 2025. Based on the findings, the forecast value for the number of tourist arrivals is projected to rise from 239067.7 in July 2024 to 246778.0 in July 2025.
Exploring Sentiment Trends in TikTok Comments Using GPT for Influencer Content Strategy
The growth of TikTok has reshaped social media marketing, with influencer-driven content playing a crucial role in consumer engagement and purchasing decisions. In the Malaysian Beauty and Personal Care category, TikTok comments serve as direct consumer feedback, yet extracting meaningful insights from this highly expressive data remains challenging. Traditional sentiment analysis methods struggle with multilingual text, slang, abbreviations, and emojis, limiting their effectiveness in interpreting user sentiment. This study addresses these challenges by leveraging GPT-based sentiment analysis to analyze TikTok comments, examining sentiment trends, linguistic patterns, and their correlation with influencer revenue. The study focuses on the top 20 highest-revenue influencers within the Malaysian Beauty and Personal Care category, collecting 34,597 comments from 3,912 videos using Apify’s TikTok scraping API. The dataset was preprocessed using GPT-based text normalization, slang resolution, and emoji-to-text conversion, ensuring consistency in sentiment classification. It categorized comments into Positive, Neutral, or Negative, followed by a detailed examination of frequently used words and sentiment patterns across different influencers. Results indicate strong positive sentiment overall, highlighting consumers' enthusiasm. However, neutral comments typically product-related questions also revealed significant engagement. Interestingly, influencers receiving more neutral inquiries still achieved high revenue, suggesting that active audience interaction, rather than purely positive sentiment, is critical for financial success. This underscores the importance of aligning content and engagement strategies rather than relying solely on sentiment analysis. The findings offer practical guidance for brands and influencers, emphasizing the integration of sentiment insights into broader marketing strategies.
The Influence of e-Commerce Services and Customer Satisfaction Among Young Adults in Klang Valley
This study examines the relationship between e-commerce service quality and customer satisfaction among young adults in Klang Valley, Malaysia. Specifically, it investigates the effects of security, time of delivery, and perceived ease of use on customer satisfaction. A quantitative approach was employed, utilizing a structured questionnaire distributed to 384 respondents. Data analysis was conducted using SPSS, including descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings indicate that perceived ease of use and security significantly influence customer satisfaction, while time of delivery has a relatively minor impact. The study concludes with recommendations for enhancing customer satisfaction through improved service quality in e-commerce platforms.
Heritage on a Plate: Investigating the Antecedents of Intention to Sustain Malaysian Heritage Food among Young Adults
Malaysia’s rich culinary heritage in today’s realm faces challenges in sustainability due to globalisation, urbanisation, and changing lifestyles, particularly among young adults. As traditional food practices gradually decline, understanding the factors influencing young Malaysians’ intention to sustain heritage food becomes crucial. This study investigates the role of social media influence, accessibility, and knowledge in shaping young adults’ intention to preserve Malaysian heritage food. Using a quantitative research approach, data were collected through surveys from young adults aged 18–25, with a total of 142 respondents. The study employed descriptive and regression analyses to examine the relationships between the identified factors and their impact on the intention to sustain heritage food. Findings reveal that social media and knowledge significantly influence young adults’ commitment to heritage food sustainability, whereas accessibility alone does not strongly impact their intention. The study highlights the growing role of digital platforms in promoting culinary heritage by enhancing awareness, fostering engagement, and facilitating knowledge transmission. Additionally, it underscores the importance of cultural education in strengthening young adults’ appreciation and willingness to sustain traditional food practices. These findings provide valuable insights for policymakers, educators, and cultural institutions to develop targeted strategies for preserving Malaysia’s gastronomic heritage. Future efforts should focus on integrating digital engagement with educational initiatives to ensure the continued relevance of heritage food in contemporary society. By addressing key determinants of heritage food sustainability, this study contributes to the broader discourse on cultural preservation and offers practical recommendations for fostering Malaysia’s culinary legacy among younger generations.
Examining the Influence of Employee Engagement on Employee Performance: A Case Study of the Dungun Municipal Council
Employee engagement is defined as the level of commitment and involvement an employee has towards their organization and its values. When an employee is engaged, he is aware of his responsibility related to the business goals and motivates his colleagues alongside for the success of the organizational goals. This research was about a study on the effect between employee engagement and performance of employees in Dungun Municipal Council, Dungun, Terengganu. This research was to determine that there is an existence of influence between these variables. The type of research is correlation research. The sampling frame is the employees from all the departments of Dungun Municipal Council, which are 284 employees, and by using the stratified sampling technique and referring to the Sekaran table, 162 employees were selected as the sample size. The unit of analysis was the individual, with the instrument being Likert Scale questions. The questionnaire was used to collect the data, and SPSS data software analysis was used to compute the influence of the variables. A series of statistical analyses were applied, including descriptive analysis, normality analysis, reliability analysis, correlation analysis, and multiple regression analysis. The finding of this research found that only organizational commitment has a positive effect on employee performance, while organizational culture, intrinsic motivation, creativity, and job satisfaction have no significant effect on the employee performance of Dungun Municipal Council. This research may contribute to the understanding of the effect between employee engagement and performance among the employees in the Dungun Municipal Council.
Drivers of Tax Planning Among Small Medium Enterprises (SMEs) in the Manufacturing Sector
Tax planning is a critical aspect of financial management for small businesses in Kedah, Malaysia. However, many SMEs struggle with it due to the tax system's complexity, frequent changes to tax regulations and laws, and the lack of tax understanding among small business owners. Acknowledging this predicament, this study examines drivers of tax planning among small and medium enterprises (SMEs) in the manufacturing sector using the Resource-Based View (RBV) theory. An online survey method was employed to collect data, yielding 158 responses. The findings reveal that tax fairness, tax penalties, and tax incentives are significant drivers of tax planning among manufacturing SMEs. On the other hand, tax knowledge was not significantly related to tax planning. This study enhances the understanding of tax planning among manufacturing SMEs. It highlights the need to create a fair tax environment, effective tax penalty systems, and provide tax incentives to encourage tax planning in this sector.
Examining Mobile Payment Adoption through Extended Mobile Technology Acceptance Model (MTAM): A Micro Entrepreneur’s Perspective
This research employs the extended Mobile Technology Acceptance Model (MTAM) to explore the elements affecting the adoption of mobile payments. Mobile payment systems have swiftly changed the economic environment, providing a convenient and secure method for transactions, especially for micro-entrepreneurs. Nevertheless, there remains a crucial need to comprehend the factors affecting their adoption to improve their accessibility and usefulness. This research explores the connections between essential determinants of mobile payment adoption, such as mobile ease of use, mobile usefulness, social influence, and mobile self-efficacy, specifically among micro-entrepreneurs. The structural equation model (SEM) was utilised to assess these connections, thoroughly analysing the foundational factors. By pinpointing the most influential predictors, this research seeks to add to the expanding body of knowledge on mobile payment adoption and provide practical insights for policymakers, financial institutions, and technology developers.
Mobile Technology Acceptance Model (MTAM)
From Crumbs to Clicks: The Role of Product Attributes in Online Consumers’ Purchase Intention for Bakery Products
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.
Copyright (c) 2024 Muhammad ‘Arif Aizat Bashir, Aina Syazwani Muzafar Shah, Sperico Michael Alden, Mohd Salehuddin Mohd Zahari, Feri Ferdian https://creativecommons.org/licenses/by/4.0
Safe Bites on the Streets: An Analysis of Food Safety and Hygiene Among Shah Alam's Street Food Vendors
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.
Copyright (c) 2024 Muhammad ‘Arif Aizat Bashir, Sarah Zaihan, Shahrool Rezza Salim, Mohamed Syazwan Osman, Juliana Siregar https://creativecommons.org/licenses/by/4.0
The Role of Employee Well-Being and Work Resilience in Supporting Career Satisfaction
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.
Copyright (c) 2024 Puji Asmanto, Olivia Fachrunnisa https://creativecommons.org/licenses/by/4.0
Factors Affecting Customer Satisfaction Among Local Tourists Towards 3-Star Hotels in Kuala Lumpur
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.
Copyright (c) 2024 MOHD HAZRIN IMAN NOORKHIZAN, AZLINA SAMSUDIN, WAN NOR BAYAH WAN KAMARUDIN, MUHAMMAD FAHMY IZZALMAN FAUZI, MOHAMMAD FITRI ZAINUDDIN, EIZAZ FAKHRULLAH ABD RAZAK https://creativecommons.org/licenses/by/4.0
Student’s Motivations Affecting Career Intention in Hospitality Industry
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.
Copyright (c) 2024 Maisarah Abdul Hamid, Fauziah Dearaman, Khairunnisa Farhani Taufik Hafiran , Ain Syaqeerah Alya Abdul Hafiz https://creativecommons.org/licenses/by/4.0
Terengganu's Tourism Industry: An analysis of its competitiveness from 1996 to 2020
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.
Copyright (c) 2024 Noor Zatul Iffah Hussin, Zatul Iffah Mohd Fuza, Siti Falindah Padlee, Fathilah Ismail, Roslina Ismail https://creativecommons.org/licenses/by/4.0
“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.
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.
Copyright (c) 2024 Wan Hafiz Wan Zainal Shukri, Dr. Siti Nur'Afifah , Fathilah Ismail, Nik Hafizah Nik Ubaidillah https://creativecommons.org/licenses/by/4.0
The Impact of Facebook Marketing on Customer Purchase Intention in Mid-Scale Restaurants: A Study in Gujranwala, Pakistan
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.
Copyright (c) 2024 Nurul Firdaus Sikandar Hayat , Nurnajihah Ahmad Kamal, Tajulurrus Mohammad https://creativecommons.org/licenses/by/4.0
Customer Intention on Service Robots’ Technology in the Hospitality Industry
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.
Copyright (c) 2024 Dylan Orson Chius, Nasreen Natasha Bt Abd Razak, SARA NABILA BINTI ISMAIL, AINNIN SOFEA AZEMAN https://creativecommons.org/licenses/by/4.0