11TH VIRTUAL SHCA RESEARCH COLLOQUIUM 2020

16TH & 18TH DEC 2020

11TH VIRTUAL

SHCA

RESEARCH
COLLOQUIUM

2020

PROGRAMME BOOK AND ABSTRACT

SCHOOL OF HOSPITALITY & CREATIVE ARTS

FROM THE

DEAN'S DESK

Bismillairrahmanirrahim
Assalamualaikum Warahmatullahi Wabarakatuh

Alhamdulillah, praises to Allah S.W.T for the opportunity to organize the 11th Virtual
SHCA Research Colloquium even though we are all facing certain circumstances
during this pandemic situation, we are still blessed to be able to gather virtually on
this event.

I would like to express my sincere gratitude to all those who are involved in making
the Colloquium a success, especially the organizing committee members, 7 students
undertaking subject CONVENTION, MEETINGS AND EXHIBITION and 10 students
undertaking subject MICE MANAGEMENT.

I am very proud to announce that we have a total of 38 groups presenting for Research
Method and 31 Groups for Management Research subject. Tremendous papers are
presenting on Hospitality, Tourism and Gastronomy research area.
The 11th Virtual SHCA Research Colloquium is special because for the first time, we
will be having international panels from SEKOLAH TINGGI PARIWISATA AMPTA,
YOGYAKARTA INDONESIA (10 personnel) supporting us as external panel, not to
mention invited panels from local universities as well. This collaboration is important
for us to give better exposure to the students.

In addition, with the latest ranking by QS, MSU have reached to top 139 and among
21% is Asia’s top university. I am also glad to share that with a strong commitment
and teamwork with our university partners and industry, School of Hospitality &
Creative Arts has been ranked as the top 28 in the world for Hospitality & Leisure
Management subject. And today, the collaboration with AMPTA shows the true
commitment between two institutions.

Other than that, I would like to extend my appreciation to all panels and presenters
that include the members of the academic staff, researchers, students, and industry
professionals that have contributed their relevant ideas and knowledge to make the
11th Virtual SHCA Research Colloquium a success.
Thank You.

MR AZIZUL BIN JAMALUDIN
DEAN, SCHOOL OF HOSPITALITY & CREATIVE ARTS

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 02

INTRODUCTION

Management & Science University (MSU) being the Global University of Choice,
care for the society and its community wholly. Thus, on the 16th December 2020,

School of Hospitality & Creative Arts (SHCA) will be organizing an event via
Google Meet. This program will be participated by SHCA students undertaking
Management Research for Service Industry (HRS20903) and Research Method

(HRS20803) who will be presenting their thesis and research poster

From this program student will be able to improve their
presentation skills and have better interaction with the lecturers.
This program also involved in the learning of new things such as
developing teamwork between students, communication skills and

building good relationship between the lecturers and students

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 03

PROGRAM
OBJECTIVES

2.1 To fulfil the requirement for the subject MICE Management (HEM20903) and
Convention, Meeting and Exhibition (HEM10304)
2.2 To gain new knowledge throughout the research
2.3 To develop the presentation skill and other soft skill among the student
2.4 To present the research that have done for this whole semester
2.5 To practice leadership and teamwork skill
2.6 To gain new experience on organizing an event

MANAGEMENT AND SCIENECE UNIVERSITY PAGE 04

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

1. HOTEL SERVICE QUALITY, IZATT RAIHAN BIN RAMLI
CUSTOMER SATISFACTION DEBRA JIONY
TOWARDS ONLINE
WRITING REVIEW : AGODA,
BOOKING. COM, EXPEDIA,
|PAGE 12|

2. THE IMPACT OF HOTEL MUHAMAD ZAIM BIN ISMAIL
ONLINE BOOKING ON NURYN KAMILA BINTI
CONSUMER DECISION ZAINAL ARIFFIN
|PAGE 13|

3. USAGE OF INSTAGRAM & FB NIK MUHAMMAD AZRIEF
TOWARDS TOURISM INDUSTRY DANIAL
AMONG LOCAL TOURIST IN MOHAMAD DANIAL FARIS
SELANGOR |PAGE 14|

4. THE APPLICATION NURUL NABILAH BT
MODERNIZATION OF AHMAD NASIR
CONSUMER TOWARDS HANIS SOFIA BT ZULKIFLEE
TRADITIONAL
KELANTANESE FOODS |PAGE 15|

5. INTENTION OF NURSYAHIDAYAH BINTI
GENERATION Z TO REVISIT: MOHD SABRI
A CASE STUDY OF CAFE IN SITI SOFIA BINTI SUFIAN
MANAGEMENT & SCIENCE
UNIVERSITY (MSU) |PAGE 16|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 05

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

6. GENDER DISCRIMINATION MUHAMMAD FIRDAUS BIN
IN AN INDUSTRY FOOD AND MOHD FAIZAL
BEVERAGES IN SHAH ALAM ATIQULLAH BIN AMRAN
|PAGE 17|
AHMAD MUHAIMIN BIN
MOHAMMED FRITZLAND

7. UNCOVERING THE MALAY FATIN NASUHA BINTI
FOOD HERITAGE ABDULLAH
KNOWLEGDE BASED ON AGE NADIA NATASHA BINTI
AND GENDER:A CHI- SQUARE SHAMSUL KHAN
ANALYSIS |PAGE 18|

8.ASSESSMENT OF THE NUR 'AMIRAH BINTI ABDUL
FACTORS DRIVING ORGANIC NASIR
FOOD CONSUMPTION NURUL IZZAH BINTI
AMONG MALAYSIAN PUBLIC EDDY ZULKARNAIN
|PAGE 19|

9.A STUDY ON THE

RELATIONSHIP OF KNOWLEDGE, M U H A M M A D H U M A I D I B I N A N U W A

PRACTICE AND UNIQUENESS NUR IZWANI BINTI ABDULLAH
TOWARD MALAY TRADITIONAL SANI
FOODS PREFERENCE AMONG NURBAYAN BINTI ABDUL JABBAR

YOUNGSTER IN SHAH ALAM

|PAGE 20|

10.THE ENGAGING OF FOREIGN SITI NURFATIHA BINTI JASMASRI
EMPLOYEE IN THE FOOD NUR SYAMEERA BINTI JAMIL
INDUSTRY IN MALAYSIA:
DECISIONS TOWARDS HIRING
FOREIGN EMPLOYEE |PAGE 21|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 06

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

11. THE READINESS OF NUR NADHIRAH BINTI
MANAGEMENT AND SCIENCE ROSLAN
UNIVERSITY IN PREPARATION WAN AIMUNI BINTI WAN
FOR FUTURE CAREER IN AZIZAN
EVENT INDUSTRY |PAGE 22|

12.VISITOR MOTIVATION ISKANDAR BIN MOHD ASRI
AMONG YOUTH TOWARDS MUNAWWAR SYAHREEN
SPORT TOURISM: A CASE BIN SUFFIAN
STUDY ON RUNNING EVENTS MUHAMMAD DANIAL AIMAN
IN KLANG VALLEY |PAGE 23| BIN ANUAR

13.THE PERCEPTION OF RISK NURUL AIFAA BINTI SAIRI
IN RECREATIONAL HAMIZAH BINTI BUYUNG
ACTIVITY: WALL CLIMBING KUNING
|PAGE 24|
NATASCHIA A/P GENDRARAO
14. FACTORS INFLUENCING ARIIQ KEN BIN MUSA TS
CUSTOMER'S PERCEPTION ABDULAH
TOWARDS BUDGET HOTELS
|PAGE 25| MUHAMMAD NAZRI BIN MD
NAZRI
15. TOURIST MOTIVATION WONG SIN YEE
FACTORS TOWARDS HEALTH
& WELNESS TOURISM IN
MALAYSIA |PAGE 26|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 07

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

16. COPING STRATERGIES IN SARAH BINTI ZAIFUL ZAKI
OVERCOMING TRAVELLER
HASSLE: A PERSPECTIVE OF JEROME JANGGU ANAK
YOUNG DOMESTIC GERINANG
TRAVELLERS |PAGE 27| ADLI SYAKIR BIN SUHAIMI

17. THE INFLUENCE ON
CONSUMING CAFFEINE
DRINKS AMONG STUDENT IN
MSU |PAGE 28|

18. CUSTOMER PURCHASING NUR AIN SYAHIRAH BINTI
INTENTION TOWARDS SALEHUDDIN
HEALTHY SELECTIONS OF
MENUS IN FAST FOOD SARA AISHA BINTI
RESTAURANT |PAGE 29| ZUHAIRAI
ZURIN FARIDA DIYANI BINTI
19. INTENTION IN CHOOSING MOHD ZULKIFLI
FOREIGN FOOD AMONG
YOUNG GENERATION IN SHARVINDE SINGH A/L
KLANG VALLEY CHARNJIT SINGH
|PAGE 30| MAZIDAH AMANAH BINTI
20. INFLUENCE OF USER MUSTOPHA
BEHAVIOUR TOWARDS
INTENTION TO USE SOCIAL PAGE 08
MEDIA CHOOSING TRAVEL
DESTINATION AMONG
MANAGEMENT AND SCIENCE
UNIVERSITY (MSU) STUDENT
|PAGE 31|

MANAGEMENT AND SCIENCE UNIVERSITY

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

21. LOCAL RESIDENT NUR FITRI SHAREEZA BINTI
PERCEPTION REGARDING ABDUL RAHIM
INTENTION TO VISIT FOR FARAH AIDA BINTI NORDIN
MEDICAL TOURISM |PAGE 32|

22. PRODUCTS, CHANNEL & EZLAN BIN SAIFUL
INFORMATION SEARCH
INTENTION AFFECTING
HOTEL BOOKERS IN KUALA
LUMPUR |PAGE 33|

23. THE RELATIONSHIP OF NURUL NADZIRA BINTI
PUSH AND PULL FACTORS MAZLAN
TOWARDS INTENTION TO NURUL IZZAH BINTI
TRAVEL DOMESTICALLY A.RAHIM
AMONG YOUTH |PAGE 34|

24. FACTORS DETERMINING SHAWN PANDIAN GUNALAN
HOTEL SELECTION: CASE MUHD FAIZ BIN SUHAIRI
STUDY IN K,UALA LUMPUR
|PAGE 35|

25. UNIVERSITY STUDENTS' AHAMED IHJAZ BIN SAJDIN
PERCEPTION REGARDING AZIQ SHAHRIL BIN ZAIMI
POPULAR TOURISM AZRIN
PRODUCTS DEVELOPMENT IN
SHAH ALAM, SELANGOR
|PAGE 36|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 09

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

26. THE IMPACT OF VIRAL QAMELIA BINTI OSMAND
FOOD ON EATING BEHAVIOUR MOHAMAD ZAIM BIN
AMONG MANAGEMENT AND ZULKIFLI
SIENCE UNIVERSITY (MSU) NUR NADIRA SHIFA BINTI
STUIDENTS |PAGE 37| MOHD JAFRI

27. FACTORS INFLUENCING NUR SYAHIRAH BINTI
JOB SATISFACTION OF PART- MOHD ISA
TIME WORKERS IN THE MOHAMAD FAIZ ISMAIL
FOOD & BEVERAGE
INDUSTRY |PAGE 38|

28. WILLINGNESS TO PAY NUUR AISHAH BINTI SYUKOR
(WTP)FOR ORGANIC FRUITS MAIMUN SALIHAH BINTI
AND VEGETABLES AMONG MOHAMED YUSOF
CONSUMERS IN SHAH ALAM
|PAGE 39|

29. THE ATTRIBUTES OF SYARIFAH NAJIHAH BINTI
TRIPADVISOR TOWARDS ISHAK
INTENTION TO USE : A CASE DESY YANTI BINTI
STUDY IN SHAH ALAM MUHAYAN
|PAGE 40|
AMIRA FARHANNY SABRINA
30. MALAYSIA AS A POPULAR BINTI ALI
DESTINATION FOR MEDICAL WAN NAZWEEN IMAN BT
TOURISM: PERSPECTIVE WAN MOHD SUFANDI
FROM THE LOCAL |PAGE 41|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 10

 11TH SHCA RESEARCH COLLOQUIUM 2020
18TH DEC 2020 | WEDNESDAY | 11 AM – 6PM

Management Research for Service Industry

31. THE CUSTOMER AIDIL IMAN MOHD SOFI
SATISFACTION ON THE SYAZMAN EMIR FARHAN
HOTEL ONLINE RESERVATION MUHAMMAD AMIRUL
SYSTEM AMZAR BIN ZAIDI
|PAGE 42|

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 11

HOTEL SERVICE QUALITY, CUSTOMER SATISFACTION TOWARDS
ONLINE WRITING REVIEW: AGODA, BOOKING.COM, EXPEDIA

DEBRA JIONY & IZZAT RAIHAN BIN RAMLI
SUPERVISOR NAME: MISS ZAKMALISA ERNA BINTI MD ZAKI

ABSTRACT

Understanding customer satisfaction is critical in today’s crowded market place
because satisfaction is believed to lead to repeat purchases and favorable word-of-
mouth behaviors. Nowadays, online reviews (ORs) are continuing to foster a renewed
spread of word-of-mouth in the hospitality industry. Similarly, one of the most
detailed attributes of customer satisfactions leading to generating positive online
writing reviews is hotel service quality. As such, it is important to improve the
understanding of the factors that influences the hotel service quality towards
customer satisfactions on online writing review in online merchant website.
Therefore, a quantitative research was conducted to analyze the factors of room
preferences, staff performances, hotel characteristics and food and beverages
influenced towards customer satisfaction in online writing review in 5-stars Hotel on
online merchant websites specifically in Agoda, Booking.com and Expedia. A cross-
sectional survey was conducted on the people who have experienced the service
quality of 5-star Hotel and online writing review in online merchant website such as
Agoda, Booking.com and Expedia. Multiple Linear Regression and Pearson
Correlation Analysis was employed through Statistical Package for Social Science
(SPSS) version 26 to test the research hypotheses. The result showed that room
preferences, staff performances, hotel characteristics and food and beverages has
significant influence on customer satisfaction toward online writing review in online
merchant websites. In conclusion, this study contributes to the practitioner of online
review management and hotel management in terms of service quality so that the
managements can prepare any strategies for them to adapt the changes.

Keywords: Customer satisfactions; 5-stars Hotel; Service quality; Online writing
reviews; Online merchant websites

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 12

THE IMPACT OF HOTEL ONLINE BOOKING ON CONSUMER DECISION

MUHAMAD ZAIM BIN ISMAIL & NURYN KAMILA BINTI ZAINAL ARIFFIN
SUPERVISOR: JUNAIDAH BINTI ABU BAKAR

ABSTRACT

With the development of the economy and the maturity of the network market,
more and more people book hotels and a make decision through online
booking. When the customer book hotels online in the tourism industry plays
an important role in consumer booking decision. This survey is conducted on
tourists from Selangor and Kuala Lumpur who has experience using hotel
online booking applications. Thus, the aim of this study is to identify price,
promotion, and service quality towards hotel online booking on consumer
decision by investigating the effect of positive and negative impact elements
as the predictors. A convenience sampling technique is conducted towards the
500 respondent who have been using hotel online booking. Multiple Linear
Regression is employed through Statistical Package for Social Science (SPSS)
version 26 to test the research hypotheses. The results showed that the price,
promotion, and service quality have a significant effect on hotel online
booking. Positive and negative impact also showed a significant effect on hotel
online booking on consumer decisions. This study will contribute to the
Malaysian tourism industry on pricing strategy, to improve the promotion, and
to enhance the service quality in determining hotel online booking decision. In
conclusion, hotel online booking can be considered one of the most reliable
platforms in tourism industry.

Keywords: Hotel Online Booking, Consumer Decision, Price, Promotion,
Service Quality, Positive Negative Impact, Regression Analysis

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 13

USAGE OF INSTAGRAM AND FACEBOOK TOWARDS HOTEL AMONG
LOCAL TOURIST IN SELANGOR, MALAYSIA.

NIK MUHAMMAD AZRIEF DANIAL BIN NIK AJIJAN @ NIK MOHD AZIZAN
& MOHAMAD DANIAL FARIS BIN SANAWI
SUPERVISOR: AINA BINTI MOHD ALI

ABSTRACT

This study is to analyse the factor that influencing local tourist in Selangor, Malaysia
through selected social media. Social Media, is a platform where people communicate
with each other easily using their mobile phone, personal computer or laptop which
must be connected to the internet for the access. As we all know, majority of people
who live in this era are connected to social media on their daily life for communication
purpose, business purpose and also to fill their wasted time by scrolling the social
media feed. We believe that Facebook and Instagram also one of the application that
millions of people use the most which also shown that social media sites are now being
considered as the most reliable sources of information following recommendations from
family and friends in terms of hotel choosing process.

Keywords: factor influencing, social media, hotel selection, decision making process,
Malaysia.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 14

THE APPLICATION MODERNIZATION OF CONSUMER TOWARDS
TRADITIONAL KELANTANESE FOODS

Mashitah, Ramli1: Albattat, Ahmad2; Fuadi Afif 3; Nurul Nabilah, Ahmad Nasir1;
Hanis Sofia, Zulkiflee1

ABSTRACT

In this modern globalization, there are variety types of traditional food were introduced and invented
nowadays and being commercialized. The application of modernization in traditional food are getting popular
nowadays. There must be a reason of why this occurred and happened is because of several variable that effect
the result of the title’s outcome that we called dependent variable. This will be the reasons why we want to
investigate this title. From our finding, we discovered that there are few reasons why seller apply
modernization their product of Kelantan traditional food such as the food preparation, commercialization and
the time saving ingredients. To conclude, we can summarize that those independent variables is the cause of
the dependent variables to be happened. The food preparation, commercialization and the time saving
ingredients are related to the seller apply modernization in their Kelantan traditional food products.
Quantitative methodology using an online questionnaire to collect data. The convenience sampling technique
was used to distribute 300 questionnaires. The study’s hypotheses were tested by using Statistical Package for
the social Science (SPSS). Data analyzed using descriptive, frequency, reliability statistic and the correlation.
The result shown that the overall of Kelantan food seller has intention to use modernization in their products.
Based on the results, Kelantan seller choose to modernized their products in order to help them prepare the
food, to commercialized it and to prepare in faster using time saving ingredients.

Keyword: Preparation of food, Commercialization, Time saving ingredients.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 15

INTENTION OF GENERATION Z TO REVISIT:
A CASE STUDY OF CAFÉ IN MANAGEMENT & SCIENCE UNIVERSITY (MSU)

₁ ₂ ₃Abdull Rahman, Abdullah ; Albataat, Ahmad *; Fuadi Afif *;
₁ ₁Nursyahidayah, Mohd Sabri ; Siti Sofia, Sufian

ABSTRACT

The café is one of the most popular places among the younger generation to spend time or do work. Cafe
shops can be found in almost every corner of the world, Malaysia is no exception. As is well known, the
cafe is a place where the younger generation likes to hang out with friends and will visit the place over and
over again. Generation Z is one of the generations that like to visit cafes, generation Z is between 18 to 25
years old. The purpose of this research is to determine the intention of influencing generation Z to review
the cafe at the Management & Science University (MSU). The researchers used a simple random sampling
method, which is a convenience sampling of data collection from 350 MSU students. The quantitative
method based on the distribution of the questionnaire to those students who visit the café at MSU, Shah
Alam. The results of this study show that ambiance of the cafe is the most influential among the three
variables listed in the framework of intention to revisit the cafe. Thus, the results show that all three
variables have a positive correlation with the intention to review. In conclusion, it is hoped that this study
can provide information on the intention of generation Z to revisit the cafe in MSU, Shah Alam.

Keywords: Intention, Revisit, Café, Generation Z

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 16

GENDER DISCRIMINATION IN AN INDUSTRY FOOD AND BEVERAGES IN
SHAH ALAM

SHUFRI BIN JOHARI, AHMAD MUHAIMIN BIN MOHAMMED FRITZLAND,
MUHAMMAD FIRDAUS BIN MOHD FAIZAL, ATIQULLAH BIN AMRAN

ABSTRACT

The development of discrimination case which is now extended to the issue of female workers dress
code in the hotel sector seen as a challenging topic and a solution is needed. Discrimination
generally gives a negative impact to the victim and if seen in the hotel sector, it has a direct impact
on female workers if it involves the issue of this dress code. Hence it is not appropriate if these
women are subjected to discrimination that prohibit them from wearing a hijab and wearing a short
skirt during working hours. On this basis, this study discusses the major problems pertaining to dress
code faced by female workers in the work place. This research is essentially a qualitative research
using an interviews with relevant parties from selected hotels to gain the findings and supported by
materials that obtained from libraries, archives and other databases. Through the research findings,
several recommendations were introduced to reduce and eliminate the discrimination issue in
Malaysian working sector, in order to achieve the equality among men and women in workplace.

Index Terms: Discrimination, Qualitative, Equality

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 17

UNCOVERING THE MALAY FOOD HERITAGE KNOWLEDGE BASED ON AGE AND
GENDER: A CHI-SQUARE ANALYSIS

Fatin Nasuha Binti Abdullah
Nadia Natasha Binti Shamsul Khan

Supervisor: Dr. Noraihan Mohamad
Co-Supervisor: Setyo Prasiyono Nuhroho

Abstract

Preserving food heritage is essential in maintaining an ethnic’s value and identity. The transformational of
technology and social will disrupt the food heritage knowledge and practices among young generations. The
value of food heritage will be overlooked if the traditions are not passed to the young generations for its
sustainability. Hence, this study was conducted to investigate Malaysians’ public knowledge on Malay food
heritage by identifying their understanding about cultural value, method of cooking, sensory of taste and
ingredients used in Malay food heritage. Based on cross-sectional survey and convenience sampling
technique, a total of 303 Malaysian public in Shah Alam were accessed. A Chi-Square analysis was
employed to investigate Malaysian’s public knowledge on Malay food heritage based on age and gender.
The Pearson correlation analysis was operated to test the research hypotheses. The results show that there is
significant different between groups of age among Malaysians’ public knowledge about special tips and
prohibited terms in preparing Malay food heritage. Besides, there is also significant different association
between gender of Malaysians’ public awareness in learning about Malay food heritage. The results also
indicated that cultural value, method of cooking, sensory of taste and ingredients used has positive
relationship towards Malaysians’ public knowledge on Malay food heritage. In conclusion, the research
findings indicate that women and respondent in the age of group of 41 years old and above are more aware
in learning and preparing Malay food heritage. It is also important for people to understand about the
cultural value, method of cooking, sensory of taste and ingredients used in developing knowledge of food
heritage. This study significantly contributes to the body of knowledge of Malay heritage food by expanding
it from the perspective of consumer behavior. The findings also provide useful information to help Malay
food heritage sustainability and continuity.

Keywords: Heritage food, Cultural value, Cooking method, Sensory, Ingredients, Chi-square

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 18

ASSESSMENT OF THE FACTORS DRIVING ORGANIC FOOD CONSUMPTION AMONG
MALAYSIAN PUBLIC

NURUL IZZAH BT EDDY ZULKARNAIN
NUR ‘AMIRAH BT ABDUL NASIR

Supervisor: Dr. Noraihan Mohamad
Co-Supervisor: I Putu Hardani Hesti Duardi

ABSTRACT

Organic is a process of agriculture products such as vegetables, meat, dairy products, fruits and
grains. Organic also are designed to enhance the soil and water quality, safe and healthy life,
enable natural livestock behavior and others. Previous research consistent state that there are
various factors that influence people’s organic food consumption. Hence, the aim of this study is
to examine the predictors of organic food buying behavior among Malaysian public. The
descriptive research survey was conducted among Malaysian public who buy organic food in Shah
Alam and Klang Valley. A total 305 respondents were selected based on convenience sampling
technique. Pearson correlation technique analysis was employed to test the research hypothesis.
The results show that price, attitude, health consciousness and advertising have positive
relationship towards organic food buying behavior among Malaysian public. The results show that
price, attitude, health consciousness and advertising play an important role to convince people to
change their eating behavior from conventional food to organic food. This study contributes to the
organic food consumption body of knowledge by expanding it from the perspective consumer
behavior. From practical point of view, the findings provide an important information to the
service provider to improve their marketing strategies in helping people to have better eating
behavior in the future.

Keywords: Organic food, Price, Attitude, Health consciousness, Advertising, Behavior

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 19

A STUDY ON THE RELATIONSHIP OF KNOWLEDGE, PRACTICE AND
UNIQUENESS TOWARD MALAY TRADITIONAL FOOD PREFERENCE AMONG

YOUNGSTER IN SHAH ALAM

Juliana, Saleh1; Albattat, Ahmad2; Sahlit, Sugesti3; Muhammad Humaidi, Anuar1; Nur
Izwani, Abdullah Sani1; Nurbayan, Abdul Jabbar1

ABSTRACT

Traditional food is a commodity that is commonly eaten or associated with particular holidays or seasons.
Traditional food is generally passed down from one generation to the next, just like the elder gives the
recipe to the youngest to maintain the food tradition. Traditional food is a product that is mostly
consumed or associated with such holidays or seasons. Malaysia will face the risk of losing the
authenticity of western foods and worse, its history and distinctive name. This is obviously bad,
considering that some ethnic groups struggling with low understanding and skills of Malaysian
traditional food and lack of family support are factors that restrict young generation knowledge of
traditional Malaysian festive food. A study had been conducted to observe any relationship of
knowledge, practices, and uniqueness toward Malay traditional food preferences among youngsters. This
quantitative approach is commonly used to focus its analysis on data collection in the field of Shah Alam
through an online survey of younger generations. Analysis of data using descriptive, frequency, statistical
reliability and correlation to 400 youngsters in Shah Alam and using a Statical Social Sciences Package
(SPSS). The results show that there still have the relationship of youngster knowledge, practices, and
uniqueness toward preferences the Malay traditional food as they comment daily on the menu.

Keyword: Relationship of knowledge, practices, uniqueness and preferences, tradisional Malay food.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 20

THE ENGAGING OF FOREIGN EMPLOYEE IN THE FOOD INDUSTRY IN MALAYSIA:
DECISION TOWARDS HIRING FOREIGN EMPLOYEE.

SITI NURFATIHA BINTI JASMASRI & NUR SYAMEERA BINTI JAMI
SUPERVISOR: AHMAD SAYUTI BIN YAHYA AND MR. SETYO PRASIYONO NUHROHO

ABSTRACT

This study is about the engaging of foreign employee towards food industry in Malaysia regarding the
manager decision toward hiring foreign employees. Many studies have been related to this issue regarding
construction, plantation, manufacturing and service sectors; however, very little study has been conducted in
the food service industry to identify the reasons for organizations to choose migrant employees in Malaysia.
Hence, this research aims to determine the factors that influence the decision to employ migrant workers in
the food service industry in Malaysia.The variables of interest are wages and salary, hygiene, working scope,
flexibility of working time and work ethics have been discuss in this study. A quantitative method have been
use for this research. A sample survey of 152 respondents with the rule of thumb who is a manager or the
person in charge in hiring the foreign in the casual dine in restaurant was used for the analysis. The data
analysis used for this study are descriptive analysis and regression analysis. The results indicate that the work
ethics had the strongest influence on the manager decision toward hiring foreign employees. Ultimately, the
model proposed and validated in this study may be employed as a basis for future research on manager
decision toward hiring foreign workers in food service industry.

Keywords: Service Industry, Foreign Employee, Wages, Salary, Hygiene, Working Scope, Flexibility of
Working Time, Work Ethics

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 21

THE READINESS OF MANAGEMENT AND SCIENCE UNIVERSITY STUDENTS IN
PREPARATION FOR FUTURE CAREER IN EVENT INDUSTRY

Musmuliadi, Julie Nurafnie; Albattat, Ahmad Rasmi Suleiman; Roslan, Nur Nadhirah; Wan
Azizan, Wan Aimuni

ABSTRACT

Student involvement and participation in events, refers to students motivation to learn about events and
their interest on learning about events. Student engagement in event plays a key role in the acquisition
of event management skills and knowledge. The aim of this descriptive research is to discuss the
readiness of School of Hospitality and Creative Arts, Management and Science University students in
preparation for their future career in the event industry. From this study, it will demonstrate on how
students prepare themselves for their future career in the event industry with three component of job
competency that is knowledge, skills, and leadership skills. Many students are involved in exploring job
prospects in the event sector with the exponential development of the event industry in the past decades.
There were 200 online survey questionnaires provided to the student of SHCA that have organized an
event as a subject requirement. Data collected using online questionnaires were purposive distributed in
online media platform such as WhatsApp and Telegram, and analyzed using the IBM Statistical Package
for the Social Sciences V26 (IBM SPSS V26). This research will also study on how hospitality and
tourism education program ways of learning and teaching methods in preparing students for future
careers and to build student job competency.

Keywords: The Readiness, Students, Future Career, Event Industry, Job Competency, Skills,
Knowledge, Leadership Skills.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 22

VISITOR MOTIVATION AMONG YOUTH TOWARDS SPORT TOURISM: A CASE STUDY ON
RUNNING EVENTS IN KLANG VALLEY

NUR AMIRAH, MAZME; MUHAMMAD DANIAL AIMAN, ANUAR; MUNAWWAR SYAHREEN,
SUFFIAN; ISKANDAR, ASRI

ABSTRACT

Visitor motivation among youth towards sport tourism is radically different from those of the previous
generation because they grew up in a world with global economic prosperity. This study aims to
investigate how visitor motivation among youth towards sport tourism: a case study on running events in
Klang valley, influence their decisions. The sport fan motivation, travel satisfaction and tourist
attractiveness are main factors that will influence visitor encounters with sport tourism and their behavioral
intentions to sport tourism in running events. There were 384 online survey questionnaires provided to
visitor motivation among youth towards sport tourism: a case study on running events in Klang valley.
Data collected using online questionnaires were randomly distributed in online media platform randomly,
and analyzed using Statistical Package for Social Science (SPSS) version 26. Additional information on
determinants of factors in the visitor motivation aspect has been concluded. The result shows there is
positive relationship between visitor motivation with intention to participate in sport tourism and
independent variable factors. Sport fan motivation was the major contribute in this study because of event
giving an impact towards visitor to have good experience and memories, event with these factors is one of
the good events that can be a memorable one. Youth also give huge impact towards running event that can
create intention to participate in future running events in Klang valley.

Keywords: Visitor Motivation, Intention to participate, Klang valley, Running Event, Sport fan motivation,
Travel satisfaction, Tourist attractiveness.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 23

THE PERCEPTION OF RISK IN RECREATIONAL ACTIVITY: WALL CLIMBING

Jane Anak Abi 1; Albattat, Ahmad²*; Mona Erythrea Nur Islami3; Nurul Aifaa binti Sairi1; Hamizah binti
Buyung Kuning1

ABSTRACT

Participations of recreational activities such as climbing, mountain biking or white-water rafting, have
become increasingly popular globally in recent. But these traditions are correlated with risk of death or
serious injury. It is necessary to begin to understand the perception of risk among laypeople before
establishing a risk management approach. This study aims to identify the perception toward risk using
wall climbing activity based on the relationship of trust, knowledge, experience, perceived benefit and
perceived risk characteristic. In this study, the survey was conducted and questionnaires were distributed
using Convenience Sampling technique in online google form to 310 respondents which from School of
Hospitality and Creative Arts, Management and Science University. SPSS software version 26 was used
to generate the data collected by Descriptive and Pearson Correlation analysis and Reliability analysis to
test the research model. The results show that all the variables (Trust, Knowledge, Experience,
Perceived Benefit Characteristic and Perceived Risk Characteristic) have the positive relationships with
Perception of Risk in Wall Climbing. Moreover, identified the major item (Technical Skills, Equipment,
Facility, Instructor and Climbing Buddy) in all variables that influenced Perception of Risk in Wall
Climbing. This study has provided implication for government, medical institutions and future
researchers to gain understanding on the factors that influence the patients’ satisfaction and revisit
intention towards medical tourism in Malaysia. This study using perception of participants and non-
participants to understand the risk judgement and contributed factors that may involve in the activity.
Operation management of recreational activity will have much easier to assess risk behaviour with
understanding of the perception of risk in the recreational activity environment.

Keyword: Risk Perception, Risk Judgement, Wall Climbing, Motivation to Recreational Activity,
Sports, Perceived Benefit, Perceived Risk, Hazard Understanding.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 24

Factors Influencing Customers’ Perception Towards Budget Hotels
Ariiq Ken Bin Musa TS Abdullah & Natashcia Ashwini A/P Nagendrarao

SUPERVISOR NAME: Ain’ Shamimi Binti Arifin

ABSTRACT

Budget hotels to the tourism sector play an important role in the economic development of many
developing countries in Asia. However, not many are aware of the budget hotel, and do not make
budget hotel as an option as they go to accommodation. This study is conducted to identify the
factors that are influencing customers’ perception towards budget hotels. This research will be
carried out on the customers’ from Selangor, who has experience staying in a budget hotel. The
objective of this study is to investigate the relationship between the aesthitic perception,
customer’s experience, location, staff aspects, and value of money, influencing the customer’s
perception towards budget hotel. A convinient sampling approach is conducted towards the
respondent whom have been to a budget hotel. This study data will be analyzed using SPSS
VERSION 26, to reveal whether there is a direct relationship between the factors towards budget
hotel. The result of the data collected shows a significant results of the factors contributing the
customers’ perception towards budget hotels. Future studies suggest replicating the study in other
service industries (e.g. banking, hospitals, insurance, food service, and hotels) and also to
reconsider a bigger sampling frame that will have the ability to be generalized.

KEYWORDS: Hotel, Budget Hotels, Malaysia, Research, Industry, Service, Tourist, Sector, Price,
Tourism Sector

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 25

TOURIST MOTIVATION FACTORS TOWARDS HEALTH AND WELLNESS
TOURISM IN MALAYSIA

WONG SIN YEE & MUHAMMAD HAZIQ BIN MD NAZRI
SUPERVISOR NAME: NURUL FARAH IZZAH BINTI ZAILANI

ABSTRACT

In the hospitality and tourism industry one of the keys to motivate visitors to visit health and wellness
facilities is by improving their services and products. There is a high expectation that had been set by visitors
and tourist when visiting the health and wellness facilities. Determining the tourist motivation factors
towards health and wellness tourism is considerable. To identify the motivation factors of local tourist
towards health and wellness tourism in Malaysia is the main objective for this research. Researchers uses
simple random sampling which is convenience sampling of data collection from 400 tourists. Quantitative
method is based on the distribution of questionnaire to those tourists who visit the health and wellness
facilities in Malaysia. The results of this study revealed that escape is the most influential among 4 of the
independent variables. Hence, the results show that service quality had positive correlation with tourist
motivation factors toward health and wellness tourism in Malaysia. Indeed, the results also revealed
recommendations for improving the quality of services and products that is considered as a necessity to the
health and wellness facilities

KEYWORDS: Health and wellness, Motivation, Relaxation, Escape, Malaysia

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 26

COPING STRATEGIES IN OVERCOMING TRAVELLER
HASSLE: A PERSPECTIVE OF YOUNG DOMESTIC TRAVELERS

SARAH BT ZAIFUL ZAKI
SUPERVISOR NAME: DR. RAZALI BIN HJ. IBRAHIM

CO SUPERVISOR: DR. AHMAD ALBATTAT

ABSTRACT

Tour hassles as the main factor that the whole ‘experience’ that the tourist feels. It can be a bad
influencer for the destination places that tourists visit. This research sets out to explore the perspective
of young domestic travelers after they encounter tourism hassles.
Identify the relationship between attraction hassle, traffic hassle, accommodation hassle,
eating places hassle and coping strategies in outcome experience young domestic travelers. What is the
relationship between attraction hassle, traffic hassle, accommodation hassle, eating places hassle and
coping strategies in outcome experience for young domestic travelers.? To examine the relationship
attraction hassle, traffic hassle, accommodation hassle, eating places hassle and coping strategies in
outcome experience young domestic travelers. Quantitative methodology using an online survey
questionnaire and open-ended questionnaire was employed to collect data. The convenience sampling
technique was used to distribute 440 questionnaires. The survey questionnaires are distributed in two
ways. First stage is through online questionnaires. Second and third stage is by open-ended
questionnaires will be distributed face-to-face in the middle of Kuala Lumpur area. The study
hypothesis was tested by using Statistical Package for The Social Sciences (SPSS). Data analyzed using
descriptive, frequency, reliability statistics and the correlation. The result showed that the overall travel
hassles has a relationship with coping strategies as encountered on the hassle. Coping strategies
influence the overall outcome experience by young domestic travelers. Based on the results, the
government should provide more facilities on avoiding the travel hassle. Hospitality and tourism areas
also need to provide more facilities or amenities for the comfortable travelers to solve the problem. As
a traveler also we need to plan our own trip wisely to avoid the hassle that can interrupt the vacation
trip.

KEYWORDS: Travel hassle, Domestic traveler, Outcome experience

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 27

RESEARCH TITLE: THE INFLUENCE ON CONSUMING CAFFEINE DRINKS
AMONG STUDENT IN MSU

SUPERVISOR: SIR HAKIM HAMDAN
CO SUPERVISOR: DR AHMAD ALBATTAT

ABSTRACT

Caffeine has a huge influence towards the students of Management & Science University Shah
Alam Malaysia. This case study is done among MSU students of different faculties to test which
faculty students prefer to consume caffeine and the reasons for their choices. Result determined
that reasonable price is the most important factors that influence MSU students to consume
caffeine. Due to Covid-19 we have collected the data through a quantitative method using an
online questionnaire through google form and a total of 351 surveys were collected. The online
questionnaire was distributed through WhatsApp, telegram and few other social medias.

Keywords: Reasonable price, Advertisement, Branding

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 28

RESEARCH TITLE: CUSTOMER PURCHASING INTENTION TOWARDS HEALTHY
SELECTION OF MENUS IN FAST FOOD RESTAURANT

SUPERVISOR: MR AZIZUL JAMALUDIN
CO SUPERVISOR: DR AHMAD ALBATTAT

ABSTRACT

Fast food has gotten one of the significant food decisions for a large amount of the resident in Malaysia.
Besides, people tend to have negative view of the taste on healthy food items. The purpose of conducting
this research is to examine the relationship between habits in choosing food, taste, appearance and portion
size, value for money, marketing and labeling and customer purchasing intention in fast food restaurant.
Research questions and four hypotheses are formulated and tested to achieve the objective of this research
project. Moreover, the observable consequence of each hypothesis is accompanied by the analysis of the
findings obtained. Other than that, literature reviews are included in this research project as to provide
better understanding towards the influential factors on purchasing healthy menus as well as provide
justification towards the research questions and research problems. The primary data has been collected
for this study through an online questionnaire. About 350 sets of questionnaire were distributed to the
target respondents which are young adults who having meals in fast food restaurant in Shah Alam,
Selangor. By using the Statistical Package for Social Science (SPSS) version 20.0, the survey data
obtained are being evaluated and the findings achieved are being discussed in the table form. In addition,
major findings of were discussed in order to understand the relationship between habits in choosing food,
taste, appearance and portion size, value for money, marketing and labeling towards customer purchasing
intention in fast food restaurant. After this research, I acknowledge that all these factors are important in
influencing the purchase intention among young adults towards healthy menus in fast food restaurants.
Ultimately, the limitations faced and the recommendations in this study will be addressed and developed
to create guidelines to assist prospective researchers in the management of those constraints.

Keywords: Habits in choosing food, Taste, appearance and portion size, Value for money, Marketing and
labeling, Fast Food, Purchasing Intention

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 29

INTENTION IN CHOOSING FOREIGN FOOD AMONG YOUNG GENERATION IN
KLANG VALLEY

*NUR HANIFA, ZAINUL; ***ASYIH FRIADIAYANI; **AHMAD, ALBATTAT;
*SARA AISHA, ZUHAIRI; *ZURIN FARIDA DIYANI,ZULKIFLI

ABSTRACT

In this modern word, the growths of transportation and technology have impact the globalization that
gives opportunity for people to travel across the world. People became more open mind on accepting
other culture and intent to try it to experience the novelty. Back then, Malaysian tends to have their food
at home by cooking their traditional food, but in this hectic day and the existence of foreign at the shop
give them an option to consume it to fill their empty stomach. This then affect the survival of traditional
food among young generation as it has to fight with the foreign food that available. In this study, it
focuses on the relationship between social change, convenience food, modernization and price with
intention on consuming foreign food. This research is using quantitative study, conducted by using
convenience sampling. The data collected by distributing online survey to 385 respondents of young
generation that live in Klang Valley area. The finding shows that there is a significant positive
relationship between the independent variable and intention on foreign food consumption. The
researcher found that modernization factor have the highest relationship. In this study young generation
of Klang Valley shown that there are still appreciate and choose their culture national food than foreign
food. Foreign food will often be eaten when they want to change their taste once in a while and
experience a new taste of food. Furthermore, all agencies need to take responsibilities to play their role
to aware Malaysian in appreciate and cultivate the culture of own country among young people.

Keywords: Intention, Foreign food, Social change, Convenience food, Modernization, Price.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 30

INFLUENCE OF USER BEHAVIOUR TOWARDS INTENTION TO USE SOCIAL
MEDIA IN CHOOSING TRAVEL DESTINATION AMONG MANAGEMENT AND

SCIENCE UNIVERSITY (MSU) STUDENT

SITI HANUM, OTHMAN1; AYU HELENA CORNELLIA2; AHMAD ALBATTAT3;
MAZIDAH AMANAH1; SHARVINDE SINGH1

ABSTRACT

Nowadays everyone uses social media to interact with people, gain knowledge or even leisure purposes. It
has been widely used to share their experiences and thoughts by posting on their blogs, creating YouTube
channels and giving their reviews about destination that they visited. This research is designed in order to
obtain the respondent’s intention to use social media in choosing a tourist destination. From this study as
well, the researcher will get to know the influence of user behaviour towards intention to use social media
in choosing travel destination among MSU students. As according to Jaswir and Ramli (2016), many
tourism sector complaints in Malaysia have been issued, including false advertisements, poor service
efficiency, scam package holiday and unreliable services. A descriptive research design has been used by
primarily quantitative approach and convenience sampling method technique was implemented. A total of
432 survey were conducted and successfully collected among the respondents. Reliability test, frequency
test, normality test and correlation analysis were used to analyse the data. The result of this study revealed
that Website is the most used social media by respondents in choosing tourist destination. Hence the study
showed that there are positive relationships between all the user’s behaviour towards the intention to use
social media in choosing travel destination.

Keyword: Intention to use social media, Intention to visit a tourist destination, Perceived Value, Source
Credibility, Perceived Risk, Electronic Word of Mouth,

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 31

LOCAL RESIDENT PERCEPTION REGARDING INTENTION TO VISIT FOR
MEDICAL TOURISM

FARAH AIDA BINTI NORDIN, NUR FITRI SHAREEZA BINTI ABDUL RAHIM
SUPERVISOR NAME: AHMAD RASMI SULEIMAN ALBATTAT

ABSTRACT

Medical Tourism has become an important field for visitors who are seeking medical facilities across
international borders. It has increased the competition between countries in the medical industry. The
main purpose of this research is to find the relationship and to study the variable E-WOM, destination
trust, service quality that will gives local resident perception regarding their intention to visit for
medical tourism around Klang Valley. In this research, the survey will be conduct and questionnaire
will be distributed to 416 to medical tourist and local tourist respondent which located around Klang
Valley and Kuala Lumpur. The researcher using method to analyse the data using SPSS version 26 to
generate the result of the data collection. Descriptive analysis will be used to explain the fundamental
features of the data collection and we had used Reliability Analysis to test the research model. The
result show that all the variables ( electronic word of mouth, destination trust, and service quality) has
the positive relationship with local resident perception regarding their intention to visit for medical
tourism. This study has provide the government, medical institution and future researcher to gain
understanding on the local resident perception regarding their intention to visit for medical tourism.

Keywords: Electronic-Word-Of-Mouth, Destination trust, Service quality, Klang Valley, Intention,
Visit, Medical Tourism, Malaysia

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 32

PRODUCTS, CHANNELS & INFORMATION SEARCH INTENTION AFFECTING
HOTEL BOOKERS IN KUALA LUMPUR

NURUL SYAMIMI, ZULKIFLI; ALBATTAT, AHMAD; RETNO MOORTRISARI
WIDIANINGRUM

ABSTRACT

The tourism industry was becoming an important sector in many countries including Malaysia. Malaysia
tourism can contribute to foreign exchange earnings, creates employment opportunity and increase in
economic sectors. The Covid-19 pandemic has had a huge impact on the tourism industry and resulting
travel restrictions as well as slump in demand among travellers. The tourism industry has been massively
affected by the spread of coronavirus, as many countries have introduced travel restrictions in an attempt
to contain its spread. The objective of this study is to understand how products, channels & information
search intention affect hotel bookers in Kuala Lumpur towards two types of online hotel channels which is
hotel websites and online travel agent (OTA) websites.

Keywords: Products, Channels, Information Search Intention, Hotel Bookers, Hotel Websites, Online
Travel Agent (OTA) websites

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 33

THE RELATIONSHIP OF PUSH AND PULL FACTORS TOWARDS INTENTION TO
TRAVEL DOMESTICALLY AMONG YOUTH

NUR FATIHAH1, MOHD NAR1; ANGELA ARIANI2; ALBATTAT, AHMAD2;
NURUL IZZAH, A RAHIM1; NURUL NADZIRA, MAZLAN1

ABSTRACT

This study aims to identify travel motivations including push and pull motivations that positively and
directly affected the intention to travel domestically among youth. A questionnaire survey was conducted
with 428 respondents who have travel domestically within the past one year. The lists consisted of 31
attributes representing push motivation (14 attributes) as “psychological factor”, pull motivation (14
attributes) as “destination factor”, and intention to travel (3 attributes). Pearson’s correlation were used
to examine the research hypotheses. As a result, push and pull motivations positively and directly
affected the intention to travel domestically among youth. For push motivation, youth perceived that
they want to relax and get experience in Malaysia, and have enjoyable time with travel companion. For
pull motivation, youth perceived that they are motivated by the nature and image of Malaysia, Malaysia
food is delicious, and the people are friendly and courteous. The managerial implications were also made
for tourism industry of Malaysia in terms of examination motivations in implementing new market
strategies, designing promotion, and decision-making about destination development.

Keywords: push motivation, pull motivation, intention to travel, youth

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 34

FACTORS DETERMINING HOTEL SELECTION:
CASE STUDY IN KUALA LUMPUR

ROZZANA, IHSANUDDIN1; DR. AYU HELENA2; ALBATTAT, AHMAD2; SHAWN PANDIAN
GUNALAN1; MUHAMMAD FAIZ, SUHAIRI1

ABSTRACT

The growth of tourism industry started back in the 20th centuries. Nowadays, hotels are expanding in
Malaysia and seem to be growing. Despite the great number of tourists that are attracted each year, there
are only a limited number of studies that have looked at customers’ satisfaction of hotels in the Kuala
Lumpur region. This study aims to identify factors determining hotel selection in Kuala Lumpur. Hotels
that attract tourists with their location, price and guaranteed high-standard facilities become more
competitive and constantly need to not only maintain but also enhance their service standards to guarantee
customer satisfaction. A questionnaire survey was conducted with 400 respondents who had visited hotels
in Kuala Lumpur. This questionnaire consist of 32 items representative location with 5 items, price with 8
items, facilities with 13 items and hotel selection with 6 items. Pearson’s correlation was used to examine
the research hypotheses. As a result, location, price and facilities have significant positive relationship with
our dependent variable that is hotel selection. Under the location item, respondents prefer convenient
parking and close to attraction places as an element in determining hotel selection. For price item,
respondents prefer free breakfast and availability of special discounts as an element in determining hotel
selection. For facilities item, respondents prefer Wi-Fi internet access and tourist information center as an
element in determining hotel selection. The growing variety of residence businesses such as resorts,
guesthouses, condominiums, and homestay possibilities with different location conveniences, price and
facilities provide even more options for various customer segments, so tourists can easily choose what suits
their requirement in terms of personal preferences, income, and purpose of travelling.

Keyword: Location, Price, Facilities, Hotel Selection, Customers Satisfaction, Decision Making Process.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 35

UNIVERSITY STUDENTS’ PERCEPTION REGARDING POPULAR TOURISM
PRODUCTS DEVELOPMENT IN SHAH ALAM, SELANGOR

AHAMED IHJAZ3: AZIQ SHARIL3
DR. AHMAD ALBATTAT1; DR.RAZALI1; HAMDAN HANWARI2;

ABSTRACT

Tourism development is a trending industry which will give benefits to the communities and enhance
the city's development. Therefore, the primary goal of local tourism development is how to manage
such development to achieve the highest level of benefits with least costs. The success of local tourism
development depends on the destination's attractions and other supporting factors within the
communities. This study was designed to investigate how students perceive the impacts of tourism
development and to identify a relationship between determinants and underlying support of tourism
development. Destination image, forms of tourism and government support is one of the variables that
support tourism development in Shah Alam. In the review of tourism literature, the above
determinants were crucial factors affecting students’ perceptions of tourism impacts and development.
This study makes one important contribution to the existing literature. It analyzed student’s perception
in perceived tourism impacts in relation to their evaluation of stage of destination development. A
survey collected valid responses from 361 Management & Science University students, who display a
high level of agreement concerning the positive economic, social and cultural contributions of
tourism. Despite the popular products concerns, respondents wish to attract more tourists and further
develop infrastructure for tourism. Implications are suggested for tourism research, policy making, and
planning for the government supports. The results of the study should lead to better planning and
policymaking in local tourism development to make it more successful and sustainable in the future

Keyword: Tourism development, destination image, forms of tourism, government support, support
tourism development, popular products and Shah Alam

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 36

THE IMPACT OF VIRAL FOOD ON EATING BEHAVIOR AMONG MANAGEMENT AND
SCIENCE UNIVERSITY (MSU) STUDENTS

MUHAMMAD SYAZWI ASNA BIN MAZLAN¹, MOHAMAD ZAIM BIN ZULKIFLI¹,
NUR NADIRA SHIFA BINTI MOHD JAFRI¹ & QAMELIA BINTI OSMAND¹

ABSTRACT:

This research studies the impact of viral food on human eating behavior to know why a lot of people like
to eat viral food and what does the impact when eating viral food. The relationship between viral food and
eating behavior is strongly influenced by that individual. Humans are very much influenced by their
emotions regarding their eating behavior: food choices, quantity, and duration of meals. Also, an
individual’s eating habits can be monopolized by them eating with a crowd or eating by themselves alone.
Viral food uses social media to influence individuals’ eating behavior. It will impact individuals’ weight
fluctuation. People prefer to eat a lot nowadays without knowing the knowledge of eating habits and what
affects human health if they do not regulate their eating behavior and some people fail to remain inspired
and compliant with healthy eating. In addition, primary and secondary data have been used in the data
collection process, the questionnaire sample is selected to procure the quantitative data. This research also
provides the variables of independent variables, namely Family and Friends Influence, Price Promotion,
and Social Media Influence, and to ensure that the analyzed data can be related to the dependent variable,
Eating Behavior Effects. The study was also tested for all three theories and obtained input and was
approved and has an important relationship between students of Management and Science University with
the influence of eating behavior.

Keywords: The Impact, Eating behavior, Viral food, Students

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 37

FACTORS INFLUENCING JOB SATISFACTION OF PART-TIME WORKERS IN THE
FOOD AND BEVERAGE INDUSTRY

NURUL AMIRAH MOHD RASLI1; ALBATTAT AHMAD²*;HERMAWAN
PRASETYANTO³; MOHAMAD FAIZ ISMAIL1; NUR SYAHIRAH MOHD ISA2

ABSTRACT

The growing economic growth in Malaysia has caused an equal increase of the cost of living, which
forces individuals to leverage on part-time work opportunities in an effort to generate more income.
There is a low level of job satisfaction among part-time workers derived from several factors, which
cause poor job performance, subsequently leading to the loss of organizations. The objective of this
research is to know the factors that influence job satisfaction among part-time workers in the food and
beverage industry which are job conditions and working environment, levels of acquired skills, levels
of wage payment and growth opportunities. This survey was undertaken on 350 respondents by using
simple random sample method which is the convenience sampling technique to conduct. The data were
collected and analysed by using Pearson Correlation technique analysis and the analysis were analysed
through SPSS version 25. Questionnaire was provided through online surveys using Google Forms.
The online questionnaire was distributed throughout the population in Shah
Alam of those who are working as part-timer in the food and beverage industry. The empirical results
shows that the variables under study have strong influence on the level of job satisfaction among part-
time workers in the F&B industry.

Keyword: factors influencing, job satisfaction, part-time worker, food and beverage.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 3

WILLINGNESS TO PAY (WTP) FOR ORGANIC FRUITS AND VEGETABLES AMONG
CONSUMERS IN SHAH ALAM

NUR HANIFA, HAJI ZAINUL¹; ALBATTAT, AHMAD*²; NIKASIUS JONET, SINANGJOYO³;
MAIMUN SALIHAH, MOHAMED YUSOF¹; NUUR AISHAH, SYUKOR¹

ABSTRACT

Nowadays, consumers around the world are highly concerned on health, nutrition, and the quality of
their food. The existence of organic products in the market will help the young generation to make the
best choice that will lead them to a healthy lifestyle. The purpose of this statement is to study
consumers’ mindset towards healthy food consumption and also their willingness to pay for organic
fruits and vegetables. The objectives of the study are to investigate the relationship between willingness
to pay (WTP) for organic fruits and vegetables towards environment concern, health consciousness,
perception of high nutrients, and knowledge. This study was conducted at supermarket in Shah Alam
using a quantitative method to approach the consumers. The questionnaire was collected through face to
face and online survey. The data was analysed using reliability analysis, descriptive analysis and
Pearson correlation analysis using the SPSS version 25. The result has shown that consumer in Shah
Alam WTP for organic fruits and vegetables based on knowledge followed by perception of high
nutrients, health concern and environment concern. As addition, researcher would like to suggest in
future research to have strong and very well-attentive framework due to Pandemic of Covid-19 makes
lots of changes to food and beverages industry. The strongest correlation was the relationship between
knowledge towards WTP for organic fruits and vegetables. From this study, it concludes that consumers
are more interested to buy and consume organic fruits and vegetables to support agricultural growth.

Keywords: Willingness to pay(WTP) for organic fruits and vegetables, Shah Alam consumer,
environment concern, health consciousness, perception of high nutrients, knowledge.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 39

THE ATTRIBUTES OF TRIPADVISOR TOWARDS INTENTION TO USE: A CASE STUDY
IN SHAH ALAM

ROZZANA, IHSANUDDIN1; ALBATTAT, AHMAD2; SYARIFAH NAJIHAH, ISHAK1;
DESY YANTI, MUHAYAN1

ABSTRACT

In the world of the midst of social media revolution for finding accommodations or hotel for tourism in
Malaysia, it is very obvious that social media for booking accommodation for tourism is likely as Trivago,
Tripadvisor, Traveloka. Tripadvisor is one of online platform for finding accommodation is the exchange
of knowledge for tourist to go through an information and data online. This online information also
promotes expended IT skills towards the social media of Tripadvisor in way of booking accommodation
(Isa, Rosli, Hakim, & Akhir, 2017). The objective of this study is to identify the relationship between
Functionality, Price and Convenient towards the Intention to Use Tripadvisor. A quantitative approach was
used and the result were analysed by using SPSS version 17. A sample of 408 questionnaire were
distributed in Shah Alam through online platform such as Google form. The data were derived from
questionnaire consisted of structured questions related. The conceptual framework focusing on
Functionality, Price and Convenient and dependent variable which is Intention to Use Tripadvisor. This
indicates that these attributes are related to the Intention to use Tripadvisor usage by Shah Alam based on
the findings of this research. The most common attributes that leads to Shah Alam local to use Tripadvisor
continuously because of the Functionality, Price and Convenient. As the study has achieved its objectives,
it can be concluded that Shah Alam local, are looking towards these attributes while making the decision
to continuously using Tripadvisor as their online platform.

Keywords: Tripadvisor, Hotel, Accomodation, Functionality, Price, Convenient, Intention to Use
Tripadvisor, Shah Alam.

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 40

MALAYSIA AS A POPULAR DESTINATION FOR MEDICAL TOURISM :
PERSPECTIVE FROM THE LOCAL

WAN NAZWEEN IMAN, WAN MOHD SUFANDI; AMIRA FARHANNY SABRINA,
ALI; RAZALI, IBRAHIM; ALBATTAT, AHMAD

ABSTRACT

Medical tourism refers to those people who travel from their origin countries to other countries to get
medical treatment. Medical tourism is classified as one of the tourism products in Malaysia. The purpose
of this study is to identify about Malaysia As a Popular Destination For Medical Tourism: Perspective
From The Local. Quantitative method was used by using questionnaire where the data was collected. It
was distributed to 200 respondents that were chosen by using convenience sampling over population of
the locals living in Shah Alam section 13 and Subang Jaya to discuss on the problem statements.
Frequency analysis, descriptive analysis and reliability analysis were used to analyse the data. The result
shows that all the independent variables have positive relationship with the dependant variable. As a
conclusion this study has achieved its objectives, it can be concluded that the locals may know more about
Malaysia as a popular destination for medical tourism.

Keywords: Medical tourism, perspective from the local, budget, specialist, the qualities of service and
facilitiy provided

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 41

THE CUSTOMER SATISFACTION ON THE HOTEL ONLINE RESERVATION SYSTEM

SHUFRI, JOHARI1 ; ALBATTAT, AHMAD2 ; AIDIL IMAN, MOHD SOFI1; SYAZMAN EMIR
FARHAN, SHAHSUBAHRI1 ; MUHAMMAD AMIRUL AMZAR, ZAIDI1

ABSTRACT

Information Technology transforms the way hospitality organizations do business. There are many
areas in the online hotel reservation system process that create moments of satisfaction or
dissatisfaction among customers. One of these areas is the ease of utilization of the online hotel’s
reservation system. The purpose of this study is to analyse the relationship among booking website
(hotel or third-party) of hotel online reservation system, as signals of quality, on travellers’
relationships with hotels or hotel chains, taking into account the moderating effect of travellers’
tendencies to seek variety.
This study aims to identify the customer satisfaction on the hotel online reservation system that
positively and straightly affected the intention to use an online reservation system for the
accommodation. A questionnaire survey was conducted with 382 respondents who has used online
reservation system within three months. The lists consisted of 22 items representing consumer’s
attitude (6 items), consumer’s purchase decision (5 items), influential key factor (5 items) and
satisfaction on online reservation system (6 attributes). Pearson’s correlation was used to examine
the research hypotheses. As a result, the system security is positively affected the intention to use
hotel online reservation system.
The methodology used to test the hypothesized relationships and structural modelling was
performed. Analysis was also conducted to test the moderating effect of travellers’ variety seeking.
Using the convenience sampling, this research in the extend of a previous research that was
conducted in 2011 by Tachchaya and Varanya.

Keywords: Consumer’s Attitudes, Consumer’s Purchase Decision, Key Factor Influential, Customer
Satisfaction

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 42

ORGANIZING COMMITTEE

11TH SHCA RESEARCH COLLOQUIUM 2020

Executive Committee PAGE 43
PATRON : Prof. Tan Sri Dato’ Wira Dr. Mohd Shukri Ab Yajid
DEAN : Mr. Azizul bin Jamaluddin
PROJECT ADVISOR : Mdm. Nur Fatihah Mohd Nar

Programme Committee
Main Committee
Project Manager : Nur Hazerah Binti Hadi
Asist. Project Manager
/ Secretary / Treasurer : Tjwa Hanna Cynthia Himawan

Support Committee
Protocol : Muhammad Hanif Bin Yaacub

Maisarah Sabreena Binti Sharudin
Sabeeha Farahin Binti Ahmad Khabeer
Muhammad Hafiz Bin Muhammad Bushud

Logistic & Technical : Muhammad Izzat Bin Nordin
Mohamad Fadhil Iyad Bin Wan Othman

Marketing & Documentation : Farra Amelena Binti Mohd Haffa
Nur Aiman Najihah Bt Abu Hassan
Muhammad Izz Bin Muhamad Faudzi
Syafiq Syazwan Bin Shukhairi

Sponsorship & Fundraising : Muhammad Fareez Bin Rusli
Nurul Ameera Binti Haron

Registration, Decoration, : Sabeeha Farahin Binti seyed Ahamed Kabeer

Prize& Gifts and F&B : Gayathrie Bas Kara rao

MANAGEMENT AND SCIENCE UNIVERSITY

AWARD CATEGORIES AND
PANELS

11TH SHCA RESEARCH COLLOQUIUM 2020

There are various award categories based on program participation. The categories
are as follows:

RESEARCH METHOD FOR SERVICE INDUSTRY (HRS20803)
1. BEST POSTER PRESENTATION IN HOSPITALITY AND TOURISM
MANAGEMENT
2. BEST POSTER PRESENTATION IN OUTDOOR RECREATION MANAGEMENT
3. BEST POSTER PRESENTATION IN EVENT MANAGEMENT
4. BEST POSTER PRESENTATION IN PATISSERIE ARTS
5. BEST POSTER PRESENTATION IN CULINARY ARTS

MANAGEMENT RESEARCH FOR SERVICE INDUSTRY (HRS20903)

1. BEST RESEARCH PRESENTATION IN HOSPITALITY AND TOURISM
MANAGEMENT

2. BEST RESEARCH PRESENTATION IN EVENT MANAGEMENT
3. BEST RESEARCH PRESENTATION IN OUTDOOR RECREATION MANAGEMENT
4. BEST RESEARCH PRESENTATION IN PATISSERIE ARTS
5. BEST RESEARCH PRESENTATION CULINARY ARTS

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 44

PANELIST RESEARCH METHOD FOR
SERVICE INDUSTRY (HRS20803)

1. MDM.ROZZANA BINTI IHSANUDDIN
2. MDM.NUR FATIHAH BINTI MOHD NAR
3. MR.RAHMAN REDHA
4. MS.JULIE NURAFINIE BINTI MUSMULIADI
5. MDM.NUR AMIRAH MAZME
6. CHEF ABDULL RAHMAN BIN ABDULLAH
7. MS.AMIRAH RASLI
8. MR.MUHD SYAZWI ASNA IN MAZLAN
9. MDM.MASYITAH BINTI RAMLI
10. MDM.JUNAIDAH
11. MDM.JULIANA BINTI SALEHUDIN
12. MS.FARAH IZZAH

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 45

PANELIST MANAGEMENT RESSEARCH FOR
SERVICE INDUSTRY (HRS20903)

1. MR. NIKASIUS JONET SINANGJOYO
2. DR NORZUWANA
3. MR. HERMAWAN PRASETYANTO
4. DR NUSRAH
5. MR.FIAN DAMASDINO
6. DR NABILAH
7. I PUTU HARDANI HESTI DUARI
8. MDM. AIN SHAMIMI
9. MR.HAMDAN ANWARI
10. DR RAIHAN
11. ANGELA ARIANI
12. MS. AMIRAH CHE AYUB
13. HARY HERMAWAN
14. DR ADIZA
15. MONA ERYTHREA NUR ISLAMI
16. DR MARYAM
17. SALHIT SUGESTI
18. DR UMME SALMA
19. SETYO PRASIYONO NUHROHO
20. MR.HANIFA

MANAGEMENT AND SCIENCE UNIVERSITY PAGE 46