50 ENDORSEMENT AND VISUAL COMPLEXCITY OF FOOD ADVERTISING ON INSTAGRAM MUHAMMAD ZAMRI BIN MUHAMMAD IZZUDDIN, RAFIUDDIN BIN JEFFRI JON SUPERVISOR : MADAM NUR HANIFA BINTI HAJI ZAINUL ABSTRACT PURPOSE – THE OBJECTIVE OF THIS STUDY IS TO EXPLORE THE VARIETIES IN SHOPPER JOY, EXCITEMENT AND BUY EXPECTATION WHEN CUSTOMERS EXPERIENCE FOOD PUBLICIZING ON INSTAGRAM USING DIFFERENT ENDORSERS AND VISUAL INTRICACY LEVELS. DESIGN/METHODOLOGY – AN EXPERIMENT PLAN WAS DIRECTED INCLUDING COLLEGE UNDERSTUDIES FROM MANAGEMENT AND SCIENCE UNIVERSITY, SHAH ALAM, SELANGOR. THE MEMBERS HAD EFFECTIVELY INVOLVED INSTAGRAM FOR SOMETHING LIKE ONE YEAR. PRACTICAL IMPLICATIONS – AS CELEBRITY AND MORE ELEVATED LEVELS OF VISUAL COMPLEXITY BRING ABOUT ADDITIONAL GOOD REACTIONS TO INSTAGRAM PROMOTION, FOOD ADVERTISERS NEED TO CONSIDER EXPANDING VISUAL COMPLEXITY WHILE INVOLVING BIG NAMES IN PUBLICIZING BY ADDING MORE ARTICLES, INVOLVING MORE TONES OR SURFACES IN THE NOTICES. VALUE – THIS IS SOME OF STUDIES LOOKING AT THE VIABILITY OF CELEBRITY AND EXPERT ENDORSERS IN INSTAGRAM PUBLICIZING. LIKEWISE, THIS EXPLORATION BROADENS THE CURRENT INFORMATION ABOUT VISUAL COMPLEXITY WITH REGARDS TO WEB-BASED ENTERTAINMENT PROMOTING.
51 THE APPLICATION OF FOOD SAFETY KNOWLEDGE IN FOOD ESTABLISHMENT IN SEKSYEN 13 SHAH ALAM KANG CHAI KIAT, MUHAMMAD LUQMAN HARIZ BIN HARIRIMUHAMMAD LUQMAN HARIZ BIN HARIRI SUPERVISOR : MADAM FARA NADIA BINTI KAMARUDDIN ABSTRACT FOOD SAFETY KNOWLEDGE IS VITAL IN EVERY FOOD ESTABLISHMENT TO PREVENT FOODBORNE ILLNESSES AND ENSURE THAT THE FOOD SERVED TO CUSTOMERS IS SAFE FOR CONSUMPTION. IN THIS CONTEXT, APPLYING FOOD SAFETY KNOWLEDGE REFERS TO A SET OF PRACTICES THAT ARE IMPLEMENTED IN A FOOD ESTABLISHMENT TO MITIGATE THE RISKS ASSOCIATED WITH FOODBORNE ILLNESSES. THIS RESEARCH USES THE QUANTITATIVE APPROACH TO STUDY THE RESEARCH PROBLEM, AND RESPONDENTS WILL HAVE TO ANSWER THE SURVEY. WITH A SAMPLE SIZE OF 323, THE RESEARCHER ANALYSES THE APPLICATION FOOD ESTABLISHMENT ITS HYGIENE PRACTICES, TYPHOID INJECTION AND FOOD HANDLING TRAINING. THIS RESEARCH IS TO DISCOVER THE APPLICATION OF FOOD SAFETY KNOWLEDGE IN FOOD ESTABLISHMENT IN SECTION 13, SHAH ALAM. THE FUTURE RESEARCHER CAN DO MORE IN-DEPTH RESEARCH ON THIS TOPIC AND OVERCOME ALL LIMITATIONS IN THIS RESEARCH.
52 FACTORS THAT INFLUENCE CONSUMER TO PURCHASE READY TO EAT MEALS IN CONVENIENCE STORES AMONG MSU STUDENTS AMINUR AZIM BIN AHMAD, NUR NADHIRAH BINTI ZAIDI, NUR NAZURAH BINTI MOHAMED KASSIM SUPERVISOR : Mr. MUHAMMAD HAKIN BIN HAMDAN ABTRACT THE MAIN PURPOSE OF THIS RESEARCH IS TO IDENTIFY THE CONSUMER'S INTENTION IN BUYING READY-TO-EAT FOOD. THIS READY-TO-EAT FOOD IS NO STRANGER NOWADAYS BECAUSE IT MAKES IT EASIER. CUSTOMERS ARE MOVING TO THIS SUBSTANCE ITEM AS A RESULT AND ARE WILLING TO PAY THE HIGHER PRICE. THE ANALYSIS WAS PLANNED TO IDENTIFY THE MOST INFLUENTIAL ELEMENTS INFLUENCING BUYERS TO MAKE PURCHASES OF READY TO EAT MEALS. THE PURPOSE OF THIS STUDY IS TO EXAMINE THE FACTORS THAT INFLUENCE CONSUMERS IN BUYING READY-TO-EAT FOOD IN TERMS OF LIFESTYLE, TIMING AND EASY TO ACCESS THAT HAVE CONNECTION BETWEEN CUSTOMER PURCHASE INTENTIONS. THE NEED TO BUY READY-TO-EAT FOOD DEPENDS ON THE CONSUMER'S CHOICE. EVERY CONSUMER HAS DIFFERENT TASTES. THIS STUDY SHOWS THAT THERE ARE SEVERAL FACTORS THAT INFLUENCE CONSUMERS TO BUY READY-TO-EAT FOOD.
53 THE INVENTION OF CONSUMER PURCHASE FOOD INOVATION AT ROSYAM MART SEKSYEN 9 SHAH ALAM FARID AMIRUL RASHID BIN ABDUL SAMAD, DEISY KARTIKA SARI SIBARANI BINTI AHMAT RASIT, NUR IFFAH BINTI RAMBLI SUPERVISOR : CHEF MUHAMMAD SYAZWI ASNA BIN MAZLAN ABSTRACT MANY INNOVATIONS IN THE FOOD INDUSTRY ARE MADE ACHIEVABLE BY THE CONTINUOUS ADVANCEMENT OF RESEARCH AND THE NEW FOOD TECHNOLOGY THAT ARISE FROM IT. WHEN AN INNOVATIVE PRODUCT IS PRODUCED AND CREATED BY A UNFAMILIAR TECHNOLOGY, CONSUMERS ARE FREQUENTLY HIGHLY SKEPTICAL ABOUT NEW PRODUCTS AND PERCEIVE SIGNIFICANT (CONSUMPTION) RISKS. CONSUMER SKEPTICISM OF THE FOOD SUPPLY CHAIN HAS INCREASED, WHICH HAS RESULTED IN DECREASED CONSUMER ACCEPTANCE OF BOTH STANDARD AND NEWLY DEVELOPED PRODUCTS. THIS RESEARCH AIMS TO STUDY THE FACTOR THAT INFLUENCES THE CONSUMER BY RELATING CORPORATE REPUTATION, FOOD NEOPHOBIA AND SOCIAL MEDIA ENGAGEMENT TO PURCHASE FOOD INNOVATION. THIS RESEARCH USES THE QUANTITATIVE APPROACH TO STUDY THE RESEARCH PROBLEM, AND RESPONDENTS WILL HAVE TO ANSWER THE SURVEY. WITH A SAMPLE SIZE OF 375, THE RESEARCHER ANALYZES THE FACTORS THAT INFLUENCE SOCIETY TO PURCHASE INNOVATIVE FOOD PRODUCTS. THE STUDY IS ABOUT “THE INTENTION OF CONSUMER TO PURCHASE FOOD INNOVATION AT ROSYAM MART, SEKSYEN 9, SHAH ALAM’. THE FUTURE RESEARCHER CAN DO MORE IN-DEPTH RESEARCH ON THIS TOPIC AND OVERCOME ALL LIMITATIONS IN THIS RESEARCH.
54 CREATING AWARENESS BY IMPROVING INDIVIDUAL ATTITUDES TOWARD EATING “GREEN” CHAAMALAH A/P THANNIMALAI, NURDANIELAH SYAHIRAH BINTI MAT ROPI, NUR NATASHYA IZZATY BINTI RAMLI SUPERVISOR : SULIZA BINTI HAIRON ABSTRACT THE PURPOSE OF THIS STUDY IS TO EXAMINE STUDENTS' ATTITUDES TOWARD EATING "GREEN" BY RAISING AWARENESS. MANAGEMENT AND SCIENCE UNIVERSITY (MSU) WAS SPECIFICALLY CHOSEN TO CONDUCT THIS STUDY. THIS STUDY WOULD EMPHASIZE RAISING AWARENESS AND ENHANCING PERSONAL ATTITUDES TOWARD EATING GREEN. THE RESEARCH BACKGROUND, PROBLEM STATEMENT, RESEARCH OBJECTIVES, RESEARCH QUESTIONS, SIGNIFICANCE OF THE STUDY, SCOPE OF THE STUDY, OPERATIONAL DEFINITION, AND A SUMMARY FOR THIS CHAPTER ARE ALL OUTLINED IN THIS CHAPTER. THE STUDY BACKGROUND SHOWED THE NARROW AND BROAD PURPOSE OF THE STUDY THAT WAS INTENDED TO GUIDE THE CONDUCT OF THE RESEARCH. FURTHERMORE, PROBLEM STATEMENT OUTLINES THE MAJOR IDEA WHICH ENHANCES THE RESEARCH TO BE CARRIED OUT. IN ADDITION, THE RESEARCH OBJECTIVES SHALL HIGHLIGHT THE OBJECTIVES OF THE RESEARCH FOR WHICH THE SPECIFIC AND GENERAL AIM WOULD BE PURSUED AT ABOUT THE SAME TIME. WHEREAS RESEARCH QUESTIONS ARE CONSTRUCTED AS DISAGREEMENT THROUGHOUT THE INTEREST OF THE RESEARCHER. MOVING ON, THE SIGNIFICANCE OF THE STUDY HAS OUTLINED THE RELEVANCE OF EXISTING STUDY WHILE THE SCOPE OF STUDY WILL BRIEFLY EXPLAIN IN ACCORDANCE WITH THE TOPIC CHOSEN. LASTLY, THE OPERATIONAL DEFINITION WILL REPRESENT AS A SHORT DEFINITION OF THE DEPENDENT AND INDEPENDENT VARIABLES.
55 NON-MUSLIM CUSTOMERS PURCHASE INTENTION ON HALAL FOOD PRODUCTS IN KLANG VALLEY NUR DAYANA BINTI MOHAMMAD ASRI CHOO, PUTRI NUR AUNI BINTI SHAMSANI SUPERVISOR : SULIZA BINTI HAIRON ABSTRACT FOOD HAS THE LARGEST MARKET SHARE IN THE HALAL MARKET SEGMENT. THIS PHENOMENON CAN BE ATTRIBUTED TO THE GROWING CONSUMER DEMAND FOR HALAL PRODUCTS. THE PURPOSE OF THIS STUDY TO EXAMINE THE IMPACT OF HALAL FOOD PURCHASE INTENTION ,AWARENESS OF HALAL PRINCIPLE ,BRAND , ELETRONIC WORD OF MOUTH ( EWOM) , PERCEPTION AMONG NON- MUSLIM CONSUMERS. FOOD SAFETY HAS BEEN FOUND TO BE THE MOST IMPORTANT FACTOR IN CONSUMER’S DECISION TO PURCHASE HALAL FOOD .
56 UNIQUENESS OF TRADITIONAL MALAY KUEH IN SELANGOR MUHAMMAD HAZIQ BIN KAMARUL ZAMAN, HANISAH ALYAA BINTI AZMI SUPERVISOR : NORHASYIMAH JUSOH ABSTRACT THIS CHAPTER BEGINS WITH THE BACKGROUND OF STUDY. SUBTOPICS INCLUDED ARE PROBLEM STATEMENT, RESEARCH OBJECTIVE, RESEARCH QUESTION, SIGNIFICANCE OF STUDIES AND SCOPE OF STUDIES REGARDING THE UNIQUENESS OF TRADITIONAL MALAY KUEH IN SELANGOR.
57 FOOD INNOVATION READY-TO-EAT (R.T.E) OF SHRIMP PASTE ON TUBE PASTE ADRIANA BINTI AZHAR, MUHAMMAD NABIL FIKRI BIN MOHD ZAININURSYAIRIN NADHIRA BINTI EYZAT MUSTAPHA SUPERVISOR : MR. MUHAMMAD HAKIN BIN HAMDAN ABSTRACT MALAYSIA IS ONE OF THE COUNTRIES THAT HAVE UNIQUE MIX OF RACES AND CULTURES. THIS COMMUNITY OF LIFE CAN BE SEEN FROM THE VARIETY OF TRADITIONS THAT HAVE BEEN FORMED. FOOD IS ONE OF THE ASPECTS THAT CAN BE EVALUATED WHERE MALAYSIA HAS A VARIETY OF TRADITIONAL FOODS THAT CAN BE ENJOYED BY ALL WALKS OF LIFE. THE TRADITIONAL FOOD FOUND IN THIS COUNTRY HAS ALSO EXPERIENCED SOME MODERN TECHNOLOGICAL CHANGES IN ORDER TO MAINTAIN ITS EXISTENCE IN THE PRESENT. THIS CHANGES ARE ALSO DONE TO PROVIDE CONVENIENCE TO CONSUMERS AND IMPROVE THE QUALITY OF FOOD PRODUCED. SHRIMP PASTE IS ONE OF THE FOOD THAT HAS GONE THROUGH A MODERN TECHNOLOGICAL CHANGE PROCESSES WHERE IT HAS STARTED TO BE MADE IN THE FORM OF READY TO EAT (RTE) PACKAGED IN TUBE PASTE. HOWEVER, FURTHER RESEARCH SHOULD BE CONDUCTED TO FIND OUT UNTIL TO WHAT EXTENT THE IMPLEMENTATION OF THIS TECHNOLOGY CAN IMPACT THE INNOVATION AND EFFICIENCY OF SHRIMP PASTE PRODUCTS.
58 IMPACT OF SOCIAL MEDIA INFLUENCERS (INSTAGRAMS) ON TRAVEL DECISIONS AMONG YOUNG ADULTS IN SHAH ALAM MEGAT ZAHRULLAIL BIN HAZMAN SHAH SUPERVISOR : JUNAIDAH BINTI ABU BAKAR ABSTRACT SOCIAL MEDIA UNDOUBTEDLY IS A BIG INFLUENCE ON THE YOUNG POPULATION ESPECIALLY THE YOUNG ADULTS. THE SOCIAL MEDIA INFLUENCERS (SMIS) ARE A DEVELOPING MARKETING FORCE IN ALL AREAS OF BUSINESS. IN THE HOSPITALITY SECTOR, THE ACTIVE RESEARCH IS UNDERWAY TO UNDERSTAND AND EXPLOIT SMIS. THIS RESEARCH SEEKS STUDY THE RELATIONSHIP BETWEEN SMI CHARACTERISTICS AND TRAVEL DECISION BY THEIR FOLLOWERS. THREE CHARACTERISTICS OF SMIS WERE IDENTIFIED THROUGH LITERATURE AS HAVING STRONG INFLUENCE ON THEIR FOLLOWERS IN MAKING TRAVEL DECISIONS THAT IS ORIGINALITY OF THE POSTING, THE NUMBER OF FOLLOWERS AND THE FREQUENCY OF POSTING. FOUR ELEMENTS OF THE TRAVEL DECISIONS I.E., COSTS, DESTINATION, TRAVEL PERIOD AND IMPACT WERE EXAMINED AS DEPENDENT VARIABLES. TWELVE NON-DIRECTIONAL HYPOTHESES WERE PROPOSED FOR TESTING. A CONVENIENT SAMPLE OF 197 YOUNG ADULTS IN THE SHAH ALAM CITY COUNCIL WAS REACHED THROUGH A ONLINE SURVEY. THE SAMPLE RESPONDENTS WERE EVENLY SPLIT ON GENDER, MAJORITY AGED BETWEEN 21-23 AND SLIGHTLY MORE THAN HALF WERE EMPLOYED. THE MULTI-ITEM MEASUREMENT INSTRUMENT USING LIKERT SCALE PRODUCED REASONABLE INTERNAL CONSISTENCY. THE CORRELATION AND ONE-WAYANOVA ANALYSES SUPPORTED THAT 5 OF THE 12 HYPOTHESES. IMPACT, SURPRISINGLY HAD LITTLE SIGNIFICANT RELATIONS WITH THE SMI CHARACTERISTICS. NO OF FOLLOWERS OF THE SMI IS RELATED TO THE USE OF COST INFORMATION. ORIGINALITY OF THE POSTINGS BY THE SMI IS SIGNIFICANTLY RELATED TO IMPACT, USE OF COST INFORMATION AND DESTINATION CHOICE. FREQUENCY OF POSTINGS BY SMI IS ONLY RELATED TO TRAVEL PERIOD. IN SUMMARY, THE SMI CHARACTERISTICS – ORIGINALITY OF POSTINGS, FREQUENCY OF POSTINGS AND NUMBER OF FOLLOWERS HAVE SOME RELATIONSHIP WITH TRAVEL DECISIONS BY THEIR FOLLOWERS, BUT IT IS NOT STRAIGHT FORWARD AS HYPOTHESISED.
59 FACTOR INFLUENCING VISITOR'S SATISFACTION IN ATLAS BEACH FEST, BALI, INDONESIA KATHLEEN PUTRI ARIANTO LAIJ, NI LUH PUTU NADIASIH SUPERVISOR : JUNAIDAH BINTI ABU BAKAR ABSTRACT THIS STUDY AIMS TO INVESTIGATE THE FACTORS INFLUENCING VISITOR SATISFACTION IN ATLAS BEACH FEST, BALI, INDONESIA. THE POPULATION IN THIS STUDY IS INDONESIAN CITIZENS WHO HAVE VISITED ATLAS BEACH FEST. A TOTAL OF 384 QUESTIONNAIRE RESPONDENTS WHO HAD VISITED ATLAS BEACH FEST WERE SURVEYED USING A CONVENIENCE SAMPLING TECHNIQUE. THIS QUANTITATIVE RESEARCH ANALYSIS WAS CARRIED OUT WITH THE HELP OF THE IBM STATISTICAL PRODUCT AND SERVICE SOLUTION (SPSS) PROGRAM VERSION 27. THE FINDINGS REVEALED THAT VISITORS’ EMOTIONAL VALUE IS THE MOST SIGNIFICANT FACTOR IN DETERMINING VISITOR SATISFACTION WITH ATLAS BEACH FEST, FOLLOWED BY SERVICE QUALITY AND PRICE. TO CREATE A MEMORABLE EXPERIENCE THAT ENCOURAGES CUSTOMER LOYALTY AND GOOD REFERRALS FROM PEOPLE THAT HAS VISITED ATLAS BEACH FEST, THE STUDY EMPHASIZES THE NEED OF OFFERING TOURISTS HIGH-QUALITY SERVICES. THE FINDINGS OF THIS STUDY CAN BE APPLIED BY OWNERS OF ENTERTAINMENT VENUES, PARTICULARLY BEACH CLUB OWNERS, AND TOURISM STAKEHOLDERS TO ENHANCE VISITOR HAPPINESS AND BOOST ATLAS BEACH FEST'S COMPETITIVENESS AS A TRAVEL DESTINATION.
60 THE ROLE OF HUMAN CAPITAL IN INFLUENCING MARKETING CAPABILITIES WORKFORCE IN THE HOSPITALITY SECTOR MUHAMMAD AMMAR AQLAN BIN MOHD IZUDDIN, MUHAMAD NAQIB ALHAM BIN MOHAMMAD NASIR SUPERVISOR: NURUL AMIRAH BINTI MOHD RASLI ABSTRACT IN THE RAPIDLY EVOLVING HOSPITALITY SECTOR IN MALAYSIA, THE ROLE OF HUMAN CAPITAL IN INFLUENCING MARKETING CAPABILITIES HAS BECOME INCREASINGLY SIGNIFICANT. THIS STUDY AIMS TO EXPLORE THE RELATIONSHIP BETWEEN EMPLOYEE COMMITMENT, EMPLOYEE CREATIVITY, EMPLOYEE KNOWLEDGE, AND MARKETING CAPABILITIES WITHIN THE HOSPITALITY SECTOR WORKFORCE. THE STUDY UTILIZES A QUANTITATIVE RESEARCH APPROACH, GATHERING DATA THROUGH SURVEYS DISTRIBUTED TO EMPLOYEES WITHIN VARIOUS SEGMENTS OF THE HOSPITALITY SECTOR, INCLUDING HOTELS, RESORTS, AND RESTAURANTS. THE SURVEY MEASURES EMPLOYEE COMMITMENT, CREATIVITY, AND KNOWLEDGE, ASSESSING FACTORS SUCH AS THEIR DEDICATION TO THE ORGANIZATION, THEIR ABILITY TO GENERATE INNOVATIVE IDEAS, AND THEIR LEVEL OF EXPERTISE IN MARKETING PRACTICES. THE DATA COLLECTED WILL BE SUBJECTED TO STATISTICAL ANALYSIS TO DETERMINE THE EXTENT TO WHICH EMPLOYEE COMMITMENT, CREATIVITY, AND KNOWLEDGE INFLUENCE MARKETING CAPABILITIES WITHIN THE HOSPITALITY SECTOR. TO COLLECT THE PRIMARY DATA, THE RESEARCHERS DEVELOPED AN ONLINE SURVEY QUESTIONNAIRE USING GOOGLE FORM TO BE DISTRIBUTED TO RESPONDENTS USING SOCIAL MEDIA (WHATSAPP) AS THE MEDIUM. CONVENIENT SAMPLING METHOD WAS USED TO DISTRIBUTE THE QUESTIONNAIRES TO 394 HOSPITALITY SECTOR EMPLOYEES. THE DATA FROM QUESTIONNAIRES WAS ANALYSED USING STATISTICAL PACKAGE FOR SOCIAL SCIENCE (SPSS) VERSION 28. AS A RESULT, THIS STUDY ADDRESSES THE GAP IN THE LITERATURE BY EXAMINING THE ROLE OF EMPLOYEE COMMITMENT, CREATIVITY, AND KNOWLEDGE IN INFLUENCING MARKETING CAPABILITIES WITHIN THE HOSPITALITY SECTOR WORKFORCE IN MALAYSIA. BY EXPLORING THESE INDEPENDENT VARIABLES AND THEIR IMPACT ON MARKETING EFFECTIVENESS, THE STUDY WILL PROVIDE VALUABLE INSIGHTS FOR ORGANIZATIONS SEEKING TO LEVERAGE THEIR HUMAN CAPITAL TO GAIN A COMPETITIVE EDGE IN THE DYNAMIC AND HIGHLY COMPETITIVE HOSPITALITY INDUSTRY.
61 THE INFLUENCE OF BRAND AMBASSADOR ON PURCHASE INTENTION UMRAH PACKAGE: THE CASE OF KLANG VALLEY, MALAYSIA SYAHMI HAZIQ BIN SHAFRI, MUHAMMAD NA’IM BIN ROSLAN SUPERVISER: NOOR AISHAH BTE ABU BAKAR ABSTRACT THIS STUDY AIMS TO EXAMINE THE INFLUENCE OF BRAND AMBASSADOR ON PURCHASE INTENTION UMRAH PACKAGE. IN THIS STUDY, RESEARCHERS TRIED TO APPROACH THE FACTORS OF THE BRAND AMBASSADOR THAT INFLUENCING PEOPLE TOWARDS PURCHASE INTENTION UMRAH PACKAGE. THIS STUDY ALSO WILL ELABORATE ABOUT THE CREDIBILITY, TRUSTWORTHINESS AND PHYSICAL ATTRACTIVENESS OF THE BRAND AMBASSADOR AND PURCHASE INTENTION. THIS STUDY WILL PROVIDE AN INCLUSIVE OVERVIEW OF THE RESEARCH METHODOLOGIES. THE QUANTITATIVE APPROACH HAS BEEN EMPLOYED TO RUN THIS STUDY. THIS STUDY WAS CONDUCTED ON 370 MUSLIM RESPONDENTS WHO STAYED IN KLANG VALLEY AREA. THE DATA BEEN COLLECTED THROUGH ONLINE QUESTIONNAIRE DISTRIBUTED BY RESEARCHERS AND RESEARCHERS USED IBM SPSS VERSION 26 SOFTWARE ON THE STATISTICAL DATA WITH PEARSON CORRELATION TO ANALYSE THE DATA. THE RESEARCH DESIGNED USED IN THIS STUDY WAS DESCRIPTIVE DESIGN. THEREFORE, THE RESULT OF THE CORRELATION ANALYSIS SHOWED THERE ARE A SIGNIFICANT RELATIONSHIP OF CREDIBILITY, TRUSTWORTHINESS AND PHYSICAL ATTRACTIVENESS OF BRAND AMBASSADOR TOWARDS PURCHASE INTENTION UMRAH PACKAGE.
62 IMPACT OF HOTEL ATTRIBUTES ON INTENTION TO STAY BY MILLENNIALS AFTER COVID-19 AIDATUL AZWIN BINTI ADAM, SHAZA YASMIN BINTI AZHAM ABTRACT PURPOSE: THE COVID-19 EPIDEMIC HAS SIGNIFICANTLY ALTERED THE HOSPITALITY SECTOR, WITH MILLENNIALS BEING A CRUCIAL MARKET SEGMENT THAT BUSINESSES MUST TARGET. THIS STUDY ATTEMPTS TO INVESTIGATE HOW HOTEL CHARACTERISTICS AFFECT MILLENNIALS' PROPENSITY TO REMAIN AFTER COVID-19. AFTER CONDUCTING A THOROUGH LITERATURE STUDY TO IDENTIFY PERTINENT HOTEL CHARACTERISTICS, A SURVEY QUESTIONNAIRE WAS CREATED. A MILLENNIAL SAMPLE WAS GIVEN THE QUESTIONNAIRE ONLINE. STATISTICAL METHODS INCLUDING FACTOR ANALYSIS, CORRELATION ANALYSIS, AND REGRESSION ANALYSIS WERE USED TO ANALYSE THE DATA. IN ADDITION, IT IS POSSIBLE TO CONSIDER THAT AN AREA'S IMAGE IS WHAT INFLUENCES PEOPLE'S EXPECTATIONS THE MOST. INTENTION TO STAY AT HOTEL BY MILLENNIAL AFTER COVID-19 IS CONNECTED TO UNDERSTANDING HOW GENERATION Y MADE A DECISION BEFORE DECIDING TO STAY IN HOTELS FOLLOWING THE PANDEMIC. RESEARCHERS COLLECT DATA FROM 300 PARTICIPANTS USING SIMPLE RANDOM SAMPLING, WHICH IS A CONVENIENT SAMPLE METHOD. RESULTS INDICATED THAT LOCATION, VALUE OF MONEY AND SAFETY SECURITY WERE THE MOST CRITICAL ATTRIBUTES THAT INFLUENCED MILLENNIALS' INTENTION TO STAY AT A HOTEL AFTER COVID-19. THE QUANTITATIVE METHOD IS BASED ON THE DISTRIBUTION OF QUESTIONNAIRES TO ALL MILLENNIALS IN KLANG VALLEY FROM GENERATION Y. ACCORDING TO THE FINDINGS OF THIS STUDY, HUMANISTIC LANDSCAPE EXPECTATION IS THE MOST INFLUENTIAL OF THE THREE INDEPENDENT VARIABLES. THE EXPECTATION OF A HUMANISTIC LANDSCAPE WAS TRULY INDICATED BY THIS, AND IT HAS A FAVOURABLE RELATIONSHIP WITH IMPACT OF HOTEL ATTRIBUTES ON INTENTION TO STAY BY MILLENNIALS AFTER COVID-19.
63 PERCEPTION OF DETERMINANTS OF JOB SELECTION IN HOSPITALITY AND TOURISM INDUSTRY “ A CASE OF MSU HOSPITALITY AND TOURISM STUDENTS” HOSPITALITY AND TOURISM STUDENTS” ALISHA CHIH, SHARVIN THURAIRAJ SUPERVISER: NURUL AMIRAH BINTI MOHD RASLI ABSTRACT MANY STUDENTS CHOOSE HOSPITALITY AND TOURISM AS THEIR PROGRAM EVERY YEAR IN ORDER TO PURSUE THEIR CAREER IN THE INDUSTRY. THE PERCEPTION OF DETERMINANTS OF SELECTING JOB IN HOSPITALITY AND TOURISM INDUSTRY REMAINS UNCLEAR. THIS STUDY WAS CONDUCTED TO EXPLORES THE FACTORS THAT INFLUENCE HOSPITALITY AND TOURISM STUDENTS IN MSU TOWARDS JOB SELECTION IN THE HOSPITALITY AND TOURISM INDUSTRY. IT EXAMINES WHETHER RELATIONSHIP BETWEEN WAGES, WORK ENVIRONMENT, BENEFITS AND SELF-ACTUALIZATION CAUSE INFLUENCE IN THEIR JOB SELECTION. THIS STUDY WILL INDICATES HOSPITALITY AND TOURISM STUDENTS OF MSU TO MAKE THEIR PROCESS OF DECISION IN JOB SELECTION. THE SURVEY WAS CONDUCTED IN MSU AND IT WAS GIVEN TO HOSPITALITY AND TOURISM STUDENTS WITH THE TOTAL RESPONDENT OF 253. AFTER THAT, THEY WERE ANALYZE BY USING SPSS. AND, THE RESULTS EXPLAINS THE INDIVIDUAL STUDENTS OPINION TOWARDS SELECTIONS IN HOSPITALITY AND TOURISM INDUSTRY.
64 VISITOR SATISFACTION IN KAYAKING ACTIVITY AT TAMAN BOTANI SHAH ALAM WAN NOOR NADHILAH BINTI ID AZALAN SHAH SUPERVISER: MUHAMMAD ASRAF BIN ZULZALI ABSTRACT IN MALAYSIA, THERE ARE MANY BOTANICAL GARDENS THAT BECOME EDUCATION HUBS, A CENTER FOR RESTORING FLORA AND FAUNA IN MALAYSIA AND A PLACE TO CARRY OUT RECREATIONAL ACTIVITIES. AMONG THEM IS THE TAMAN BOTANI NEGARA SHAH ALAM (TNBSA) WHICH IS A BOTANICAL GARDEN OPERATING UNDER THE MINISTRY OF AGRICULTURE AND FOOD INDUSTRY. TAMAN BOTANI SHAH ALAM IS A POPULAR PUBLIC PARK IN MALAYSIA, WHICH ATTRACTS A CONSIDERABLE NUMBER OF VISITORS EVERY YEAR. THE PURPOSE OF THIS STUDY IS TO ASSESS THE LEVEL OF VISITOR SATISFACTION IN KAYAKING ACTIVITY AT TAMAN BOTANI SHAH ALAM. THIS STUDY CONTRIBUTES TO THE UNDERSTANDING OF THE FACTORS THAT INFLUENCE VISITOR SATISFACTION IN KAYAKING ACTIVITY AND CAN BE USED AS A REFERENCE FOR KAYAKING OPERATOR AND POLICYMAKERS TO IMPROVE THE QUALITY OF KAYAKING ACTIVITY TO MEET THE DIVERSE NEEDS OF VISITORS. THIS DESCRIPTIVE STUDY WAS CARRIED OUT AMONG LOCAL VISITOR AT TAMAN BOTANI SHAH ALAM USING ONLINE REVIEW QUESTIONS. THE LIKERT SCALE IS USED TO DERIVE DATA RATHER THAN STUDENTS' RESPONSES TO SHARE THEIR OPINIONS ABOUT THE EXPERIENCES THEY GET WHEN DOING KAYAKING ACTIVITIES IN SHAH ALAM BOTANICAL PARK. TO CONCLUDE THIS INVESTIGATION, RECREATIONAL ACTIVITIES AT TNBSA NEED TO MAINTAIN THE LEVEL OF VISITOR SATISFACTION.
65 THE MOTIVATING FACTORS FOR REDUCING FOOD WASTE AMONG YOUNG ADULTS SYAFINAS SURAYA SHAHRIN, DK SYAASYAA `AFEEFAH PG OMAR SUPERVISOR : NORHASYIMAH JUSOH ABSTRACT THIS STUDY AIMS TO EXAMINE THE RELATIONSHIPS BETWEEN AWARENESS, TIME CONSTRAINTS, FINANCIAL CONCERNS, WASTE CONCERN AS WELL OF SENSE OF RESPONSIBILITY AND THEIR INFLUENCES ON THE INTENT OF YOUNG ADULTS TO PRACTICE GOOD FOOD WASTE BEHAVIOR. MAJORITY OF FOOD WASTE ARE DISCARDED AND ENDS UP IN LANDFILLS AND LEADS TO THE DEGENERATION OF NATURAL ENVIRONMENT EITHER DIRECTLY OR INDIRECTLY. THESE FACTORS ARE STUDIED AND REVIEWED FURTHER IN CHAPTER TWO OF THE RESEARCH ALONG WITH THE CONCEPTUALIZED FRAMEWORK TO SHOW THE RELATION. THEREFORE, THIS PAPER WILL DISCUSS THE FACTORS AND THEIR EFFECT TOWARDS YOUNG ADULTS IN MANAGEMENT AND SCIENCE UNIVERSITY, SHAH ALAM’S INTENTION TO REDUCE FOOD WASTE. A SAMPLE OF 354 RESPONDENTS FROM THE INSTITUTION WAS COLLECTED THROUGH AN ONLINE QUESTIONNAIRE WITH THE QUANTITATIVE METHOD ANALYZED THROUGH THE STATISTICAL PACKAGE FOR SOCIAL SCIENCES (SPSS) TO SHOW THAT THE FACTORS IN THIS STUDY HAS AN INFLUENCE ON YOUNG ADULTS’ INTENTION TO REDUCE FOOD WASTE. FINDINGS FROM THE STUDY CAN BE USED FOR INSTITUTIONS TO BETTER UNDERSTAND THESE FACTORS TO COME UP WITH EFFORTS TO MINIMIZE THE PRODUCTION OF FOOD WASTE BY YOUNG ADULTS, ESPECIALLY IN UNIVERSITY.
66 MAN EAT MEAT WOMAN EAT CAKE EXPLORING BIAS AND STEREOTYPE IN FOOD SELECTION MUHAMMAD ASYRAF BIN MOHD ASRI, SHEVA PRAKASH A/L CHANDIRAN SUPERVISOR : AHMAD SAYUTI BIN YAHYA ABSTRACT FOOD SELECTION RESEARCH LOOKS INTO HOW PEOPLE CHOOSE WHAT THEY EAT.FOOD SELECTION IS A MULTIDISCIPLINARY SUBJECT THAT INCLUDES PSYCHOLOGICAL AND SOCIOLOGICAL, ECONOMIC, AND SENSORY ASPECTS. THE EVOLUTION OF ERA HAS MADE EVERYONE’S FOOD SELECTION COMPLICATED . THE RESEARCH IS AIM TO STUDY THE FACTORS THAT INFLUENCING ON PEOPLE FOOD SELECTION. WHICH IS BASED ON HEALTH CONSCIOUS LIFESTYLE, FOOD EXPOSURE EFFECT AND CULTURE AND RELIGIOUS EFFECT. THE RESEARCHER WILL BE USING QUANTITATIVE APPROACH FOR THIS STUDY. THE INPUTS WILL BE COLLECTED FROM MALE AND FEMALE . THE RESEARCH WILL ONLY COVER STUDENTS FROM MANAGEMENT AND SCIENCE UNIVERSITY (MSU), SHAH ALAM.
67 ACCEPTANCE OF FOOD READY-TO-EAT (R.T.E) ON NEW INNOVATIVE FOOD PRODUCT: A CASE STUDY ON SHRIMP PASTE MOHAMMAD IZZAT NAZMI BIN SANUSI, MUHAMMAD NABIL BIN AZMAN SUPERVISOR : MUHAMMAD HAKIM BIN HAMDAN ABSTRACT THE PURPOSE OF THIS STUDY IS TO DETERMINE CONSUMER APPROVAL OF INNOVATIVELY PREPARED CUISINE IN SHAH ALAM, MALAYSIA. THE RESEARCH THAT WAS DONE FOCUSED ON THE USE OF SHRIMP PASTE AS AN INNOVATION IN READY-TO-EAT (RTE) MEALS. THE PURPOSE OF THE STUDY WAS TO LOOK AT HOW WELL-MADE ITEMS ARE RECEIVED, AS WELL AS HOW WELL-MADE PRODUCTS ARE ADVERTISED AND PRODUCED. THIS RESEARCH DEMONSTRATES HOW THE MARKET INNOVATES ITEMS, PARTICULARLY THOSE USING SHRIMP PASTE. ADDITIONALLY, THE FINAL PRODUCT WILL GO THROUGH A QUALITY INSPECTION THROUGHOUT MANUFACTURE (QC). THIS PROCEDURE IS CRUCIAL FOR ENSURING THAT THE FINAL PRODUCT IS HIGH-QUALITY AND WELL-LIKED BY CUSTOMERS. AS A RESULT, THIS STUDY ALLOWS US TO OBSERVE CONSUMER ACCEPTANCE OF PRODUCT INNOVATION THAT HAS BEEN PRODUCED IN A NUMBER OF SIGNIFICANT AREAS.
68 THE RELATIONSHIP BETWEEN EMERGING FACTORS OF MUSLIM-FRIENDLY HOTEL TOWARDS CUSTOMER SATISFACTION IN KLANG VALLEY DANIA NATASYA BINTI RIDZUWAN, AIMADUDDIN AKRAM BIN MOHD SALLEH SUPERVISOR : SIR SHUFRI BIN JOHARI ABSTRACT THE NUMBER OF MUSLIM TOURISTS HAS SIGNIFICANTLY INCREASED IN RECENT YEARS, WHICH HAS INCREASED DEMAND FOR HOTELS THAT CAN ACCOMMODATE THEIR PARTICULAR DEMANDS. THE PURPOSE OF THIS STUDY IS TO INVESTIGATE THE FACTORS THAT AFFECT MUSLIM HOTEL CUSTOMER SATISFACTION. THE STUDY USES A QUANTITATIVE RESEARCH METHODOLOGY AND A STANDARDISED QUESTIONNAIRE TO GATHER INFORMATION FROM RECENT MUSLIM HOTEL VISITORS. THE QUESTIONNAIRE ASKS ABOUT A RANGE OF TOPICS, INCLUDING SERVICES OFFERED, HALAL FOOD ALTERNATIVES, AND PRAYER FACILITIES. TO DETERMINE THE ASSOCIATION BETWEEN SERVICE QUALITY, BRAND IMAGE, AND ISLAMIC TRAITS, DATA ANALYSIS WAS SUPPORTED BY THE SPSS TOOL. TO DETERMINE THE MOST IMPORTANT VARIABLES AFFECTING MUSLIM CUSTOMER SATISFACTION, THE OBTAINED DATA WILL BE EVALUATED USING STATISTICAL TOOLS, SPECIFICALLY DESCRIPTIVE STATISTICS. THIS STUDY ALSO INTENDS TO OFFER TIPS AND INSIGHTS FOR MUSLIM-FRIENDLY HOTELS TO ENHANCE THEIR OFFERINGS AND SATISFY THE CHANGING DEMANDS OF MUSLIM TOURISTS. OVERALL, THIS RESEARCH WILL AID IN THE TOURISM SECTOR'S COMPREHENSION OF MUSLIM TOURISTS' WANTS AND PREFERENCES AND HELP MUSLIM-FRIENDLY HOTELS PROVIDE BETTER SERVICES TO ITS PATRONS. MUSLIM TOURISTS ARE BECOMING MORE AND MORE PREVALENT AS THE TOURISM SECTOR DEALS WITH SHIFTING CONSUMER PREFERENCES.
69 THE IMPACT OF RISK PERCEPTION ON VISITOR’S DECISION MAKING TO ATTEND EVENT ABIIRAAMI A/P AKILAN, MOHD SYAIRAZIE BIN SEMAN SUPERVISOR : MADAM NURFATIN ADILA BINTI MD DITON ABSTRACT IN THIS STUDY, THERE ARE THREE MAIN VIEWS AND, CONSEQUENTLY, RESEARCH DESIGN TECHNIQUES CAN BE UTILISED TO AGGREGATE MUCH OF THE INFLUENCE OF RISK PERCEPTION ON VISITOR’S DECISION-MAKING. THESE THREE PERSPECTIVES INCLUDE HEALTH CONCERN, SAFETY AND SECURITY, AND SEVERE CLIMATIC CHANGES. HENCE, THE OBJECTIVES OF THIS STUDY ARE TO INVESTIGATE THE RELATIONSHIP BETWEEN THE VISITOR’S DECISION MAKING TOWARDS THE IMPACT OF RISK PERCEPTION TO ATTEND AN EVENT .
70 VOLUNTEER SATISFACTION TOWARDS SPORTING EVENT IN KLANG VALLEY HANIN KHALIL MOUSA AYESH, RABIATUL SHAIRAH BINTI RIDZLAN SUPERVISOR : MADAM NUR AMIRAH BINTI MAZME ABSTRACT PEOPLE ARE BECOMING INCREASINGLY CONCERNED ABOUT FOOD SAFETY AND HYGIENE, MAKING RESEARCH ON THE TOPIC ALL THE MORE IMPORTANT. THE STUDY'S OVERARCHING OBJECTIVE IS TO UTILISE A QUANTITATIVE METHODOLOGY TO EXAMINE STUDENTS' LEVEL OF KNOWLEDGE CONCERNING FOOD SAFETY AND CLEANLINESS. TWO WEEKS WERE SPENT ON THE DISTRIBUTION AND COLLECTION OF 250 QUESTIONNAIRES. RESULTS SHOWED THAT STUDENTS' FOOD SAFETY AWARENESS WAS SUBSTANTIALLY INFLUENCED BY THEIR LEVEL OF FOOD SAFETY KNOWLEDGE. THE STUDY MIGHT ALSO HELP THE MINISTRY OF HEALTH (MOH) DEVELOP PLANS TO IMPROVE STUDENT HEALTH THROUGHOUT THE NATION. THE PURPOSE OF OUR INVESTIGATION IS TO KNOW THE EFFECTIVENESS ON FOOD SAFETY KNOWLEDGE AMONG CULINARIANS IN MSU RELATED TO COURSES FROM CULINARY PROGRAMS, HYGIENE, AND FOOD HANDLER TRAINING. KEYWORD: FOOD SAFETY KNOWLEDGE, HYGIENE, EFFECTIVENESS, STUDENT AWARENESS
71 NOVICE PARTICIPANTS PLAYS EXPERIENCE IN KAYAKING ACTIVITIES AT TAMAN TASIK SHAH ALAM AMONG MSU STUDENTS MUHAMMAD NORIMAN HAKIM BIN MUSLAM, MUHAMMAD NAQEB AMMRIL BIN RIZAN SUPERVISOR : SIR ASYRAF ABSTRACT OUTDOOR RECREATION IS AN ACTIVITY THAT NEEDS PARTICIPANTS WHETHER EXPERIENCE NOR NOVICE PARTICIPANT TO PARTICIPATE IN ANY RELATED ACTIVITIES THAT INVOLVE OUTDOOR RECREATION. FOR NOVICE PARTICIPANT THERE ARE SOME CHALLENGE THAT MIGHT BE BARRIER TO THEM FOR JOINING KAYAKING ACTIVITIES ALSO RISK PERCEPTION ON EVERY NOVICE PARTICIPANT ARE INFLUENCE THEM TO CLOSE WITH KAYAKING ACTIVITIES. SO WITH THOSE PERCEPTIONS CAN BE CHANGES WITH RESEARCH ABOUT KAYAKING ACTIVITIES IT IS A LOW RISK WITH A GOOD QUALITY OF SERVICE AND EQUIPMENT TO PREVENT A HIGH RISK, INJURIES CAN HAPPEN WITHOUT ANYONE KNOWS BUT THEN WITH GOOD PERCEPTION AND POSITIVE THOUGHT ALSO EQUIPMENT AND SERVICE FOR INSTRUCTOR IT CAN BE LOWER OR NO INJURIES. THE MAIN FACTOR INFLUENCE NOVICE PARTICIPANT IN RISK PERCEPTION CONSIST THREE (3) PARTS WHICH ARE KNOWLEDGE EXPERIENCE, ENVIRONMENT AND EQUIPMENT GEAR. BASED ON ALL FACTORS DESCRIBED, THERE IS A SIGNIFICANT RELATIONSHIP BETWEEN KNOWLEDGE EXPERIENCE, ENVIRONMENT, AND EQUIPMENT GEAR AMONG NOVICE PARTICIPANT IN KAYAKING ACTIVITY.
72 RECREATION PARTICIPATION PATTERNS AMONG YOUTH VISITORS TO URBAN PARKS SYED AHMAD DANIAL BIN SYED BEN BELLA SUPERVISOR: ADAM AFIF BIN MOHAMAD AZMI ABSTRACT URBAN PARKS ARE A COMMUNITY RESOURCE. THEY IMPROVE THE COMMUNITY'S APPEARANCE AND PERCEIVED VALUE WHILE OFFERING A CONVENIENT VENUE FOR A WIDE RANGE OF LEISURE AND RECREATIONAL ACTIVITIES. URBAN PARKS MAY MEET THE NEEDS AND INTERESTS OF MANY TYPES OF INDIVIDUALS AND MANY DIFFERENT DEMOGRAPHIC GROUPINGS, PARTICULARLY THE YOUTHS. URBAN PARKS COULD OFFER A VARIETY OF HEALTH BENEFITS, FACILITIES AND ECOLOGICAL SERVICES, BUT COMMUNITY VIEWPOINTS MIGHT HAVE AN IMPACT ON URBAN PARK CONSERVATION AND BIODIVERSITY. CULTURAL ECOLOGICAL SERVICES, OR THE INTANGIBLE ADVANTAGES INDIVIDUALS DERIVE FROM NATURE, CAN ENCOURAGE USAGE OF A PARK AND INSPIRE A MANAGEMENT RESPONSE FROM THE AUTHORITY. THE STUDY AIMS TO STUDY WHY THE YOUTHS ATTEND URBAN PARKS, IF A PARK'S IMPLICIT BIODIVERSITY AFFECTS VISITORS, WHAT PARK VISITORS OBSERVE, AND HOW BEING IN AN URBAN PARK AFFECTS THEM EMOTIONALLY. THE MAIN FACTOR OF YOUTH PARTICIPATION IN URBAN PARKS CONSISTS OF THREE (3) PARTS WHICH ARE PHYSICAL AND MENTAL HEALTH, FACILITIES AND ATTRACTION, AND SOCIAL TIES. BASED ON ALL THE FACTORS DESCRIBED, THERE IS A SIGNIFICANT RELATIONSHIP BETWEEN PHYSICAL AND MENTAL HEALTH, FACILITIES AND ATTRACTION, AND SOCIAL TIES WITH PARTICIPATING IN RECREATION IN URBAN PARKS.
73 COMPETING DEVOTION: CHALLENGE IN PROVIDING KIDS HEALTHY MENU AMONG YOUNG WORKING PARENTS IN SHAH ALAM MOHD FAZREEN BIN HAIROL ANUAR, EFFAZATUL EKMA BINTI SUPANATE SUPERVISOR: NORHASYIMAH JUSOH ABSTRACT THIS STUDY AIMS TO IDENTIFY HOW YOUNG PARENTS IN THE SHAH ALAM PREPARE A HEALTHY MENU FOR THEIR CHILDREN. A HEALTHY MENU IS VERY IMPORTANT FOR CHILDREN'S HEALTH AND IT ALSO PROVIDES GOOD PROTEIN FOR THEIR GROWTH. PROVIDING A HEALTHY MENU FOR CHILDREN IS HIGHLY ENCOURAGED SO THAT THEY WILL GET USED TO IT AND NOT CHOOSE IN THEIR DAILY DIET. THE ROLE OF PARENTS IS VERY IMPORTANT IN EMPHASIZING HEALTHY AND BALANCED NUTRITION. FOR YOUNG WORKING PARENTS, IT MUST BE A CHALLENGE TO PREPARE FOOD MENUS FOR THEIR CHILDREN, SO PARENTS SHOULD DIVIDE THEIR TIME SO THAT HEALTHY FOOD MENUS FOR CHILDREN CAN BE PREPARED PERFECTLY. CHILDREN SHOULD BE TAUGHT ABOUT THE NUTRITION FOUND IN HEALTHY FOOD, SO THAT THEY ALWAYS REMEMBER THAT HEALTHY FOOD IS GOOD FOR THEIR HEALTH. FOR YOUNG PARENTS WHO WORK, TIME IS THE MAIN PROBLEM THEY THINK ABOUT BECAUSE PREPARING A HEALTHY MENU FOR OLDER CHILDREN REQUIRES AN IMPORTANT FOCUS SO THAT THE MENU PREPARED IS LIKED BY THE CHILDREN.
74 UNIQUENESS OF TRADITIONAL MALAY KUEH IN SELANGOR MUHAMMAD HAZIQ BIN KAMARUL ZAMAN, HANISAH ALYAA BINTI AZMI SUPERVISOR: NORHASYIMAH JUSOH ABSTRACT THIS CHAPTER BEGINS WITH THE BACKGROUND OF STUDY. SUBTOPICS INCLUDED ARE PROBLEM STATEMENT, RESEARCH OBJECTIVE, RESEARCH QUESTION, SIGNIFICANCE OF STUDIES AND SCOPE OF STUDIES REGARDING THE UNIQUENESS OF TRADITIONAL MALAY KUEH IN SELANGOR.
75 THE FACTOR DELBEOUF ILLUSION IN FOOD CHOICE SELECTION IN MSU SHAH ALAM MUHAMMAD SAZNI BIN ZAILIL, SITI NURUL SHAFIQAH BINTI MOHD NORAZMAN SUPERVISOR: MUHAMMAD SYAZWI ASNA BIN MAZLAN ABSTRACT THIS STUDY IS CARRIED OUT TO EXAMINE CONFORMING DELBEOUF ILLUSION IN FOOD CHOICE SELECTION IN MSU SHAH ALAM, MOST PART, THIS CHAPTER FORMED THE FOUNDATION OF THE ENTIRE RESEARCH ORGANIZATION AND PROVIDES AN OUTLINE OF THE RESEARCH BACKGROUND, THE PROBLEM STATEMENT, THE RESEARCH OBJECTIVES, THE RESEARCH QUESTIONS, THE SIGNIFICANCE OF THE STUDY, THE SCOPE OF STUDY, OPERATIONAL DEFINITION AND A BRIEF SUMMARY FOR THIS CHAPTER.
76 MALAYSIAN GENERATION Z'S PERCEPTION TOWARDS GREEN TOURISM SHAHIR IMRAN BIN MD AZMI , AATHI SHANKARA A/L THIRUCHELVAM SUPERVISOR: MR. AZIZUL BIN JAMALUDIN ABSTRACT THE STUDY INVESTIGATING HOW MALAYSIAN GENERATION Z PERCEIVES GREEN TOURISM IS SUMMARIZED IN THIS ABSTRACT. GREEN TOURISM SEEKS TO REDUCE THE NEGATIVE EFFECTS THAT TRADITIONAL TOURISM HAS ON THE ENVIRONMENT, SOCIETY, AND CULTURE. TO ENCOURAGE SUSTAINABLE TRAVEL PRACTICES AMONG THIS POWERFUL GENERATION, IT IS CRUCIAL TO COMPREHEND HOW GENERATION Z VIEWS THE WORLD. THE STUDY USES A METHODS APPROACH AND USES SURVEYS TO GATHER INFORMATION FROM A SAMPLE OF MALAYSIAN GENERATION Z. THE SURVEY EVALUATES PEOPLE'S LEVELS OF AWARENESS, INFORMATION, ATTITUDES, AND BEHAVIOR IN RELATION TO ECOTOURISM. GENERATION Z IN MALAYSIA HAS A MODERATE LEVEL OF AWARENESS AND KNOWLEDGE OF GREEN TOURISM, ACCORDING TO PRELIMINARY FINDINGS. THEY ARE OPTIMISTIC AND UNDERSTAND ITS VALUE IN PRESERVING THE ENVIRONMENT AND CULTURE. HOWEVER, THERE IS A DISCONNECT BETWEEN ATTITUDES AND BEHAVIORS, AND THERE IS LITTLE USE OF SUSTAINABLE TRAVEL STRATEGIES. EDUCATION, MEDIA SWAY, ACCESSIBILITY TO ECO-FRIENDLY VACATION SPOTS, AND THE COST OF ECOFRIENDLY OPTIONS ARE ALL FACTORS AFFECTING GENERATION Z'S PERCEPTION. THE STUDY EMPHASIZES HOW IMPORTANT IT IS TO INCORPORATE SUSTAINABILITY INTO THE ACADEMIC CURRICULUM IN ORDER TO CLOSE THE KNOWLEDGE-TO-ACTION GAP. POLICYMAKERS, STAKEHOLDERS IN THE TOURISM INDUSTRY, AND EDUCATORS SHOULD CONSIDER THE FINDINGS. BY ADDRESSING BARRIERS AND UTILIZING MOTIVATIONS, TARGETED STRATEGIES CAN BE DEVELOPED TO IMPROVE GENERATION Z'S PARTICIPATION IN GREEN TOURISM. AS A RESULT, MALAYSIAN YOUTH MAY DEVELOP A CULTURE OF ENVIRONMENTALLY FRIENDLY TRAVEL, WHICH WILL BE ADVANTAGEOUS TO THE REGION'S COMMUNITIES, THE ENVIRONMENT, AND THE TRAVEL AND TOURISM SECTOR. KEYWORDS: GENERATION Z, GREEN TOURISM, SUSTAINABLE TOURISM, PERCEPTIONS, MALAYSIA
77 SERVICE QUALITY TOWARDS CUSTOMERS LOYALTY IN MUSLIM FRIENDLY HOTEL IN KLANG VALLEY HANIM NABIELAH BINTI NORAZEMAN ,ARIFF IRMAN BIN DZULKIFLI SUPERVISOR: MR SHUFRI BIN JOHARI ABSTRACT MALAYSIA IS A WELL-LIKED TOURIST DESTINATION WORLDWIDE. THE VARIETY OF HALAL GOODS AND HOTEL SERVICES IS HUGE, AND TOURISTS HAVE LITTLE TROUBLE MAKING THEIR SELECTIONS. ON TOP OF THAT, MUSLIM-FRIENDLY HOSPITALITY SERVICES ARE THE NEW FAST-DEVELOPING TOURISM PRODUCTS IN THE HALAL TOURISM INDUSTRY. UNDERSTANDING MUSLIM TRAVEL BEHAVIOURS IS NECESSARY FOR MUSLIM-FRIENDLY HOTELS FOR SATISFYING THEIR DEMANDS, PARTICULARLY IN THE HOTEL BUSINESS. WITHOUT A THOROUGH AWARENESS OF RELIGION, ITS PRACTICES, AND HOW THEY AFFECT BOTH TOURISTS AND SERVICE PROVIDERS, A SOLID UNDERSTANDING OF TOURISM CANNOT BE CREATED. BESIDES, THE AIM OF THIS STUDY IS TO IDENTIFY SERVICE QUALITY TOWARD CUSTOMER LOYALTY IN MUSLIM FRIENDLY HOTEL IN KLANG VALLEY AND THE VARIABLES (TANGIBILITY, RESPONSIVENESS, RELIABILITY, ASSURANCE AND EMPATHY). THIS STUDY WAS CONDUCTED ON 200 RESPONDENTS WHO STAYED AT A MUSLIM-FRIENDLY HOTEL (MFH) IN THE KLANG VALLEY. HOWEVER, A QUANTITATIVE METHOD IS USED TO DISTRIBUTE THE QUESTIONNAIRES TO THE PEOPLE WHO LIVE IN THE KLANG VALLEY AREA. HENCE, THIS ACTUALLY SIGNIFIED TANGIBILITY, RESPONSIVENESS, RELIABILITY, ASSURANCE AND EMPATHY HAS A POSITIVE CORRELATION WITH CUSTOMER LOYALTY ON MUSLIM FRIENDLY HOTEL IN KLANG VALLEY. IN LINE WITH THAT, THE QUESTIONNAIRE WAS SLIGHTLY MODIFIED USING SPSS, INFERENTIAL STATISTICAL AND CORRELATION ANALYSIS TO CHECK ON THE RELATIONSHIP BETWEEN THE VARIABLES AND THE LINK OF THE HYPOTHESIS. LASTLY, THE RESULTS OF THE STUDY AND ITS IMPLICATIONS ARE DISCUSSED. KEYWORDS: SERVICE QUALITY, TANGIBILITY, RESPONSIVENESS, RELIABILITY, ASSURANCE, EMPATHY, CUSTOMER LOYALTY