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All Journal Journal of the Community Development in Asia Asia Pacific Journal of Management and Education
Odebunmi Abayomi Tunde
Osun State Polytechnic
Humanities Education Languange, Linguistic, Communication & Media Other

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The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies Ida Bagus Surya Dharma; Hengky Hengky; Lim Lee Ching; Lim Shi Ni; Lim Shu Zhen; Lim Zhi Yee; Nsobundu Ugochukwu Brayn; Sehrish Syed Ilyas; Kok Ban Teoh; Odebunmi Abayomi Tunde; Gai Sin Liem; Friday Ogbu Edeh; Rupesh Kumar Sinha
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 3 (2024): November 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i3.3540

Abstract

The emergence of influencer marketing in developing countries has been facilitated by Generation Z's use of social media. This study's goal is to discover how influencer marketing will affect Gen Z consumers' purchasing intentions in Indonesia, Malaysia, India, and Nigeria. In this study, the data were examined utilizing descriptive, reliability, correlation, and regression analysis employing quantitative research and IBM SPSS Statistics 26. The data collection method was carried out online with a group of 150 individuals from the Gen Z demographic participating. The study highlights that perceived influencer credibility, product-influencer relevance, perceived expertise, and trustworthiness significantly impact Gen Z's purchasing intentions in Indonesia, Malaysia, India, and Nigeria. Authentic, credible influencers who align with a brand's image strengthen consumer trust and purchase intent. Marketers should prioritize collaborations with influencers known for genuine, relatable, and expert content, fostering deeper engagement and brand loyalty. While peers' reviews showed less impact, further research could explore Gen Z's evolving approach to social proof.
Factors Influencing Consumer Satisfaction: An Analysis of Consumer Electronics Odebunmi Abayomi Tunde; Oh Zi Jian; Tianyu Wen; Wong See Khee; Qiong Wu; Yuchun Wu; Yucong Xi; A. J. Ali; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i1.3858

Abstract

Consumer satisfaction is a crucial determinant of brand success, particularly in the competitive consumer electronics industry. This study examines the key factors influencing consumer satisfaction with Huawei gadgets, focusing on brand loyalty, technological innovation, product quality, and service quality. Using a quantitative approach, data were collected through an online survey distributed via Google Forms to 150 respondents who had purchased and used Huawei devices. Convenience sampling was employed to reach a diverse group of consumers. A five-point Likert scale was used to measure satisfaction levels. The regression analysis revealed that brand loyalty (? = 0.428, p 0.05) and product quality (? = 0.218, p 0.05) have a positive and significant impact on consumer satisfaction, supporting H1 and H3. However, technological innovation (? = 0.90, p 0.05) and service quality (? = negative, p 0.05) did not exhibit significant relationships with consumer satisfaction, leading to the rejection of H2 and H4. The adjusted R² value of 0.285 suggests a moderate model fit. These findings emphasize the importance of strengthening brand loyalty and maintaining high product quality to enhance consumer satisfaction. Future research should explore additional factors such as pricing and marketing strategies to provide a more comprehensive understanding.
The Recipe for Delight: An Empirical Study of Customer Satisfaction in the Fast-Food Industry Odebunmi Abayomi Tunde; Zi Jian Oh; Tat Cong Yap; Wee Na Yap; Yashwini A/P Parthiben; Yasmin Husna Binti Amizi; Tian Ye; Anees Jane Ali; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4173

Abstract

Subway has established itself as one of the leading fast-food chains in Malaysia by offering customizable sandwiches and promoting a fresh, healthy image. However, customer satisfaction in the fast-food sector is shaped by multiple factors, including price, product quality, promotional effectiveness, and perceived convenience, all of which determine customer loyalty and competitiveness. This study aims to investigate how these factors influence satisfaction with Subway in Malaysia. Data were collected from 110 respondents through an online survey distributed via Google Forms and analyzed using SPSS regression analysis. The results demonstrate that perceived convenience (? = 0.459, p 0.001) and price (? = 0.218, p 0.05) significantly enhance customer satisfaction, jointly explaining 49.9% of the variance (R² = 0.499). In contrast, product (? = 0.099, p 0.05) and promotion (? = 0.043, p 0.05) showed no significant effect, indicating that customers may treat them as standard expectations rather than decisive factors. These findings suggest that Subway should prioritize improving convenience through efficient service channels and digital solutions while maintaining competitive pricing strategies. Innovations in product and promotion remain important to sustain differentiation and strengthen long-term customer loyalty
Co-Authors A. J. Ali Anees Jane Ali Daisy Mui Hung Kee Friday Ogbu Edeh Gai Sin Liem Hengky Hengky Ida Bagus Surya Dharma Kok Ban Teoh Lim Lee Ching Lim Shi Ni Lim Shu Zhen Lim Zhi Yee Nsobundu Ugochukwu Brayn Oh Zi Jian Qiong Wu Rupesh Kumar Sinha Sehrish Syed Ilyas Tat Cong Yap Tian Ye Tianyu Wen Wee Na Yap Wong See Khee Yashwini A/P Parthiben Yasmin Husna Binti Amizi Yuchun Wu Yucong Xi Zi Jian Oh