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All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific Asia Pacific Journal of Management and Education
Daisy Mui Hung Kee
Universiti Sains Malaysia, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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A Case Study: How Social Media Advertisement Influences Consumer Behavior Toward a Fast-Food Restaurant Yee Huei Lok; Oh Zi Jian; Manoj Kumar Chaudhary; Nurin Amni Bt Khairul Azhar; Nurin Zahirah Bt Azizi; Nursyazana Afiqah Bt Azman; Nurul Husna Bt Hassan; Mohd Rohaan; Nidhi Kumari; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i2.3250

Abstract

Social media has become an increasingly important platform for shaping consumer behavior toward brands. Subsequently, social media is widely utilized and favored in most nations. This study examines the role of social media advertisement in shaping consumer behavior toward McDonald's. A mixed-methods approach was used, consisting of a survey of social media users and an analysis of McDonald's social media presence. The study found a mixed customer response to social media advertising. While a significant portion of respondents expressed initial interest in exploring products or services further after encountering them on social media, the research also identified a segment of customers who were less likely to be swayed by such marketing. The study also highlighted the influence of social media advertising on consumer behavior, particularly purchase decisions (beta = 0.340). However, the effectiveness of these ads likely depends on individual consumer interests and motivations. McDonald's should consider this when tailoring their social media advertising strategies.
How Does Starbucks Develop Brand Loyalty Among Its Customers in Asia? Insights From Malaysia, Indonesia, and India Thiam Yong Kuek; Rosmelisa Yusof; Sushmithaa A/P Selvam; Siti Ramizah Binti Roslan; Son Rakh A/L Aibau; Isha Vats; Jahnavi Singhal; Khushi Chaudhary; Daisy Mui Hung Kee; Xinyi Su
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 6, No 3 (2023): October 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i3.2631

Abstract

Starbucks' brand loyalty is influenced by several aspects, including pricing, products offered, product quality and taste. The purpose of this research is to determine how Starbucks develops brand loyalty among its customers in Malaysia, India, and Indonesia. This survey will also be able to determine whether Asian customers will continue to be devoted Starbucks customers. The survey involved 136 people who are loyal Starbucks consumers from Malaysia, India, and Indonesia. The data for this study was collected through online sources and questionnaires. The results of this study reveal that customer contentment, the quality of products and services, and the pricing of food and drinks greatly influence customer behavior and their inclination to remain loyal to the Starbucks brand. Among all the independent factors under consideration, customer satisfaction stands out as the most predominant, surpassing the other two variables. It is suggested for Starbucks to prioritize customer satisfaction by consistently exceeding performance and delivering exceptional, diverse beverage options with valuable pricing to meet and exceed customer expectations.
Factors Influencing the Intention to Use E-Wallet Payment Among Millennials and Generation Z in Malaysia Kia Hui Gan; Hui Ling Lim; Ke Shan Choo; Jes Yee Chong; Jing En Chong; Xin Yi Chong; Kai Wen Choong; 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.v8i1.3855

Abstract

The monetary climate has evolved due to the rapid advancement of digital payment systems, and Touch ‘n Go is one of the contactless smart card systems that is commonly used to conduct transactions, especially among younger generations. Touch ‘n Go is the foundation of the digital revolution within Malaysia’s mobility ecosystem, creating an enjoyable shopping experience for millions of Malaysians. Thus, this study investigates the factors influencing Millennials and Generation Z's intention to use e-wallets. The research focuses on four key variables: perceived security, perceived usefulness, consumer’s attitude, and social influence. Data was collected through a survey of 150 Millennials and Generation Z respondents and the impact of these factors on the intention to use e-wallets was analysed using quantitative methods. The findings show that perceived usefulness and consumer attitude significantly drive Touch ’n Go eWallet adoption, emphasizing functionality and user experience. However, perceived security and social influence had no significant impact on usage intention. The study offers insights for digital wallet providers and legislators looking to boost the adoption rate of digital payment systems in Malaysia.
Optimizing Marketing Strategies for Enhanced Sales Performance in the Travel and Tourism Sector Daisy Mui Hung Kee; Sameena Sirajudeen; Nur Hannah Amirah Hizer; Nur Suraini Nasir; Svenja Rau
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 1 (2024): February 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i1.2902

Abstract

This study explores key influencing factors affecting marketing sales performance for the travel and tourism industry. Research has shown that the travel and tourism industries have become one of the important sectors. Due to uncertainties in today's highly competitive global economy, these industries have struggled to survive and sustain growth during the pandemic. Hence, it is justifiable to make further research on how to develop these industries. It is interesting to investigate factors that can enhance marketing sales performance for these industries. The literature review shows that sloganization, dynamic pricing and personal selling are three important key influencing factors. A conceptual model was proposed. Conclusion and limitations of this study are discussed in this study.
Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships Kok Ban Teoh; Jia Lin Jocelyne Lee; Rudkouskaya Volha; Muhammad Syazwan Afifi Bin Zamri; Nadiah Hidayah Binti Azian; Pei Long Ng; Zulkifli Ega Irvan Maulana; Seviana Via; Gerasimenko Vladimir; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i2.3252

Abstract

McDonald’s Corporation, established in 1940, is an American multinational fast-food chain. Over the years, McDonald’s has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this study aims to investigate the strategies employed by McDonald's to foster long-term customer relationships by examining various factors, including food quality, service quality, atmosphere, price, brand, and customer relationships. To explore, primary and secondary data collection was conducted through several sources, and a digital questionnaire was produced to collect data and information from 150 respondents. The results found that only atmosphere and brand had a significant positive impact on customer relationships. The study found that atmosphere has the strongest influence, followed by brand. This suggests that while food quality, service quality, and price are important, creating a pleasant atmosphere and fostering a strong brand are even more critical for McDonald's to build lasting customer relationships.
Co-Authors A. J. Ali Gerasimenko Vladimir Hui Jie Ngu Hui Ling Lim Isha Vats Jahnavi Singhal Jes Yee Chong Jia Lin Jocelyne Lee Jing En Chong Kai Wen Choong Ke Shan Choo Khushi Chaudhary Kia Hui Gan Kok Ban Teoh Lee Kuong Ling Lulwa Khalied Alsubaie Majdi Anwar Quttainah Manoj Kumar Chaudhary Mohd Rohaan Monika Pal Muhammad Syazwan Afifi Bin Zamri Nadiah Hidayah Binti Azian Nathiya A V Sasitheran Navena A/P Rajogoval Nidhi Kumari Nik Nur Syafiqah binti Mohd Noor Norfathu Aishan Nour Aliaa Nadirah Nur Hannah Amirah Hizer Nur Suraini Nasir Nurin Amni Bt Khairul Azhar Nurin Zahirah Bt Azizi Nursyazana Afiqah Bt Azman Nurul Husna Bt Hassan Oh Zi Jian Pei Long Ng Rosmelisa Yusof Rudkouskaya Volha Rudresh Pandey Sameena Sirajudeen Sarah Abduallah Alrubah Seviana Via Simran Yyadav Siti Ramizah Binti Roslan Son Rakh A/L Aibau Sushmithaa A/P Selvam Svenja Rau Thiagarajan A/P Shamiliy Thiam Yong Kuek Xin Yi Chong Xinyi Su Yee Huei Lok Zulkifli Ega Irvan Maulana