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All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific
Kean, Koay Loke
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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The Effect of Influencer Marketing on Consumer Behavior of Fashion Style in the Age of Social Media Nissa, Khoirun; Chauhan, Priyanshi; Asim, Mohamed; Chaudhary, Princy; Aryani, Dwi Nita; Kean, Koay Loke; Hazarika, Anurag
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i3.3341

Abstract

This study aims to explore the effect of influencer marketing on consumer behavior regarding fashion styles in the age of social media. It employs a quantitative research approach utilizing simple linear regression analysis conducted with SPSS. The data for this study were collected through primary sources via questionnaires distributed in two countries, Indonesia and India, to ensure a comprehensive understanding of the phenomenon. A total of 55 respondents from Indonesia and 50 respondents from India participated in the study. The results indicate that influencer marketing has a significant positive effect on consumer behavior. The benefits of this study are expected to assist the fashion industry in understanding consumer behavior and the role of influencers, ultimately improving their marketing strategies. However, the findings do not lead to general conclusions due to the limited number of respondents and other factors that can influence consumer behavior. For future research, it is recommended to increase the sample size and expand the scope of the discussion by incorporating additional aspects such as pricing and the aesthetics of content
From Cash to Clicks: The Impact of Touch’n Go on Student Financial Behaviors Kaim, Sakshi; Kean, Koay Loke; Binti Ahmad Khairul, Aeisyah; Binti Tarmidzi, Nurfarhani; Binti Sulaiman, Nurul Asyikin; Binti Shamsul Anuar, Nurfarah Alya; Binti Anuar, Nurdini; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 5 No. 2 (2024): December 2024
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v5i2.98

Abstract

This study investigates the impact of transitioning from cash transactions to digital payment methods, specifically focusing on the Touch'n Go system, on the student's financial behaviors. With the proliferation of digital payment technologies, understanding how such transitions affect financial habits is essential for both academic and industry. Through a mixed-methods approach involving surveys and interviews, this research explores various dimensions of student financial behaviors, including spending patterns, budgeting practices, saving habits, and financial literacy. The findings contribute to the existing literature on digital finance and provide insights for policymakers, educators, and financial institutions aiming to support the financial well-being of young adults in an increasingly digital economy. With the advancement of technology and implementation of the fourth industrial revolution, digital wallet payment methods have appeared as the latest wave in the market. People can now enjoy cashless payments with a simple tap of a button. Due to the Covid-19 pandemic, digital wallet use among consumers significantly increased. The study was conducted to analyze the impact of using digital payment influenced students behaviour. To explore, the collection of both primary and secondary data is done through several sources, and a digital questionnaire was produced to collect data and information from respondents. The result indicated that perceived usefulness, perceived product features, perceived convenience, perceived security and customer satisfaction of the Touch 'n Go E-wallet application significantly influence Student behavioral intention using the e-wallet payment method
Co-Authors Asim, Mohamed Binti Ahmad Khairul, Aeisyah Binti Anuar, Nurdini Binti Shamsul Anuar, Nurfarah Alya Binti Sulaiman, Nurul Asyikin Binti Tarmidzi, Nurfarhani Chaudhary, Princy Chauhan, Priyanshi Dwi Nita Aryani Hazarika, Anurag Kaim, Sakshi Kee, Daisy Mui Hung Nissa, Khoirun