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All Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia Asia Pacific Journal of Management and Education
Ali, A. J.
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Humanities Education Languange, Linguistic, Communication & Media Other

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Click with Care: Understanding Cybersecurity Awareness in Digital Financial Transactions in Malaysia Kee, Daisy Mui Hung; Lim, Hui Ni; Lim, Boon Chuen; Lim, Hui Yeng; Lim, Shuet Enn; Lim, Wei Yih; Ali, A. J.
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3993

Abstract

In today’s digital age, cybersecurity awareness in financial transactions is critical, especially within the banking sector. Maybank, as Malaysia’s top-ranked bank and one of the leading global financial institutions, must prioritize cybersecurity awareness to address increasingly sophisticated cyber threats. This study investigates the factors influencing cybersecurity awareness among Maybank customers, focusing on perceived usefulness, ease of use, trust, risk, and convenience. Data were collected through a survey of 204 users and analyzed using regression techniques. The results show that perceived risk is the strongest predictor of cybersecurity awareness, followed by perceived ease of use, perceived usefulness, and trust. Perceived ease of use is also significantly and negatively related to perceived risk, indicating that user-friendly systems reduce users’ risk perceptions. Additionally, perceived convenience has a significant positive effect on both perceived trust and perceived risk, though it does not directly influence cybersecurity awareness. These findings highlight the critical roles of trust and risk perception in shaping user behavior and suggest that improving usability and fostering trust are key strategies for enhancing cybersecurity awareness. The study offers practical insights for financial institutions aiming to promote secure digital banking environments and strengthen customer engagement with cybersecurity practices.
Clicks to Connection: How Digital Marketing Drives Customer Loyalty in E-Commerce Kee, Daisy Mui Hung; Ali, A. J.; Ng, Li Wen; Ng, Ying Yee; Kai Tay, Nicholas Zhe; Binti Ahmad, Noor Shatirah; Anuar, Nor Elyana Nafisya Binti Khairul
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3994

Abstract

Lazada Group, Southeast Asia’s leading e-commerce platform, operates across six countries and has served as Alibaba Group’s regional flagship since 2016. This study investigates the factors influencing customer satisfaction and loyalty toward Lazada in Malaysia, focusing on perceived usefulness, ease of use, trust, convenience, and security risks. A quantitative approach was used, collecting data from 185 Lazada users in Malaysia through a structured Google Forms survey. Regression analysis was conducted to test the proposed hypotheses. Findings reveal that perceived trust, convenience, and customer satisfaction have significant positive effects on customer loyalty, supporting H6, H8, H9, and H11. Customer satisfaction emerged as the strongest predictor (? = 0.264) and key mediator, with the model explaining 81.9% (R² = 0.819) of the variance in customer loyalty. For customer satisfaction, perceived convenience was the strongest predictor (? = 0.440), followed by ease of use (? = 0.216) and trust (? = 0.203), supporting H2, H3, and H4. Perceived usefulness and security risks showed weak or negative effects, leading to the rejection of H1, H5, H7, and H10. These findings offer actionable insights to enhance digital marketing strategies and improve customer satisfaction and loyalty in Malaysia’s competitive e-commerce landscape.
Touching the Future: Drivers of E-Wallet Adoption in Malaysia Ibrahim, Haslindar; Kuek, Thiam Yong; Kumar, Owenish A/L Shashi; Ong, Zi Jin; Ooi, Zhi Ling; Peh, Jia Xuan; Yhee Ho, Penny Shuen; Ali, A. J.; Kee, Daisy Mui Hung
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.v8i3.4169

Abstract

Touch ‘n Go is a Malaysian digital wallet app that offers secure, convenient and cashless transactions for users. It allows people to make payments through their smartphones anywhere in the country, including retail stores, restaurants and transportation hubs. Thus, this paper aims to study the factors that affect the adoption of e-wallets in Malaysia. In our research, a survey will be conducted using Google Forms for data collection. We have sent a survey to our target respondents, people who are using Touch ‘n Go e-Wallet. Our research aims to find out whether perceived convenience, perceived security, consumer attitudes and social influence will affect the intention of consumers to use Touch ‘n Go e-Wallet. Our findings show that perceived convenience and customer attitudes have a significant positive impact on the adoption of e-wallets while perceived security and social influence play a minimal role only. These findings highlight the importance of usability, user experience and trust-building strategies. Thus, Touch ‘n Go Sdn Bhd may improve the adoption of e-wallets among Malaysians in the future by focusing on these aspects.
Examining Key Determinants of Customer Satisfaction in the Post-Pandemic Cinema Experience Binti Abdul Mohsin, Ainul Mohsein; Ali, A. J.; Kee, Daisy Mui Hung; Bin Mohamad Nassa, Muhammad Danish Haikal; Bin Sharuddin, Muhammad Afiq Adid; Bin Mohd Hatta, Muhammad Aiman; Bin Mohd Azrol Nizam, Muhammad Asyqar Widad; Bin Kamarudin, Muhammad Danish Akmal
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4221

Abstract

Customer satisfaction has become an important performance indicator for entertainment service providers such as cinemas, particularly in a competitive industry driven by experience and content quality. This study aims to analyze the factors influencing customer satisfaction toward Golden Screen Cinema (GSC) in Malaysia by examining five key determinants: ambience, service quality, accessibility, pricing, and movie genre. Using multiple regression analysis on data from 104 respondents, the findings reveal that ambience (? = 0.296, p 0.01) and movie genre (? = 0.313, p 0.001) have significant positive effects on customer satisfaction. In contrast, service quality (? = 0.172), accessibility (? = 0.045), and pricing (? = 0.138) do not significantly influence satisfaction. The model explains 68.1% of the variance in customer satisfaction (R² = 0.681), indicating strong explanatory power. The results suggest that the cinema experience and film selection are the main drivers of customer satisfaction, emphasizing the importance of enhancing environmental quality and curating appealing movie offerings to maintain customer satisfaction in the entertainment industry.
Understanding the Impact of Food Delivery Services on University Students’ Purchase Intentions Yusof, Rosmelisa; Sin, Liem Gai; Mohamed Fauzi, Nursafiyyah; Mohd Nasir, Nurul Afiqah; Mahidin, Nurul Alis Amira Ahmad; Suhaimi, Nurul Firzanah Mohd; Abu Bakar, Nurul Muzirah Syed; Ali, A. J.; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4224

Abstract

GrabFood, one of the leading food delivery applications, has become an essential part of university students’ daily consumption behavior due to its convenience and accessibility. This study aims to examine the factors influencing students’ purchase intentions toward GrabFood by focusing on convenience, price, design, and food variety as independent variables, with trustworthiness serving as a mediating factor. Using a quantitative research design, data were collected from 102 university students in Malaysia through a structured questionnaire and analyzed using multiple regression with SPSS. The results reveal that food variety (? = 0.422, p 0.05) and price (? = 0.343, p 0.05) are the strongest positive determinants of purchase intention, followed by convenience (? = 0.214, p 0.05). In contrast, design (? = ?0.041) and trustworthiness (? = 0.080) do not exhibit significant direct effects. The model explains 69.3% of the variance in purchase intention (R² = 0.693), underscoring the predominance of functional and value-based factors over aesthetic considerations. These findings suggest that GrabFood should continue prioritizing fair and transparent pricing, expanding menu diversity, and maintaining service reliability to strengthen user trust, satisfaction, and long-term loyalty among university students.
Co-Authors Abu Bakar, Nurul Muzirah Syed Anuar, Nor Elyana Nafisya Binti Khairul Bai Hao, Zhang Ban Teoh, Kok Bin Kamarudin, Muhammad Danish Akmal Bin Mohamad Nassa, Muhammad Danish Haikal Bin Mohd Azrol Nizam, Muhammad Asyqar Widad Bin Mohd Hatta, Muhammad Aiman Bin Sharuddin, Muhammad Afiq Adid Binti Abdul Mohsin, Ainul Mohsein Binti Ahmad, Noor Shatirah Binti Mohamad Rasyid, Rafiqah Najwa Binti Mohd Farhan, Qistina C V L, Manogna Cheong, Choon Sing Cheong, Li Qing Chew, Hao Ran Chia, Ting Ting Chien Ng, Wei Chien, Ng Wei Chien, Yoke Choo Chong, Jes Yee Chong, Xin Yi Choo, Ke Shan Choong, Kai Wen Eiwins, Tan En Chong, Jing Eshaq, Aqel Sahal Awadh Bin Fanxi, Liu Gadi, Paul Dung Gan, Kia Hui Hang, Yin Hong, Tan Lay Hong, Yeap Zheng Huei, Lok Yee Hui, Yong Qian Hung Kee, Daisy Mui Ibrahim, Haslindar J, Darshini Jia, Yong Hui Jian, Oh Zi Jie Chang, Wei Joe, Tan Chia Kai Tay, Nicholas Zhe Kalyselvan, Keerthana A/P Kee, Daisy Mui Hung Khee, Wong See Kuek, Thiam Yong Kumar, Owenish A/L Shashi Lay Hong, Tan Lee, Yong Yu Lim, Boon Chuen Lim, Hui Ling Lim, Hui Ni Lim, Hui Yeng Lim, Shuet Enn Lim, Wei Yih Ling Chan, Si Ling Lim, Hui Mahidin, Nurul Alis Amira Ahmad Mohamed Fauzi, Nursafiyyah Mohd Nasir, Nurul Afiqah Muralydaran, Roshini A/P Nee Cheah, Fen Ng, Li Wen Ng, Ying Yee Ong, Zi Jin Ooi, Zhi Ling Peh, Jia Xuan Peng Xia, Kun Qi Quah, Yan Qifeng, Liu Qiong Wu Ridzal Hef, Syaza Udaimatunnur Safa Binti Sin, Liem Gai Suhaimi, Nurul Firzanah Mohd Syed Hidzir, Syed Isyraf Muzammil Bin Teng Low, Joey Wan Teoh, Kok Ban Then, Joey Rui Yu Tunde, Odebunmi Abayomi Wei Chien, Ng Wen Qiu, Yi Wen, Tianyu Wu, Yuchun Xi, Yucong Xin Chai, Jia Xinyu, Liu Xuan Khoo, Ann Yan, Tan Chia Yhee Ho, Penny Shuen Yi Lim, Joanne Xing Yi, Looi Kai Yishuo, Zhang Yueru, Liu Yung Cheah, Wan Yusof, Rosmelisa Yutong, Zhao Yuu, Livia Loh Xin Zamanee, Zema Rania Safiyyah Binti Zema