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All Journal International Journal of Applied Business and International Management 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, Jalan Sg Dua, 11800 Minden, Pulau Pinang, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Impact of TikTok Advertising on Purchase Intention in the F&B Industry: The Mediating Role of Brand Awareness Haslindar Ibrahim; Rudresh Pandey; Rusydina Amirah Mohd Riduan; Saw Jia Hui; Sarah Qamarina Meor Ahmad Fadzil; Sally Poh Jia Yi; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4380

Abstract

This study investigates the impact of TikTok advertising on brand awareness and purchase intention within the Food and Beverage (FB) industry. With the rapid growth of short-form video content, TikTok has become an excellent platform where businesses can engage with their consumers and effectively promote their brands. Nonetheless, there is limited academic evidence on how TikTok advertising influences consumer behaviour in the FB context. This research adopted a quantitative research design in which data were gathered via an online survey from a sample of 150 active TikTok users who had been exposed to advertisements in the FB industry. Using multiple regression analysis, the data were analysed to test the relationships between TikTok advertising, brand awareness and purchase intention. The findings reveal that TikTok advertising has significantly enhanced both brand awareness and purchase intention, with brand awareness partially mediating this relationship. This study shows the potentiality of TikTok as a digital marketing tool in improving brand presence and driving consumer purchasing behaviour. Thus, the results have important implications for marketers in developing engaging and creative TikTok content strategies to increase consumer engagement and sales in the FB sector.
The Impact of Product Quality, Service Quality, and Digital Infrastructure Quality on Customer Loyalty: Evidence from Zus Coffee Malaysia Yee Huei Lok; Lay Hong Tan; Ranjith P. V; Bhupendra Kumar; Wen Xuan Cheng; Zhan Hang Chen; Zi Xian Chen; Pullela Sneha Latha; Hafis Mohammed P; Nida Sarfaraz; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4383

Abstract

This study investigates the impact of product quality, service quality, and digital infrastructure quality on customer loyalty at Zus Coffee Malaysia. As competition intensifies in Malaysia’s coffee retail industry, customer retention has become increasingly challenging, especially with the rise of digital platforms and changing consumer expectations. The main objective of this research is to examine how these three dimensions of quality influence customer loyalty among Zus Coffee customers. A quantitative research method was employed through an online survey of 101 respondents across major Malaysian cities. Our findings present that product quality and service quality have a significant positive impact on customer loyalty, while digital infrastructure quality such as mobile app usability and digital payment efficiency also plays a key supporting role. Our study highlights the importance of integrating both physical and digital quality factors to enhance customer loyalty in the coffee industry. Additionally, it offers practical insights for managers seeking to enhance customer satisfaction through strategic improvements in product consistency, service quality and digital infrastructure engagement, aligning with consumers’ expectations for quality and convenience.
Investigating the Determinants of Eco-Friendly Purchase Intention among Malaysian Consumers in the Food and Beverage Industry Yee Huei Lok; Fatin Hazimah Mohd Hasri; Felix Frall Anak Draman; Fifi Ellia Najwani Mesuan; Tew Chin En Fion; Rahul Mayur; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4367

Abstract

The global shift toward sustainability has greatly influenced consumer behavior, particularly within Malaysia’s growing food and beverage (FB) sector. Yet, a persistent gap remains between consumers’ eco-friendly behavior and their actual purchasing decisions. This study investigates the determinants of eco-friendly purchase intention among Malaysian consumers in the FB industry, focusing on environmental concern, environmental knowledge, and perceived consumer effectiveness (PCE). A quantitative research design was employed using an online survey administered to 200 Malaysian consumers. The findings reveal that all three variables exert a significant positive influence on eco-friendly purchase intention, with environmental knowledge emerging as the strongest predictor. The findings provide valuable practical insights into the key determinants influencing Malaysian consumers’ purchase intention toward eco-friendly FB products. The result can assist FB industry in creating effective marketing strategies that promote sustainability while guiding consumers toward environmentally responsible purchasing decisions.
Factors Influencing Customer Experience and Satisfaction in E-hailing Services: A Case Study of GrabCar Jamin Kun Peng Xia; Louis Yong Yu Lee; Dwi Nita Aryani; Yu Xuan Cheah; Yu Xuan Chee; Wen Hui Cheang; Yiming Chen; Virly Assa Lunsa; Suresh Poddar; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 3 (2025): November 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i3.4259

Abstract

E-hailing has become an increasingly popular mode of transportation in Southeast Asia, with GrabCar being one of the leading platforms offering convenient and affordable mobility solutions. This study aims to investigate the factors influencing customer experience and satisfaction in using GrabCar services. The independent variables include perceived ease of use, perceived fare, perceived trust, perceived risk, and perceived convenience, with customer experience serving as a mediating variable and customer satisfaction as the dependent variable. A quantitative method was applied through a structured questionnaire distributed to 150 respondents from Malaysia, Indonesia, and India, and the data were analyzed using SPSS. The regression results show that customer experience is significantly influenced by perceived ease of use (? = 0.221, p .001), perceived fare (? = 0.174, p .01), and perceived risk (? = 0.423, p .001), while customer satisfaction is affected by perceived fare (? = 0.341, p .001), perceived convenience (? = 0.251, p .001), and customer experience (? = 0.407, p .001). GrabCar should prioritize fair pricing, user-friendly design, safety, and convenience to enhance experience and satisfaction.
Customer Satisfaction toward Digital Banking Services among Young Adults Gan Kia Hui; Hani Ariesha Binti Khursani; Goh Jie Yi; Gooi Yi Heng; Ge Ru Xi; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4378

Abstract

This study aims to investigate customer satisfaction toward digital banking services among young adults. As digital banking becomes an essential part of financial activities, understanding factors that influence user satisfaction is crucial. Four dimensions of reliability, security, responsiveness, and convenience are the areas of focus of this study to understand their effects on overall satisfaction. A quantitative research design is utilized by conducting an online survey to 150 young consumers aged between 18 and 30. The postulated results indicate that security and reliability have the highest positive influence on customer satisfaction, followed by responsiveness and convenience having considerable influence. It is expected that the findings of the study will provide pragmatic suggestions to banks and fintech companies to improve service quality, customer credibility, as well as long-term relationship with young adult consumers.
How Budgeting Practices Influence Financial Stability Among University Students Kok Ban Teoh; Syazwina Nadiah Binti Zulkurnein; Yinghao Sun; Syamimi Izzureen Binti Shahrin; Syarifah Nur Adawiyah Binti Syed Rizaudi; Peehu Goyal; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4392

Abstract

This study examines the determinants of financial stability among university students by positioning budgeting practices as a mediating mechanism within the cognition–behavior–outcome framework. Specifically, it investigates the effects of financial literacy, financial attitudes, and social norms on budgeting practices and financial stability. A quantitative approach was employed using an online survey distributed to 205 university students from several higher education institutions. Data were analyzed using descriptive statistics, correlation, and regression analysis. The results indicate that financial literacy (? = 0.444, p 0.001) and financial attitudes (? = 0.216, p 0.001) significantly influence budgeting practices, while budgeting practices strongly predict financial stability (? = 0.539, p 0.001). Although financial literacy and financial attitudes do not directly affect financial stability, social norms demonstrate a significant direct effect (? = 0.322, p 0.05). The model explains 34.8% of the variance in financial stability. Overall, the findings highlight budgeting practices as the key behavioral mechanism linking financial competence to improved financial stability, suggesting that universities should strengthen experiential financial education to enhance students’ financial resilience.
The Influence of Service Quality and Price Perception on Customer Loyalty: The Mediating Role of Customer Satisfaction in Ride-Hailing Service Kia Hui Gan; Wei Chien Ng; Meenu Baliyan; Leena Zhee Keen Kee; Wai Voon Li; Shuo Li; Yiyang Liu; Visitra Dewangga Apriyanto; Kushagra Verma; Daisy Mui Hung Kee
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4319

Abstract

The rapid growth of ride-hailing services in Southeast Asia has intensified competition, making customer loyalty a critical concern for platforms such as GrabCar. This study examines the effects of service quality and price perception on customer loyalty and investigates the mediating role of customer satisfaction among GrabCar users. A quantitative approach was applied using survey data collected from 150 users in Malaysia, Indonesia, and India through an online questionnaire. The data were analyzed using multiple regression and regression-based mediation analysis. The results indicate that service quality (? = 0.385, p 0.001) and price perception (? = 0.447, p 0.001) significantly influence customer satisfaction, explaining 78.1% of its variance (R² = 0.781). Customer satisfaction has the strongest positive effect on customer loyalty (? = 0.581, p 0.001), while price perception also directly affects loyalty (? = 0.234, p 0.001). In contrast, service quality does not have a significant direct effect on customer loyalty. The findings confirm that customer satisfaction fully mediates the service quality–loyalty relationship and partially mediates the price perception–loyalty relationship, highlighting satisfaction as the key driver of loyalty in ride-hailing services.
From Savings to Consumption: How Financial Literacy Influences College Students' Use of Electronic Wallets and Budgeting Behaviors Kok Ban Teoh; Boon Keong Teow; Dwi Nita Aryani; Zhihan Liu; Yushuo Liu; Yifei Long; Jiahui Long; Rizkyvania Betarishanti Budiani; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4389

Abstract

As mobile payments become increasingly prevalent in Asia, university students widely use electronic wallets for daily transactions, raising concerns about their financial management behavior. This study examines the effect of financial literacy on spending behavior, saving habits, and budgeting and e-wallet usage among university students. Data were collected from 150 respondents through an online survey. The findings indicate that financial literacy is negatively and significantly associated with spending behavior (r = –0.170, p 0.05) and positively associated with saving habits (r = 0.192, p 0.05). However, the relationship between financial literacy and budgeting and e-wallet usage is positive but not statistically significant (r = 0.116, p 0.05). Regression results show that financial literacy significantly reduces spending behavior (? = –0.159, p = 0.050), while its influence on budgeting behavior and e-wallet feature utilization is not significant. The model explains 6.7 percent of the variance (R² = 0.067). These findings suggest that financial literacy plays a protective role in controlling spending, but additional factors influence digital financial behavior.
Social Influence and Student Choices: Exploring Online Word-of-Mouth, Brand Trust, and Purchase Intentions in Malaysia Daisy Mui Hung Kee; Christina Yeoh Zi Yi; Chow Wan Ting; Dakshayani A/P Jaganathan; Dong Kaiyuan
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 3 (2025): November 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i3.4256

Abstract

This study investigates how social influence, online word of mouth (WOM), and brand trust shape the purchase intentions of Malaysian university students, with a focus on the mediating role of brand trust. Using a quantitative design, an online survey of 152 students was analyzed with structural equation modeling (SEM). The findings show that purchase intention is positively predicted by perceived social influence (? = 0.448), online WOM (? = 0.310), and brand trust (? = 0.211), supporting H1–H3. Brand trust is also positively predicted by social influence (? = 0.320) and online WOM (? = 0.519), supporting H4–H5 and indicating a mediating pathway from online WOM and social influence to purchase intention via brand trust. The explained variance is R² = 0.019 for purchase intention and R² = 0.574 for brand trust. Overall, the results confirm that online WOM, social influence, and brand trust are key drivers of student purchase intention, with online WOM exerting the strongest effect on brand trust. These insights contribute to the literature on digital consumption and offer practical guidance for marketers and brands targeting Malaysian students to strengthen trust-building and WOM-based engagement strategies.
Examining Key Determinants of Customer Satisfaction in the Post-Pandemic Cinema Experience Ainul Mohsein Binti Abdul Mohsin; A. J. Ali; Daisy Mui Hung Kee; Muhammad Danish Haikal Bin Mohamad Nassa; Muhammad Afiq Adid Bin Sharuddin; Muhammad Aiman Bin Mohd Hatta; Muhammad Asyqar Widad Bin Mohd Azrol Nizam; Muhammad Danish Akmal Bin Kamarudin
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.
Co-Authors A. J. Ali Ainul Mohsein Binti Abdul Mohsin Alif Aminullah Anees Jane Ali Bhupendra Kumar Boon Keong Teow Cherry Lee Chee Chong Choon Ling Sim Chow Wan Ting Christina Yeoh Zi Yi Dakshayani A/P Jaganathan Dong Kaiyuan Dwi Nita Aryani Dwi Nita Aryani Dwi Nita Aryani Fathimah Az-Zahra Binti Harudin Fatin Hazimah Mohd Hasri Felix Frall Anak Draman Feng Fang Fifi Ellia Najwani Mesuan Foong Jia Yee Fu Wei Gan Kia Hui Gan Lee Fan Ge Ru Xi Goh Jie Yi Gooi Yi Heng Guo Yilin Hafis Mohammed P Hani Ariesha Binti Khursani Haslindar Ibrahim Huang Yuheng Irdina Zulaikha binti Syukli Noor Azmin Irene Shu Qian Ng Jamin Kun Peng Xia Jia Hui Tan Jiahui Long Jing Hui Tan Jocelyn Ching Qiang Tai Kaaviyamalar Parameswaran Ke Rou Tan Kia Hui Gan Kia Hui Gan Kok Ban Teoh Kok Ban Teoh Kok Ban Teoh Kushagra Verma Lay Hong Tan Lay Hong Tan Leena Zhee Keen Kee Liem Gai Sin Lin Shihui Louis Yong Yu Lee Lyn Liq Ooi Meenu Baliyan Meenu Baliyan Mifta Darus Salam Muhammad Afiq Adid Bin Sharuddin Muhammad Aiman Bin Mohd Hatta Muhammad Asyqar Widad Bin Mohd Azrol Nizam Muhammad Danish Akmal Bin Kamarudin Muhammad Danish Haikal Bin Mohamad Nassa Nida Sarfaraz Nursafiyyah Mohamed Fauzi Nurul Afiqah Mohd Nasir Nurul Alis Amira Ahmad Mahidin Nurul Firzanah Mohd Suhaimi Nurul Muzirah Syed Abu Bakar Peehu Goyal Pullela Sneha Latha Qiu Yu Tan Rahul Mayur Ranjith P. V Rizkyvania Betarishanti Budiani Rosmelisa Yusof Rudresh Pandey Rusydina Amirah Mohd Riduan Sachin Kumar Sally Poh Jia Yi Sarah Qamarina Meor Ahmad Fadzil Saw Jia Hui Shi Wei Tan Shuo Li Suresh Poddar Syamimi Izzureen Binti Shahrin Syarifah Nur Adawiyah Binti Syed Rizaudi Syazwina Nadiah Binti Zulkurnein Tew Chin En Fion Virly Assa Lunsa Visitra Dewangga Apriyanto Wai Voon Li Wei Chien Ng Wen Hui Cheang Wen Xuan Cheng Yee Huei Lok Yee Huei Lok Yeok Teng Chong Yifei Long Yiming Chen Yinghao Sun Yinyin Jia Yiyang Liu Yu Xuan Cheah Yu Xuan Chee Yushuo Liu Zhan Hang Chen Zheng Hung Chin Zhihan Liu Zhiheng Chen Zi Xian Chen