siti nor bayaah binti Ahmad

• Doctor of Philosophy
• Senior Lecturer at Universiti of Malaysia Sabah

This article focuses on a balanced, integrated, and blended effort in facing the continuation of the endemic era of COVID-19 in the economic sector engaging entrepreneurs and cooperatives. The purpose of the discussion is to identify the dispute over the role, government efforts, and MEDAC's strategy in assisting entrepreneurs and cooperatives to m...

The current study examines consumers' perceptions of the local gold and jewellery retailers in Malaysia in terms of business innovation through co-creation and service innovation, as well as the impact on consumer-brand identification and brand loyalty. This study intends to inspect the consumer perceptions of innovativeness and consumer brand iden...

This article discusses the driving of the development of small and medium enterprises in the era of digitalisation from the dynamic perspective of law enforcement. The thrust of the discussion puts the justification of digitalisation is now a necessity, not an option for traders to face the sustainability of lives affected by the Covid-19 pandemic....

Women's social environments are shaped by various cultural elements that influence their behaviour and actions in the public sphere. As such, this paper explores how socio-cultural elements in women's social environments influence their entrepreneurial activities. In-depth interviews with ten women entrepreneurs in the West Coast of Sabah were cond...

Digital transformation is one of the most fundamental social and economic occurrences which impacts Small and Medium-sized enterprises (SME) business operations specifically during Covid-19 pandemic. The paper seeks to find out how digital marketing transformation impacts marketing activities in micro business entrepreneurs and to examine their rea...

One of the biggest challenges for the call centre industry is the high turnover rate. Past studies revealed that affective commitment, organisational commitment, psychological capital, job satisfaction, work environment and problematic customer behaviours were some of the contributing factors of turnover. However, authentic leadership and the role...

This study aims to discover factors that influence the repurchase intention of green cosmetics in Malaysia. Perceived product quality and perceived product safety are examined to see their relationships with attitude, and attitude towards the repurchase intention of green beauty cosmetics. A total of 208 respondents were gathered via online and soc...

In any service and product delivery organizations, front-line employees play a key role in interacting with customers. The organization seek information from the customers; make sense of the information and by using an information system provided they further take action to meet customer demands. The interactions between front-line employees and cu...

There are numerous illnesses related to beauty products consumption have led many companies to plan for a better solution that emphasis on green, and natural products ingredients. Women consumers in beauty product industry is considered as one of the biggest populations that contribute significantly to economic growth worldwide. This study aims to...

Consumers concern on health and environment has been remarkable increasing recently. With vaguer product status especially on its impact on human body and health, consumers shifted to a more health option in which products that were produced from natural ingredients. Understanding the consumers' concern for their health and wellbeing should be the...

In the current state of the business environment, an organisation considered innovativeness as one of the most valuable assets. The paradigm shift is to understand that innovation is viewed not only from the technological innovation but the innovative capability of the firm such as marketing, manufacturing process, or design innovativeness. This st...

The Halal industry has grown in importance in the global economy in the recent years. In food service industry, the increased awareness of Halal has compelled service providers, regardless of their religious affiliation, to pay more attention on consumers’ assessment of service quality which may lead to return visits. This research explored evaluat...

This study attempted to gain knowledge about consumers’ intention to purchase organic food products and the demographic characteristics of the respondents in terms of their organic product consumption. Data were collected in supermarkets within 3 different areas in Klang Valley, Malaysia using mall-intercept approach. A total of 177 respondents wer...

This study attempted to gain knowledge about consumer attitude towards organic food products. With a sample of 177 respondents the data obtained from the survey were analyzed with chi-square test, ANOVA, and correlation analysis. Result indicated that people do aware of what is happening to the surroundings with regards to the environment and ecolo...

The study investigates the purchasing behaviour among young female oonsumers toward local cosmetic products. Four variables (consumer ethnocentrism, direct model influence, indirect role model influence and female friends influence) were examined the relationships with purchase intention of young adult females. The study that involved 198 responden...

Studying buyer behaviour is a mystery. It is interesting to study what makes consumers decide to purchase, what factors influence their decisions and how they turn their intentions into actual behaviour. The instrument of act is one of the elements involved in marketing when studying buyer behavior. This instrument is explained in terms of the act...

In this study we examine the influence of student-university identification (SUI) on students" learning outside the class (LOtC) and students" relationship with lecturers, support staff and peers. It also aimed to determine whether student"s positive word of mouth intention is influence by LOtC and students" relationship with lecturers, support sta...