jurnal pengguna malaysiamacfea.com.my/wp-content/uploads/2018/09/buku-jpm... · 6/28/2017 ·...

Fakulti Ekologi ManusiaUniversiti Putra Malaysia

Dr. Syuhaily binti Osman(Ketua Editor)


Dr. Husniyah binti Abdul Rahim


Dr. Elistina binti Abu Bakar

Prof. Madya Dr. Norhasmah binti Sulaiman Fakulti Perubatan dan Sains KesihatanUniversiti Putra Malaysia


Dr. Afida Mastura Muhammad Arif

Jurnal Pengguna Malaysia mengalu-alukan sumbangan manuskrip berkaitan isu ekonomi pengguna dan keluarga samada di dalam Bahasa Melayu atau Bahasa Inggeris. Manuskrip akan dinilai oleh Lembaga Pengarang. Sila kemukakan artikel anda berdasarkan garis panduan berikut kepada Ketua Pengarang Jurnal Pengguna Malaysia, Fakulti Ekologi Manusia, Universiti Putra Malaysia, 43400 Serdang, Selangor. Email: [email protected] Penulisan dan Kertas Kerja Manuskrip perlu ditaip selang dua baris menggunakan kertas A4 dengan 1” margin untuk bahagian atas muka surat, 1.5” kiri dan 1” kanan. Bilangan muka surat tidak melebihi 15 muka surat. Semua teks mesti menggunakan saiz 12 dan Times New Roman. Tajuk Tajuk artikel, nama pengarang dan pengarang yang lain, alamat lengkap institusi dan email perlu dinyatakan. Tajuk atau sub-tajuk menggunakan fon 14. Sila kemukakan dua salinan kertas manuskrip dan satu salinan lembut untuk tujuan pengeditan. Kata kunci Berikan antara tiga hingga lima kata kunci dan letakkan di bahagian bawah abstrak.

Jadual Kesemua jadual perlu diletakkan di akhir manuskrip selepas rujukan dan menggunakan angka Arab. Setiap jadual perlu dinyatakan dan perlu diberi penjelasan dalam teks. Ilustrasi Ilustrasi termasuk gambarajah-gambarajah dan graf-graf perlu dinyatakan di dalam teks. Kesemua foto yang sesuai perlu dicetak hitam dan putih. Ilustrasi perlu dicetak pada kertas yang berasingan. Ejaan dan pengukuran Bagi merujuk ejaan, Kamus Bahasa Inggeris Oxford dan Kamus Dewan Bahasa yang terkini hendaklah digunakan.Unit - unit metrik mesti digunakan untuk ukuran empirikal. Rujukan Rujukan ditulis mengikut gaya penulisan APA.

,

PENYUMBANG ARTIKEL

Jurnal Pengguna Malaysia ii

Afida Mastura Muhammad Ariff Fakulti Ekologi Manusia, Universiti Putra Malaysia Ain Nahuzeera A/P Khee King Huat Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia

Cheng Kai Wah Fakulti Ekologi Manusia, Universiti Putra Malaysia Elistina Abu Bakar Fakulti Ekologi Manusia, Universiti Putra Malaysia

Husniyah Abd Rahim Fakulti Ekologi Manusia, Universiti Putra Malaysia Iman Nadhirah Syahirah Sharin Selvan Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia

Lee Kar Wai Fakulti Ekologi Manusia, Universiti Putra Malaysia Leong Mei Kei Fakulti Ekologi Manusia, Universiti Putra Malaysia

Mohamad Fazli Sabri Fakulti Ekologi Manusia, Universiti Putra Malaysia Mohhidin Othman Institut Penyelidikan Produk Halal , Universiti Putra Malaysia

Nasihah Naimat Institut Penyelidikan Produk Halal , Universiti Putra Malaysia Norain Mod Asri, Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Norashiken Ishak Fakulti Ekologi Manusia, Universiti Putra Malaysia

Norhadizah Mohd Khalid Fakulti Ekologi Manusia, Universiti Putra Malaysia Norhasmah Sulaiman Fakulti Perubatan dan Sains Kesihatan, Universiti Putra Malaysia

Nur Zud’ Ain Mahad Azam Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Nuradibah Mokhtar Fakulti Ekologi Manusia, Universiti Putra Malaysia

Nurul Shahiera Amiera Mohamad Isa Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Shamsul Azahari Zainal Badari Fakulti Ekologi Manusia, Universiti Putra Malaysia

Suhaila Saad Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Syuhaily Osman Fakulti Ekologi Manusia, Universiti Putra Malaysia

Current Patterns of Waste Segregation Behaviour at Source among Households in PutrajayaCheng Kai Wah and Syuhaily Osman

Status Restoran yang Mengenakan Caj Perkhidmatan di Lembah Klang Norain Mod Asri, Suhaila Saad, Ain Nahuzeera A/P Khee King Huat, Iman Nadhirah Syahirah Sharin Selvan,Nurul Shahiera Amiera Mohamad Isa dan Nur Zud’ Ain Mahad Azam

Perceptions of Work Environment, Locus of Control and Financial Well-Being among Putrajaya EmployeesNuradibah Mokhtar and Husniyah Abd Rahim

Hak dan Perlindungan Pengguna dalam Produk HalalNasihah Naimat, Elistina Abu Bakar, A�da Mastura Muhammad Ari� dan Mohhidin Othman

Pola Perbelanjaan dan Tingkah Laku Pembelian dalam Kalangan Pengguna Kedai Rakyat 1Malaysia (KR1M)Norashiken Ishak, Mohamad Fazli Sabri dan Shamsul Azahari Zainal Badari

Consumer Protection in the Aviation Industry in Malaysia Norhadizah Mohd Khalid, Elistina Abu Bakar, Norhasmah Sulaiman and Mohamad Fazli Sabri

Consumer Online Engagement in Airline and Hospitality Services Leong Mei Kei and Syuhaily Osman

Consumer Buying Behaviour of Young Adults and their Attitude towards Celebrity Endorsement in AdvertisementLee Kar Wai and Syuhaily Osman

JurnalPengguna MalaysiaMalaysian Journal of ConsumerJilid 28 Jun 2017 ISSN 1511 - 998x Halaman

1

13

35

54

69

92

Jurnal Pengguna Malaysia i

125106

117

Current Patterns of Waste Segregation Behaviour at Source among Households in Putrajaya

Status Restoran yang Mengenakan Caj Perkhidmatan di Lembah Klang

Perceptions of Work Environment, Locus of Control and Financial Well-Being among Putrajaya Employees

Hak dan Perlindungan Pengguna dalam Produk Halal

Pola Perbelanjaan dan Tingkah Laku Pembelian dalam Kalangan Pengguna Kedai Rakyat 1Malaysia (KR1M)

Consumer Protection in the Aviation Industry in Malaysia

Consumer Online Engagement in Airline and Hospitality Services

Consumer Buying Behaviour of Young Adults and their Attitude towards Celebrity Endorsement in Advertisement

Cheng Kai WahSyuhaily Osman

Norain Mod AsriSuhaila Saad

Ain Nahuzeera A/P Khee King Huat, et al.

Nuradibah MokhtarHusniyah Abd Rahim

Nasihah NaimatElistina Abu Bakar

A�da Mastura Muhammad Ari�, et al.

Norashiken IshakMohamad Fazli Sabri

Shamsul Azahari Zainal Badari

Norhadizah Mohd KhalidElistina Abu Bakar

Norhasmah Sulaiman, et al.

Leong Mei KeiSyuhaily Osman

Lee Kar WaiSyuhaily Osman

Jilid 28 Jun 2017

Jurnal Pengguna Malaysia

Jilid 28, Jun 2017

ISSN 1511 - 998x

1Jurnal Pengguna Malaysia

CURRENT PATTERNS OF WASTE SEGREGATION BEHAVIOUR AT SOURCE AMONG HOUSEHOLDS IN PUTRAJAYA

Cheng Kai Wah Syuhaily Osman

Department of Resource Management and Consumer Studies, Faculty of Human Ecology, Universiti Putra Malaysia.

Introduction Efficient solid waste management has become one of the most daunting national challenges nowadays (Otitoju & Seng, 2014), typically in the cities of developing countries (Wang & Wang, 2013), including Malaysia. Fast population growth (Begum, Siwar, Pereira, & Jaafar, 2007), rapid changing lifestyle (Sakawi, 2010), great urbanization (Manaf, Samah, & Zukki, 2009) along with aggressive economic development (Iwan Budhiarta, Siwar, & Hassan Basri, 2012), and changes in consumption rate (Abas & Wee, 2014) have accelerated the daily generation and volume rate of municipal solid wastes in Malaysia. According to statistics released by Ministry of Urban Wellbeing, Housing and Local Government (MHLG) in 2011, 23,289 tonnes of garbage were produced in Malaysia every day. Selangor was ahead of other states with generation of 4055 tonnes of garbage every day. It was then followed by Kuala Lumpur (3734 tonnes/day), Johor (3102 tonnes/day), Perak (2696 tonnes/day), and Kedah (2483 tonnes/day) (Abdullah, Rahman, & Azis, 2010). On average, each Malaysian produces 0.8 kg of waste every day. This amount is getting larger for those who live in urban areas because they are estimated to produce 1.5 kg of waste every day (Fatimah, Osmi, Mokhtar, Romali, & Che, 2013). In general, some of the municipal solid wastes have been processed prior to disposal or recycled (Miafodzyeva, Brandt, & Andersson, 2013). Unfortunately, most of the wastes in Malaysia are disposed in landfills or they are dumped illegally (Vivian, 2011). Consequently, waste dumping and land filling may lead to many negative environmental issues (Saeed, Hassan, & Mujeebu, 2009) and serious environmental problems (Shaw, 2008). Hence, the best way in managing waste generation has to start from waste reduction

2 Jurnal Pengguna Malaysia

at source, that is, to eliminate the generation of waste at source (Boyle, 1998) and to carry out recycling for recovery or reusing waste materials. Beginning September 2015, the Malaysian government has implemented the compulsory segregation of solid waste at source in stages under the Solid Waste Management and Public Cleansing Act 2007 (Act 672). It is an offence under the law for not separating solid waste at source. Households in Malaysia’s seven states, including Putrajaya; are required to segregate their solid waste according to the types of garbage which can be recycled while waiting for their next garbage collection (MHLG, 2015). The main compositions of solid waste are cardboard, plastic, paper, food waste, glass, metal, farm waste, electric waste, and lump waste. By segregating the household solid waste at source, it will help in reducing the delivery of solid waste which are sent to landfills or garbage disposal sites. The research on current patterns of waste segregation behaviour at source among households in Putrajaya is very important to ensure a successful and systematic implementation of waste segregation at source in Malaysia. Consequently, this research was aimed to explore the current patterns of waste segregation behaviour at source among households in Putrajaya. Literature Review Waste segregation behaviour at source is expressed as a separation process which takes place onto the proposed “useful” material from waste stream which begins at the point of waste’s generation (Sujauddin, Huda, & Rafiqul, 2008). They further explained that this action can be beneficial to all citizens because waste materials and discarded products potentially have economic value if returned to the technological cycle to be reused. Verma, Borongan, and Memon (2016) revealed that municipal solid wastes as unwanted wastes or materials that are primarily produced by households, and also includes institutions, shopping complexes, hotels, housing estates, shops, offices, schools, and from municipal services of street cleaning and the maintenance of gardens, parks, and other recreational areas. Waste generation is an intrinsic part of human existence. However, the volume of solid waste day-by-day in Malaysia has increased proportionally with its population growth until it reached to the level of concern due to social, cultural, economic, and financial status among Malaysian citizens. Meanwhile, the population in Malaysia is approximately 30,485.2 million in 2015 and it is expected to rise up to 36.8 million by 2040 (Department of Statistics Malaysia, 2016). Waste materials are usually categorised by their quality, nature, and components. The major types of municipal solid wastes in Malaysia are paper,


plastic, glass and ceramic, metal, aluminium and steel, electronic waste and appliances, leather, rubber and fabric, garden and farm waste, hazardous waste, and bulky waste (MHLG, 2015). According to data which was published by Solid Waste Management and Public Cleansing Corporation (SWCorp) in 2017, recyclable waste collection from Johor, Kedah, Melaka, Negeri Sembilan, Pahang, Perlis, Wilayah Persekutuan Kuala Lumpur, and Wilayah Persekutuan Putrajaya has increased dramatically from 73.5 tonnes in September 2015 to 194.0 tonnes in August 2016. Methodology A survey-correlation research was utilized to seek responses particularly with regards to waste segregation behaviour at source. Putrajaya was purposely selected as present research location because it was selected to be a showcase city for “Pioneer Township in Green Technology” in 2010. A preliminary study which consisted of three sub-sections being “Cooler Putrajaya”, “Low Carbon Putrajaya”, and “3R Putrajaya” were also carried out in Putrajaya in order to fulfil the goal of developing a Low Carbon Society by 2025 (Siti Norbaizura & Tomohito, 2011). Furthermore, an integrated solid waste recycling facility will be built in Putrajaya by 2025 in order to manage the pre-treatment of generated waste before they are sent to landfills for final disposal process (Norbaizura, 2013). In addition, the 400 households in Putrajaya were selected as target population of this research via a systematic sampling method. As a result, the sample was chosen by selecting a random starting point and then picking every 10th element in succession from sampling frame to answer the questionnaire. In other words, the sampling unit would be 10, 20, 30, 40, and so on until a total of four hundred respondents were selected in the present research to answer the questionnaire. The necessary data were collected by using a set of bilingual self-administered questionnaire given to the 400 households regardless of races, religions, and ages. Meanwhile, all the statements had been adjusted after reliability and validity tests. Completed questionnaires were collected for analysis. Subsequently, descriptive analysis was used to describe the characteristics of respondents by using IBM SPSS Statistics Version 24.0. At such, frequency distribution and percentage were used in describing and summarizing the distribution of households’ socio-demographic information and present patterns of waste segregation behaviour at source in the research.


Instrumentation The questionnaire was set in both open-ended and close-ended questions which consist of two sections. Section A is on socio-demographic information of respondents and Section B comprise of general questions on current patterns of waste segregation behaviour at source. Hence, Section A consist of questions about the socio-demographic profile of respondents which include age, sex, ethnic group, religion, highest academic qualification, marital status, category of occupation, monthly individual income and monthly household income. On the other hand, Section B contained five closed-ended questions which aimed to explore the current patterns of waste segregation at source among households in Putrajaya. Respondents were required to respond according to their daily behaviour on waste segregation at source. The statements in this section were asked in a general manner reflecting the frequency of practicing waste segregation behaviour at source, medium to obtain the information, major solid waste materials segregated in daily routine, challenges that discourage them to practice waste segregation at source and motivators that drive them to practice the habit every day. Results Socio-Demographic and Socio-Economic Information of Respondents Data were collected from a total of four hundred respondents which consisted of 40.3 percent male (n=161) and 59.8 percent female (n=239) from total households. As depicted in Table 1, the mean age of respondents as a whole was 33.6 years old. The youngest and the oldest in this sample were 17 and 64 years old respectively. 39.5 percent of the respondents’ age ranged from 22 to 31 (n=158). Only two respondents were aged above 61 years old while 18 of the respondents’ age ranged from 52 to 61. For ethnicity, Bumiputera respondents appeared as the largest group in the sample (93.8%). It was followed by Chinese and Indian people, both comprising percentage distribution of 3.5 percent and 2.3 percent respectively. 71.5 percent of respondents’ monthly income were under RM 3000 (n=286). However, only two respondents’ monthly incomes were over RM 9000. 35.5 percent of the respondents’ household monthly income ranged between RM 3001 to RM 5000 (n=142). The mean monthly household income was RM 3789.46. The respondents who never married were 59.3 percent (n=237) while those married were 39.8 percent (n=159). With respect to respondents’ highest education qualification, 33.5 percent of the respondents had education qualification of at least bachelor’s degree


(n=134). A minority of the households (3.5%) were found to have academic qualification of LCE/SRP/PMR/PT3. The remaining of the households was found having secondary qualifications of MCE/SPM/SPM (V) (22.3%), Certificate/HSC/STP/STPM (21.8%), Diploma (14.8%) and Master or PhD (4.3%) in specific. Pertaining to the category of occupation, the biggest group of respondents (22.8%) was categorized as service and sales workers, followed by 20.8 percent of professionals, 15.5 percent of clerical support workers, and 14.0 percent of elementary occupation workers. A minority of respondents (3.8%) were reported as senior officials and managers.

Table 1: Distribution of Respondents’ Socio-Demographic and Socio-Economic Information, N=400

Variables Number of

Respondents (n)

Percentage (%)

Age (years old) ≤ 21 22 – 31 32 – 41 42 – 51 52-61 > 61 Mean = 33.6 Sd = 9.6289

30

158 118 74 18 2

7.5 39.5 29.5 18.5 4.5 0.5

Sex ª Male Female

161 239

40.3 59.8

Ethnic Group ª Bumiputera Chinese Indian Others

375 14 9 2

93.8 3.5 2.3 0.5

Highest Academic Qualification ª UPSR /SRP/PMR/PT3 MCE/SPM/SPM (V) Certificate/HSC/STP/STPM Diploma Bachelor’s Degree Master or PhD

0 14 89 87 59

134 17

0.0 3.5 22.3 21.8 14.8 33.5 4.3


Table 1 (continues)

Variables Number of

Respondents (n)

Percentage (%)

Marital Status ª Never married Married Widowed Divorced Separated

237 159 2 2 0

59.3 39.8 0.5 0.5 0.0

Category of Occupation ª Senior officials and managers Professionals Technicians and associate professionals Clerical support workers Services and sales workers Elementary occupations Others

15 83 40

62 91 56 53

3.8 20.8 10.0

15.5 22.8 14.0 13.3

Monthly Personal Income ª ≤ RM 3000 RM 3001 – RM 5000 RM 5001 – RM 7000 RM 7001 – RM 9000 > RM 9000

286 79 20 13 2

71.5 19.8 5.0 3.3 0.5

Monthly Household Income ª ≤ RM 3000 RM 3001 – RM 5000 RM 5001 – RM 7000 RM 7001 – RM 9000 > RM 9000 Mean = 3789.46 Sd = 3624.40

111 142 73 36 38

27.8 35.5 18.3 9.0 9.5

Note: Sd = Standard Deviation, N = Total number of respondents, % = Percentage, ª = Totals do not sum to 100.0 due to rounding.

Respondents’ Current Patterns of Waste Segregation Behaviour at Source In relating to the frequency of practicing waste segregation behaviour at source, 24.3 percent of respondents had indicated that they never practice waste segregation behaviour at source in the past six months, followed by once a month (24.0%) and once in the past six months (16.0%). Meanwhile, a marginal group of them (6.3%) had stated the practice frequency of twice a week in the past six months.


Relating to the medium of obtaining information about waste segregation behavior at source, two predominant groups were devoted to receiving that particular information from “radio/ television/ internet” (37.5%) and newspapers/ magazines/ flyers/ posters/ catalogues” (26.5%) respectively. Subsequently, 18.3 percent of the total respondents had reported getting the information via “schools/community centres/government/non-governmental organizations” and a minority of the respondents (17.8%) had indicated acquiring the information from “family members/relatives/friends”. Corresponding to the most major solid waste material segregated in daily routine, more than half of the respondents in this research (51.8%) had reported that paper as the most major solid waste material in their daily life. It was followed by plastic (19.0%), hazardous waste (7.8%), and bulky waste (7.5%). However, there were just four respondents who stated that electronic waste and small electronic appliances as their least major solid waste material segregated in their daily routine. By deriving figures found in Table 2, a substantial number of respondents (31.0%) revealed that insufficient technologies and facilities as the most major challenge that discouraged them to practice waste segregation behaviour at source, followed by lack of awareness (27.8%), and insufficient incentives (16.5%). Nevertheless, there were only 14.3 percent of respondents had responded in which the lack of recycling market as the least major challenge. Lastly, “practice solid waste management systematically” (26.5%) was denoted as the major motivator which encouraged them to practice waste segregation behaviour at source. It was then followed by “availability of waste bins at home” (26.0%) and “gifts and rewards” (16.8%). A minority of the respondents (14.3%) had indicated that “clear and comprehensive explanation” as the major motivator which drove the households to perform waste segregation behaviour at source. To the best of knowledge of researchers in the field of social sciences, there was no trail of previous research conducted to examine the distribution of respondents’ patterns of waste segregation behaviour at source, especially in the context of Malaysia, in terms of frequency in practising this habit, the most major medium to obtain the related information, the most major solid waste material segregated in daily routine, the most major challenge that discouraged them to practice waste segregation at source, and the most major motivator that drove them to practice the habit every day. Hence, this research could be represented as one of the preliminary attempts in evaluating and discussing these respective elements in a particular research.


Table 2: Distribution for Respondents’ Current Patterns of Waste Segregation Behaviour at Source, N=400

Variables Number of Respondent

s (n)

Percentage (%)

Frequency of Practising Waste Segregation Behaviour at Source ª Never Once in the past 6 months Once a month Once a week Twice a week Everyday

97 64 96 61 25 57

24.3 16.0 24.0 15.3 6.3

14.2 Medium to Obtain Information ª Radio/Television/Internet Newspapers/Magazines/Flyers/Poster/Catalogues Family Members/Relatives/Friends Schools/Community Centres/Government/NGOs

150 106 71 73

37.5 26.5 17.8 18.3

The Most Major Solid Waste Material Segregated in Daily Routine ª Paper Plastic Glass/Ceramic Metal/Steel/Aluminium Cans Electric Waste/Small Electronic Appliances Leather/Rubber/Shoes/Fabric Hazardous Waste Bulky Waste Garden/Farm Waste

207 76 5 10 4 8 31 30 29

51.8 19.0 1.3 2.5 1.0 2.0 7.8 7.5 7.3

The Most Major Challenge to Practise Waste Segregation at Source ª Insufficient technologies and facilities Lack of recycling market Insufficient incentives Insufficient regulations Lack of awareness

124 57 66 41

111

31.0 14.3 16.5 10.3 27.8

The Most Major Motivator to Practice Waste Segregation at Source ª Moral Support Clear and comprehensive explanation Availability of practical waste bins at home Practice solid waste management systematically Gifts and rewards

66 57

104 106 67

16.5 14.3 26.0 26.5 16.8

Note: N = Total number of respondents, % = Percentage, ª = Totals do not sum to 100.0 due to rounding, NGOs = Non-governmental Organisations


Conclusion This research created several positive managerial contributions in order to analyze the determinants of households in practicing waste segregation behaviour at source. From the data analysis, there was a higher percentage of respondents who never practice waste segregation behaviour at source compared to other distribution of surveyed respondents. They got to know about this practice via radio, television or internet. It also could be concluded that they segregate paper the most in their daily routine. However, insufficient technologies and facilities acted as the main obstacle for them to perform waste segregation behaviour at source. Meanwhile, the core motivator of this behaviour could be seen by creating a more systematic solid waste management for citizens. Statistics from this research will enable local pro-environmental groups to build up their publicity forces via mass media (Chan, 1998) with the aim to educate the environmental significance for waste segregation behaviour at source. Associated with that, bad and good examples about the practices of waste segregation at source in the community can be included in a bid to establish a social influence because the influence from social network is mainly symbolic (Hamid & Cheng, 1995). In addition, leaders and artists can be role models in generating their personal influence through the mass media channels to demonstrate what kind of behaviours are friendly to the environment. This may increase citizens’ awareness on the importance of waste segregation behaviour at source in their daily routine. Other than that, another conspicuous managerial implication for this research is on the perspective of marketing. Marketers should communicate to the targeted community that performing pro-environmental behaviours which in turn have a significant effect on the welfare of environment. Through a properly targeted advertising campaign, marketers can encourage positive attitudes and behaviours of ecologically friendly people. Consequently, consumers will also feel good to portray waste segregation behaviour at source which is less damaging to the environment. The results of this research are also beneficial to Malaysian governmental bodies involved in playing significant roles in municipal solid waste management in the country. Examples of these are the National Solid Waste Management Department, Solid Waste Management and Public Cleansing Corporation, and Ministry of Urban Wellbeing, Housing and Local Government. The findings will also contribute to building a good dataset with respect to waste segregation at source for these relevant bodies in Malaysia in order to enlighten the understanding and recognising the sources of problem and improve planning for future policies and regulations.


However, it is unfortunate that this research was limited in terms of research location. The place for data collection, however, was only focused at a specific location, which is Putrajaya. Thus, in terms of generalization, the research location proposed through this research exhibits limitation. Consequently, the generalizability of these findings may not be representative of the entire Malaysian household as a whole. Therefore, the results should be interpreted with caution. In this case, it is suggested that instead of just exploring the current patterns for waste segregation behaviour at source among households in Putrajaya; further research might enlarge the scope to the whole country in order to have a better understanding to the holistic behavioural patterns and factors which influence it in Malaysia. As the research is done in a more detailed way, more accurate results for further investigation and experimentation on the patterns of waste segregation at source on every type of solid wastes can be more comprehensive. References Abas, M.A. & Wee, S.T. (2014). Municipal Solid Waste Management in Malaysia: An Insight Towards Sustainability. 4th International Conference on Human Habitat and Environment 2014, 1957, 192–206. https://doi.org/10.1017/CBO9781107415324.004 Abdullah, M.R., Rahman, I.A., & Azis, A.A.A. (2010). Causes of delay in MARA Management Procurement Construction Projects. Journal of Surveying, Construction and Property, 1(1), 123–138. Begum, R.A., Siwar, C., Pereira, J.J., & Jaafar, A.H. (2007). Factors and values of willingness to pay for improved construction waste management: a perspective of Malaysian contractors. Waste Management, 27(12), 1902–1909. https://doi.org/10.1016/j.wasman.2006.08.013 Boyle, J. (1998). Cultural influences on implementing environmental impact assessment: insights from Thailand, Indonesia, and Malaysia. Environmental Impact Assessment Review, 18(2), 95–116. https://doi.org/10.1016/S0195-9255(97)00082-6 Chan, K. (1998). Mass communication and pro-environmental behaviour: waste recycling in Hong Kong. Journal of Environmental Management, 52(November 1996), 317–325. https://doi.org/10.1006/jema.1998.0189 Department of Statistics Malaysia. (2016). Report on the Population Projection, Malaysia 2015. Kuala Lumpur: Percetakan Negara Berhad


Hamid, P.N. & Cheng, S.-T. (1995). Predicting antipollution behavior: the role of molar behavioral intentions, past behavior, and locus of control. Environment and Behavior, 27(5), 679–698. https://doi.org/10.1177/0013916595275004 Iwan Budhiarta, Siwar, C. & Hassan Basri. (2012). Current status of municipal solid waste generation in Malaysia. International Journal on Advance Science Engineering Information Technology, 2, 16–21. https://doi.org/10.18517/ijaseit.2.2.169 Manaf, L.A., Samah, M.A.A., & Zukki, N.I.M. (2009). Municipal solid waste management in Malaysia: practices and challenges. Waste Management, 29(11), 2902–2906. https://doi.org/10.1016/j.wasman.2008.07.015 Miafodzyeva, S., Brandt, N., & Andersson, M. (2013). Recycling behaviour of householders living in multicultural urban area: a case study of Jarva, Stockholm, Sweden. Waste Management and Research: The Journal of the International Solid Wastes and Public Cleansing Association, ISWA, 31(5), 447–57. https://doi.org/10.1177/0734242X13476746 Ministry of Urban Wellbeing, Housing and Local Government. (2015). Separate Your Solid Waste in 3 Easy Steps. Retrieved January 11, 2016, from http://www.kpkt.gov.my/separationatsource/en/ Norbaizura, S. (2013). Designing a Solid Waste Management Plan with 3R Integration in Malaysia Green City Case Study of Putrajaya, Cyberjaya, Malaysia and Iskandar Retrieved from ousar.Lib.okayama-u.ac.jp/files/public/5/51993/2016052810878/k0004866_fulltext.pdf. Otitoju, T. & Seng, L. (2014). Municipal solid waste management: household waste segregation in Kuching South City, Sarawak, Malaysia. American Journal of Engineering Research (AJER), 6, 82–91. Retrieved from http://www.ajer.org/papers/v3(6)/K0368291.pdf Saeed, M.O., Hassan, M.N., & Mujeebu, M.A. (2009). Assessment of municipal solid waste generation and recyclable materials potential in Kuala Lumpur, Malaysia. Waste Management, 29(7), 2209–2213. https://doi.org/10.1016/j.wasman.2009.02.017 Sakawi, Z. (2010). Municipal solid waste management in Malaysia: solution for sustainable waste management. Journal of Applied Sciences in Environmental Sanitation, 6(1), 29–38.


Shaw, P.J. (2008). Nearest neighbour effects in kerbside household waste recycling. Resources, Conservation and Recycling, 52(5), 775–784. https://doi.org/10.1016/j.resconrec.2007.11.004 Siti Norbaizura, M. R. & Tomohito, H.T.F. (2011). Alternative Solid Waste Management for Putrajaya Malaysia towards Low-Carbon Society. Waste Resource Recycling Society Research Workshop Lecture Collection. Solid Waste Management and Public Cleansing Corporation (SWCorp). (2017). Recyclable Waste Collection until 30 September 2016. In the KPKT Selected Statistics until 30 September 2016. Kuala Lumpur: Percetakan Negara Berhad Sujauddin, M., Huda, S.M.S., & Rafiqul Hoque, A.T.M. (2008). Household solid waste characteristics and amanagement in Chittagong, Bangladesh. Waste Management, 28, 1688-1695 Verma, R.L., Borongan, G., & Memon, M. (2016). Municipal solid waste management in Ho Chi Minh City, Viet Nam: current practices and future recommendation. Procedia Environmental Sciences, 35, 127–139. https://doi.org/10.1016/j.proenv.2016.07.059 Vivian W.Y.T. (2011). Rate of reusable and recyclable waste in construction. The Open Waste Management Journal, 4(1), 28–32. https://doi.org/10.2174/1876400201104010028 Wang, H. & Wang, C. (2013). Municipal solid waste management in Beijing: characteristics and challenges. Waste Management and Research : The Journal of the International Solid Wastes and Public Cleansing Association, ISWA, 31(1), 67–72. https://doi.org/10.1177/0734242X12468199


STATUS RESTORAN YANG MENGENAKAN CAJ PERKHIDMATAN DI LEMBAH KLANG

Norain Mod Asri

Suhaila Saad Ain Nahuzeera A/P Khee King Huat

Iman Nadhirah Syahirah Sharin Selvan Nurul Shahiera Amiera Mohamad Isa

Nur Zud’ Ain Mahad Azam Pusat Pengajian Ekonomi

Fakulti Ekonomi dan Pengurusan Universiti Kebangsaan Malaysia

Pendahuluan Dewasa ini, perkembangan ekonomi Malaysia dilihat banyak disumbangkan oleh perbelanjaan sektor swasta. Berdasarkan Buletin Suku Tahunan (Suku Kedua 2016) oleh Bank Negara Malaysia (BNM) menunjukkan ekonomi Malaysia telah berkembang sebanyak 4 peratus pada suku kedua 2016, dengan perbelanjaan sektor swasta kekal sebagai pemacu utama pertumbuhan sebanyak 6.1 peratus. Perbelanjaan isi rumah yang lebih kukuh ini pula didapati turut menyokong pertumbuhan sektor makanan, minuman dan penginapan yang bertambah baik daripada 6.2 peratus pada suku tahun pertama 2016 kepada 6.9 peratus pada suku tahun kedua 2016. Pertumbuhan sektor makanan, minuman dan penginapan yang juga merupakan subsektor perkhidmatan ini dijangka akan terus bertambah dan dipacu oleh aktiviti penggunaan swasta yang disokong oleh pertumbuhan upah dan guna tenaga yang berterusan serta kenaikan gaji minimum yang berkuat kuasa pada 1 Julai 2016. Namun begitu, sejajar dengan perkembangan sektor perkhidmatan makanan dan minuman tersebut, kebanyakan pihak peniaga terutama restoran bersaiz besar kini mula mengenakan caj perkhidmatan kepada pengguna. Kementerian Perdagangan Dalam Negeri, Koperasi dan Kepenggunaan (KPDNKK) telah memuktamadkan agar industri perhotelan dan restoran boleh mengenakan caj perkhidmatan dengan syarat premis berkenaan mempunyai Perjanjian Bersama (CA) dengan pihak kesatuan sekerja atau termaktub dalam kontrak perkhidmatan pekerja (Utusan Malaysia, 26 April 2015). Kedua-dua kaedah ini diaplikasi memandangkan kontrak bersama hanya melibatkan pekerja yang terikat dengan aturan kesatuan sekerja manakala bagi pekerja yang tiada kesatuan sekerja, kontrak yang hampir


sama dengan kontrak bersama masih boleh diguna pakai sebagai asas pengenaan caj perkhidmatan (Berita Harian, 26 April 2015). Hal ini dilakukan sebagai langkah untuk memastikan caj perkhidmatan adalah sah untuk dikenakan dan hasilnya harus disalurkan kepada pekerja yang berhak menerimanya kerana telah menyediakan perkhidmatan kepada pelanggan. Dalam masa yang sama, hotel atau restoran yang mengenakan caj perkhidmatan diwajibkan mempamer notis caj perkhidmatan pada pintu masuk atau di mana-mana tempat yang mudah dilihat di premis masing-masing mulai 1 Mei 2015 atau dikenakan denda sehingga RM100,000 jika disabitkan kesalahan. Arahan ini diwartakan di bawah Perintah Kawalan Harga dan Anti-Pencatutan (Penandaan Caj Perkhidmatan Bagi Hotel dan Restoran) 2015. Pemilik, pengurus atau pengendali sesuatu hotel atau restoran yang mengenakan caj perkhidmatan juga harus menggunakan ungkapan “SEMUA HARGA ATAU CAJ TERTAKLUK KEPADA __% CAJ PERKHIDMATAN” pada notis mereka. Sebaliknya, jika harga barangan atau caj bagi perkhidmatan telah termasuk caj perkhidmatan, mereka haruslah menggunakan ungkapan “SEMUA HARGA ATAU CAJ TERMASUK __ % CAJ PERKHIDMATAN” (Mstar, 25 April 2015). Notis tersebut perlu ditulis dalam bahasa kebangsaan atau dengan terjemahan dalam mana-mana bahasa lain, ungkapan hendaklah ditulis dengan tangan atau dicetak dengan huruf besar dan (saiz) penghurufan tidak kurang daripada lima sentimeter. Senario di atas telah memberikan motivasi kepada kajian ini untuk menerokai profil restoran yang mengenakan caj perkhidmatan di sekitar Lembah Klang. Rentetan itu, menerusi analisis frekuensi dan peratusan, pandangan dan reaksi pihak pengurusan restoran terhadap pelaksanaan caj perkhidmatan dapat dikenal pasti, seterusnya menjadi panduan kepada penggubal dasar untuk merangka dasar dan peraturan berkaitan bagi menjamin kebajikan pengguna terpelihara serta memajukan lagi industri perkhidmatan makanan dan minuman domestik ke pasaran global. Kertas ini dibahagikan kepada beberapa bahagian. Bahagian kedua membincangkan secara ringkas sorotan kajian lepas. Bahagian ketiga menjelaskan metodologi kajian. Bahagian keempat membentangkan analsis kajian, manakala bahagian kelima meringkas dan merumuskan hasil kajian.


Sorotan Kajian Lepas Amalan memberi tip Tip ialah jumlah wang tambahan yang secara sukarela diberikan oleh pelanggan kepada pekerja (pelayan) untuk menunjukkan penghargaan pelanggan atas perkhidmatan yang disediakan. Namun, amalan ini adalah tingkah laku berdasarkan norma-norma sosial atau ikutan norma masyarakat sekeliling (Azar, 2007), walaupun ia tidak dikuatkuasakan oleh undang-undang (Lynn, 2006). Lantas, ini menggambarkan aktiviti ekonomi turut dipengaruhi oleh norma masyarakat dan motivasi psikologi (Azar, 2007). Sebenarnya, pelanggan memberi tip disebabkan mereka memperoleh utiliti (kepuasan) daripada layanan yang diterima. Justeru, pemberian tip oleh pelanggan dapat menunjukkan tanda kesyukurannya, sifat pemurahnya, belas kasihan dan meningkatkan imej diri pemberi tip serta menambah utiliti kepada diri mereka sendiri (Azar, 2005). Menurut Economic Development Committee for the Hotel and Catering Industry (1970) pula, kebanyakan orang memberi tip sebagai tanda menghargai perkhidmatan yang bagus dan untuk menambah pendapatan pekerja tersebut. Ini terbukti apabila jutaan pekerja di Amerika Syarikat memperoleh pendapatan hasil daripada tip yang diterima (Wessels, 1997). Di samping itu, pelanggan juga memberi tip untuk memperoleh status sosial atau mengelak rasa bersalah (Lynn & Grassman, 1990), serta sebagai gambaran status seseorang untuk mengagumkan masyarakat (Lynn, 1997). Walaupun begitu, perlu diingatkan bahawa tindakan pengguna memberi tip adalah melawan teori ekonomi tradisional (Azar, 2009). Ini kerana dalam ekonomi tradisional, pengguna akan memaksimumkan utiliti menerusi penggunaan barangan dan perkhidmatan, lantas pengguna tidak boleh memberi tip kerana hal ini menyebabkan pengguna tersebut kehilangan duit tanpa memperoleh apa-apa manfaat. Malahan, memandangkan perkhidmatan juga telah selesai dilakukan, maka pemberian tip tersebut tidak dapat lagi mengubah perkhidmatan yang telah diberikan mengikut jumlah tip yang diberi. Hal ini turut disokong oleh Yesiltas et al. (2014) yang menegaskan pemberian tip setelah perkhidmatan selesai dilakukan oleh pekerja telah menyebabkan pekerja tidak boleh mengubah perkhidmatannya yang lepas sebagai tindak balas kepada tip yang diberikan oleh pelanggan. Berkaitan dengan kesan tip kepada pekerja (pelayan), ahli ekonomi percaya bahawa pemberian tip merupakan amalan yang paling berkesan dalam mengawal dan menghargai pekerja yang telah menawarkan perkhidmatannya (Bodvarsson & Gibson, 1994). Ini disebabkan firma sukar mengawal kualiti


perkhidmatan pekerjanya kerana pelanggan yang menerima perkhidmatan secara langsung daripada pekerja berbanding dengan majikan. Misalnya, pelanggan lebih maklum tentang layanan pekerja seperti pertuturannya, bahasa tubuhnya, dan mimik muka yang ditunjukkan. Rentetan itu, firma perlu memperuntukkan sejumlah kos jika mereka ingin mengetahui akan kualiti perkhidmatan pekerjanya. Selain itu, menurut Bodivarsson dan Gibson (1997), pelayan yang menerima tip akan menikmati faedah ekonomi. Namun dalam masa yang sama, pemberian tip turut akan mewujudkan semangat individualistik dan persaingan di tempat kerja (Weinnstein, 1987). Manakala Schwartz (1997) pula menunjukkan tip dapat meningkatkan keuntungan firma apabila segmen pengguna adalah berbeza dalam fungsi permintaan dan kecenderungan untuk memberi tip. Pelaksanaan caj perkhidmatan Caj perkhidmatan restoran turut dikenali sebagai caj buruh atau caj restoran (Utusan Malaysia, 14 April 2015). Caj ini merupakan salah satu inisiatif baharu bagi menggantikan tip yang mula-mulanya diperkenalkan dan diamalkan oleh negara barat (Lynn, 2003). Kini, kebanyakan restoran bersaiz besar, khususnya yang terdapat di dalam pusat beli-belah mengenakan caj perkhidmatan kepada pengguna. Menurut Azar (2009), hal ini disebabkan pihak pengurusan restoran ingin menggalakkan penyediaan kualiti perkhidmatan yang lebih baik. Dalam masa yang sama, restoran di sesetengah negara Eropah yang selama ini menggunakan sistem pemberian tip sudah mula menggantikannya dengan sistem caj perkhidmatan kerana berpandangan bahawa ini akan memudahkan pelanggan memandangkan caj perkhidmatan telah dimasukkan terus ke dalam senarai harga yang perlu dibayar oleh pelanggan (Azar, 2009). Namun begitu, pandangan beliau disangkal Kwortnik, Lynn, dan Rose (2009) yang menegaskan bahawa restoran di Amerika Syarikat yang mengamalkan pemberian tip secara sukarela mempunyai nilai min yang lebih tinggi bagi kepuasan pelanggan terhadap perkhidmatan yang diberikan berbanding dengan restoran yang mengenakan caj perkhidmatan. Bagi kes Malaysia pula, didapati pihak pengurusan restoran mengenakan kadar caj perkhidmatan yang lebih tinggi berbanding dengan cukai perkhidmatan yang dikenakan oleh kerajaan (Norain et al., 2014). Namun, analisis terhadap persepsi responden pula menunjukkan responden tidak bersetuju dengan pelaksanaan caj perkhidmatan, akan tetapi mereka bersetuju terhadap pelaksanaan cukai perkhidmatan. Sebaliknya, responden tidak berpuas hati dengan kadar cukai perkhidmatan dan kadar caj perkhidmatan


yang dikenakan disebabkan makanan sudah mahal dan tidak setimpal dengan layanan yang diberikan oleh pihak pengurusan restoran. Justeru, pihak pengurusan restoran harus memastikan kadar caj perkhidmatan yang dikenakan sepadan dengan perkhidmatan yang ditawarkan bagi menarik lebih ramai pengguna berbelanja secara konsisten di restoran mereka. Dapatan Norain et al. (2014) tersebut sebenarnya menyokong kajian Evans dan Dinesh (1999) yang menegaskan pengenaan caj perkhidmatan mungkin akan menyebabkan pelanggan tidak berpuas hati. Dalam masa yang sama, wujud juga keadaan yang kutipan caj perkhidmatan tidak disedari oleh pelanggan (Evans, 2000). Seterusnya, walaupun caj perkhidmatan telah ditambah dalam bil pelanggan di Hong Kong, namun 92 peratus pelanggan masih memberi tip. Hal ini disebabkan tradisi di Hong Kong tidak cenderung terhadap pekerjaan memberi layanan. Tindakan melayan seseorang itu dilihat boleh menjatuhkan air muka pelayan, lantas dengan memberi tip menandakan seseorang yang dilayan itu menghargai perkhidmatan yang diberikan. Di Switzerland pula, kebanyakan restoran telah menambah 15 peratus caj perkhidmatan dalam bil pelanggan. Walaupun telah menjadi kebiasaan pelanggan untuk meninggalkan lebih wang antara 5 peratus ke 10 peratus, namun jumlah sebenar tetap bergantung pada mutu perkhidmatan yang diterima (Murphy, 2008). Metodologi Persampelan Memandangkan kajian ini mengeksplorasi kes pelaksanaan caj perkhidmatan oleh restoran, maka seramai 221 responden telah dipilih daripada kalangan pihak pengurusan restoran yang mengenakan caj perkhidmatan kepada pelanggan mereka. Pemilihan sampel dilakukan secara rawak mudah di sekitar Lembah Klang. Data dikumpulkan menerusi pengedaran soal selidik dan dianalisis secara deskriptif dengan menggunakan program SPSS (Statistical Package for the Social Sciences) versi 16. Instrumen kajian Borang soal selidik bagi kajian ini dibahagikan kepada tiga bahagian. Secara spesifik, bahagian pertama mengandungi soalan-soalan berkaitan latar belakang responden (restoran). Bahagian kedua pula terdiri daripada soalan berkaitan kemudahan restoran. Seterusnya, bahagian ketiga menjurus kepada soalan berkaitan pelaksanaan caj perkhidmatan oleh pihak restoran. Bahagian


ini turut mengambil kira soalan berkaitan penentu kadar caj perkhidmatan serta pemantauan oleh pihak berkuasa. Analisis Kajian Profil restoran Bahagian ini bertujuan melihat secara keseluruhan profil responden (restoran) yang mengenakan caj perkhidmatan di sekitar Lembah Klang. Jadual 1 memaparkan analisis frekuensi (kekerapan) dan peratusan bagi responden. Daripada 221 responden, kebanyakan restoran dimiliki oleh warganegara Malaysia (86.4%), berstatus sederhana (81%), merupakan restoran berjenama domestik (61.5%), mempunyai cawangan (87.8%), lokasi restoran cawangan terletak di dalam pusat beli-belah (67%), bangunan cawangan di sewa (94.1%), pelantikan pekerja dibuat oleh pihak pengurusan restoran cawangan (68.8%), pihak pengurusan restoran memberikan latihan kepada pekerja (96.8%), dasar penentuan upah dan bonus restoran ditetapkan oleh ibu pejabat (85.1%), dasar kenaikan pangkat pekerja ditentukan oleh ibu pejabat (72.9%), penentuan hukuman kepada pekerja ditentukan oleh restoran cawangan (61.5%), pakaian seragam disediakan untuk pekerja (98.2%), jawatan pekerja ditunjukkan oleh pakaian seragam yang berbeza (92.3%), pihak pengurusan restoran melaksanakan dasar upah minimum mengikut Perintah Gaji Minimum (98.6%) serta restoran beroperasi pada musim perayaan dan cuti umum (89.1%). Secara keseluruhannya, didapati banyak restoran berstatus sederhana mewah, berjenama domestik dan mempunyai cawangan yang mengenakan caj perkhidmatan di Lembah Klang. Jika diperhalusi kepada kemudahan restoran seperti dalam Jadual 2 pula, didapati kebanyakan restoran yang mengenakan caj perkhidmatan merupakan restoran masakan barat (28.5%) dan makanan Melayu (24.4%). Selain itu, pihak restoran juga menyediakan pelbagai jenis kemudahan yang mana lebih 70 peratus restoran membuat perhiasan di pintu dan kaunter untuk menarik perhatian pengunjung serta menyediakan papan tanda menu yang berkualiti, menarik, diletakkan di tempat yang strategik, mengandungi pakej makanan yang jelas dan mudah difahami serta memaparkan harga untuk rujukan pengunjung. Seterusnya, lebih 70 peratus restoran juga mempunyai lantai yang diperbuat daripada mozek, mempunyai ruangan meja berkumpulan serta menyediakan kemudahan tisu, muzik, penyambut tetamu, buku menu, kerusi bayi, sinki dan ruang menunggu untuk pelanggan yang menempah dan membungkus makanan untuk dibawa pulang. Di samping itu, 50.2 peratus restoran dilihat menyediakan sistem keahlian kepada pelanggan yang setia.


Jadual 1: Profil Restoran yang Mengenakan Caj Perkhidmatan di Lembah Klang

Profil Restoran Bilangan Peratusan (%)

Jenis pemilikan Warganegara Warga Asing

191 30

86.4 13.6

Status Restoran Mewah Sederhana Tidak Mewah

32

179 10

14.5 81.0 4.5

Jenama Pemilikan Domestik Antarabangsa

136 85

61.5 38.5

Restoran yang mempunyai cawangan Ya Tidak

194 27

87.8 12.2

Lokasi cawangan (di dalam pusat beli-belah) Ya Tidak

148 73

67.0 33.0

Lokasi cawangan (bangunan kedai) Ya Tidak

102 119

46.2 53.8

Lokasi cawangan (kawasan eksklusif) Ya Tidak

29

192

13.1 86.9

Bangunan cawangan dibeli atau sewa Beli Sewa Beli dan Sewa

10

208 3

13.1 94.1 1.4

Pelantikan pekerja Ibu Pejabat Cawangan

69

152

31.2 68.8

Latihan kepada pekerja Ya Tidak

214

7

96.8 3.2

Penentuan upah dan bonus Ibu Pejabat Cawangan

188 33

85.1 14.9

Penentuan kenaikan pangkat Ibu Pejabat Cawangan

161 60

72.9 27.1

Penentuan hukuman kepada pekerja Ibu Pejabat Cawangan

85

136

38.5 61.5


Jadual 1 (sambungan)

Profil Restoran Bilangan Peratusan (%)

Pakaian seragam disediakan untuk pekerja Ya Tidak

217

4

98.2 1.8

Jawatan pekerja ditunjukkan oleh pakaian seragam (uniform) yang berbeza Ya Tidak

204 17

92.3 7.7

Pihak restoran melaksanakan dasar upah minimum mengikut Perintah Gaji Minimum Ya Tidak

218 3

98.6 1.4

Restoran ini beroperasi pada musim perayaan dan cuti umum Ya Tidak

197 24

89.1 10.9

Jadual 2: Maklumat Kemudahan Restoran

Perkara Bilangan Peratusan

(%) Konsep restoran Dalam taman Restoran Thailand Restoran makanan Melayu Buffet Restoran makanan Jepun Restoran makanan Korea Restoran makanan segera Restoran masakan Barat Steamboat Restoran masakan Indonesia Lain-lain

4

12 54 4

14 9 6

63 6

18 31

1.8 5.4

24.4 1.8 6.3 4.1 2.7

28.5 2.7 8.1

14.0 Maklumat papan tanda di pintu masuk restoran adalah termasuk: Caj perkhidmatan Penerimaan penggunaan kad kredit dan kad debit Tempoh beroperasi Promosi Lain-lain

142 40 23 16 0

64.3 18.1 10.4 7.2 0



Perkara Bilangan Peratusan (%)

Terdapat perhiasan pada pintu yang disediakan pihak restoran untuk menarik perhatian pengunjung: Ya Tidak

203 18

91.9 8.1

Kaunter adalah mudah dilihat: Ya Tidak

221

0

100.0

0 Perhiasan menarik disediakan di hadapan kaunter: Ya Tidak

196 25

88.7 11.3

Kaunter hadapan adalah bersamaan dengan kaunter bayaran: Ya Tidak

211 18

95.5 4.5

Maklumat pengenaan caj perkhidmatan dipaparkan sekali di kaunter hadapan: Ya Tidak

133 88

60.2 39.8

Pihak restoran menyediakan papan tanda menu sebagai rujukan kepada pengunjung: Ya Tidak

185 36

83.7 16.3

Persembahan papan tanda menu adalah berkualiti dan dapat menarik perhatian pengunjung: Ya Tidak

180 41

81.4 18.6

Kedudukan papan tanda menu adalah strategik untuk rujukan pengunjung: Ya Tidak

180 41

81.4 18.6

Papan tanda menu mengandungi pakej makanan yang jelas dan mudah difahami: Ya Tidak

167 54

75.6 24.4

Setiap menu dipaparkan harga: Ya Tidak

155 66

70.1 29.9

Makluman pengenaan caj perkhidmatan dipaparkan sekali pada papan tanda menu: Ya Tidak

91 130

41.2 58.8




Lantai adalah diperbuat daripada: Mozek Simen Kayu Marble Lain-lain

178 31 5 5 2

80.5 14.0 2.3 2.3 0.9

Kemudahan penyediaan sudu dan garfu Ruangan khas dan pelanggan perlu mengambilnya sendiri. Disediakan di atas meja pelanggan dan pelaggan perlu mengambil sendiri Tersedia kemas di atas meja Lain-lain

7

59

126 29

3.2

26.7

57.0 13.1

Peralatan dapur dalam keadaan kemas dan bersih: Ya Tidak

220

1

99.5 0.5

Ruangan khas Ruangan meja berkumpulan Ruangan meja berdua-duaan Ruangan mengadakan majlis khas Ruangan terbuka merokok Ruangan menunggu tempahan Ruangan OKU

193 22 1 4 1 0

87.3 10.0 0.5 1.8 0.5 0

Kemudahan lain yang disediakan adalah tempat duduk: Ya Tidak

215 6

97.3 2.7

Kemudahan lain yang disediakan adalah tisu: Ya Tidak

216

5

97.7 2.3

Kemudahan lain yang disediakan adalah muzik: Ya Tidak

163 58

73.8 26.2

Kemudahan lain yang disediakan adalah penyambut tetamu: Ya Tidak

174 47

78.7 21.3

Kemudahan lain yang disediakan adalah buku menu: Ya Tidak

214 7

96.8 3.2




Kemudahan lain yang disediakan adalah kerusi bayi: Ya Tidak

211 10

95.5 4.5

Sinki untuk mencuci tangan disediakan: Ya Tidak

156 65

70.6 29.4

Terdapat kertas maklumat atau gambar berkaitan restoran di atas meja restoran: Ya Tidak

89 132

40.3 59.7

Kaedah tempahan dibuat melalui: Tulis atas borang tempahan yang disediakan Pelayan ambil tempahan Tempah sendiri di kaunter hadapan Tempah sendiri di kaunter makanan

22

187 12 0

10.0 84.6 5.4 0

Pembelian makanan adalah menggunakan sistem: Nombor giliran Manual Loceng Layan diri

2

188 18 13

0.9 85.1 8.1 5.9

Terdapat ruang menunggu untuk mereka yang membeli makanan dan membawanya pulang: Ya Tidak

210 11

95.0 5.0

Tempoh masa penyediaan makanan: 1-5 minit 6-10 minit 11-15 minit 16-20 minit 21-25 minit 26 minit dan ke atas

16 48

142 14 1 0

7.2 21.7 64.3 6.3 0.5 0

Adakah pelanggan makan: Duduk di atas kerusi Duduk bersila dalam ruang yang disediakan

220

1

99.5 0.5

Pekerja berpakaian bersih dan sopan: Ya Tidak

221

0

100.0

0 Pekerja menerima sebarang suntikan untuk kesihatan dan kebersihan: Ya Tidak

221 0

100.0 0




Pekerja sentiasa memberi senyuman kepada pelanggan: Ya Tidak

221 0

100.0 0

Pekerja memberi penerangan yang jelas terhadap menu: Ya Tidak

221 0

100.0 0

Kaedah pembayaran: Pelayan ke meja Pembayaran di kaunter

179 42

81.0 19.0

Perkhidmatan lain termasuk walk in: Ya Tidak

213

8

96.4 3.6

Perkhidmatan lain termasuk bawa pulang: Ya Tidak

218

3

98.6 1.4

Perkhidmatan lain termasuk penghantaran Ya Tidak

41

180

18.6 81.4

Perkhidmatan lain termasuk katering: Ya Tidak

60

161

27.1 72.9

Caj tambahan dikenakan bagi setiap penghantaran Ya Tidak Tidak jawab

20

187 14

9.0

84.6 6.3

Tindakan pihak pengurusan jika berlaku kesilapan dalam tempahan makanan ialah penukaran makanan dengan segera: Ya Tidak

219 2

99.1 0.9

Tindakan pihak pengurusan jika berlaku kesilapan dalam tempahan makanan ialah pemberian diskaun terhadap tempahan yang tersilap: Ya Tidak

127 94

57.5 42.5

Tindakan pihak pengurusan jika berlaku kesilapan dalam tempahan makanan ialah pemberian kupon atau baucer pembelian masa hadapan: Ya Tidak

42 179

19.0 81.0




Tindakan pihak pengurusan jika berlaku kesilapan dalam tempahan makanan ialah penukaran makanan tanpa bayaran: Ya Tidak

51 170

23.1 76.9

Tindakan pihak pengurusan jika kualiti makanan tidak menepati kehendak pelanggan dalam tempahan makanan ialah penukaran makanan dengan segera: Ya Tidak

214 7

96.8 3.2

Tindakan pihak pengurusan jika kualiti makanan tidak menepati kehendak pelanggan dalam tempahan makanan ialah pemberian diskaun terhadap tempahan yang tersilap: Ya Tidak

129 92

58.4 41.6

Tindakan pihak pengurusan jika kualiti makanan tidak menepati kehendak pelanggan dalam tempahan makanan ialah pemberian kupon atau baucer pembelian masa hadapan: Ya Tidak

39 182

17.6 82.4

Tindakan pihak pengurusan jika kualiti makanan tidak menepati kehendak pelanggan dalam tempahan makanan ialah penukaran makanan tanpa bayaran: Ya Tidak

60 161

27.1 72.9

Apabila pelanggan tidak berpuas hati dengan layanan yang diberikan, pelanggan boleh meminta pengurangan pembayaran caj perkhidmatan: Ya Tidak

97 124

43.9 56.1

Sistem keahlian kepada pelanggan yang setia disediakan: Ya Tidak

111 110

50.2 49.8

Restoran menyediakan perkhidmatan aduan pelanggan Ya Tidak

203 18

91.9 8.1




Aduan dan maklumbalas pelanggan diperoleh Borang yang disediakan di restoran Borang yang disediakan secara atas talian (online) Lain-lain

165 37 19

74.7 16.7 8.6

Tempahan makanan pula akan diambil oleh pelayan (84.6%) dengan pembelian makanan adalah dengan menggunakan sistem manual (85.1%), manakala tempoh masa penyediaan makanan adalah 11 hingga 15 minit (64.3 %). Pembayaran bil bagi restoran tersebut biasanya akan dilakukan di meja makan sahaja, iaitu pelayan akan membawa bil dan mengambil bayaran daripada pelanggan untuk dibawa ke kaunter pembayaran. Lebih 90 peratus pihak restoran juga sentiasa memastikan agar pekerjanya berpakaian bersih dan sopan, menerima suntikan untuk kesihatan serta sentiasa memberi senyuman dan penerangan yang jelas berkaitan menu kepada pelanggan. Namun, adalah menarik apabila kebanyakan restoran yang mengenakan caj perkhidmatan ini tidak menyediakan perkhidmatan penghantaran makanan dan katering. Walaupun begitu, 91.9 peratus restoran menyediakan perkhidmatan aduan pelanggan dengan 74.7 peratus daripada restoran tersebut menggunakan borang aduan dan maklum balas pelanggan yang diletakkan di restoran. Dalam masa yang sama, jika berlaku kesilapan dalam tempahan makanan, maka terdapat restoran yang akan menukar makanan dengan segera (99.1%) atau/dan memberi diskaun (57.5%). Begitu juga jika kualiti makanan tidak menepati kehendak pelanggan, maka ada restoran yang akan menukar makanan dengan segera (96.8%) atau/dan memberi diskaun (58.4%). Berkaitan dengan caj perkhidmatan, lebih 60 peratus restoran memaparkan maklumat berkaitan caj perkhidmatan pada pintu masuk dan kaunter hadapan. Namun, apa yang mengejutkan adalah apabila pelanggan tidak berpuas hati dengan layanan yang diberikan, maka 56.1 peratus restoran tidak membenarkan pelanggan meminta pengurangan pembayaran caj perkhidmatan. Jelas sekali, restoran yang mengenakan caj perkhidmatan menyediakan pelbagai kemudahan dan hiasan yang menarik untuk keselesaan pelanggan termasuklah layanan yang berkualiti oleh pelayan. Kemudahan yang disediakan tersebut juga mencerminkan restoran tersebut sebenarnya berstatus mewah atau sederhana mewah.


Caj perkhidmatan Jadual 3 menunjukkan 73.3 peratus restoran mengenakan caj perkhidmatan sebanyak 10 peratus manakala 26.7 peratus restoran lagi mengenakan caj perkhidmatan pada kadar 5 peratus. Kadar caj yang dikenakan tersebut pula telah termaktub dalam perjanjian antara pihak pengurusan restoran dengan pekerja bagi 79.6 peratus restoran. Rentetan itu, 90.5 peratus restoran mengagihkan caj perkhidmatan yang telah dikutip kepada pekerja dalam tempoh sebulan sekali. Berkaitan dengan pemantauan oleh pihak berkuasa, lebih 80 peratus restoran bersetuju agar restoran yang mengenakan caj perkhidmatan perlu dipantau oleh pihak berkuasa, perlu berdaftar dengan pihak berkuasa secara percuma dan mana-mana restoran yang mengenakan caj perkhidmatan tetapi tidak berdaftar perlu dikenakan hukuman. Pada peringkat penguatkuasa, sistem caj perkhidmatan restoran juga perlu diperkemaskan lagi oleh pihak kerajaan (91.0%) dan undang-undang berkaitan caj perkhidmatan perlu diwujudkan (91.9%). Selanjutnya, 61.1 peratus restoran menyatakan bahawa kadar caj perkhidmatan yang ditetapkan adalah dipengaruhi oleh kadar caj perkhidmatan restoran lain. Dalam masa yang sama, kadar caj perkhidmatan turut dipengaruhi oleh gred kebersihan restoran (71.0%). Lantas, bagi membolehkan pihak restoran mengekalkan pelaksaan kadar caj perkhidmatan yang tinggi, maka tidaklah menghairankan apabila 84.6 peratus restoran mempunyai gred kebersihan yang tinggi (gred A) dan restoran juga tidak mengalami perubahan gred kebersihan dalam tempoh tertentu (64.7%). Namun begitu, makanan yang dibungkus tidak dikenakan caj perkhidmatan (99.5%), pengenaan caj perkhidmatan ditunjukkan dalam bil (100.0%) serta harga makanan dikenakan dahulu barulah ditambah caj perkhidmatan dalam bil (68.8%). Pihak pengurusan restoran juga berpandangan bahawa pelaksanaan caj perkhidmatan tidak mengurangkan pelanggan (88.2%). Rentetan itu, caj perkhidmatan wajar diteruskan pada masa hadapan (93.7%) tetapi ia perlu berubah mengikut kesesuaian pada masa hadapan (93.7%).

Jadual 3: Pelaksanaan Caj Perkhidmatan


Kadar caj perkhidmatan yang dikenakan 10% 5%

162 59

73.3 26.7

Caj perkhidmatan yang dikenakan dalam bentuk Peratusan Kadar tetap (dalam RM)

221

0

100.0

0




Kadar termaktub dalam perjanjian dengan pekerja Ya Tidak

176 45

79.6 20.4

Caj perkhidmatan diagihkan pada pekerja pada: Setiap hari Seminggu sekali Sebulan sekali Lain-lain Tidak berkait

2 3

200 13 3

0.9 1.4

90.5 5.9 1.4

Caj yang dikenakan perlu dibayar kepada pihak berkuasa Ya Tidak Tidak menjawab

10

209 2

4.5

94.8 0.9

Restoran yang mengenakan caj perkhidmatan perlu dipantau oleh pihak berkuasa Ya Tidak

199 22

90.0 10.0

Restoran yang mengenakan caj perkhidmatan tetapi tidak berdaftar perlu dikenakan hukuman Ya Tidak

192 29

86.9 13.1

Restoran yang mengenakan caj perkhidmatan berdaftar dengan pihak berkuasa secara Percuma Perlu bayar yuran pendaftaran sekali sahaja Perlu bayar yuran pendaftaran sekali setahun bagi mendapatkan kebenaran mengenakan caj perkhidmatan

201 9

11

91.0 4.1 5.0

Kadar yang ditetapkan dipengaruhi oleh kadar yang ditetapkan oleh restoran lain Ya Tidak

135 86

61.1 38.9

Gred kebersihan restoran A B C D

187 34 0 0

84.6 15.4

0 0




Kadar caj perkhidmatan yang ditetapkan dipengaruhi oleh gred kebersihan restoran Ya Tidak

157 64

71.0 29.0

Restoran akan mengalami perubahan gred kebersihan dalam tempoh tertentu Ya Tidak

78 143

35.3 64.7

Makanan yang dibungkus dikenakan caj perkhidmatan Ya Tidak

1 220

0.5 99.5

Pengenaan caj perkhidmatan ditunjukkan dalam bil Ya Tidak

221 0

100.0 0

Bagaimana penentuan caj ditetapkan dalam menu yang disediakan Letak harga kemudian tambah caj Harga sudah termasuk caj

152 68

68.8 31.2

Faktor-faktor yang menentukan caj perkhidmatan: Gred kebersihan Penarafan restoran Caj perkhidmatan restoran lain Kadar yang ditetapkan oleh pihak berkuasa Lain-lain

64 7

22 124

4

29.0 3.2

10.0 56.1 1.8

Pelaksanaan caj perkhidmatan boleh mengurangkan pelanggan: Ya Tidak

26 195

11.8 88.2

Adakah wajar caj perkhidmatan ini diteruskan pada masa hadapan Ya Tidak

207 14

93.7 6.3

Caj perkhidmatan perlu berubah mengikut kesesuaian pada masa hadapan Ya Tidak

207 14

93.7 6.3

Sistem caj perkhidmatan restoran perlu diperkemaskan lagi oleh pihak kerajaan Ya Tidak

201 20

91.0 9.0




Undang-undang berkaitan caj perkhidmatan perlu diwujudkan Ya Tidak

203 18

91.9 8.1

Apabila diteliti hubungan kadar caj perkhidmatan dengan status atau profil restoran, Jadual 4 membuktikan 84.6 peratus restoran yang mengenakan 10 peratus caj perkhidmatan merupakan restoran milik warganegara Malaysia manakala Jadual 5 memaparkan 40.7 peratus restoran berjenama domestik mengenakan 10 peratus caj perkhidmatan. Namun, dapatan dalam Jadual 6 pula menunjukkan 59.3 peratus restoran berstatus sederhana mengenakan 10 peratus caj perkhidmatan. Ini mencerminkan kebanyakan restoran berstatus sederhana cenderung mengenakan kadar caj perkhidmatan yang tinggi. Selain itu, dapatan dalam Jadual 7 memperlihatkan 62.9 peratus restoran yang mempunyai gred kebersihan A mengenakan 10 peratus caj perkhidmatan. Namun, amat memeranjatkan apabila 10.4 peratus restoran yang mempunyai gred kebersihan lebih rendah, iaitu gred B turut mengenakan 10 peratus caj perkhidmatan. Perkara ini perlu dipandang serius oleh pihak berkuasa memandangkan gred kebersihan sebenarnya turut mencerminkan sejauh mana pihak pengurusan restoran berusaha untuk memberikan perkhidmatan yang lebih sihat, bersih dan selamat. Jadual 8 pula menunjukkan kebanyakan restoran yang mengenakan caj perkhidmatan mempunyai cawangan di dalam pusat beli-belah yang merupakan tempat tumpuan orang ramai berbanding dengan cawangan di bangunan kedai mahupun kawasan eksklusif. Dapatan ini sebenarnya menjelaskan bahawa kebanyakan restoran di kawasan tumpuan umum, terutama di kawasan membeli-belah sememangnya mengenakan caj perkhidmatan kepada pelanggan.

Jadual 4: Hubungan antara Jenis Pemilikan dengan Kadar Caj yang

Dikenakan

Jenis pemilikan

Berapakah kadar yang dikenakan? 10% 5%

Bil. Peratusan Bil. Peratusan Warganegara Warga Asing

137 25

84.6% 15.4%

54 5

91.5% 8.5%

Jumlah 162 100% 59 100%


Jadual 5: Hubungan antara Jenama Pemilikan dengan Kadar Caj Perkhidmatan yang Dikenakan

Jenama pemilikan Kadar caj perkhidmatan yang dikenakan

10% 5% Bil. Peratusan Bil. Peratusan

Domestik Antarabangsa

90 72

40.7% 32.6%

46 13

20.8% 5.9%

Jumlah 162 73.3% 59 26.7%

Jadual 6: Hubungan antara Status Restoran dengan Kadar Caj Perkhidmatan yang Dikenakan

Status Restoran Kadar caj perkhidmatan yang dikenakan

10% 5% Bil. Peratusan Bil. Peratusan

Mewah Sederhana

Tidak Mewah

29 131 2

13.1% 59.3% 0.9%

3 48 8

1.4% 21.7% 3.6%

Jumlah 162 73.3% 59 26.7%

Jadual 7: Hubungan antara Gred Kebersihan dengan Kadar Caj Perkhidmatan yang Dikenakan

Gred Kebersihan

Kadar caj perkhidmatan yang dikenakan 10% 5%

Bil . Peratusan Bil. Peratusan A B

139 23

62.9% 10.4%

48 11

21.7% 5.0%

Jumlah 162 73.3% 59 26.7%

Jadual 8: Status Restoran Mengikut Lokasi Cawangan

Status

Restoran

Lokasi cawangan Di dalam pusat

beli-belah Bangunan kedai Kawasan eksklusif

Bil. Peratusan Bil. Peratusan Bil Peratusan Mewah

Sederhana Tidak

Mewah

19 126

3

12.8% 85.2% 2.0%

12 81 9

11.8% 79.4% 8.8%

11 17 1

37.9% 58.6% 3.5%

Jumlah 148 100% 102 100% 29 100%


Kesimpulan dan Implikasi Dasar Dapatan kajian ini membuktikan kebanyakan restoran yang mengenakan caj perkhidmatan menyediakan pelbagai jenis kemudahan termasuk pelayan restoran untuk keselesaan pelanggan. Pihak restoran juga akan menukar makanan dengan segera atau/dan memberi diskaun jika berlaku kesilapan dalam tempahan makanan atau kualiti makanan tidak menepati kehendak pelanggan. Namun, apabila pelanggan tidak berpuas hati dengan layanan yang diberikan, maka pihak restoran tidak membenarkan pelanggan meminta pengurangan pembayaran caj perkhidmatan. Sebagai peniaga yang bertanggungjawab, pihak restoran seharusnya menawarkan perkhidmatan yang berkualiti tinggi setanding dengan caj perkhidmatan yang dikenakan kepada pengguna demi menjamin kelangsungan restoran dalam pasaran. Memandangkan kebanyakan restoran bersetuju agar restoran yang mengenakan caj perkhidmatan perlu dipantau oleh pihak berkuasa, maka garis panduan dan undang-undang berkaitan pelaksanaan caj perkhidmatan perlu diwujudkan segera agar pihak pengurusan restoran terbabit lebih berhemah dalam operasi seharian. Dalam masa yang sama, ia turut membolehkan pengguna memahami hak mereka apabila berurus niaga dengan restoran berkenaan. Seterusnya, disebabkan kadar caj perkhidmatan sesebuah restoran dipengaruhi oleh kadar caj perkhidmatan restoran lain dan gred kebersihan restoran, lantas restoran yang tidak mempunyai gred kebersihan A sepatutnya tidak dibenarkan mengenakan caj perkhidmatan maksimum iaitu 10 peratus. Selain itu, keputusan juga menunjukkan kebanyakan restoran yang mengenakan caj perkhidmatan di Lembah Klang berstatus mewah atau sederhana mewah serta mempunyai cawangan di dalam pusat beli-belah yang merupakan tempat tumpuan orang ramai. Justeru, perkhidmatan yang diberikan perlu sentiasa dinaik taraf selari dengan keperluan generasi masa kini agar aspirasi kerajaan untuk menjadikan Lembah Klang sebagai bandar raya ceria dan berdaya huni bagi menarik golongan profesional dan berkemahiran tinggi tercapai. Rujukan Azar, O.H. (2005). Who do we tip and why? an empirical investigation. Applied Economics, 37(16), 1871-1879. Azar, O.H. (2007). The social norm of tipping: A Review. Journal of Applied Social Psychology, 37(2), 380-402.


Azar, O.H. (2009). Incentives and Service quality in the restaurant industry: the tipping - service puzzle. Applied Economics, 41(15), 1917-1927. Bodvarsson, O. & Gibson, W. (1994). Gratuities and customer appraisal of service: evidence from Minnesota restaurants. Journal of Socio-Economics, 23, 287-302. Bodvarsson, O. & Gibson, W. (1997). Economics and restaurant gratuities: determining tip rates. American Journal of Economics and Sociology, 56(2), 187-204. Economic Development Committee for the Hotel and Catering Industry. (1970). Why Tipping? A Report of an Enquiry into Current Practice and Opinions on Tipping in the Industry and Some of the Likely Effects of Tipping on Management, Employees and Customers. London: National Economic Development Office. Evans, M. & Dinesh, D. (1999). The thorny question of automatic service charges. Cornell Hotel and Restaurant Administration Quarterly, 40(4), 78-83. Evans, P. (2000). Facing charges. Hong Kong Magazine, 1 September: 337. http://w2.bnm.gov.my/files/publication/qb/2016/Q2/bm_p3.pdf http://www.bnm.gov.my/files/publication/qb/2016/Q3/bm_p1.pdf http://www.kpdnkk.gov.my/images/kpdnkk.gov.my/Arkib/2015/April/Hotel_restoran_boleh_caj_10_jika_ada_CA.jpeg http://www.kpdnkk.gov.my/images/kpdnkk.gov.my/Arkib/2015/April/Kajian_lanjut_wujud_perundangan_khusus.jpeg http://www.kpdnkk.gov.my/images/kpdnkk.gov.my/Arkib/2015/April/Keluar_sijil_khas_caj_perkhidmatan.jpeg http://www.mstar.com.my/berita/berita-semasa/2015/04/25/caj-perkhidmatan/ http://www.utusan.com.my/berita/nasional/caj-perkhidmatan-10-peratus-dihapuskan-1.80789


Kwortnik Jr., R.J., Lynn, M.W., & Ross Jr., W.T. (2009). Buyer monitoring: a means to insure personalized service. Journal of Marketing Research, 46(5), 573-583. Lynn, M. (1997). Tipping customs and status seeking: a cross-country study. International Journal of Hospitality Management, 16(2), 221-224. Lynn, M. (2003). Restaurant tips and service quality: a weak relationship or just weak measurement. International Journal of Hospitality Management, 22(3), 321-325. Lynn, M. (2006). Tipping in restaurants and around the globe: an interdisciplinary review. Cornell University. School of Hotel Admnistration Collection. Lynn, M. & Grassman, A. (1990). Restaurant tipping: an examination of three rational explaination. Cornell University. School of Hotel Admnistration Collection. Murphy, T. (2008). Etiquette 101: Tipping guide. Retrieved September 3, 2014, from http://www.cntraveler.com/stories/2008-11-11/etiquette-101-tipping-guide Norain Mod Asri, Wook Endut, Salwah Bulis, & Atikah Azmi. (2014). Impak cukai perkhidmatan dan caj perkhidmatan terhadap permintaan makanan di restoran. Jurnal Ekonomi Malaysia, 48(1), 99 – 116. Schwartz, Z. (1997). The economics of tipping: tips, profits and the market's demand-supply equilibrium. Tourism Economics, 3(3), 265-279. Weinstein, J. (1987). Tip alternative creates options. Restaurants and Institutions, 22–23. Wessels, W.J. (1997). Minimum wages and tipped servers. Economic Inquiry, 35, 334-349. Yesiltas, M., Zorlu, O., Sop, S.A. & Beydili, E.T. (2014). The effects of service quality on customers’ tipping behavior. International Journal of Academic Research in Business and Social Sciences, 4(8), 430-446.


PERCEPTIONS OF WORK ENVIRONMENT, LOCUS OF CONTROL AND FINANCIAL

WELL-BEING AMONG PUTRAJAYA EMPLOYEES

Nuradibah Mokhtar

Husniyah Abd Rahim Jabatan Pengurusan Sumber dan Pengajian Pengguna, Fakulti Ekologi Manusia, Universiti Putra Malaysia

Introduction In recent decades, the severe change in the world economy indicated by changes of GDP has triggered insightful effects on an individual’s well-being (Organization for Economic Co-operation and Development (OECD), 2013). Financial well-being play a big role in well-being of on individual (Kalia, 2016). As a matter of fact, Joo (2008) stated that financial well-being is a sub-element of general well-being which makes it among the five crucial elements of well-being (Rath & Harter, 2010b). Consequently, financial well-being research is increasingly popular in the 21st century (Rath & Harter, 2010a). Financial educators, coaches and practitioners work together hand-in-hand to help people improve their financial lives and alleviate to a better financial well-being state. Besides that, external environmental factors has an impact on one’s well-being as well as their financial well-being. Work environment is the closest environment that have an impact on employees’ well-being. In fact, work environment can provide many positive factors that contribute to financial well-being. Recently, the Institute of Occupational Safety and Health (NIOSH) in Malaysia suggested that all organizations take into account the issue of work-related mental stress. This reflected that work environment is vital towards employees’ well – being. In addition, according to the National Study of Health and Morbidity Survey 2011, about 11 percent of Malaysians aged 18 to 60 years suffer from various mental illnesses including stress, anxiety and depression. Hence, employees’ work environment influence individual behaviour as well as their well-being which later affect financial well-being. Aside from the external environmental factors, personal factors within an individual such as personality also contribute towards their financial well-


being. Personality traits are important in the formation of abilities. Vlaev and Elliot (2013) mentioned whenever individuals encounter a greater sense of overall control of their money, their financial well-being would be increased too. What is more, Cox Hooker, Markwick, and Reilly’s (2009) study found that more than 30 percent of respondents felt that they do not have control in their finances. The individual’s locus of control can have far reaching impact on work and life. Literature Review Work environment Work environment construct is a comprehensive aspect that consists of psychological, social and physical which revolve around working situation (Jain & Kaur, 2014). Mehboob and Bhutto (2012) explained the environment that people perform their work as work environment. Also, Mike (2010) and Shikdar (2002) mentioned that environment with an achievable outcome anticipated by the management is known as an effective workplace. Jain and Kaur (2014) further explained that work environment can be divided into three components which encompass physical environment, mental environment, and social environment. They provided ventilation, amenities, noise and infrastructure and also interior as the examples for physical environment. As for mental environment, things that are related to emotions and anything that can be and influenced by the emotions such as boredom, attitude, and behaviour of supervisor and colleague, monotony and fatigue. Whereas, social environment is a group of employees that form a normal cluster which includes a sense of belonging which impact the behaviour and attitude of an employee. Based on the Malaysian context, work environment has correlated with occupational safety and health field, such as job performance (Lim, Yeo, Cheah, & Ong, 2012; Naharuddin & Sadegi, 2013), job productivity (Ismail, Deros, Yusof, Haniff, & Halim, 2012) and job satisfaction (Hong, Hamid, & Salleh, 2013). Apart from that, Work-related Musculoskeletal Disorders (WMSDs) (Halim, Abdullah, & Ismail, 2012) and simulator sickness in simulator training (Ilyas, 2012) were also reported as having an association with work environment. Halim et al. (2012) mentioned that physical pain such as lower back pain, leg fatigue, neck and knee pain, ankle and feet discomfort are categorized as WMSDs according to the epidemiological studies. From the results, all workers experienced biceps, upper back and lower back pains due to overwork with load and high force exertion.


Whereas, Ilyas (2012) explained that simulator training of driving, cargo, ship, and flight identified as simulator sicknesses like fatigue, headaches, hard to focus and nausea that would last for a couple of hours or even days. Even though work environment has been studied in various occupational settings such as work, organizational, safety and health, no research has investigated in a personal finance context. Work environment involve all aspects of life mentally, socially and physically. These aspects are interrelated with each other, which explain why work environment may have an effect on financial well-being. Therefore, it is required to include work environment in the personal finance context. Locus of control The term ‘locus of control’ was originally constructed by Julian Rotter in 1966. Since then, locus of control was among the most persistent personality variable used in social science. Rotter (1966) defined locus of control as a general, relatively constant propensity perception towards the world which involve general beliefs on the causes of rewards and punishments. Lefcourt (1976), stated that locus of control is one of the personality constructs which reflects an individual belief or perception on who take controls over life and environment. According to Littunen and Storhammar (2000), this is called as the internal-external belief system continuum. Internal locus of control consigns one's view which events rely on their behaviour that can produce a predictable outcome. It represents one's belief towards their personal life control. Besides that, those with an internal locus of control are more encouraged and more action oriented (Hoffman Novak, & Schlosser, 2000). As for individuals with an external locus of control perceive events as uncontrollable and unpredictable, due to luck, chance, fate or someone that is more powerful in control are less likely to be goal – directed or mastered skills (Zimmerman, 1995). It reflects an individual belief of their personal life control determined by other individuals or outside forces. Prior study which constructed locus of control in a financial context was Zakaria, Jaafar, and Marican (2012) and Sarah (2009). In addition, Sumarwan and Hira (1993) divulged that locus of control has a significant impact on financial status. What is more, studies from Zurlo (2009) and Danes, Rettig, and Bauer (1991) were also conducted towards financial well-being and financial status accordingly. In all, locus of control plays a significant role in personal finance context. However, not many studies were conducted to determine the relationship between these two variables. Hence, through this study, it is intended to close the gap between those two relationships.


Financial well-being According to Van Praag, Frijters and Ferrer-i-Carbonell (2003), financial well-being is one of the personal subcomponents well-being which comprised of the environment, housing, job, health, and leisure. Financial well-being is an extensive concept which can be reflected in objectives and subjective measures also known as financial wellness. Nevertheless, financial well-being researchers have invariably conceptualized financial well-being as the subjective appraisal (Gerrans, Speelman, & Campetelli, 2014). In this study, financial well-being is implemented to symbolize financial wellness. Joo (2008) stated that financial well-being is a perception of an individual’s financial situation that is financially free from anxiety, healthy and happy. Many aspects such as psychological, emotional, physical and social can influence an individual’s financial well-being such as employees. Its impact has gained tremendous attention from researchers, practitioners, financial educators and policy makers. For instance, studies have been conducted among family financial managers (Husniyah & M. Fazilah, 2009), working individuals (Prawitz, Garman, Sorhaindo, O’Neill, Kim, & Drentea, 2006), female teachers (Ramli, Md Sum, & Ismail, 2013), college students (Gutter & Copur, 2011) and household (McGregor & Ellison, 2003) which disclosed either indirect or direct relationships with financial well-being. Methodology Research samples are based on 500 public employees, targeted at the Federal Territory of Putrajaya. The sample size was determined using the formula by Dillman (2007) which takes into consideration sampling error and target population size. The variation responses was employed to obtain the desired sample size in the current study. A 50/50 split precision level was used in this study, by assuming the population was totally segregated in their responses. It consists of 50% who believed that population answer favorably and another 50% vice versa. Also, 95% confidence level and ±5% sampling error from the sample population is the most desirable approximation to be attained in this study.

Ns = (Np) (p) (1 – p) (Np – 1) (B / C) 2 + (p) (1 – p)

Where: Ns = completed sample size needed (notation often used is n) Np = size of population (notation often used is N) p = proportion expected to answer a certain way (50% or 0.5) B = acceptable level of sampling error (0.05 = ±5%; 0.03 = ±3%)


C = Z statistic associate with confidence interval (1.645 = 90% confidence level; 1.960 = 95% confidence interval; 2.576 = 99% confidence interval)

In this study, from a 50/50 split in a population which comprise of 81,862 registered public employees in Putrajaya (Human Resource Management Information System (HRMIS), 2013), a sample size of 382 was required to be 95% confident that the sample estimation is within ±5% of the true population value. Therefore, the formula application is shown as follows:

Ns = (81,862) (0.5) (1 – 0.5)______ (81,862 – 1) (0.05 / 1.96) 2 + (0.5) (1 – 0.5)

= 382 samples required The data in this study was based on the self-administered questionnaires. The questionnaires were distributed to four different ministries namely Ministry of Youth and Sport, Ministry of Human Resource, Ministry of Education, Ministry of Domestic Trade and Co-Operatives and Consumerism in Putrajaya. Respondents were selected following multistage random sampling technique. The first stage of the multistage random sampling technique were as follows (i) ascertaining and determining the total of public employees in Putrajaya, (ii) deciding the desired number of ministries in Putrajaya. In the second stage, random selection of 125 public employees from selected ministries in the Ministry of Human Resource, Ministry of Domestic Trade, Co-Operatives and Consumerism, Ministry of Education and Ministry of Youth and Sport respectively (subtotal 500 employees). An officer was appointed by the Human Resource Department to be in-charge of distributing the questionnaires to the respondents through their employees list in each ministry. Then, respondents were directed to a Web-based survey to answer the questionnaire. This study distributed 500 questionnaires and 416 returned, resulting in a response rate of 83.2% which is considered to be very good (Babbie, 2003). However, of these questionnaires, 374 were entitled to be investigated but only 345 reponses were discused in this paper. Survey is made on the employees’ locus of control, work environment and financial well-being. Internal consistency criterion or Cronbach alpha is reliability estimate based on the observed indicator variables (items) inter-correlations. According to Nunnally (1978), a scale must have a 0.70 threshold to be acceptable. In this study, the Cronbach alpha of locus of control, work environment and financial well-being were 0.70, 0.77 and 0.96 respectively which are considered to be acceptable. This survey consists of a 4-section questionnaire. Section A encompasses of respondents’ personal background such as gender, age, marital status,


ethnicity, education, household income, financial status and current income adequacy. Section B contains questions about the employees’ locus of control adopted from Sumarwan and Hira (1993) while Section C and Section D investigated employees’ work environment and financial well-being from Faisal (2010) and Jariah (2007) respectively. The data is analyzed using Statistical Package for Social Science (SPSS) Version 21.0 according to frequency, percent distributions and mean. Frequencies were run to determine the distribution of demographic profile whereas mean was used to identify the respondents’ locus of control, work environment and financial well-being characteristics. Results and Discussions Demographic profile of respondents This segment displays the respondent’s demographic characteristics. Demographic characteristics involved gender, age, marital status, ethnicity, education, household income, financial status and current income adequacy. The public employees’ profile of 374 respondents who are eligible to be included in this study is shown in Table 1.

Table 1: Demographic Characteristics of the Respondents (N=345)

Demographic Characteristics n %

Gender Male 132 38.0 Female 213 61.4

Age

≤ 33 years old 127 36.6 34 – 39 years old 119 34.3 40 and above years old 99 28.5 Mean 37.33 Standard Deviation 7.95

Marital status

Single 47 13.5 Married 288 83.6 Widow/widower/divorced/separated 10 2.9

Education

PMR/SRP/LCE 1 0.3 SPM/MCE/SPMV 46 12.3 STPM/STP/HSC/Certificate/Diploma 82 29.6 Degree 124 33.2 Master/PhD 92 24.6

Descriptive analyses of demographic information of respondents such as gender, age, marital status and education level is detailed in Table 1. Table 1 disclosed 61.4 percent was female and 38.0 percent was male. Most of the respondents were at the age of 33 years old and below (36.6%). The mean


age of the respondents revealed was 37 years old, with the standard deviation of 7.95. In regards to the respondents’ marital status, 83.2 percent respondents are married. As for the education attainment of the respondents, most of respondents (57.8%) had a university degree or professional qualification education level. The respondents’ perception of individual work environment is pointed out in Table 2 whereby the findings found all individual work environment had mean values ranging between 3.26 and 3.98. The first referred to the statement ‘Employee recognition abilities are equal to each other’ while the latter appeared for the statement ‘Employees are given training opportunities’. Among fourteen of the individual work environment items, respondents highly rated (5 = strongly agree) the statement ‘Employees are given training opportunities’ and ‘Promotion are open to all’. Such empirical evidence indicates that employees have generally received high rewards and promotions towards work environment.

Table 2: Respondents’ Perception towards the Work Environment

No. Item Scale Frequency

(n) Percentage

(%) Mean SD

1. Employees are given training opportunities

Strongly Disagree 4 1.2

3.98 0.66 Disagree 7 2.0 Neutral 32 9.3 Agree 250 72.5

Strongly Agree 52 15.1

2. Promotion are open to all




3.

Employees are appreciated and

rewarded equally for their efforts





Table 2 (continues)

No. Item Scale Frequency (n)

Percentage (%) Mean SD

4.

Provision for employees’ facilities are

adequate




5.

Naturally, work does not interfere

with house internal affairs




6.

Effective action is taken to

resolve employees’

issues




7.

Security (physical, mental, emotional) in the

workplace are secured




8

Colleagues cooperate when other colleagues help is needed

with work




9

Colleagues encourage each

other’s achievements





Table 2 (continues)



10.

Employee recognition

abilities are equal to each other




11. Employers treat employees fairly




12.

Employers are sympathetic

towards employees




13.

Employees participate in

informal group activities at the

workplace




14.

There are employees who

act as a role models in the organization




SD=Standard Deviation Table 3 shows the data obtained from the questionnaires on the respondents’ perception of their locus of control. The statement 'My financial situation depends on my control of the situation’ being the most popular (M = 3.88) whilst the statement ‘When I make plans, I am almost certain that I can make them work’ (M = 3.84) being the second most popular. This is followed by the statement ‘What happens to me is my own doing’ with mean = 3.56 while the statement ‘Many times I feel that I have little influence over things that


happen to me’ being the least popular (M = 2.69). Specifically, 67.2 percent of the respondents agreed that their locus of control help determine their financial situation and 66.4 percent agreed that when they plan, they can acquire it. Next, 56.2 percent of the respondents agreed that things happens because of themselves and 18.3 percent agreed that there is a time when they cannot control over what is happening to them with the statement ‘Many times I feel that I have little influence over things that happen to me’. This show the respondents’ positive perception of their locus of control.

Table 3: Respondents’ Perception towards Locus of Control



1.

When I make plans, I am

almost certain that I can make

them work




2.

It is not always wise to plan too

far ahead because many

things turn out to be a matter of

good or bad luck




3.

Many times I feel that I have little influence over

things that happen to me




4. What happens to

me is my own doing





Table 3 (continues)



5.

My financial situation depends on my control of

the situation




6.

It is impossible for me to believe

that chance or luck plays an

important role in my life.




7.

Sometimes I feel that I do not have enough

control over the direction my life

is taking




8.

Sometimes I feel that I do not have enough control over

family income




SD=Standard Deviation Table 4 shows distribution of the respondents’ overall financial situations. Most of the respondents feel they were satisfied with mean value of 5.84.

Table 4: Financial Well-Being Item Number 1

No. Item Very Dissatisfied-----------------VerySatisfied Mean SD

1.

Your satisfactio

n level towards

your overall

financial situations

10 4 8 69 49 51 108 30 10 6 5.84 1.80

SD=Standard Deviation


Table 5 shows the answer which respondents stated their worries towards their personal finances. Mean value of this statement (4.41) indicated that respondents were slightly worried about their current financial circumstances.


No. Item Always Worried----------------------------Never Mean SD

2.

How worried are you about your

personal finances today?

50 17 33 107 36 26 48 19 5 4 4.41 2.18


Table 6 shows the information on how well off respondent feel financially. Respondents responded lean towards the positive side of the statement with the mean = 6.00.


No. Item Not Very Good----------------------Very Good Mean SD

3. How well off

are you financially?

11 7 7 51 40 54 127 32 9 7 6.00 1.82

SD=Standard Deviation Table 7 shows the adequacy of the respondents’ financial situation with mean value confide on 6.06.


No. Item Always Inadequate----------More than Enough Mean SD

4.

Which of the following best describe your

current financial situation?

11 4 8 46 36 61 132 35 7 5 6.06 1.74

SD=Standard Deviation Table 8 shows the respondents’ comfortableness on their ongoing financial situation. It shows that respondents feel slightly higher comfortable than moderate with the mean value = 5.58



No. Item Very Uncomfortable-------Very Comfortable Mean SD

5.

How do you feel about your

current financial situation?

19 6 6 63 58 66 93 22 9 3 5.58 1.86

SD=Standard Deviation Item number six in Table 9 shows how confident respondents consider their money can provide comfort in the old age. Respondents believe their money can provide comfort at the mediocre stage (mean = 5.33) when they are retired.


No. Item Very Unconfident---------------Very Confident Mean SD

6.

How sure are you that you

will have enough

money to provide for a comfortable

old age?

25 5 9 93 43 54 81 25 4 7 5.33 2.00

SD=Standard Deviation Item number seven in Table 10 disclosed how often respondents experienced running out of money before their next pay day. It shows that respondents are seldom faced with that condition (mean = 6.27).


No. Item Very Often-------------------------Never Mean SD

7.

How often does your

last pay run out before the next pay day?

28 6 7 53 26 28 96 27 35 39 6.27 2.54

SD=Standard Deviation Item number 8 in Table 11 divulged the frequency respondents encountered in paying monthly bills. Mean value of 7.66 indicates that sometimes respondents have trouble paying their monthly bills.



No. Item Very Often-----------------------------Never Mean SD

8.

How often do you have

trouble paying

monthly bills

(electricity, telephone,

installment, credit

cards)?

9 6 1 24 15 18 90 32 46 104 7.66 2.28

SD=Standard Deviation Item number nine in Table 12 revealed how much respondents are confident in their control over finances. It shows that the respondents feel slightly confident in controlling over their personal finances (mean = 6.09).



9.

How confident are you that you

have control

over your personal finances?

12 4 10 62 28 56 112 25 16 20 6.09 2.02




10.

How are you

confidence that you

know how to manage personal finances?

5 4 12 56 27 69 112 24 17 19 6.21 1.87



Table 13 found how the respondents is confidence in knowing about manage their personal finances. Mean value for item ten shows that respondents feel somewhat confident with their ability in controlling over their finances. Table 14 consists of item number eleven mentioned how easy would it be for respondents to have access to money during emergency circumstances. It shows that the respondents perceived it in an acceptable manner (mean = 5.58).


No. Item Very Hard--------------------------------Very Easy Mean SD

11.

How easy would it be

for you to get money to pay

a financial emergency

that cost RM 1000?

24 9 6 79 51 52 72 14 13 25 5.58 2.26

SD=Standard Deviation Table 15 encompasses of item number twelve which asked about the respondents’ concern over their personal finances in general. It displays respondents a little worried about their overall personal finances (mean = 5.61).


No. Item Always Worried--------------------Never Worried Mean SD

12.

How worried are you about your

personal finances

in general?

39 10 10 53 27 34 110 39 15 8 5.61 2.38



Conclusion This study described employees’ perception on work environment, locus of control and financial well-being. A descriptive investigation was performed on work environment, locus of control and financial well-being which may be used to review the perceptions of employees. The results inferred that most of the respondents had a positive perception towards financial well-being. Work environment and locus of control are necessary to motivate financial well-being via self-appraisal by the employees of their financial situation. It is also crucial for employees to establish a self-assurance that their financial well-being is at satisfying level. In addition, given the positive predictive power of locus of control, employees should be informed to adapt and adopt their external factors too which predict financial well-being with regard to achieving a consistent financial well-being. References Babbie, E. (2003). The Practice of Social Research. Belmont, CA: Thomson Learning. Cox, A., Hooker, H., Marwick, C., & Reilly, P. (2009). Financial well-being in the workplace. Report 464. Institute for Employment. Retrieved from http://www.employment-studies.co.uk/system/files/resources/files/464.pdf. Danes, S.M., Rettig, K.D., & Bauer, J.W. (1991). The role of perception in the intention to change the family financial situation. Proceedings of the Association for Financial Counseling and Planning Education. Kansas City, MO. Dillman, D.A. (2007). Mail and Internet Surveys: The Tailored Design Method 2007 Update with New Internet, Visual, and Mixed-Mode Guide. Hoboken, New Jersey: John Wiley & Sons, Inc. Faisal, F. (2010). Measuring perceptions of work environment among educated female public servants in Pakistan. Pakistan Economic and Social Review, 48(1), 135-165. Gerrans, P., Speelman, C.P., & Campitelli, G. (2014). The relationship between personal wellness and financial well-being: a structural equation modeling approach. Journal of Family and Economic Issues, 35(2), 145-160.


Gutter, M. & Copur, Z. (2011). Financial Behaviors and Financial Well-Being of College Students: Evidence from a National Survey. Journal of Family and Economic Issues, 32(4), 699-714. Halim, I., Abdullah, R., & Ismail, A.R. (2012). A survey on Work-related Musculoskeletal Disorders (WMSDs) among construction workers. Journal of Occupational Safety and Health, 15-19. Hoffman, D.L., Novak, T.P., & Schlosser, A. (2000). The evolution of the digital divide: how gaps in internet access may impact electronic commerce. Journal of Computer-Mediated Communication, 5(3), 0-0. Hong, L.C., Hamid, N.I.N.A., & Salleh, N.M. (2013). A study on the factors affecting job satisfaction amongst employees of a factory in Seremban, Malaysia. Business Management Dynamics, 3(1), 26-40. Husniyah, A.R. & M. Fazilah, A.S. (2009). The impact of financial management practices on financial well-being of families in Malaysia. Jurnal Pengguna Malaysia, 12, 27- 41. Ilyas, R. (2012). Simulator Sickness: A threat to simulator training. Journal of Occupational Safety and Health, 9, 45-52. Ismail, A.R., Deros, B.M., Yusof, M.Y.M., Haniff, M.H.M., & Halim, I. (2012). Modelling and optimization approach of quantitative environmental ergonomics in Malaysian automotive industry. Journal of Occupational Safety and Health, 9(1), 7-14. Jain, R. & Kaur, S. (2014). Impact of work environment on job satisfaction. International Journal of Scientific and Research Publications, 4(1), 1-8. Jariah, M. (2007). Testing of Malaysia’s financial well-being scale. Paper presented in the Seventh Biennial Conference 2007 ACFEA, 4 – 7 July 2007, Putrajaya. Joo, S. (2008). Personal financial wellness. In Handbook of consumer finance research (pp. 21-33). New York: Springer. Kalia, M. (2016). Financial well-being needs to become part of well-being at work strategy. CIPD. Lefcourt, H.M. (1976). Locus of control. New York: Lawrence Erlbaum Associates.


Lim, K.H., Yeo, S.F., Cheah, C.S., & Ong, K.Y. (2012). Factors affecting individual job performance. Proceeding of International Conference on Management, Economics and Finance, 661-676. McGregor, S. & Ellison, M.B. (2003). A new research framework for family resource management applied to finanical preparedness of mid-life working couples. International Journal of Consumer Studies, 27(5), 395-405. Mehboob, F. & Bhutto, N.A. (2012). Job satisfaction as a predictor of organizational citizenship behavior. Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1447-1455. Mike, A. (2010). Visual workplace: how you see performance in the planet and in the office. International Journal of Financial Trade, 11(3), 250-260. Naharuddin, N.M. & Sadegi, M. (2013). Factors of workplace environment that affect employees’ performance: A case study of Miyazu Malaysia. International Journal of Independent Research and Studies, 2(2), 66-78. Nunnally, J.C. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill. Organization for Economic Cooperation and Development (OECD) (2013), OECD Guidelines on Measuring Subjective Well-being, OECD Publishing. http://dx.doi.org/10.1787/9789264191655-en Prawitz, A.D., Garman, E.T., Sorhaindo, B., O’Neill, B., Kim, J., & Drentea, P. (2006). Incharge financial distress/financial well-being scale: development, administration, and score interpretation. Journal of Financial Counselling and Planning, 17(1), 34-50. Ramli, Z., Sum, S.M., & Ismail, H. (2013). Kesejahteraan kewangan dalam kalangan guru wanita. Jurnal Ekonomi Malaysia, 47(2), 129-135. Rath, T. & Harter, J. (2010a). The economics of well-being. Washington, DC: Gallup Press. Rath, T., Harter, J., & Harter, J.K. (2010b). Wellbeing: The five essential elements. Canada: Simon and Schuster. Rotter, J.B. (1966) Generalized expectancies for internal versus external control of reinforcement. Psychological Monographs: General and Applied, 80, 1-28.


Sarah, N. (2009). Financial knowledge, locus of control, cultural values and financial behaviour among new vision employees. (Unpublished master dissertation), University Kampala, Buganda. Shikdar, A.A. (2002). Identification of ergonomic issues that affect workers in oilrigs in desert environment. International Journal of Occupational Safety and Ergonomic, 10(8), 169-177. Sumarwan, U. & Hira, T.K. (1993). The effects of perceived locus of control and perceived income adequacy on satisfaction with financial status of rural households. Journal of Family and Economic Issues, 14(4), 343-364. Van Praag, B., Frijters, P., & Ferrer-i-Carbonell, A. (2003).The anatomy of subjective well-being. Journal of Economic Behavior and Organization, 51, 29-49. Zakaria, R.H., Jaafar, N.I.M., & Marican, S. (2012). Financial behavior and financial position: a structural equation modelling approach. Middle-East Journal of Scientific Research, 12(10), 1396-1402. Zimmerman, B.J. (1995). Self-efficacy and educational development. In A. Bandura (Ed.), Self-efficacy in changing societies (pp. 202–231). New York: Cambridge University Press. Zurlo, K.A. (2009). Personal attributes and the financial well-being of older adults: the effects of control belief. PARC Working Papers, 27.


HAK DAN PERLINDUNGAN PENGGUNA DALAM PRODUK HALAL

Nasihah Naimat1

Elistina Abu Bakar1,2 Afida Mastura Muhammad Ariff2

Mohhidin Othman1 1 Institut Penyelidikan Produk Halal,

Universiti Putra Malaysia, 2 Jabatan Pengurusan Sumber dan Pengajian Pengguna,

Fakulti Ekologi Manusia Universiti Putra Malaysia,

Pendahuluan Islam merupakan agama yang syumul (sempurna) yang menyediakan peraturan dan garis panduan dalam semua aspek kehidupan manusia. Matlamat utama peraturan dan garis panduan dalam Islam adalah untuk menjaga kemaslahatan manusia iaitu memelihara agama, jiwa, akal, keturunan dan harta bagi menjamin kesejahteraan hidup di dunia atau di akhirat atau kedua-duanya (Basri & Wan Mohd Yusuf, 2011). Persoalan halal haram, terutamanya dari segi pemakanan menjadi isu yang cukup sensitif dan sangat ditekan dan dipandang berat oleh masyarakat Islam di Malaysia (Abdul Basit & Sahilah, 2010). Perihal halal haram ini bukan sahaja merupakan isu sensitif, malah ia juga dilihat sebagai isu yang tidak boleh diperlekehkan. Hal ini adalah kerana pemilihan makanan yang halal adalah satu kewajipan dan tanda ketundukan dan ketaatan kepada Allah SWT. Konsep halalan tayyiban Dasar utama yang telah ditetapkan oleh Islam ialah semua yang dicipta oleh Allah SWT adalah halal dan harus (Al-Qaradawi, 2007). Hanya terdapat sebilangan kecil dalam al-Quran dan Hadith mengenai larangan, manakala apa-apa sahaja yang tidak disebut dalam al-Quran dan Hadith itu adalah halal dan dibenarkan. Istilah ‘halal’ berasal daripada perkataan Arab yang bermaksud ‘dibenarkan’ atau ‘dibolehkan’ oleh hukum syarak. Al-Qardawi mendefinisikan halal sebagai sesuatu yang diharuskan (dibolehkan), yang terungkai padanya ikatan larangan, dan diizinkan oleh syarak untuk melakukannya. Berdasarkan definisi tersebut, dapat dirumuskan bahawa halal adalah merujuk kepada


sesuatu yang dibenarkan untuk makan, minum dan melakukan sesuatu berdasarkan undang-undang dan prinsip-prinsip Islam. Halal adalah istilah yang boleh digunakan untuk semua aspek kehidupan. Walaupun istilah halal digunakan dalam pelbagai aspek yang berbeza, namun dalam al-Quran penggunaannya dalam perkara yang berkaitan dengan bab makanan adalah lebih meluas berbanding dengan hal lain. Perkara menarik tentang konsep makanan halal yang disebut dalam al-Quran ialah perkataan ‘tayyib’ yang mengekori perkataan halal. Perkataan tayyib bermaksud bersih, suci, selamat dan berkualiti (Abdullah, 2005). Oleh itu, pengertian halal itu sebenarnya merangkumi aspek tayyiban atau secara mudahnya apa yang dikategorikan sebagai halal menurut syariat Islam itu ia adalah tayyib (Roslizawati & Suhailiza, 2007). Di bawah undang-undang Malaysia, Perenggan 3 Perintah Perihal Dagangan (Takrif Halal) 2011 telah mentakrifkan ‘halal’ seperti berikut:

i. “Bukanlah dan tidaklah terdiri daripada atau mengandungi apa-apa bahagian atau benda daripada binatang yang dilarang oleh hukum Syarak bagi orang Islam untuk memakannya atau yang tidak disembelih mengikut hukum Syarak;

ii. Tidak mengandungi apa-apa benda yang najis mengikut hukum Syarak;

iii. Tidak memabukkan mengikut hukum Syarak; iv. Tidak mengandungi mana-mana bahagian anggota manusia atau

hasilan daripadanya yang tidak dibenarkan oleh hukum Syarak; v. Tidak beracun atau memudaratkan kesihatan; vi. Tidak disediakan, diproses atau dikilang menggunakan apa-apa

peralatan yang dicemari najis mengikut hukum Syarak; dan vii. Tidaklah dalam masa menyediakan, memproses atau

menyimpannya bersentuhan, bercampur atau berdekatan dengan apa-apa makanan yang gagal memenuhi perenggan (a) dan (b).”

Takrifan yang terdapat dalam peruntukan ini menepati konsep halalan tayyiban dan syariat Islam (Harlida & Alias, 2014). Selain itu, takrifan halal ini adalah lebih menyeluruh kerana bukan sahaja merangkumi produk makanan tetapi juga produk bukan makanan dan perkhidmatan (Alias, Harlida, Nurretina & Muhammad Hafiz, 2013). Oleh itu, halalan tayyiban boleh ditafsirkan sebagai produk yang dibenarkan untuk dimakan (halal) dan boleh memberi manfaat kepada tubuh badan dan akal manusia. Hal ini bermakna konsep halalan tayyiban merangkumi aspek fizikal dan rohani manusia (Siti Radiah & M.Shahrim, 2013). Jelas sekali pemilihan produk berdasarkan konsep halalan tayyiban menggariskan bahawa produk yang halal tidak semestinya bebas daripada bahan haram tetapi juga mesti


mempunyai kualiti yang baik, bersih dan selamat untuk dimakan. Pemilihan produk halalan tayyiban harus dilihat dari aspek pemprosesan, cara penyediaan, bahan-bahan dan kebersihan. Sepanjang proses tersebut, adalah amat penting untuk memastikan bahawa produk tersebut tidak mengandungi bahan-bahan haram atau tercemar daripada produk berbahaya yang boleh membahayakan kehidupan dan kesihatan manusia. Hak-hak pengguna Pengguna Islam merupakan golongan pengguna terbesar di Malaysia dan seperti juga pengguna yang lain, hak-hak mereka seharusnya tidak perlu dipertikaikan lagi. Walau bagaimanapun, tidak semua pengguna Islam mempunyai kesedaran kepenggunaan. Ada yang tidak tahu tetapi ramai juga yang tidak mengambil berat atau tidak mengambil peduli langsung tentang hal ini. Apa-apa yang penting ialah barangan yang diperlukan dapat dibeli dan dinikmati tanpa banyak soal. Namun, kesedaran sebagai pengguna amatlah penting kepada setiap individu. Hak pengguna pertama kali disuarakan oleh bekas Presiden Amerika Syarikat mendiang J.F. Kennedy apabila beliau mengisytiharkan ‘Deklarasi Hak Pengguna’ yang dibentangkan di Kongres pada 15 Mac 1962. Pembentangan usul perundangan perlindungan pengguna kepada kongres berjaya mengisytiharkan empat hak asasi pengguna yang kemudiannya, pada tahun 1983, Consumer International telah menambah empat lagi hak pengguna. Pada masa ini, lapan hak asasi pengguna ini telah diterima secara universal iaitu hak untuk mendapat keperluan asas, hak untuk mendapat keselamatan, hak untuk mendapat maklumat, hak untuk membuat pilihan, hak untuk bersuara, hak untuk mendapat ganti rugi, hak untuk mendapat pendidikan pengguna dan hak untuk mendapat alam sekitar yang sihat dan selamat. Hak asasi pengguna ini dilihat selari dengan hak pengguna yang mendukung konsep ‘halalan tayyiban’ (Elistina, 2013). Terdapat tujuh hak pengguna yang berkait dengan konsep halalan tayyiban. Hak yang pertama ialah hak mendapat keperluan asas. Keperluan asas yang dimaksudkan seperti makanan yang mencukupi dan selamat, pakaian, perumahan, kemudahan kesihatan yang memadai, pendidikan dan sanitasi. Kerajaan bertanggungjawab dalam menyediakan keperluan asas yang mencukupi kepada rakyat. Keperluan asas ini tidak hanya sekadar menyediakan tetapi mestilah memenuhi tuntutan syarak. Ini kerana, bagi pengguna Islam mencari yang halal itu adalah fardu (wajib). Selain itu, pengguna juga berhak mendapat keselamatan iaitu dilindungi daripada barang, proses pengeluaran dan perkhidmatan yang boleh membahayakan kesihatan dan kehidupan. Pengeluar dan peniaga


bertanggungjawab dalam memastikan produk yang dihasilkan adalah selamat untuk digunakan. Sebagai contoh, produk makanan yang dikeluarkan mestilah tidak mengandungi bahan yang dilarang/berbahaya kepada pengguna. Perkara ini berkait rapat dengan konsep halalan tayyiban yang bermaksud baik, bersih, suci, selamat, berkualiti dan tidak memudaratkan. Hak yang seterusnya ialah hak untuk mendapatkan maklumat yang tepat dan lengkap tentang sesuatu produk agar memudahkan pengguna membuat keputusan yang bijak dan tepat dalam pembelian produk. Hal ini bertujuan untuk mengelakkan pengguna daripada pengiklanan yang mengelirukan, pelabelan yang tidak jujur dan amalan lain seperti pemalsuan maklumat, penipuan dan penyelewengan. Pengguna memerlukan maklumat yang lengkap dan jujur bagi membolehkan mereka membuat pemilihan yang tepat dalam setiap aspek. Pengeluar dan peniaga perlu meletakkan label pada produk untuk memberikan maklumat kepada pengguna. Ini termasuklah logo halal yang diletakkan pada label bungkusan sesuatu produk. Bagi pengguna Islam, logo halal pada bungkusan produk merupakan sesuatu yang penting sebelum pembelian sesuatu produk. Hak membuat pilihan bermaksud bahawa pengguna mempunyai kebebasan untuk memiliki dan menentukan jenis produk atau perkhidmatan yang diperlukan. Hak membuat pilihan berkait rapat dengan hak mendapatkan maklumat. Ini kerana pengguna akan membuat pilihan produk berdasarkan maklumat yang diperolehnya. Pengguna Islam semestinya memilih produk yang halal dalam pembeliannya. Walau bagaimanapun, hak ini tidak dapat direalisasikan sekiranya pembekal atau peniaga tidak membekalkan produk yang halalan tayyiban. Justeru, pembekal dan kerajaan seharusnya berganding bahu dalam memberikan hak ini kepada pengguna. Selain itu, pengguna juga mempunyai hak bersuara. Dalam hal ini, pengguna berhak mengeluarkan pendapat tentang perkara yang melibatkan kepentingan mereka. Melalui hak ini, pengguna boleh mengkritik atau menyampaikan ketidakpuasan berhubung dengan sesuatu perkara yang berlaku di pasaran, seperti produk yang diperoleh tidak halal atau tidak mencapai standard mereka. Pengguna juga boleh menyampaikan ketidakpuasan mereka melalui persatuan pengguna yang bertindak untuk memberi perlindungan kepada pengguna sekiranya wujud penindasan atau ketidakadilan yang berlaku, khususnya dalam isu halal. Dengan cara ini, hak dan kepentingan pengguna terjamin. Pengguna juga berhak mendapat ganti rugi atau pampasan yang sewajarnya terhadap barangan yang cacat, berbahaya atau perihal dagangan yang mengelirukan serta perkhidmatan yang menyeleweng atau tidak menepati perjanjian. Bagi pengguna Islam yang telah mengambil produk tidak halal,


kerugian yang dialaminya tidak mudah dinilai melalui wang. Namun begitu, jika tindakan dapat diambil terhadap pembekal yang menggunakan logo halal palsu, ini dapat menyekat mereka daripada mengamalkan perniagaan yang tidak beretika. Akhir sekali, pengguna berhak mendapat pendidikan pengguna secara berterusan agar menjadi pengguna yang bijak dan berhemah. Perkara ini amat penting supaya pengguna mengetahui akan hak-hak pengguna dan tidak mudah ditipu oleh pihak yang tidak bertanggungjawab. Pendidikan kepenggunaan berkaitan konsep halalan tayyiban amat penting bagi pengguna Islam supaya mereka mempunyai ilmu dan kefahaman sebagai rujukan ketika hendak atau dalam membuat sesuatu pembelian produk. Oleh itu, pengguna hendaklah peka dan mengambil inisiatif bersikap ambil tahu tentang isu-isu kepenggunaan yang berlaku pada peringkat negara mahupun antarabangsa melalui media massa dan elektronik. Ketidakpekaan pengguna Islam dalam konsep halalan tayyiban ini akan menyebabkan golongan peniaga akan mengambil kesempatan untuk memasarkan produk mereka dengan cara tidak beretika. Menerusi hak-hak yang dinyatakan dapat disimpulkan bahawa konsep halalan tayyiban adalah selari dengan hak-hak pengguna seperti yang digariskan di bawah Piagam Hak Pengguna. Pengguna sebenarnya mempunyai kuasa yang mampu mengubah dan menganjakkan pasaran halal di negara ini. Sekiranya semua pengguna Islam tegas dalam menitikberatkan perkara halal dan haram, maka pembekal produk akan berusaha memastikan produk mereka adalah halal. Justeru, pengguna umpama kuasa besar yang boleh memandu industri halal di negara ini dengan mewujudkan permintaan besar produk keluaran halal di pasaran. Halal sebagai hak asasi Perlembagaan Persekutuan ialah undang-undang utama Malaysia. Mana-mana undang-undang yang bercanggah dengannya adalah tidak sah dan batal. Dalam Perlembagaan Persekutuan tiada peruntukan yang jelas berkaitan hak untuk produk halal. Meskipun tiada peruntukan dalam Perlembagaan yang jelas berkaitan perkara ini, terdapat beberapa peruntukan dalam Perlembagaan Persekutuan yang boleh digunakan sebagai asas bagi hak orang Islam kepada produk halal. Peruntukan tersebut boleh dilihat dalam Perkara 5 dan Perkara 11(1) Perlembagaan Persekutuan. Perkara 5(1) Perlembagaan Persekutuan memperuntukkan bahawa tiada seorang pun boleh diambil nyawanya atau dilucutkan kebebasan dirinya kecuali mengikut undang-undang. Walau bagaimanapun, tiada istilah yang


jelas bagi perkataan ‘nyawa’ (life) tersebut. Dalam kes Tan Teck Seng v Suruhanjaya Perkhidmatan Pendidikan & Anor [1996] 1 MLJ 261, Hakim Gopal Sri Ram semasa memberikan keputusan di Mahkamah Rayuan menjelaskan perkataan ‘nyawa’ dalam Perkara 5(1) membawa maksud yang jauh lebih luas daripada hanya hidup sebagai seorang manusia dan dalam masa yang sama menggabungkan semua aspek penting yang menjadi sebahagian daripada kehidupan itu sendiri, dan perkara-perkara yang membentuk kualiti hidup termasuk hak untuk mendapatkan kehidupan yang sihat dan persekitaran yang bebas daripada pencemaran. Kehidupan yang sihat bergantung pada penjagaan kesihatan seperti kebersihan diri dan persekitarannya yang bersih. Kesihatan diri juga dipengaruhi oleh makanan dan pemakanan seseorang itu sebagaimana sabda Rasulullah SAW yang bermaksud: “Perut adalah telaga bagi raga. Pembuluh-pembuluh darah berujung padanya. Jika perut sihat, pembuluh-pembuluh itu akan sihat. Sebaliknya, jika perut sakit, pembuluh darah pun akan ikut sakit.” (Hadith Riwayat Thabrani). Melalui kesihatan tubuh badan, manusia mampu memelihara kelestarian alam persekitaran untuk meneruskan survival kehidupan mereka (Khairul Hamimah & Zawiah,2008). Justeru, menjadi tanggungjawab setiap Muslim memilih makanan terbaik kepada kesihatan. Secara umumnya, makanan terbaik ialah makanan yang halal lagi bersih. Hak untuk kebebasan beragama pula dijamin dalam Perkara 11 Perlembagaan Persekutuan. Perkara 11(1) memperuntukkan bahawa:

“Tiap-tiap orang berhak menganuti dan mengamalkan agamanya dan, tertakluk kepada Fasal (4), mengembangkannya.”

Manakala Perkara 11(4) memperuntukkan bahawa:

“Undang-undang boleh dibuat untuk mengawal atau menyekat pengembangan apa-apa iktikad atau kepercayaan agama lain terhadap umat Islam.”

Berdasarkan peruntukan tersebut, jelas membuktikan bahawa orang Islam berhak menganuti dan mengamalkan agama Islam sebagai cara hidup mereka. Ajaran Islam telah mewajibkan penganutnya mengambil makanan yang bersih dan tidak memudaratkan serta mematuhi diet pemakanan Islam. Islam menghendaki setiap Muslim untuk mematuhi keperluan pemakanan yang telah ditentukan dalam al-Quran dan Hadith, kerana ini merupakan hak asasi setiap orang Muslim. Tambahan, hak untuk mengamalkan ajaran Islam dengan cara mematuhi diet pemakanan Islam ini tidak membahayakan ketenteraman awam atau kesihatan awam.


Secara ringkasnya, hak asasi manusia merupakan hak-hak dasar yang dimiliki oleh manusia sesuai dengan fitrahnya. Perlembagaan Persekutuan mengiktiraf dan menjamin hak asasi manusia mengikut batas-batas yang ditentukan perlembagaan. Masyarakat Islam mempunyai hak untuk mengamalkan ajaran Islam dan hak ke atas produk halal merupakan hak sebagai orang Islam. Oleh itu, setiap orang Islam harus mempertahankan dan memperjuangkan hak asasi mereka sebagai orang Islam serta dapat menghormati hak asasi orang lain tanpa melanggari hak asasi mereka. Kerangka Undang-Undang berkaitan Halal Undang-undang digubal dan dilaksanakan untuk kemudahan, kepentingan dan kemaslahatan masyarakat. Perkara ini kerana undang-undang merupakan mekanisme paling berkesan dalam melindungi hak dan kepentingan setiap individu. Secara umumnya, undang-undang yang berkaitan dengan perlindungan pengguna terbahagi kepada dua pendekatan, iaitu undang-undang yang melarang perbuatan atau tindakan yang boleh mengancam hak pengguna dan undang–undang yang membolehkan pengguna mendapatkan ganti rugi pampasan sekiranya hak dan kepentingan mereka dicabuli (Nor’ Adha & Sakina, 2011). Hal ini bermakna, pengguna dilindungi oleh dua jenis undang-undang, iaitu undang-undang persendirian dan undang-undang awam. Undang-undang persendirian bersifat sivil dan memberikan hak kepada mangsa untuk membawa tuntutan terhadap pembekal atau peniaga sekiranya hak mereka dicabuli bagi mendapatkan ganti rugi. Manakala, undang-undang awam yang bersifat jenayah berfungsi menghukum pembekal atau peniaga yang ingkar dan bukan untuk mendapatkan ganti rugi. Di Malaysia, kebanyakan undang-undang yang melindungi pengguna adalah bersifat jenayah dan ini secara langsung kurang memberikan hak kepada mangsa untuk mendapatkan remedi. Hal ini juga termasuk undang-undang yang berkaitan dengan halal. Terdapat beberapa akta yang boleh dirujuk secara langsung dan tidak langsung mempunyai kaitan dengan halal. Undang-undang ini berkembang seiring dengan pertumbuhan pesat industri halal di Malaysia. Namun begitu, undang-undang berkenaan terdapat di bawah peruntukan yang berbeza-beza. Undang-undang yang dimaksudkan ialah Akta Perihal Dagangan 2011, Akta Makanan 1985 dan Akta Perlindungan Pengguna 1999. i. Akta Perihal Dagangan 2011 Akta Perihal Dagangan 2011 (APD) telah digubal bagi menggantikan Akta Perihal Dagangan 1972. Penggubalan akta ini adalah untuk mengukuhkan lagi perundangan berkaitan halal (Zalina & Siti Zubaidah, 2015). Di bawah seksyen 28 dan 29 Akta Perihal Dagangan 2011, terdapat dua perintah perihal


dagangan yang berkaitan dengan penguatkuasaan halal, iaitu Perintah Perihal Dagangan (Takrif Halal) 2011 dan Perintah Perihal Dagangan (Perakuan dan Penandaan Halal) 2011. Seksyen 28 memperuntukkan kuasa menteri mentakrifkan apa-apa ungkapan yang digunakan bagi makanan, barang-barang atau perkhidmatan yang patut difahami sebagai mempunyai pengertian yang tertentu. Selain itu, di bawah seksyen 28 juga memperuntukkan bahawa Menteri boleh menetapkan kesalahan bagi mana-mana orang yang memperdayakan atau mengelirukan orang awam bahawa barangan yang ditawarkan menepati takrifan yang dibuat oleh Menteri di bawah seksyen itu. Peruntukan ini dapat mengelakkan pengguna daripada terperdaya atau dikelirukan oleh ungkapan tertentu yang jelas bercanggah dengan barangan dan perkhidmatan yang ditawarkan khususnya yang berkaitan dengan barangan dan perkhidmatan halal. Halal pula telah diberikan satu takrif di bawah Perintah Perihal Dagangan (Takrif Halal) 2011. Perintah Perihal Dagangan (Takrif Halal) 2011 memperuntukkan bahawa apabila suatu makanan, barangan atau perkhidmatan memakai perkataan ‘halal’ atau mana-mana istilah lain menunjukkan ia boleh dimakan atau digunakan orang Islam, iaitu tidak mengandungi apa-apa bahagian atau benda daripada binatang dilarang hukum syarak atau tidak disembelih mengikut hukum syarak; tidak mengandungi unsur najis mengikut hukum syarak; tidak memabukkan mengikut hukum syarak; tidak mengandungi bahagian atau anggota manusia atau hasilan daripadanya yang tidak dibenarkan hukum syarak; selamat digunakan atau dimakan, tidak beracun, atau tidak memudaratkan kesihatan. Selain itu, makanan atau barangan itu tidak disediakan, diproses atau dikilang menggunakan peralatan dicemari najis mengikut hukum syarak dan dalam masa penyediaan, pemprosesan atau penyimpanan tidak bersentuhan, bercampur atau berdekatan dengan apa-apa makanan yang dilarang Islam serta terdapat unsur najis. Malah, perkhidmatan yang berhubung dengan makanan atau barangan tidak boleh diperihalkan sebagai halal atau diperihalkan dengan cara lain untuk menunjukkan perkhidmatan itu boleh digunakan oleh orang Islam melainkan jika ia diperakukan sebagai halal oleh pihak berkuasa berwibawa. Dalam erti kata lain, adalah menjadi satu kesalahan memperihal sesuatu itu sama ada makanan atau barang-barang gunaan lain untuk menujukkan ia boleh dimakan atau digunakan oleh orang Islam. Ini bermakna, penggunaan logo halal secara perisytiharan sendiri seperti ‘halal’, ‘ditanggung halal’, ‘makanan orang Islam’, ‘terjamin halal’, ‘halalan tayyiban’, dan lain-lain serta penggunaan ayat-ayat suci al-Quran yang dipamerkan di hadapan kedai atau restoran atau apa-apa perkara atau objek yang berkaitan dengan agama Islam sama ada di premis atau di bekas makanan adalah tidak dibenarkan.


Kes seperti yang dilaporkan oleh Sinar Harian pada bulan September 2013, iaitu pemilik restoran itu menyalahgunakan perakuan halal dengan meletakkan gambar bulan dan bintang pada papan tanda restoran, sekali gus menggambarkan premis itu milik peniaga Islam. Malah, di restoran itu turut digantung bingkai ayat suci al-Quran bagi memperdaya dan mengelirukan pengguna dengan menyediakan makanan halal. Kegagalan pemilik restoran mematuhi undang-undang boleh dikenakan denda sehingga RM500 000 atau penjara selama tempoh tidak melebihi lima tahun atau kedua-duanya sekali (seksyen 21, APD) Manakala menerusi seksyen 29 pula, Menteri boleh menamakan mana-mana pihak berkuasa untuk memperakukan, menandakan, membekalkan atau menawarkan ke atas sesuatu barangan termasuk yang berkaitan dengan pensijilan Halal. Menteri juga boleh menamakan mana-mana pihak berkuasa berwibawa untuk membuat perakuan dan pengecapan ke atas sesuatu barangan termasuk yang berkaitan dengan pensijilan halal. Maka berdasarkan seksyen ini, Menteri Perdagangan Dalam Negeri, Koperasi dan Kepenggunaan (KPDNKK) mengeluarkan Perintah Perihal Dagangan (Perakuan dan Penandaan Halal) 2011 yang menamakan JAKIM dan MAIN sebagai agensi pensijilan halal yang berwibawa di Malaysia. Melalui seksyen ini, hanya JAKIM dan MAIN sahaja yang boleh mengeluarkan sijil dan logo halal di Malaysia, sekiranya terdapat pihak lain yang mengeluarkan sijil dan logo halal, perkara tersebut merupakan suatu kesalahan dan boleh dikenakan tindakan di bawah Akta Perihal Dagangan 2011. Ini bermakna, penggunaan sijil dan logo halal yang dikeluarkan oleh pihak yang tidak diiktiraf yang merupakan pengeluar sijil halal swasta adalah tidak dibenarkan. Kes seperti yang dilaporkan pada 12 Januari 2016, iaitu pihak Kementerian Perdagangan Dalam Negeri, Koperasi dan Kepenggunaan (KPDNKK) Pulau Pinang telah membuat serbuan di sebuah pasar raya dan telah merampas keropok udang, daging, limpa, hati dan paru-paru yang dibungkus menggunakan logo halal tidak dibenarkan dan tidak mendapat kelulusan daripada Jabatan Kemajuan Islam Malaysia (JAKIM). Mengikut KPDNKK, mana-mana individu yang melanggar perintah tersebut jika disabit bersalah boleh dikenakan hukuman denda sehingga RM100,000 atau penjara tidak melebihi tiga tahun atau kedua-duanya bagi individu. Manakala penalti untuk pertubuhan perbadanan ialah denda sehingga RM250,000 (seksyen 21, APD) ii. Akta Makanan 1983 Akta Makanan 1983 merupakan undang-undang khusus yang berkaitan dengan produk makanan. Akta ini memberikan kuasa kepada Kementerian Kesihatan Malaysia (KKM) berhubung dengan pelabelan, amalan kebersihan


dan juga keselamatan makanan. Objektif kewujudan Akta Makanan 1983 adalah untuk melindungi pengguna terhadap unsur-unsur yang membahayakan kesihatan dan penipuan yang dilakukan semasa penyediaan, penjualan dan penggunaan makanan, dan mengenai perkara yang bersampingan atau berkaitan dengannya (Mukadimah Akta Makanan 1983). Walaupun produk makanan halal bukanlah objektif utama dan tidak disebut dengan jelas dalam Akta Makanan 1983, namun secara tersirat peruntukan ini turut mengambil kira aspek kebersihan, kesucian, kesihatan dan kualiti makanan yang menepati sebahagian konsep halalan tayyiban. Peruntukan perundangan yang berhubung kait dengan produk makanan terletak di bawah seksyen 13 dan 16 Akta Makanan 1983. Seksyen 13 memperuntukkan larangan terhadap penyediaan atau penjualan makanan yang mengandungi bahan yang memudaratkan kesihatan. Bagi maksud makanan yang memudaratkan kesihatan ini, perhatian diberikan bukan sahaja tentang kesan makanan itu kepada kesihatan tetapi juga kesan kumulatif yang keseluruhannya mengandungi kandungan yang sama kepada kesihatan seseorang yang memakannya. Ini bermaksud, pengeluaran sesuatu produk makanan mestilah tidak beracun atau memudaratkan kepada kesihatan dan nyawa manusia seperti penggunaan aditif makanan yang berlebihan akan mengurangkan aspek ‘sihat’ dalam kandungan makanan tersebut. Manakala, seksyen 16 pula memperuntukkan tentang perbuatan memalsukan label atau pelabelan palsu. Menurut seksyen ini, seseorang dilarang daripada menyedia, membungkus, melabel atau menjual mana-mana makanan yang salah, mengelirukan serta terdapat unsur-unsur penipuan dari segi aspek karakternya, nilai, kandungan, kualiti, keselamatan, keaslian, berat dan lain-lain. Pengeluar produk makanan perlu meletakkan label kandungan makanan yang betul dan tepat pada bungkusan makanan. Ini adalah kerana maklumat yang tepat dan lengkap adalah penting kerana dapat membantu pengguna dalam mengenal pasti produk makanan yang halal dan haram. Di bawah Akta Makanan 1983 terdapat peraturan-peraturan yang diwujudkan, iaitu Peraturan-Peraturan Makanan 1985 dan Peraturan-Peraturan Kebersihan Makanan 2009. Peraturan-Peraturan Makanan 1985 mengandungi peraturan berkaitan prosedur pengambilan sampel, pelabelan, pembungkusan dan sebagainya. Antara perkara penting dalam yang dinyatakan dalam Peraturan ini adalah berkaitan pelabelan makanan, bahasa yang digunakan, butir pelabelan, bentuk dan cara pelabelan, saiz dan warna huruf, penandaan tarikh, pernyataan mengenai kekuatan ramuan, pembungkusan di premis jualan runcit dan perkara yang dilarang. Pelabelan makanan ini bertujuan untuk melindungi pengguna supaya tidak mudah tertipu dengan sebarang kekeliruan yang disebabkan oleh pengeluar atau penjual ingin mengaut keuntungan yang berlebihan terhadap produk makanan yang dibekalkan. Walaupun isu pelabelan halal tidak dinyatakan dalam


peraturan ini namun begitu secara tidak langsung turut menyentuh tentang perihalan halal (Alias, Harlida, Nurretina & Muhammad Hafiz, 2013) seperti yang diperuntukkan dalam Perintah Perihal Dagangan (Perakuan dan Penandaan Halal) 2011. Manakala Peraturan-Peraturan Kebersihan Makanan 2009 menetapkan hal yang berkaitan dengan kebersihan makanan termasuk premis makanan yang digunakan bagi atau berkaitan dengan penyediaan, pengawetan, pembungkusan, penyimpanan, pengiriman, pengedaran atau penjualan apa-apa makanan. Peraturan ini juga termasuk pelabelan semula, pemprosesan semula atau pembaikan semula makanan. Peraturan ini turut relevan dalam membincangkan perkara berkaitan dengan konsep halalan tayyiban, iaitu apabila aspek kebersihan dan kesihatan diambil kira kerana kedua-duanya saling berkait rapat (Harlida & Alias, 2014). iii. Akta Perlindungan Pengguna 1999

Akta Perlindungan Pengguna merupakan undang-undang utama yang melindungi pengguna. Objektif utama Akta Perlindungan Pengguna 1999 adalah untuk memberi perlindungan yang optimum kepada pengguna dan peruntukan ini meliputi bahagian yang tidak dilindungi oleh undang-undang lain yang sedia ada. Akta ini memperuntukkan undang-undang secara umum mengenai halal. Di bawah seksyen 85, Bahagian XII Akta Perlindungan Pengguna 1999, Tribunal Tuntutan Pengguna telah ditubuhkan untuk pengguna menuntut gantirugi daripada pembekal atau pengilang dengan cara mudah, murah dan cepat. Bahagian II Akta Perlindungan Pengguna 1999 memperuntukkan larangan terhadap pembekal bagi perlakuan yang mengelirukan dan memperdaya, representasi palsu dan amalan tidak saksama. Seksyen 8 (a) memperuntukkan kesalahan bagi perlakuan mengelirukan dan memperdaya, representasi palsu dan amalan yang boleh menyebabkan seseorang pengguna melakukan kesilapan. Manakala, seksyen 10 memperuntukkan keadaan di mana representasi menjadi palsu atau mengelirukan. Seksyen 10 (h) menyatakan bahawa representasi termasuk mempunyai apa-apa kelulusan atau pengendorsan daripada badan yang diperakui. Oleh itu, jelas bahawa menjadi satu kesalahan jika pembekal makanan yang tidak halal menggunakan sijil dan logo halal palsu yang tidak dikeluarkan oleh badan yang diperakui iaitu JAKIM atau MAIN. Bahagian V Akta Perlindungan Pengguna 1999 memperuntukkan gerenti yang perlu dipatuhi oleh pembekal dalam pembekalan barang. Pelanggaran gerenti tersirat oleh pembekal memberikan hak kepada pengguna untuk mendapatkan ganti rugi. Terdapat tujuh gerenti tersirat dalam pembekalan


barang, namun hanya dua gerenti tersirat yang secara tidak langsung mempunyai kaitan dengan isu halal, iaitu gerenti tersirat mengenai kualiti boleh terima dan gerenti tersirat bahawa barang mematuhi perihal. Seksyen 32 memperuntukkan bahawa barang yang dibekalkan kepada pengguna hendaklah tersirat suatu gerenti bahawa barang itu adalah daripada kualiti boleh terima. Kualiti boleh diterima bermaksud barang itu sesuai bagi maksud yang baginya barang daripada jenis yang berkenaan itu lazimnya dibekalkan, dapat diterima dari segi rupa dan kemasan, bebas daripada kecacatan yang kecil, selamat dan tahan lama. Kriteria yang boleh diterima ini perlu diseimbangkan dengan jangkaan pengguna mengenai barang, harga, apa-apa pernyataan pada bungkusan atau label atau apa-apa representasi yang dibuat mengenai barang itu. Berdasarkan jangkaan pengguna, barangan yang mempunyai tanda dan logo halal palsu boleh dikatakan tidak boleh diterima dari segi kualiti kerana barangan tersebut tidak sesuai untuk tujuan pemakanan barangan halal dan tidak bebas daripada kecacatan (Naemah & Norazlina, 2015). Oleh itu, dapat disimpulkan bahawa pembekalan barangan yang mempunyai tanda dan logo halal palsu adalah tidak mematuhi kontrak jualan dan ini sekali gus tidak memenuhi jangkaan pengguna barangan halal. Seksyen 32 ini dilihat secara tidak langsung menyentuh perkara berkaitan kualiti produk halal. Manakala seksyen 34 memperuntukkan bahawa jika barang dibekalkan dengan menggunakan perihal kepada pengguna, maka hendaklah tersirat suatu gerenti bahawa barang itu bersamaan dengan perihal itu. Di bawah Akta Perlindungan Pengguna 1999 tiada peruntukan yang menjelaskan atau menerangkan maksud ungkapan ‘perihal’. Walaupun tiada definisi perihal dinyatakan di bawah akta ini, perihal boleh dimaksudkan sebagai apa-apa ungkapan atau perbuatan yang menggambarkan barangan yang hendak dijual (Elistina, 2013). Oleh itu, menjadi satu kesalahan terhadap mana-mana pembekal yang memperdaya atau mengelirukan orang ramai dengan ungkapan atau perbuatan tertentu yang mengambarkan bahawa barangan yang ditawarkan ialah barangan yang halal. Antara contoh ungkapan adalah seperti ‘ditanggung halal’, ‘makanan orang Islam’, ‘terjamin halal’, ‘halalan tayyiban’, dan lain-lain. Peruntukan ini secara tidak langsung dapat mengelakkan pengguna daripada dikelirukan atau diperdayakan oleh ungkapan tertentu yang jelas bercanggah dengan barangan yang ditawarkan khususnya yang berkaitan dengan barangan halal. Di bawah Akta Perlindungan Pengguna 1999, pengguna boleh membuat aduan dan menuntut ganti rugi dan pampasan yang sewajarnya daripada seorang pembekal atau pengilang ke Tribunal Tuntutan Pengguna. Namun begitu, di bawah seksyen 19 (6) menyatakan dengan jelas pengecualian keselamatan makanan dan barang jagaan kesihatan di bawah Akta Perlindungan Pengguna 1999 kerana perkara ini sudah diperuntukkan di


bawah Akta Makanan 1983. Maka, sebarang makanan dan barang jagaan kesihatan yang tidak selamat dan tayyib adalah tidak dikawal di bawah Akta Perlindungan Pengguna 1999. Jelaslah bahawa, perundangan yang sepatutnya memelihara dan melindungi kepentingan pengguna daripada ditipu dan diperdaya oleh pengeluar (industri), pembekal dan peniaga gagal melindungi pengguna dalam aspek barangan makanan. Kesimpulan Kesimpulannya, pengguna semakin terdedah kepada penindasan amalan perdagangan yang tidak sihat oleh peniaga dan pembekal yang berpengaruh. Sekiranya peruntukan undang-undang yang sedia ada membolehkan pengguna membuat tuntutan terhadap peniaga atau pembekal berkaitan produk tidak halal, maka peniaga atau pembekal tidak akan mengambil mudah tanggungjawab dalam memastikan logo halal produk mereka diiktiraf oleh pihak berwibawa iaitu JAKIM dan MAIN. Selain itu, hal ini dapat menyekat peniaga dan pembekal daripada mengamalkan perniagaan yang tidak beretika pada masa akan datang. Pengguna seharusnya diberikan perlindungan yang sewajarnya dengan memberikan ganti rugi apabila timbulnya kes-kes berkaitan penipuan logo halal. Penambahbaikan undang-undang perlu dilakukan supaya akta-akta yang sedia ada ini berkembang seiring dengan industri halal yang dapat memberikan perlindungan yang optimum kepada pengguna berkaitan penipuan logo halal. Namun begitu, undang-undang kurang bermakna sekiranya pengguna itu sendiri jahil tentang hak mereka. Justeru, undang-undang yang digubal untuk melindungi pengguna seharusnya didedahkan kepada pengguna melalui pelbagai saluran seperti media massa. Malah, undang-undang yang terbaik juga akan menjadi sia-sia jika penguatkuasaan tidak dilakukan oleh pihak yang bertanggungjawab. Oleh yang demikian, setiap pihak wajib memainkan peranan masing-masing dalam usaha memartabatkan perlindungan pengguna di Malaysia dalam isu halal. Rujukan Abdullah Yusuf A. (2005). The Meaning of Holy Qur'an: Text Translation and Commentary. Kuala Lumpur: Islamic Book Trust (IBT). Abdul Basit S. & Sahilah M R. (2010). Persepsi Pelajar Fakulti Pendidikan terhadap Makanan Berlogo Halal. Diakses pada 31 Januari 2016 dari http://eprints.utm.my/10689/1/Persepsi_Pelajar_Fakulti_Pendidikan_Terhadap_Makanan_Berlogo_Halal.pdf


Alias, A, Harlida, A. W., Nurretina, A. S. & Muhammad Hafiz, B. (2013). Produk Makanan Halal: Perspektif Hukum dan Undang-Undang. Dalam Nurdeng Deuraseh., Russly Abdul Rahman, Shuhaimi Mustafa, Jamilah Bakar & Dzulkifly Mat Hashim (Eds.), Halalan Thoyyiban Perspektif Malaysia (hlm 12-29). Institut Penyelidikan Produk Halal. Universiti Putra Malaysia. Al-Qardawi, Yusuf, (1994) Al-Halal wa al-Haram fi al-Islam. Bayrut, Maktabah al-Islami, hlm. 17 (diterjemahkan). Al-Qaradawi, Y. (2007). The Lawful and the Prohibited in Islam. Kuala Lumpur: Islamic Book Trust.Mahathir M. (April 2010). Halal cosmetic to spur global halal industry. SME New, 25-26 Basri Ibrahim al-Hasani al-Azhari & Wan Mohd Yusuf Wan Chik. (2011). Maqasid shar’iyyah according to Al-Qaradawi in The Book Al-Halal Wa Al-Haram Fi Al-Islam. International Journal of Business and Social Science, 2 (1) : 238- 254. Elistina Abu Bakar. (2013). Undang-Undang Pengguna dalam Konteks Halalan Toyyiban di Malaysia. Dalam Nurdeng Deuraseh., Russly Abdul Rahman, Shuhaimi Mustafa, Jamilah Bakar & Dzulkifly Mat Hashim (Eds.), Halalan Thoyyiban Perspektif Malaysia (hlm 87-98). Institut Penyelidikan Produk Halal. Universiti Putra Malaysia. Harlida Abdul Wahab & Alias Azhar. (2014). Halalan Tayyiban dalam Kerangka Perundangan Malaysia. KANUN. 1, 103-120. Idris Tawfiq. Why is alcohol forbidden?. Diakses pada 4 Februari 2016 daripada http://thepeninsulaqatar.com/special-page/islam/260898/why-is-alcohol-forbidden Khairul Hamimah M. J., & Zawiah M. Kesejahteaan Kesihatan: Hubungan dan Kaitannya dengan Makanan yang Halal dan Baik. Kertas kerja ini dibentang untuk Persidangan Kebangsaan Persekitaran Dan Kesihatan, Kelantan. Oktober 2008. Logo halal tidak diiktiraf. (8 Januari 2016). Harian Metro. Diakses pada 6 September 2016 dari http://www.hmetro.com.my/node/105751. Naemah A. & Norazlina A. A. (2015). The liability of the producer of false Halal products under product liability law. Asian Social Science, 11(15), 295-301.


Nor Adha & Sakina Shaik. (2011). Pertikaian Perdagangan Pengguna: Penyelesaian Pertikaian Alternatif di Malaysia. Kuala Lumpur : Dewan Bahasa dan Pustaka. Panduan Pengguna (Edisi Kedua, KPDNHEP) 1999. Roslizawati Mohd Ramly & Suhailiza Md. Hamdani. (2007). Kajian Perbandingan Mekanisma Penentuan Halal Produk Makanan di antara Malaysia, Indonesia dan Australia. Dimuat turun pada 31 Januari 2016, dari http://www.ukm.my/hairun/kertas%20kerja%20iCEPs/Kajian%20Perbandingan%20Mekansima%20Penentuan%20Halal%20Produk%20Makanan.pdf Salah Guna Perakuan halal. (2013, 6 September). Sinar Online. Diakses pada 16 Februari 2016 dari http://www.sinarharian.com.my/salah-guna-perakuan-halal-1.199258 Sijil Halal Bertaraf Global. (2003, 26 Disember). Utusan Online. Diakses pada 4 Februari 2016 dari http://ww1.utusan.com.my/utusan/special.asp?pr=PR11&y=2003&dt=1226&pub=Utusan_Malaysia&sec=Rencana&pg=re_01.htm Siti Radhiah Omar & M. Shahrim Ab. Karim. (2013). Halalan Toyyiban: Perspektif Isu Logo Halal. Dalam Nurdeng Deuraseh., Russly Abdul Rahman, Shuhaimi Mustafa, Jamilah Bakar & Dzulkifly Mat Hashim (Eds.), Halalan Thoyyiban Perspektif Malaysia (hlm 30-60). Institut Penyelidikan Produk Halal. Universiti Putra Malaysia. Zalina Zakaria & Siti Zubaidah Ismail. (2015). Perkembangan Pengaturan Halal Menerusi Akta Perihal Dagangan 2011 di Malaysia. Jurnal Syariah, 23(2), 189-216.


POLA PERBELANJAAN DAN TINGKAH LAKU PEMBELIAN DALAM KALANGAN PENGGUNA

KEDAI RAKYAT 1MALAYSIA (KR1M)

Norashiken Ishak Mohamad Fazli Sabri


Jabatan Pengurusan Sumber dan Pengajian Pengguna, Fakulti Ekologi Manusia,Universiti Putra Malaysia

Pendahuluan Konsep ‘public happiness’ dalam bajet tahun 2017 merupakan manifestasi kesungguhan Kerajaan Malaysia untuk mengekalkan nikmat kemakmuran dengan memberi tumpuan utama memperkasakan kesejahteraan kualiti hidup rakyat seiring dengan pembangunan negara. Ia mendasari matlamat Rancangan Malaysia Ke-11, iaitu memastikan semua rakyat dapat menikmati kualiti kehidupan yang baik, ke arah memenuhi keperluan sosioekonomi, fizikal dan psikologi individu (Unit Perancang Ekonomi, EPU 2015). Indeks Kesejahteraan Rakyat Malaysia mendefinisikan kesejahteraan sebagai pelbagai manfaat yang diperoleh dan dinikmati secara langsung atau tidak langsung serta menyumbang kepada kepuasan hidup individu, keluarga dan masyarakat (Unit Perancang Ekonomi, EPU 2013). Sejajar dengan aspirasi Program Transformasi Kerajaan (GTP)-Bidang Keberhasilan Utama Negara (NKRA) Menangani Kos Sara Hidup (COL), inisiatif seperti Kedai Rakyat 1Malaysia (KR1M) juga diperluas ke seluruh negara bagi meningkatkan kebolehcapaian masyarakat kepada barangan harga patut dalam usaha menangani kenaikan kos sara hidup yang dihadapi kumpulan berpendapatan rendah dan sederhana, terutamanya B40 yang tinggal di bandar (EPU, 2015). Program KR1M mula dilaksanakan pada tahun 2011 bermatlamat untuk menangani isu kenaikan kos sara hidup rakyat ekoran ketidakstabilan ekonomi global. Kumpulan sasar program KR1M ialah mereka yang berpendapatan rendah dan sederhana. Pewujudan program KR1M ini menawarkan alternatif barangan keperluan harian yang berteraskan penjimatan kepada pengguna melalui produk label jenama persendirian (private label brands) jenama “1Malaysia Kedai Rakyat” (1MKR) yang dijual pada harga lebih rendah berbanding dengan harga barangan sama


berjenama premium, namun kualiti tetap diutamakan (Kementerian Perdagangan Dalam Negeri Koperasi dan Kepenggunaan, 2017). Penjimatan yang dinikmati melalui perbelanjaan di KR1M ini membolehkan pengguna memanfaatkan lebih banyak pendapatan boleh guna mereka untuk keperluan lain. Berdasarkan Laporan Penemuan Utama Kajian Penduduk dan Keluarga Malaysia Kelima (KPKM-5) 2014 menunjukkan bahawa masalah perbelanjaan untuk pendidikan anak dan perbelanjaan keperluan keluarga adalah antara dua masalah utama yang dihadapi oleh keluarga di negara ini (Lembaga Penduduk dan Pembangunan Keluarga Negara, 2016). Terkini, Laporan Indeks Kesejahteraan Keluarga Malaysia (IKK) 2016 mendapati tahap kesejahteraan keluarga di negara ini hanya berada pada tahap sederhana dengan cabaran utama yang dihadapi keluarga antaranya masalah kewangan keluarga (65.1%) (Lembaga Penduduk dan Pembangunan Keluarga Negara, 2017). Sebanyak lapan domain telah dibina dalam kajian IKK 2016 tersebut dengan skor domain Ekonomi Keluarga (7.05) pada tahap sederhana. Meneliti domain Ekonomi Keluarga IKK 2016 ini, ia merangkumi dua indikator iaitu indikator Kesejahteraan Kewangan (aspirasi kewangan dalam mencapai kesejahteraan kewangan keluarga) yang mencatat skor lebih rendah iaitu 7.00 berbanding dengan skor 7.09 bagi indikator Pengurusan Kewangan (sikap dan tingkah laku terhadap perbelanjaan). Malah, keseluruhannya didapati skor domain ekonomi keluarga bagi kumpulan B40 mencatat skor yang lebih rendah, iaitu 6.84 berbanding dengan kumpulan M40 (7.77) dan T20 (8.11). Walaupun domain Ekonomi Keluarga IKK 2016 berada pada tahap sederhana, pelan dan tindakan yang lebih bersepadu perlu dilaksanakan untuk masa hadapan kesejahteraan kewangan keluarga terutamanya bagi kumpulan B40 ini. Statisitik tahun 2014 telah merekodkan seramai 2.7 juta isi rumah B40 dengan pendapatan purata sebanyak RM2,537 sebulan manakala perbelanjaan bulanan purata isi rumah B40 adalah sebanyak RM2,015 iaitu peningkatan sebanyak 10.1% setahun daripada RM1,248 pada tahun 2009 (EPU, 2015). Nisbah antara pendapatan bulanan purata dengan perbelanjaan purata bulanan B40 ini perlu diberikan perhatian. Kajian oleh Mohamad Fazli dan Farhana (2015) yang melibatkan 508 responden pekerja muda di zon tengah Semenanjung Malaysia mendapati 11.8 peratus reponden mempunyai pendapatan kurang RM1,500 sebulan dan hampir separuh responden menyatakan pendapatan bulanan mereka hanya mencukupi untuk perbelanjaan keperluan asas sahaja dengan 6.7 peratus responden tidak dapat membuat sebarang tabungan.


Walaupun inisiatif KR1M yang bermatlamat untuk mengurangi bebanan kenaikan kos sara hidup pengguna dengan menyediakan pilihan barangan keperluan harian pada harga berpatutan telah melalui fasa lima tahun pertama pelaksanaannya, masih terdapat tinjauan media melaporkan KR1M bukanlah pilihan utama dan kurang mendapat sambutan pengguna (Sinar Harian, 2015; Utusan Malaysia, 2016). Dibuktikan dalam kajian-kajian empirikal, bahawa faktor tingkah laku kewangan, amalan kewangan, kesukaran kewangan dan tekanan kewangan mempunyai hubungan dan pengaruh terhadap kesejahteraan kewangan individu (Xiao, Tang, & Shim, 2009; Mohamad Fazli & Farhana, 2015). Oleh itu, kajian ini dibuat bagi menjawab persoalan tentang apakah pola perbelanjaan dan pembelian barangan pengguna di KR1M serta bagaimanakah tingkah laku pembelian dalam kalangan pengguna KR1M? Objektif Kajian Kajian ini bertujuan meneliti pola perbelanjaan dan tingkah laku pembelian dalam kalangan pengguna di KR1M. Objektif khusus kajian adalah untuk mengenal pasti pola perbelanjaan dan pembelian barangan pengguna di KR1M, serta mengenal pasti tingkah laku dan menentukan tahap tingkah laku pembelian dalam kalangan pengguna KR1M. Tinjauan Literatur Kumpulan B40 dilaporkan turut menghadapi isu tahap keberhutangan yang tinggi kerana membuat pinjaman bagi menampung perbelanjaan harian. Malah, tahap keberhutangan isi rumah berpendapatan RM3,000 sebulan ke bawah adalah tujuh kali pendapatan tahunan mereka, manakala bagi isi rumah berpendapatan RM5,000 sebulan ke bawah, tahap keberhutangan adalah antara tiga ke empat kali pendapatan tahunan (EPU, 2015). Mereka terus berdepan dengan persekitaran yang mencabar dengan Indeks Harga Pengguna (IHP) pada suku kedua tahun 2016 direkodkan di aras 4.2 peratus bagi kategori makanan dan minuman bukan alkohol dan 2.5 peratus bagi kategori perumahan, air, elektrik, gas dan bahan api lain (Bank Negara Malaysia, 2016a). Perlu diberi perhatian bahawa kenaikan kos sara hidup memberi lebih kesan ke atas perbelanjaan keluarga warga bandar, terutamanya yang memiliki keluarga yang lebih ramai (Bourne, 2014). Jika tren kenaikan kos sara hidup berterusan, kesejahteraan kewangan kumpulan ini boleh terjejas yang berkemungkinan menjurus kepada pelbagai masalah sosial dan kemiskinan tegar. Ketidaksejahteraan kewangan berlaku apabila individu merasakan terdapatnya kekangan atau ketidakcukupan wang untuk memiliki sesuatu


produk atau perkhidmatan. Menurut Prawitz, Garman, Sorhaindo, Neill, dan Kim (2006), kesejahteraan kewangan ialah satu situasi pengguna berasa bebas daripada tekanan kewangan dan sebaliknya berdasarkan kpenilaian subjektif individu. Pengurusan kewangan telah dibuktikan sebagai penentu utama kesejahteraan kewangan individu (Xiao et al., 2009) dan kepuasan kewangan (Leila & Laily, 2011). Kebanyakan masalah kewangan berpunca daripada tingkah laku yang lemah dalam mengurus wang yang ada seperti berbelanja mengikut gerak hati, menggunakan kemudahan kredit tidak terkawal dan tiada simpanan untuk masa kecemasan (Mumtazah, Husniyah & Mariati, 2008). Oleh yang demikian, sumber kewangan individu dan keluarga yang terhad perlu diuruskan secara bijak untuk dimanfaatkan sebaik mungkin dalam memenuhi setiap keperluan. Tingkah laku pengguna menggambarkan bagaimana individu membuat keputusan untuk mengurus sumber-sumber sedia ada seperti wang, masa dan informasi untuk memperoleh produk atau perkhidmatan yang diinginkan (Naimah, Mumtazah, Laily, Nurizan & Mohamad Fazli, 2008). Ia merangkumi aktiviti pembelian iaitu menentukan jenis produk, tujuan, masa dan tempat perolehan, kekerapan membeli dan penggunaannnya (Ajzen et al., 2014). Kajian Naimah et al. (2008) mencadangkan beberapa aktiviti pengurusan kewangan yang boleh dilakukan pengguna dalam usaha mendepani situasi kenaikan harga barangan. Antaranya adalah dengan membeli mengikut keperluan, membeli kerana fungsinya dan membeli dalam kuantiti yang diperlukan, serta mengurangkan pembelian kerana jenama dan pembelian secara gerak hati. Menurut Naimah, Syuhaily, Mumtazah dan Normaziah (2010), walaupun strategi pengurusan kewangan berbeza antara individu tetapi sebuah ciri pengurusan kewangan yang baik merangkumi empat proses utama iaitu perancangan, pelaksanaan, pengawalan dan penilaian. Individu dan keluarga perlu merancang kewangan mereka dengan menimbang dan memutuskan apa dan tujuan yang diperlukan, jumlah pendapatan dan peruntukan, jenis pembelian dan perbelanjaan serta pelan aktiviti yang terlibat. Seterusnya pelaksanaan aktiviti seperti merekod, menyemak dan menilai setiap perbelanjaan yang dilakukan, dengan memastikan aspek kawalan dan pemantauan tidak diabaikan. Keberkesanan aktiviti pengurusan kewangan yang telah dilakukan ini kemudiannya perlu dinilai semula sama ada matlamat telah berjaya dicapai atau sebaliknya, dan untuk perancangan aktiviti susulan. Levy dan Weitz (2007) dalam Abd Rahman (2016) telah memperkenalkan model Proses Membeli oleh Pengguna. Proses membeli dimulai dengan mengenal pasti keperluan atau kehendak, mencari maklumat tentang peruncit yang menjual barangan dikehendaki, menilai kesesuaian peruncit (barangan,


jenama, lokasi dan jarak dari tempat kediaman, imej stor), kemudian mengunjungi premis yang telah dikenal pasti atau transaksi secara e-dagang. Semasa di premis, proses pemilihan barangan bermula dengan mendapatkan maklumat barangan (nutrisi, tarikh luput, pengilang dan sebagainya), membuat penilaian, memilih dan membuat pembelian. Pengguna kemudiannya akan membuat penilaian ke atas penggunaan barangan tersebut. Jika mereka berpuas hati, pembelian ulangan akan dilakukan pada masa hadapan, atau sebaliknya mereka akan mencari alternatif lain sama ada di premis yang sama atau bertukar ke premis lain. Siti Aisyah, Ishak dan Azizah (2004) meringkaskan bahawa pembelian sesuatu barangan melibatkan proses keputusan yang berperingkat, bermula dengan persepsi pengguna tentang keperluan atau kehendak, diikuti fasa perancangan sebelum pembelian dan proses pembuatan keputusan, diikuti dengan pengguna melakukan pembelian dan selanjutnya pasca pembelian yang melibatkan sikap pengguna selepas pembelian. Kajian lepas yang mengkhusus kepada KR1M telah mengkaji faktor-faktor ekstrinsik dan intrinsik produk serta persepsi terhadap produk KR1M dengan niat pembelian. Kajian oleh Mohd Saifoul, Jamal dan Amir (2014) adalah bagi menentukan persepsi pengguna terhadap kualiti dan harga produk berjenama KR1M. Maisarah, Suhaila dan Nurhasyimah (2014) pula mengkaji peranan ciri-ciri produk, persepsi harga dan persepsi nilai terhadap persepsi kualiti produk KR1M. Selanjutnya Sazrinee, Azmeer, Rahinah dan Zaffwan (2015) mengkaji persepsi pengguna terhadap kualiti KR1M pada jenama dan pembungkusan KR1M. Manakala kajian oleh Mohd Alif (2016) bagi menentukan kesan persepsi pengguna berkaitan harga, kualiti, risiko, nilai, imej stor dan situasi ekonomi terhadap produk KR1M ke atas niat pembelian mereka. Secara keseluruhan, didapati kajian-kajian lepas berkaitan dengan inisiatif KR1M lebih tertumpu pada elemen persepsi dan penerimaan pengguna terhadap produk KR1M yang berkaitan dengan niat pembelian dan kepuasan pengguna. Kajian berkaitan tingkah laku pembelian pengguna khusus terhadap inisiatif NKRA-COL KR1M juga belum diketahui. Sehubungan itu, fokus kajian ini lebih tertumpu pada tingkah laku pembelian pengguna di KR1M dan kajian lebih mendalam perlu untuk mengenal pasti pola perbelanjaan dan pembelian di KR1M serta amalan dan tahap tingkah laku pembelian dalam kalangan pengguna KR1M. Metodologi Kajian Pada masa ini terdapat lapan outlet KR1M di Wilayah Persekutuan (W.P.) Kuala Lumpur dan dua outlet di W.P. Putrajaya, maka kajian ini telah


dilakukan di empat outlet KR1M yang dipilih secara rawak mudah dengan nisbah 3:1, iaitu tiga outlet KR1M di W.P. Kuala Lumpur dan satu outlet di W.P. Putrajaya. Pemilihan W.P. Kuala Lumpur dan W.P. Putrajaya adalah mewakili kategori negeri paras pembandaran tinggi yang penduduknya berdepan dan terkesan dengan masalah kadar inflasi isi rumah yang lebih tinggi berbanding kadar inflasi purata kebangsaan pada tahun 2015 (Bank Negara Malaysia, 2016b). Seterusnya dalam menentukan responden, teknik pensampelan bertujuan telah digunakan di mana responden telah ditetapkan memiliki ciri khusus iaitu pengguna yang membeli barangan di KR1M untuk kegunaan sendiri atau isi rumah, dan berstatus warga Malaysia. Jumlah sampel adalah sebanyak 400 responden yang merupakan pengguna yang berbelanja di empat outlet KR1M berkenaan. Pengumpulan data ini telah dijalankan pada tahun 2017. Data kajian diperoleh dengan mengedarkan borang soal selidik yang diisi sendiri oleh responden melibatkan 100 responden di setiap outlet KR1M berkenaan yang keseluruhannya berjumlah 400 responden. Borang soal selidik mengandungi tiga bahagian, iaitu latar belakang responden, pola perbelanjaan di KR1M dan sumber maklumat berkaitan KR1M, serta tingkah laku pembelian. Seksyen tingkah laku pembelian di KR1M melibatkan penyataan tingkah laku pada tiga peringkat iaitu sebelum membeli, semasa membeli dan selepas membeli. Sebanyak 20 pernyataan dikemukakan dalam seksyen ini dengan tiga skala jenis Likert iaitu ‘selalu’, ‘kadang-kadang’ dan ‘tidak pernah’. Dalam kajian ini, instrumen tingkah laku pembelian KR1M diadaptasi daripada instrumen yang dibina oleh Naimah et al. (2008) berkaitan tingkah laku pembelian pengguna semasa kenaikan harga barangan di Malaysia. Selain itu, terdapat juga beberapa item yang diubah suai dan ditambah oleh penyelidik bagi memastikan kesesuaian dengan konsep NKRA-COL KR1M dalam konteks dan objektif kajian ini. Kesahan konstruk instrumen yang dibina dalam kajian ini telah duji dengan melakukan analisis penerokaan faktor (Exploratory Factor Analysis). Nilai Cronbach’s alpha bagi ujian kebolehpercayaan instrumen adalah 0.830. Selanjutnya, analisis data menggunakan perisian Statistical Package for The Social Sciences for Windows (SPSS) dan statistik frekuensi digunakan untuk memerihalkan data secara deskriptif. Hasil Kajian Dapatan kajian akan membincangkan maklumat ciri sosiodemografi responden, diikuti pola perbelanjaan dan pembelian barangan di KR1M, sumber maklumat mengenai KR1M, dan seterusnya tingkah laku pembelian dalam kalangan pengguna KR1M.


Latar belakang sosiodemografi Ringkasan maklumat sosiodemografi responden seperti ditunjukkan dalam Jadual 1. Responden kajian ini terdiri daripada 48.8 peratus lelaki dan 51.3 peratus wanita. Berdasarkan analisis, hanya 20.8 peratus merupakan responden muda berumur bawah 29 tahun, berbanding dengan separuh daripada responden (50.8%) berumur dalam lingkungan 30 hingga 49 tahun, dan selebihnya 50 tahun ke atas. Taburan etnik menunjukkan responden berbangsa Melayu paling banyak (68.8%), diikuti dengan Cina (21.8%), India (7.3%) dan lain-lain (3.3%). Dari segi status perkahwinan pula, analisis menunjukkan lebih dua pertiga responden (67.5%) telah berkahwin, 27.5 peratus bujang dan 5.0 peratus lagi adalah balu atau duda atau telah berpisah. Seterusnya, dari segi tahap pendidikan didapati peratus tertinggi datang daripada kumpulan responden berpendidikan sekolah menengah (34.3%), diikuti mereka yang berpendidikan Diploma/Sijil/STPM (26.0%), Ijazah Sarjana Muda (19.8%) dan akhir sekali sebanyak 2.5 peratus berpendidikan Sarjana/PhD. Sebaliknya, tidak sampai 18.0 peratus merupakan responden berpendidikan sekolah rendah (10.8%) dan tiada pendidikan formal (6.8%). Dapatan ini menunjukkan KR1M yang menawarkan produk label persendirian 1MKR juga menjadi oulet pilihan kepada mereka yang berpendidikan tinggi. Menurut Noor Syaizwanna, Aini, Rumaya, dan Afida (2008), pengkhususan dan reputasi premis jualan adalah antara faktor yang dapat mempengaruhi persepsi pengguna terhadap keselamatan barangan yang dijual. Dari segi pekerjaan, satu pertiga responden adalah golongan tidak berkerja/suri rumah/ pesara (22.0%) dan pelajar (7%). Analisis juga mendapati sebahagian besar responden mempunyai tanggungan, iaitu sebanyak 40.0 peratus mempunyai tanggungan 1 hingga 3 orang dan 33.8 peratus mempunyai tanggungan 4 orang dan ke atas, berbanding dengan 26.3 peratus yang tiada tanggungan.

Jadual 1: Profil Responden (n=400)

Angkubah Frekuensi (n) Peratus (%) Jantina Lelaki 195 48.8 Perempuan 205 51.3 Umur 29 tahun dan ke bawah 82 20.5 30 hingga 39 tahun 123 30.8 40 hingga 49 tahun 80 20.0 50 tahun dan ke atas 115 28.8



Angkubah Frekuensi (n) Peratus (%) Etnik Melayu 275 68.8 Cina 87 21.8 India 29 7.3 Lain-lain 9 2.3 Status Perkahwinan Berkahwin 270 67.5 Bujang 110 27.5 Balu/ Duda/ Berpisah 20 5.0 Tahap Perkahwinan Tiada Pendidikan Formal 27 6.8 Sekolah Rendah 43 10.8 Sekolah Menengah 137 34.3 Diploma/ Sijil/ STPM 104 26.0 Ijazah Sarjana Muda 79 19.8 Sarjana/ PhD 10 2.5 Pekerjaan Sektor Kerajaan 89 22.3 Sektor Swasta 128 32.0 Bekerja Sendiri/ Berniaga 67 16.8 Tidak bekerja/ Suri rumah/ Pesara 88 22.0 Pelajar 28 7.0 Jumlah tanggungan Tiada 105 26.3 1-3 orang tanggungan 160 40.0 4 tanggungan dan ke atas 135 33.8

Rajah 1 menunjukkan analisis jumlah pendapatan bulanan individu. Didapati sebanyak 40.8 peratus responden mempunyai pendapatan bulanan individu kurang daripada RM1,500 sebulan diikuti 30.8 peratus dalam lingkungan RM1,500 hingga RM3,000 sebulan. Ini bermakna hampir tiga perempat responden (71.6%) pengguna KR1M mempunyai pendapatan individu kurang RM3,001 sebulan. Rajah 2 menunjukkan jumlah pendapatan sebulan isi rumah, iaitu didapati separuh daripada responden (54.8%) mempunyai pendapatan isi rumah kurang RM3,000 sebulan dan satu pertiga responden (28.5%) berpendapatan antara RM3,001 hingga RM6,000 sebulan.


Rajah 1: Pendapatan Bulanan Individu

Rajah 2: Pendapatan Bulanan Isi Rumah Dapatan ini hampir sama dengan profil responden dalam kajian Chandra, Raihani, Zainol, Al-Mamun, dan Permarupan (2014) yang mendapati 62 peratus responden yang berbelanja di KR1M berpendapatan kurang RM1,500 sebulan, manakala kajian Maisarah et al. (2014) juga menunjukkan 87 peratus berpendapatan kurang RM3,000 sebulan. Hasil kajian ini menunjukkan bahawa pengguna KR1M majoritinya terdiri daripada

40.8%

30.8%

16.5%

12.0%

Pendapatan Bulanan Individu

<RM1,500

RM1,500-RM3,000

RM3,001-RM4,000

>RM4,000

30.8%

24.0%

28.5%

9.5% 7.3%

Pendapatan Bulanan Isi Rumah

<RM1,500

RM1,501-RM3,000

RM3,001-RM6,000

RM6,001-RM9,000

>RM9,000


kumpulan B40, yang menepati ciri kumpulan sasaran inisiatif NKRA-COL KR1M. Pola perbelanjaan dan pembelian barangan di KR1M Sebanyak lima item dikemukakan untuk mengetahui pola perbelanjaan dan pembelian barangan di KR1M seperti yang ditunjukkan dalam Jadual 2. Analisis mendapati hampir tiga perempat responden (72.0%) menyatakan KR1M menjadi lokasi membeli-belah barangan keperluan harian utama. Dari segi kekerapan pembelian di KR1M pula, 36.8 peratus responden membuat pembelian 2-3 kali seminggu, 25.8 peratus sebulan sekali dan 21.8 peratus sekali seminggu. Manakala 15.8 peratus responden membuat pembelian 2-3 kali sebulan di KR1M. Analisis terhadap jumlah perbelanjaan sebulan di KR1M seperti yang ditunjukkan dalam Rajah 3, menunjukkan lebih dua pertiga responden (68.0%) berbelanja kurang RM200, diikuti dengan 20.3 peratus berbelanja dalam lingkungan RM200-RM299 sebulan, 9.0 peratus dalam lingkungan RM300-RM399 sebulan dan hanya segelintir kecil responden (2.8%) berbelanja melebihi RM400 sebulan di KR1M.

Rajah 3: Jumlah Perbelanjaan di KR1M Sebulan Majoriti responden (72.8%) juga menyatakan produk 1MKR adalah pilihan utama mereka semasa berbelanja di KR1M. Dapatan ini menjelaskan bahawa produk 1MKR mendapat kepercayaan pengguna. Dapatan ini selari dengan kajian Oke, Kamolshotiros dan Popoola (2016) yang menyatakan bahawa

68.0%

20.3%

9.0% 2.8%

0

50

100

150

200

250

300

<RM200 RM200-RM299 RM300-RM399 ≥RM400

Jumlah Perbelanjaan di KR1M Sebulan


suatu jenama yang sering dipromosikan dengan imej yang baik dapat meningkatkan keyakinan dan kesetiaan pengguna terhadap jenama. Responden juga ditanya tentang jenis produk 1MKR yang dibeli mengikut kategori dan boleh memilih lebih dari satu jawapan. Analisis menunjukkan kategori makanan 1MKR adalah pembelian utama dengan majoriti 94.3 peratus berbanding dengan kategori barangan lain seperti aksesori/perkakasan (27.0%) dan barangan Muslim (20.0%).

Jadual 2: Pola Perbelanjaan dan Pembelian Barangan

Angkubah Frekuensi (n) Peratus (%) KR1M menjadi lokasi membeli-belah barangan keperluan harian utama

Ya 288 72.0 Tidak 112 28.0 Kekerapan Pembelian Sekali Seminggu 87 21.8 2-3 kali seminggu 147 36.8 Sebulan sekali 103 25.8 2-3 kali sebulan 63 15.8 1MKR merupakan pilihan utama Ya 291 72.8 Tidak 109 27.3 Jenis Produk 1MKR yang dibeli Kesihatan 63 15.8 Makanan 377 94.3 Barangan Muslimin 80 20.0 Kecantikan 69 17.3 Aksesori/ Perkakasan 108 27.0 Lain-Lain 38 9.5

Sumber maklumat mengenai KR1M Responden juga ditanya mengenai sumber mereka memperoleh informasi berkaitan KR1M dan boleh memilih lebih daripada satu sumber. Seperti dalam Jadual 3, analisis menunjukkan empat sumber utama adalah melalui televisyen (55.5%), premis perniagaan (41.5%), Internet (38.0%) dan rakan/keluarga (34.8%). Dapatan ini menunjukkan promosi KR1M melalui saluran televisyen merupakan sumber utama pengetahuan pengguna tentang inisiatif NKRA-COL KR1M, maka Kerajaan boleh mengoptimumkan saluran televisyen nasional untuk menyebarluaskan maklumat dan promosi berkaitan KR1M. Menurut Chandra et al. (2014) promosi KR1M perlu diteruskan


bukan sahaja bertujuan menyebarkan maklumat tentang inisiatif KR1M kepada masyarakat tetapi juga meningkatkan kepuasan pengguna sedia ada.

Jadual 3: Sumber Maklumat Responden

Angkubah Frekuensi (n) Peratus (%) Sumber Internet 152 38.0 TV 222 55.5 Radio 103 25.8 Media Cetak 123 30.8 Rakan/Keluarga 139 34.8 Premis Perniagaan 166 41.5 Portal KPDNKK 38 9.5 Lain-lain 15 3.8 Berkongsi maklumat dengan keluarga/ rakan

Ya 305 76.3 Tidak 95 23.8

Di samping itu, responden turut ditanya sama ada mereka berkongsi maklumat tentang KR1M dengan keluarga/rakan. Analisis menunjukkan tiga perempat responden (76.3%) menyatakan ‘ya’ mereka berkongsi maklumat KR1M dengan keluarga/rakan. Ini bermakna kebanyakan responden berkongsi maklumat dan pengalaman mereka sama ada ia berupa negatif atau positif tentang KR1M dengan keluarga/rakan. Hasil kajian Sazrinee et al. (2015) juga mendapati hampir satu pertiga responden (28.6%) tidak akan memberi saranan produk KR1M kepada pengguna lain, manakala 26.7 peratus responden bersedia memberi saranan dan hanya 16.5 peratus responden sangat menyokong produk KR1M dan akan memberi saranan yang positif kepada pengguna lain. Tingkah laku pembelian pengguna Tingkah laku pembelian dalam kalangan pengguna KR1M diteliti pada tiga peringkat iaitu sebelum membeli, semasa membeli dan selepas membeli yang merangkumi sebanyak 20 pernyataan dengan pilihan jawapan tiga skala jenis Likert ‘selalu’, kadang-kadang’, ‘tidak pernah. Sebelum membeli Seperti yang ditunjukkan dalam Jadual 4, terdapat enam pernyataan bagi peringkat sebelum membeli. Didapati tingkah laku yang paling kerap dilakukan ialah merancang aktiviti membeli-belah, iaitu didapati separuh


daripada responden (54.0%) merancang aktiviti membeli-belah barangan keperluan harian di KR1M supaya sumber seperti wang, masa dan tenaga tidak dibazirkan; diikuti membuat perbandingan harga barangan antara jenama di KR1M dan kedai runcit/pasaraya lain (50.1%) dan merancang perbelanjaan agar dapat memenuhi keperluan barangan harian setiap bulan (50.3%). Pada masa yang sama, tingkah laku merancang perbelanjaan agar dapat memenuhi keperluan barangan harian setiap bulan adalah tingkah laku yang paling jarang dilakukan oleh 40.5 peratus responden. Bagi tingkah laku “tidak pernah” dilakukan, didapati satu pertiga daripada responden (39.8%) menyatakan mereka tidak pernah meminjam wang daripada orang lain semata-mata untuk membeli barang yang diinginkan, diikuti 19.5 peratus responden tidak menyediakan senarai barangan yang akan dibeli. Dapatan ini memberi gambaran bahawa pada peringkat sebelum membeli, sebahagian responden telah mengamalkan tingkah laku merancang perbelanjaan wang yang ada bagi memenuhi setiap keperluan, iaitu merancang kewangan merupakan salah satu proses dalam sebuah pengurusan kewangan yang baik. Semasa membeli Bagi peringkat semasa membeli pula, sebanyak tujuh pernyataan dikemukakan. Didapati tingkah laku yamg paling ‘selalu’ dilakukan adalah memeriksa dan memastikan produk yang akan dibeli tidak rosak/cacat/luput tarikh boleh guna oleh kebanyakan responden (57.3%). Diikuti tingkah laku membeli barangan mengikut senarai barangan yang telah dibuat (55.8%) dan membeli barangan pada kuantiti yang diperlukan (52.5%).

Jadual 4: Tingkah Laku Pembelian

Pernyataan Selalu (%)

Kadang- kadang

(%)

Tidak pernah

(%) Sebelum membeli

1.

Saya merancang perbelanjaan saya agar dapat memenuhi keperluan barangan harian setiap bulan.

50.5 40.5 9.0

2.

Saya merancang aktiviti membeli-belah barangan keperluan harian di KR1M supaya sumber seperti wang, masa dan tenaga tidak dibazirkan.

54.0 35.3 10.8




Kadang- kadang

(%)

Tidak pernah

(%) Sebelum membeli

3.

Saya membuat perbandingan harga barangan antara jenama di KR1M dan kedai runcit/pasaraya lain.

51.3 37.5 11.3

4. Saya menyediakan senarai barangan yang akan dibeli. 47.8 32.8 19.5

5.

Saya meminjam wang daripada orang lain semata-mata untuk membeli barang yang saya inginkan.*

29.5 30.8 39.8

6.

Saya membuat perbandingan harga dan kualiti produk sebelum membeli bagi mendapatkan nilai terbaik.

49.8 37.3 13.0

Semasa membeli

7.

Apabila saya membeli di KR1M, saya memastikan bahawa saya mendapatkan nilai untuk wang ke atas setiap barangan yang dibeli.

47.3 44.5 8.3

8. Saya membeli barangan mengikut senarai barangan yang telah dibuat.

55.8 35.3 9.0

9. Saya membeli barangan mengikut gerak hati.* 31.5 53.3 15.3

10. Saya membeli barangan pada kuantiti yang diperlukan sahaja agar tiada pembaziran.

52.5 40.3 7.3

11.

Saya membaca label dan maklumat nutrisi pada pembungkusan produk untuk membandingkan nilai pemakanan antara produk.

47.0 45.8 7.3

12.

Saya memeriksa dan memastikan produk yang akan dibeli tidak rosak/cacat/luput tarikh boleh guna.

57.3 35.8 7.0




Kadang- kadang

(%)

Tidak pernah

(%) Semasa membeli

13.

Saya membuat pembelian barangan keperluan harian di KR1M menggunakan kad kredit.*

17.8 17.3 65.0

Selepas membeli

14. Saya menyemak resit belian barangan supaya tiada kesilapan.

46.3 42.3 11.5

15. Saya menyimpan resit pembelian untuk tuntutan atau bukti aduan.

46.3 35.0 18.8

16.

Saya akan memulangkan semula produk jika mendapati produk tersebut rosak.

44.0 31.5 24.5

17. Saya merekodkan perbelanjaan saya. 37.8 41.0 21.3

18.

Saya memastikan penjimatan daripada berbelanja di KR1M digunakan untuk membayar bil-bil perbelanjaan lain seperti sewa rumah, utiliti dan pinjaman tepat masanya.

40.0 44.0 16.0

19.

Kepuasan penggunaan produk 1MKR mendorong saya berkunjung semula ke KR1M pada masa hadapan.

45.0 42.3 12.8

20.

Kepuasan terhadap penjimatan yang diperolehi bila berbelanja di KR1M mendorong saya berkunjung semula ke KR1M pada masa hadapan.

48.3 38.0 13.8

*Pernyataan negatif Bagi respon ‘tidak pernah’, lebih separuh responden (65.0%) tidak pernah membuat pembelian barangan keperluan harian di KR1M menggunakan kad kredit, diikuti membeli barangan mengikut gerak hati (15.3%). Dapatan ini berbeza dengan kajian Norlaila, Doris dan Nor Aini (2013) yang mendapati 33.6 peratus responden di Lembah Kelang menggunakan kad kredit untuk


membeli-belah kerana pendapatan bulanan tidak mencukupi ekoran peningkatan kos sara hidup. Situasi berbeza ini mungkin disebabkan jumlah perbelanjaan di outlet KR1M oleh responden kebanyakannya (68.0%) adalah kurang daripada RM200 sebulan kerana harga barangan keperluan asas di KR1M terutamanya harga produk 1MKR dijual pada harga yang berpatutan telah membolehkan responden mampu beli dan membayar secara tunai. Analisis juga menunjukkan membeli barangan mengikut gerak hati merupakan amalan yang kadang-kadang dilakukan oleh separuh responden (55.3%), iaitu jumlah responden yang paling tinggi, diikuti membaca label dan nutrisi untuk perbandingan nilai nutrisi produk (45.8%) dan memastikan mendapat pulangan nilai untuk wang (44.5%). Hal ini mungkin terjadi apabila responden cenderung tertarik dengan barangan yang dipamerkan semasa membeli-belah. Kajian oleh Fitriana (2016) menunjukkan pengaruh pameran (display interior) mempunyai hubungan signifikan dengan tingkah laku pembelian spontan di mana faktor pameran interior (barangan yang dipamerkan, penyusunan barangan, susun atur barangan mengikut kelompok, dan pencahayaan) menyumbang sebanyak 61.3 peratus terhadap tingkah laku pembelian spontan pengguna. Selepas membeli Pada peringkat selepas membeli, sebanyak tujuh pernyataan dikemukakan. Didapati kepuasan terhadap penjimatan yang diperoleh bila berbelanja di KR1M mendorong hampir separuh responden (48.3%) berkunjung semula ke KR1M. Dapatan ini selari dengan kajian Chandra et al. (2014) yang mendapati pengguna terus berbelanja di KR1M kerana faktor ciri produk KR1M yang anjal, kualiti produk dan pengaruh promosi yang memberi kesan emosi dan nilai kepada pengguna. Pengetahuan dan pengalaman pengguna akan mepengaruhi rasa keyakinan dan sikap terhadap sesuatu produk, yang seterusnya mempengaruhi keputusan pembelian. Keyakinan terhadap jenama KR1M ini mempunyai hubungan signifikan dengan kepuasan pengguna KR1M. Di samping itu, dua tingkah laku paling kerap dilakukan oleh hampir separuh responden (46.3%) adalah menyemak resit pembelian barangan dan menyimpan resit pembelian untuk tuntutan atau bukti aduan. Bagi respon ‘tidak pernah’, didapati hampir satu pertiga responden (24.5%) tidak pernah memulangkan semula produk jika mendapati produk tersebut rosak diikuti dengan tidak merekodkan perbelanjaan (21.3%). Analisis juga menunjukkan tingkah laku yang jarang dilakukan adalah untuk memastikan penjimatan daripada berbelanja di KR1M digunakan untuk membayar bil-bil perbelanjaan lain seperti sewa rumah, utiliti dan pinjaman tepat masanya oleh hampir separuh responden (44.0%).


Secara keseluruhannya, responden yang memberi respon ‘selalu’ ke atas semua pernyataan item peringkat selepas membeli mencatatkan jumlah kurang daripada separuh responden kajian. Situasi ini memberi mesej bahawa perlindungan kendiri masih belum dipraktikkan sepenuhnya dalam tingkah laku pembelian dalam kalangan pengguna KR1M. Dapatan ini selari dengan kajian Jariah, Mohamad Fazli dan Sharifah Azizah (2013) terhadap pengguna luar Bandar yang mendapati amalan advokasi belum lagi diamalkan oleh kebanyakan responden seperti mendapatkan dan menyimpan resit, serta mengambil tindakan terhadap peniaga. Tahap tingkah laku pembelian Bagi mengenal pasti tahap tingkah laku pembelian, skor bagi kesemua tingkah laku pembelian di ketiga-tiga peringkat dijumlahkan dan dibahagikan kepada tiga kategori iaitu rendah, sederhana dan tinggi, dengan julat skor antara 20 hingga 60. Tiga pernyataan negatif juga telah dikategorikan semula untuk tujuan penjumlahan skor. Skor yang tinggi menggambarkan amalan tingkah laku pembelian yang tinggi, yang menunjukkan pengguna mengamalkan perancangan perbelanjaan berdasarkan keperluan, melakukan perbandingan harga dan kualiti barangan, membuat pembelian mengikut senarai dan menghindari pembelian tidak dirancang atau meminjam wang untuk membeli barangan, menilai kepuasan ke atas penggunaan serta mempraktiskan hak mereka sebagai pengguna dalam setiap peringkat pembelian. Berdasarkan Jadual 5, hasil kajian menunjukkan bahawa separuh responden (50.5%) berada pada tahap tingkah laku pembelian yang rendah (skor antara 20 hingga 33), iaitu jumlah paling tinggi yang melibatkan 202 responden. Seterusnya, diikuti oleh hampir separuh responden (46.3%) berada pada tahap tingkah laku pembelian yang sederhana (skor antara 34 hingga 47) dan hanya segelintir responden (3.5%) pada tahap tinggi (skor antara 48 hingga 60). Keputusan menunjukkan responden paling banyak (50.5%) berada pada tahap amalan tingkah laku pembelian yang rendah. Dapatan kajian menunjukkan bahawa sungguhpun pada awal peringkat sebelum membeli separuh responden melakukan perancangan perbelanjaan, tetapi fasa semasa pembelian menunjukkan membeli barangan mengikut gerak hati, membaca label dan nutrisi untuk perbandingan nilai produk dan memastikan pulangan nilai untuk wang yang dibelanjakan merupakan amalan yang kadang-kadang dilakukan oleh kebanyakan responden iaitu masing-masing 53.3 peratus, 45.8 peratus dan 44.5 peratus. Pasca pembelian turut menunjukkan amalan yang rendah oleh lebih separuh responden sama ada kadang-kadang atau tidak pernah untuk merekodkan perbelanjaan (62.3%), memastikan hasil penjimatan berbelanja di KR1M digunakan untuk membayar bil-bil lain tepat


pada masanya (60.0%), memulangkan barangan yang rosak (56.0%), menyemak resit (53.8%) dan menyimpan resit sebagi bukti aduan (53.8%).

Jadual 5: Tahap Tingkah Laku Pembelian

Skor Frekuensi Peratus (%)

Rendah (20-33) 202 50.50 Sederhana (34-47) 185 46.25

Tinggi (48-60) 13 3.25 Situasi ini menggambarkan bahawa responden gagal mengawal perbelanjaan seperti yang dirancang kerana mudah terpengaruh dengan peragaan produk dan promosi apabila berada di outlet KR1M, disamping kesedaran yang rendah terhadap peranan dan tanggungjawab mereka sebagai pengguna dalam melindungi hak mereka dalam pasaran yang semakin kompleks. Dapatan kajian ini adalah berbeza dengan hasil kajian Naimah et al. (2008) yang menyimpulkan tingkah laku pembelian responden adalah baik ketika situasi kenaikan harga barangan iaitu responden dinyatakan telah membuat pembelian secara berhati-hati seperti sangat kerap melakukan pembelian mengikut keperluan dan dalam kuantiti yang diperlukan serta kurang membeli secara gerak hati. Kesimpulan dan Implikasi Kajian mengenai pola perbelanjaan dan tingkah laku pembelian dalam kalangan pembeli KR1M penting dilakukan bagi memahami dengan lebih jelas ciri kumpulan sasar. Hasil kajian dapat menjadi input kepada pemegang taruh seperti kerajaan dan juga pihak industri. Program KR1M didapati menepati matlamat kumpulan sasar apabila sebahagian besar responden didapati tergolong dalam kumpulan B40. Kajian menunjukkan produk 1MKR adalah pilihan utama berbanding dengan jenama lain dan kategori makanan merupakan barangan utama yang dibeli oleh responden. Dapatan ini menjelaskan bahawa produk 1MKR mendapat kepercayaan pengguna. Dapatan menunjukkan kebanyakan responden berkongsi maklumat KR1M dengan keluarga/rakan. Situasi ini menggambarkan bahawa ‘word of mouth’ memainkan peranan penting dalam mempengaruhi pengguna berpotensi dan kesetiaan pengguna sedia ada untuk berbelanja di KR1M, yang perlu diberikan perhatian oleh kerajaan dan operator pengendali KR1M/syarikat pengeluar yang terlibat. Responden yang berpuas hati dan berbangga dengan sesuatu produk dan jenama, secara sukarela akan bertindak sebagai ‘duta kecil’ kepada barangan tersebut yang perlu dimanfaatkan oleh kerajaan dan pemain industri.


Televisyen merupakan sumber utama pengguna mendapatkan maklumat, maka promosi dengan kerjasama syarikat pengendali KR1M perlu dipergiatkan lagi dengan memanfaatkan saluran televisyen nasional. Ini kerana suatu jenama yang sering dipromosikan dengan imej yang baik dapat meningkatkan keyakinan dan kesetiaan pengguna terhadap jenama berkenaan. Dapatan menunjukkan peratus tertinggi responden berbelanja melebihi RM200 sebulan di KR1M iaitu melibatkan hampir dua pertiga responden. Hal ini mungkin disebabkan faktor kuasa beli yang rendah dalam kalangan responden di mana hampir separuh responden mempunyai pendapatan bulanan individu kurang daripada RM1,500 sebulan. Hal ini menjadi cabaran kepada pihak kerajaan dan operator KR1M untuk meningkatkan bilangan pelanggan dan mengekalkan operasi perniagaan KR1M. Dalam hal ini, selain promosi kaedah pembelian secara konvesional perlu dipertingkatkan dengan meneroka kemudahan pembelian secara atas talian dengan usahasama iks/syarikat pengeluar. Dari perspektif kerajaan pula, keperluan untuk mengkaji semula kaedah pelaksanaan inisiatif KR1M dilihat sebagai sangat relevan, terutamanya bagi meningkatkan kebolehcapaian produk 1MKR kepada rakyat. Pada peringkat sebelum membeli, responden menunjukkan amalan perancangan perbelanjaan dan ini merupakan perkara yang bagus sebagai pengguna yang membuat perbandingan harga dan menyenaraikan barangan yang perlu dibeli agar pendapatan mencukupi hingga akhir bulan. Kesedaran pengguna untuk tidak meminjam wang daripada orang lain semata-mata untuk membeli barang yang diinginkan merupakan petanda positif yang dapat menghindari mereka daripada keberhutangan. Pada peringkat semasa membeli, walaupun separuh responden masih mengikuti senarai barangan yang disediakan dan membeli kerana keperluan, tetapi pembelian secara gerak hati masih dilakukan oleh kebanyakan responden, dengan kebanyakan mereka kadang-kadang atau tidak pernah memastikan pembelian mendapat pulangan nilai terbaik. Hal ini menunjukkan pembelian spontan dan gagal mengawal perbelanjaan adalah cabaran yang berlaku pada peringkat semasa membeli. Perkara ini perlu diberi perhatian oleh pengguna kerana kelemahan dalam mengawal perbelanjaan dan keinginan akan menjejaskan kecukupan pendapatan mereka dan menggagalkan perancangan kewangan keluarga. Pada peringkat selepas membeli, responden didapati membuat penilaian ke atas produk dan perkhidmatan di KR1M. Kurang separuh responden berkunjung ke KR1M kerana berpuas hati terhadap penggunaan dan penjimatan yang diperolehi di KR1M. Perlu juga diberi perhatian bahawa mereka jarang dapat memanfaatkan penjimatan yang diperoleh untuk membayar bil-bil perbelanjaan lain tepat masanya. Responden juga didapati


masih belum membudayakan perlindungan kendiri apabila kebanyakannya tidak menjadikan memeriksa resit, menyimpan resit untuk bukti aduan, memulangkan barangan yang rosak dan merekod perbelanjaan sebagai amalan dalam tingkah laku pembelian. Secara keseluruhannya, didapati kebanyakan responden berada pada tahap tingkah laku pembelian yang rendah. Sehubungan itu, usaha-usaha bersepadu perlu diteruskan oleh pihak kerajaan, agensi dan persatuan-persatuan pengguna ke arah meningkatkan kemahiran pengurusan kewangan di semua peringkat pengguna. Dari perspektif pengguna, kesedaran tentang kepentingan merancang dan mengawal perbelanjaan perlu dipertingkatkan bagi mengelak berlakunya ketidaksejahteraan kewangan keluarga dan menghindari masalah-masalah yang timbul berkaitan dengan ketidakcukupan wang. Pengguna juga perlu meningkatkan pengetahuan tentang hak dan kemahiran melaksanakan tanggung jawab mereka sebagai pengguna yang bijak. Program dan kempen berkala dan berterusan untuk membentuk pengguna yang berdaya upaya perlu diterapkan kepada pengguna muda dan dewasa dengan kerjasama pelbagai agensi kerajaan dan persatuan-persatuan pengguna. Jelas daripada kajian ini, usaha yang lebih konkrit perlu dilakukan bagi melonjakkan pengguna negara ini ke suatu aras yang mencerminkan sikap pengguna negara maju, iaitu komuniti pengguna berilmu dan berdaya upaya tinggi yang dapat melindungi diri menghadapi cabaran kepesatan pasaran. Rujukan Abd Rahman Roslan (2016). Tingkah laku membeli-belah di pasar raya besar asing: Kajian kes di Shah Alam, Selangor. Tesis Doktor Falsafah, Universiti Malaya. http://studentsrepo.um.edu.my/6452/1/ABD_RAHMAN_ROSLAN_-_HALAMAN_PRAKATA.pdf. Capaian pada 8 Mac 2017. Ajzen, I., Fishbein, M., Analysis, A.N., Consumer, O.F., To, I., Green, P., & Caroline, J. (2014). A Peer reviewed national journal consumer behaviour models : an overview. Journal of Experimental Social Psychology, 6(3), 466–487. https://doi.org/10.1016/0022-1031(70)90057-0. Capaian pada 9 Jun 2017. Bank Negara Malaysia. (2016a). Buletin Suku Tahunan Suku Kedua 2016. http://www.bnm.gov.my/files/publication/qb/2016/Q2/bm_p2.pdf. Capaian pada 28 Oktober 2016. Bank Negara Malaysia. (2016b). Laporan Tahunan Bank Negara Malaysia 2015. Rencana: Inflasi dan Kos Sara Hidup.


http://www.bnm.gov.my/files/publication/ar/bm/2015/cp01_003_rencana_updated.pdf. Capaian pada 10 Jun 2017. Bourne, R. (2014). Law Pay and the Cost of Living: A Supply-Side Approach. Institute of Economic Affairs. Chandra, T.A.P., Raihani, N., Zainol, B., Al-Mamun, A., & Permarupan, P.Y. (2014). Customer satisfaction towards KR1M products. Canadian Social Science, 10(1), 177–180. https://doi.org/10.3968/j.css.1923669720141001.4229. Fitriana, A. (2016). The influence analysis of Indomaret’s interior display on customer impulsive buying behavior at Indomaret Pontianak. Journal of Applied Intelligent System, 1(2), 90–102. Jariah Masud, Mohamad Fazli Sabri, & Sharifah Azizah Haron. (2013). Cabaran Pengguna Luar Bandar. Malaysia Negara Maju Realiti & Cabaran Pengguna. (Zumilah Z., Elistina A.B., & Nor Rashidah Z., Eds.). Serdang: MACFEA. Kementerian Perdagangan Dalam Negeri Koperasi Dan Kepenggunaan. (2017). Soalan-soalan Lazim Kedai Rakyat 1Malaysia (KR1M). http://www.kpdnkk.gov.my/index.php/my/kedai-rakyat-1-malaysia-kr1m. Capaian pada 5 April 2017 Leila, F. & Laily, P. (2011). Gender differences in financial well-being among college students. Australian Journal of Basic and Applies Sciences, 5(9), 1765–1776. Lembaga Penduduk dan Pembangunan Keluarga Negara. (2016). Laporan Penemuan Utama Kajian Penduduk dan Keluarga Malaysia Kelima (KPKM-5) 2014. Bahagian Kependudukan, Lembaga Penduduk dan Pembangunan Keluarga Negara. https://doi.org/10.1017/CBO9781107415324.004. Capaian pada 30 Oktober 2016. Lembaga Penduduk dan Pembangunan Keluarga Negara. (2017). Laporan Indeks Kesejahteraan Keluarga Malaysia 2016. Kuala Lumpur. Maisarah, A., Suhaila, A.K., & Nurhasyimah, Y. (2014). Determinants of consumer perception of KR1M product quality. Malaysian Journal of Consumer and Family Economics, 17, 29–44. Mohamad Fazli Sabri, & Nurul Farhana Zakaria. (2015). The influence of financial literacy, money attitude, financial strain and financial capability on


young employees’ financial well-being. Pertanika Journal of Social Sciences and Humanities, 23(4), 827–848. Mohd Alif Hafifi Fauzi. (2016). Consumers perception and purchase intention toward private label products of KR1M. Tesis Master, Universiti Teknologi Malaysia. https://www.researchgate.net/publication/294799593_Consumers%27_Perception_and_Purchase_Intention_Toward_Private_Label_Products_of_KR1M. Capaian pada 12 Jun 2016. Mohd Saifoul Zamzuri Noor, Jamal Ali, & Amir Hussin Baharuddin. (2014). Persepsi pengguna terhadap barangan keperluan berjenama 1Malaysia di KR1M. Prosiding PERKEM Ke-9, 689–703. Mumtazah, O., Husniyah, A.R., & Mariati, M.S. (2008). Tingkah laku berbelanja dalam kalangan remaja sekolah. Jurnal Pengguna Malaysia, 11, 40–53. Naimah, Mohd. S, Mumtazah, O., Laily, P., Nurizan, Y., & Fazli, M.S. (2008). Tingkah laku pembelian pengguna semasa kenaikan harga barangan di Malaysia. Jurnal Pengguna Malaysia, 10, 45–63. Naimah, Mohd.S., Syuhaily, O., Mumtazah, O., & Normaziah, Z. (2010). Pola perbelanjaan awal musim persekolahan. Jurnal Pengguna Malaysia, 15, 30–49. Noor Syaizwanna, S. Aini, M.S., Rumaya, J., & Afida Mastura, M. (2008). Faktor-faktor yang mempengaruhi persepsi ibu bapa tentang keselamatan permainan kanak-kanak. Jurnal Pengguna Malaysia, 11, 69–79. Norlaila Abu Bakar, Doris Padmini Selvaratnam, & Nor Aini Idris. (2013). Cabaran Pengurusan Kewangan Keluarga Menghadapi Kenaikan Harga Barang. Negara Maju Realiti & Cabaran Pengguna. (Zumilah Z., Elistina A.B., & Nor Rashidah Z., Eds.). Serdang: MACFEA. Oke, A.O., Kamolshotiros, P., & Popoola, O.Y. (2016). Consumer behavior towards decision making and loyalty to particular brands. International Review of Management and Marketing, 6(2007), 43–52. Prawitz, A.D., Garman, E.T., Sorhaindo, B., Neill, B.O., & Kim, J. (2006). Incharge financial distress / financial well-being scale: development, administration, and score interpretation. Financial Counseling and Planning, 17(301), 34–50.


Sazrinee Zainal Abidin, Raja Ahmad Azmeer Raja Ahmad Effendi, Rahinah Ibrahim, & Muhammad Zaffwan Idris. (2015). Consumer perception on brand and packaging quality : A case study of Kedai Rakyat 1 Malaysia. Proceedings of 4th Global Business and Finance Research Conference, (May), 1–11. Sinar Harian. (2015). KR1M bukan pilihan pengguna. http://www.sinarharian.com.my/edisi/utara/kr1m-bukan-pilihan-pengguna-1.352239. Capaian pada 4 April 2017. Siti Aisyah Panatik, Ishak Mad Shah, & Azizah Rajab. (2004). Kajian terhadap proses membuat keputusan dalam tingkah laku membeli di kalangan pengguna: Kajian kes di Johor Bahru. http://eprints.utm.my/2691/1/71897.pdf. Capaian pada 25 Jun 2017. Unit Perancang Ekonomi. (2015). Rancangan Malaysia Kesebelas, Kertas Strategi 2: Meningkatkan Taraf Isi Rumah B40 ke Arah Masyarakat Kelas Menengah. http://rmk11.epu.gov.my/pdf/kertas-strategi/Kertas Strategi 02.pdf. Capaian pada 30 Oktober 2016. Unit Perancang Ekonomi (EPU). (2013). Laporan Kesejahteraan Rakyat Malaysia 2013. http://www.epu.gov.my/sites/default/files/3Laporan.pdf. Capaian pada 29 April 2016. Utusan Malaysia. (2016). Stok kurang, tidak berkualiti? http://www.utusan.com.my/berita/wilayah/kl-putrajaya/stok-kurang-tidak-berkualiti-1.193731. Capaian pada 6 Julai 2017. Xiao, J.J., Tang, C., & Shim, S. (2009). Acting for happiness: financial behavior and life satisfaction of college students. Social Indicators Research, 92(1), 53–68. https://doi.org/10.1007/s11205-008-9288-6. Capaian pada 22 Oktober 2016.


CONSUMER PROTECTION IN THE AVIATION INDUSTRY IN MALAYSIA

Norhadizah Mohd Khalid1

Elistina Abu Bakar1 Norhasmah Sulaiman2

Mohamad Fazli Sabri1

1Department of Resource Management and Consumer Studies, 1Faculty of Human Ecology

2Department of Nutrition and Dietetics, Faculty of Medicine and Health Sciences

Universiti Putra Malaysia

Introduction The aviation industry is one of the most essential transportation networks for consumers by connecting passengers and carrying goods by air all over the world. An airport plays the role as a connector and service provider to airlines and aviation consumers in the aviation industry. The word aviation was taken from Latin word ‘avis’ means bird in coordinate with all that deals with flying in the air. The airport functions as a service provider for airport consumers numbering up to 99,800 passengers per week in ground handling, cargo handling, inflight catering, aircraft maintenance and air freight services. Ground handling services includes handling passengers in check-in services, special care services for disabled passengers, passengers boarding bridge and baggage services. The cargo handling services are in charge of handling 3,600 tons of cargo per week including import, export, transfer, express, break bulk, HALAL cargo and special cargo. Besides that, airports also provide services in terms of safety by doing aircraft maintenance of up to 400 flights per week. Other than that, airports also provides air freight services of delivering cargo up to the maximum capacity of 18.5 tons of cargo to various destinations (KL Airport Services, 2017). Air services by airports also enable global marketing of goods and services, providing a competitive transportation medium, especially for time-sensitive products and trade with distant markets. Over 80% of businesses reported that air services are important for their impact on sales, with almost 60% considering them either vital or very important and reported that on average, 25% of all sales are dependent on air services (Air Transport Action Group,


2014). Around 8.6 million passengers, $17.5 billion of goods carried and 99,700 flights operated every day were conducted through air transportation globally (ATAG, 2014). Air transportation in Malaysia has recorded 81,577,190 passengers, an increment of 19%, and 940,774,595 kg cargo which is an increase of 5.7%, and 775,854 flights, an increment of 17.8% (Ministry of Transport, 2014) as compared to the year 2012. The amount of passengers, goods carried and flights operated are forecast to increase throughout the years. Airport operations growth in the first 6 months of 2015 was driven primarily by non-aeronautical revenue, which has improved by 9.3% to RM613.5 million. This improvement was due to the increase in rental and retail revenue of 15.1% and 4.3% respectively. Aeronautical revenue increased by 3.8% to RM681.0 million in 2015, driven by higher aircraft movements and lower airline incentives compared to the previous corresponding period. Passenger movements at MAHB’s 39 airports in Malaysia stood at 41.3 million passengers with domestic passenger movements growing by 1.8% to 21.7 million passengers while international passengers movement have fallen by 1.9% to 19.6 million passengers (MAHB News, 2015). Airports also play a role in humanitarian assistance to countries facing disasters, famine and war, through cargo deliveries, refugee transfers or the evacuation/shelter of people trapped by disasters. Humanitarian assistance in such circumstances can only be delivered rapidly to those in need through the use of airports and air services. In certain circumstances when even the airports are damaged, ‘air drops’ are among the first response by aid agencies to stem a humanitarian crisis. Airport services will be interrupted if hazards happen in the airport terminal, such as fire hazards and terrorism with millions of passengers stranded at the airports, affected cargoes, medicine and aids couldn’t be delivered and consequently result in a drop of economic losses to the country. Airport Management Malaysia has two types of airports; controlled airports and uncontrolled airports. A controlled airport has control tower operated by air traffic controller (ATC) and the uncontrolled airport does not have any operating control tower. In the controlled airport, air traffic control is responsible for the safety and orderly flow of air traffic at the airports. Pilots operating in controlled airports are required to maintain two-way communication with air controllers and adhere and accede to their instructions. The communication used by uncontrolled airports is by selection of correct common frequencies such as Common Traffic Advisory Frequency (CTAF), which is used to carry out the airport advisory practices. Airport types also can be subdivided into


three categories; private airports, military airports and civil airports. The military airports are operated by the military air force while civil airports are used for general public whereas private airports are used for private use only and are not open to the general public. Besides airports, there is another term for short takeoff and landing airport, which is called STOLport. STOLports are defined by the International Civil Aviation Organization (ICAO) as unique airports designed to have an exceptional short runway for small airplanes and small propeller aircrafts to land and takeoff. It normally has a short single runway in length less than 5,000 feet (1,524m). Usually the STOLport was built to connect remote areas, islands and tourism places that have no other modes of transportation and to shorten the travel time. Throughout Malaysia, there are 13 military airports and 58 civil airports consisting of 36 airports located in East Malaysia (Sabah and Sarawak) and 22 airports located in Peninsula Malaysia. Malaysia has four international airports located in Peninsula Malaysia which are the Langkawi International Airport, Penang International Airport, Senai International Airport and Kuala Lumpur International Airport. The other two international airports are Kota Kinabalu International Airport and Kuching International Airport which are located in East Malaysia. Kuala Lumpur International Airports (KLIA) is the main airport functioning as the aviation hub for Malaysia Airlines, AirAsia, Firefly and AirAsia X. After Malaysia’s independence in 1957, airports in Malaysia were fully managed by the Department of Civil Aviation (DCA). Since 1991, the management of Malaysian airports was separated by decision of the Malaysian Parliament, into two different responsibilities. The Department of Civil Aviation (DCA) remains as the regulatory body for airports and the aviation industry in Malaysia while Malaysian Airports Holdings Berhad (MAHB) as a new entity responsible for the management, operation and maintenance of the airports. Malaysia Airports Holdings Berhad (MAHB) has been granted a license by the Minister of Transport Malaysia as the sole airport operator. Most of the civil airports are managed by Malaysian Airport Holding Sdn. Bhd. which operates 39 airports in Malaysia including 5 international, 16 domestic and 18 short take-off and landing ports (STOLport) (Malaysia Airports, 2015), except for Senai International Airport. The Senai International Airport is no longer managed by Malaysia Airports Holdings Berhad (MAHB) since 2003. Senai Airport Terminal Services Sdn. Bhd. has taken over the management of the airport since then. Most of the airports in Malaysia are civil airports and military airports except for Kerteh Airprt which is owned and operated by Petroleum. The Ministry of Transport (MOT) is responsible for industrial policy-making and spearheading bilateral or multilateral negotiations on traffic rights from


government-to-government discussions, while the DCA is to regulate technical and safety matters for Malaysia’s civil aviation industry. The Department of Civil Aviation (DCA) is divided into three sectors and seven divisions, which are the Airworthiness Sector, Air Traffic Management Sector and Flight Operations Sector. The other seven divisions are Airport Standards, Air Transport, Air Traffic Inspectorate, Aviation Security, Malaysia Aviation Academy, Management Services and including Legal Advisory. The Department of Civil Aviation have to comply with the acts and regulation stipulated by the ICAO, IATA and the Malaysian aviation regulations, the Malaysia Civil Aviation Regulations 1996, Civil Aviation Act 1969 and Aviation Offences Act 1984 (DCA, 2015). Establishment of the Malaysian Aviation Commission (MAVCOM) The issue of protecting consumers’ interests has attracted increasing attention. Due to that, the Malaysian Aviation Commission (MAVCOM) was initiated under the Malaysian Aviation Commission Act 2015 on 1 March 2016. The role of MAVCOM is different from the Ministry of Transport (MOT) and the Department of Civil Aviation (DCA) as in Figure 1.

Figure 1: The role of Ministry of Transport (MOT), Department of Civil

Aviation (DCA) and Malaysian Aviation Commission (MAVCOM) Source: MAVCOM retrieved from http://www.mavcom.my/en/who-we-are

The objective of MAVCOM’s establishment is to commercially promote the civil aviation industry through consumer-oriented mechanisms and ensure a resilient civil aviation industry which in turn supports the nation’s economic growth. Besides that, MAVCOM acts as an independent entity to regulate economic and commercial matters related to civil aviation in Malaysia (MAVCOM, 2017a). Hence, the main objective of MAVCOM is to protect aviation consumer rights and interests. Previously, Malaysian passengers who travelled by air had no specific agency to protect their rights. Two important


features of consumer protection are (1) the regulation of Malaysian Aviation Consumer Protection Code (MACPC) and (2) consumer redress mechanism provided by MAVCOM. Malaysian Aviation Consumer Protection Code (MACPC) Among the main role of MAVCOM is to promote the Malaysian Aviation Consumer Protection Code (MACPC) to aviation consumers by setting up a specific consumer section on the MAVCOM website. The Malaysian Government has chosen to specifically regulate airline service standards by introducing the Malaysian Aviation Consumer Protection Code 2016 (“Code”) under the Malaysian Aviation Commission Act 2015, and removing it from the scope of the Consumer Protection Act 1999. The Code is the first in Malaysia’s aviation industry which came into effect on 1 July 2016. The aim of the Code is to afflict a right balance between the protection of aviation consumer and aviation industry competitiveness. Aviation consumers are protected under the national law when they travel by air whether in and from Malaysia through the Malaysian Aviation Consumer Protection Code 2016 (MACPC). Consumer protection laws have been in place globally and complied by Britain, Australia and Ireland. It was adapted from the Montreal Convention 1999 as international guidelines and from the Core Principles on Consumer Protection in the International Civil Aviation Organization (ICAO)’s (Malaysian Aviation Commission, 2017b) with vast engagement of relevant stakeholders which considers consumers as the main priority. According to Malaysian Aviation Commission (MAVCOM), all aviation service providers of any airline operating in Malaysia and all airports are required by law to comply with the Malaysian Aviation Consumer Protection Code 2016. The MACPC consists of six Parts, whereby the core provisions are contained in Parts II to Parts IV. Part II consists of the minimum service levels and the standards of performance for airlines and aerodrome operators. Part III consists of passengers’ rights and Part IV deal with consumer complaints. Minimum service levels and standards are applied in the MACPC for airlines and airports to meet and fulfill the aviation consumers’ requirements in handling complaints and providing compensation, for instance, the airlines and airports are given 30 days to rectify the consumer complaints. Additionally, the protection of consumer rights include compensation and care for flight delays of two hours or more with specific protection. For instance, consumers are entitled to meals, limited phone calls and Internet access for flight delays of above two hours and also hotel accommodation if necessary and transport between the airport and hotel for delays above five hours, flight cancellations and lost or damaged luggage. The MACPC also provides for more transparency and clearer guidance on consumer rights and how to exercise these rights when it relates to flight


changes, pricing, baggage and various other matters (MAVCOM, 2017a). MAVCOM provides video and details on aviation consumers’ right on how to file complaints, FAQ and contact details of airlines and airports. The video is available in English and Malay languages which also contain the aviation consumers’ right in flight delay, cancellation, denied boarding and mishandled baggage and also display “tv info” of the KLIA Express and KLIA Transit rail link. Besides that, MAVCOM also publicizes aviation consumer protection through various media, for instance with Bernama TV, conducts consumer education and awareness programs, provides information in Malaysia Airport Sdn. Bhd’s airport magazine of. ‘Convergence’, distributes consumer rights pamphlets at MATTA Fairs and places notices at all check-in counters at airports in Malaysia. MAVCOM has involved many aviation players in their programs and has engaged with various consumer associations in Malaysia to solve the aviation consumer complaints and issues raised by the associations. Consumer redress mechanism Previously, all aviation consumer complaints or disputes were channeled to the Tribunal for Consumer Claim and various consumer associations’ complaint handling channels but now there is only one redress mechanism in handling aviation related claims. MAVCOM has set up a system to handle consumer complaints called the Consumer Management System. The system came into effect on 5 May 2016 to ease the implementation of the MACPC. Firstly, the aviation consumer complaints has to go to the airlines or airports and if the resolution offered by the airline or airports are dissatisfied by consumers, then the consumer can lodge complaints through an online Complaints Management System by filling an e-Form in the MAVCOM website (MAVCOM, 2017b). Other alternative ways to complaint are through emails, telephone calls or walk-in to the office managed by MAVCOM. All the complaints will be investigated by MAVCOM, thus assisting consumers and aviation service providers to solve the disputes. A total of 1,639 complaints were received from March 2016 to February 2017 where 1,632 were complaints concerning airlines and 7 complaints were about the services of airports in KLIA, KLIA2, Alor Setar and Kota Bahru (MAVCOM, 2017a). Among the most common consumer complaints were issues concerning refund, flight delays and cancellations, lost baggage and additional charges on their tickets (Figure 2). More than half of the complaints were regarding refund. This is consistent with a regulation set by Malaysia Aviation Commissioner (MAVCOM) on Passenger Service Charges (PSC) or “airport tax” and have been implemented at all airports in Malaysia. The PSC became an issue in the Malaysian aviation industry


especially for passengers. The PSC charges increased for domestic flights, flights to ASEAN countries and international flight for air travelers. Passengers should check their airlines tickets where the information of total cost of a flight, including all government and airline taxes including PSC and fees should be disclosed, according to the MACPC. The PSC will be fully refunded if the passengers did not travel on the flight upon the ticket they purchased. Out of 1,639 complaints lodged, MAVCOM has managed to solve 95% of the aviation consumer complaints registered with MAVCOM since its establishment (MAVCOM, 2017a). This shows a great effort played by MAVCOM.

Figure 2: Consumer complaints by category from March 2016 to February 2017

Source: MAVCOM Consumer Report March 2016 to February 2017. Retrieved from http://www.mavcom.my/wp-content/uploads/2017/04/170418-MAVCOM-Consumer-

Report-March-2016-February-2017.pdf While complaints related to airports were about poor customer service and complaint handling as well as facilities at the airport (MAVCOM, 2017a) as demonstrated in Table 1. The number is small and therefore shows that the consumers are satisfied with the services provided by the airport providers as compared to the airlines.


Table 1: Consumer Complaints by Airport and Category from March 2016 to February 2017

Source: MAVCOM Consumer Report March 2016 to February 2017- Retrieved form http://www.mavcom.my/wp-content/uploads/2017/04/170418-MAVCOM-Consumer-

Report-March-2016-February-2017.pdf

Future Challenges of Airport and Aviation Consumers Airports operation is most challenging in terms of the increasing number of air travel passengers. According to International Air Transport Association’s (IATA) press release, the Association expected a double increase to the 3.8 million air passengers in 2016 for the incoming 20 years forecast, based on a 3.7% annual Compound Average Growth Rate (CAGR) (International Air Transport Association, 2016). Demand for air travel will also increase according to the rate. Thus, it gives a positive impact on the Gross Domestic Product (GDP) and the local economy. Besides that, airports’ services tax to airlines will increase. With the increase of visitors, airport users, economic activity, employment and consumer behaviour changes will result in high impact on the standard level of airport services. The airport will struggle to cope with demand and pressured into upgrading airport infrastructure such as runways, terminals, security, baggage systems, air traffic control, and other elements need to be expanded due to the growing of passengers and aircrafts (Hoppe, 2011). The airlines have to impose a new surcharge or increase the existing fares, due to airport service tax and high cost of fuel petrol. The surcharge for checked baggage, changing reservation and making reservations at the counter services are charged to passengers. In the end, the passengers are the victims of the surcharges in the event of oversales, flight cancellations, and delays. Besides that, aviation consumers have difficulty in accessing accurate and adequate information when selecting flights which does not reveal the total cost of a flight, including all government and airline taxes and fees, and late response to customer complaints. Airport safety and security are vital to keep the aviation consumers safe in the vicinity of the airport. It is to ensure the passengers are safe when they board the flight and during their waiting time, when there is a possibility of


terrorism criminal attack, or fire hazard at the airport terminal. The airport management is required to comply with the safety standard of the Safety, Health and Environment Management System (SHEMS) and Aerodrome Safety Management System (ASMS) (Malaysia Airports, n.d). Security queues have also been an issue for passenger safety because long waits can cause unfavourable incidents such as the criminal attack on King Jong-nam, half-brother of North Korean leader Kim Jong-un, whilst undergoing the security queue at KLIA2 on 13 February 2017 (Zolkepli, 2017). Apart from that, in this century, climate change has a high impact on airports and aviation consumers. According to the Intergovernmental Panel of Climate Change (IPCC), climate changes are caused by human activities of releasing the greenhouse gas to the atmosphere. The phenomena expected to occur due to climate change are sea-level rise, temperature increases, increase in extreme weather and storms and changes of precipitation and induced flash flood or flood. The impact of climate change to airports is coming from the global sea-level rise, where the IPCC (2007) projected the rise of sea-level to be between 0.2 to 0.5 meters by the year 2100. The combination of sea-level rise and increase of storms can build up frequent storm surges and flooding especially in coastal areas. For example, the incident of extreme rainfall has occurred at Don Muang Airport, Bangkok in October 2011 and it may happen to other airports. On July 18, 2016, the Penang International Airport, located at a coastal area, was flooded because of a two-hour rainstorm and resulted in the delay of 10 inbound flights and four departing flights (Phuah, 2016). This incident can cause disruption to airport operations, flight suspensions, stranded passengers and evacuation to high ground. Besides that, climate change can give a high impact of rising temperature. Consequently, the aircraft lift will be reduced and need longer time for take-off. As a result, the aircraft will need a longer runway and a longer time for take-off, which will in turn impact on the noise by the aircraft and emits air pollutions. Pollutions from aircraft noise may cause health problem to consumers and passengers, sleep disturbance to the airport communities and also might increase blood pressure and heart rate (Vallet et al., 1983). Night time aircraft noise may cause vulnerability on endothelial dysfunction can significant increases in circulating adrenaline levels, decrease in sleep quality, increase in systolic blood pressure and release stress hormone (Schmidt et al., 2013). A study by Eriksson et al. (2010) examined the effects of aircraft noise on hypertension in a population of over 4000 adults whose accommodations are close to the Stockholm Arlanda airport, and found that there is an increased risk in aircraft-noise causing hypertension. Greiser et al. (2011) research finding also indicated that there is an increased risk of cardiovascular diseases due to the impact of aircraft noise. Similarly, the Cologne-Bonn airport study shows that there was an increase in the amount


of cardiac medication with increasing of aircraft noise. While Perron et al. (2012) research shows the effect of aircraft noise in causing sleep disturbance. Therefore, all the studies showed a link between aircraft noise with sleep disturbances such as awakenings, decreased slow wave sleep time or the use of sleep medication, to blood pressure and hypertension. Therefore, it is common to find airports where night operations have been banned or restricted such as Zurich Airport’s general ban on night operations from 11.30pm to 6.00am, and Frankfurt Airport from 11.00pm to 5.00am (Zurich Airport, n.d). Another technique is to charge higher fares for noisier planes with the aims to reduce the aircrafts noise. Airport and aircraft emissions produce air contaminants such as NOx (nitrpgen oxides), HC (hydrocarbon) and fine particulate matter (PM). Aircrafts disseminate air contaminants through travel at great distance at difference level of altitude while airports disseminate them through airport ground activities, thus giving impact to the local, regional and global air quality (ICAO, 2011). These contaminant emissions can cause environmental issues at ground level such as to the ozone (O3), acid rain, climate change, global warming and human health. Research on health impact has been done by Environmental Protection Agency (EPA) and medical research organization and found that PM is responsible for the majority of health risks resulting from aviation emissions and might impact the ozone as well. Primary particulate matter, which emit directly into the air, and secondary PM which interact with physical and chemical process in the atmosphere, can further travel thousands of miles and remain in the atmosphere for days to weeks (World Health Organization, 2006). The PM can also produce low visibility due to haze when fine particulates absorb and reflect light in the atmosphere. PM with a size of less than 2.5 micrometres can cause health impact to the respiratory system by traveling into the human lungs and bloodstream, resulting in cardiovascular effects and affecting neurological systems (Froines, 2006). People exposed to PM could be at risk of serious heart or lung diseases and are sensitive to it (Federal Aviation Administration, 2015). Malaysia should also learn a lesson from the tragedy of September 11, 2001 in which it showed that the issue of safety and security is vital. The terrorists hijacked and took over four airplanes in the United States. Two of the planes crashed into the World Trade Center in New York City and the third plane was flown into the Pentagon, near Washington, D.C. Airlines security in the United States is the responsibility of the Federal Aviation Administration (FAA) and airlines. This incident happened because the airline failed to enforce their own existing security regulations in seizing the box cutter from the passenger at the security screener. The airlines' trade groups issued a manual listing for screener items which passengers could not carry past


airport checkpoints and have to comply with FAA regulations (Salant, 2002). However the FAA rules did not bar passengers from bringing any objects on planes unless the passengers carry blades of more than four inches long. The rules contradict between airlines security regulations and FAA security regulations, where both are responsible on security regulations. The FAA should be stricter with the screening standard for airlines to be complied with. As a result, the responsibility of airlines security was taken away from both FAA and the airlines, and later be replaced with Transportation Security Administration. All these challenges pose lots of problems to consumers. More comprehensive law is important to address these issues and it requires full co-operation from all parties. The problems become more complex especially when it involves airlines from different countries all over the world. With the co-operation of MOT, DCA and MAVCOM, it is hoped that the abovementioned consumers’ problems can be solved. Conclusions Aviation consumers’ protection in Malaysia is carried out in a variety of ways which include the formulation, implementation and enforcement of new legislation as well as to conduct educational programs collaborated with aviation stakeholders and consumer organizations. The provisions of the MACPC is welcomed by Malaysian aviation consumers to protect aviation consumer rights and interests and are in line with the aviation consumers protection principles formulated by the International Air Transport Association (IATA). The IATA principles include that the regulations should be clear; passengers are always kept informed; procedures of handling complaint are efficient and established; and lastly, a passenger’s entitlements are to be proportional in a situation of service breakdown. It is a myriad challenges to MAVCOM to implement new legislations, programs and initiatives and enforcement by MACPC and to keep pace with consumer demands. Airports and airlines should give top priority in providing excellent customer service by knowing how to keep pace with consumer demands due to their behavioural changes. Besides MAVCOM, airports and airlines have to be efficient in handling consumer complaints, respond quickly to queries about services and others that concern them, and thus properly address the matters by using the latest technology, especially in matters relating to environmental and security challenges. Consumer protection law and regulations are essential to ensure good interaction between aviation service providers and aviation consumers so that the rights of consumers are unprejudiced. The existing redress mechanism channel is welcomed to settle consumers’ dispute effectively. Aviation


consumers on the other hand should be aware of and understand their rights and protection which are available in the industry. The services rendered should satisfy the quality expected by consumers, protect consumers’ life and property against any danger, hazard or difficulty occurring due to the failure. Safety information should be properly and adequately relayed to consumers through mass media communications, information counter, announcements and electronic media. The effort in creating resilient aviation consumers who are able to protect themselves by knowing their rights is essential and should be on-going. A mechanism to address more challenges and issues in the future regarding airports need to be sought. References Air Transport Action Group. (2014). Aviation benefits beyond borders. Geneva, Switzerland: Author. Retrieved from https://aviationbenefits.org/media/26786/ATAG__AviationBenefits2014_FULL_LowRes.pdf Department Civil Aviaiton (2015). Sector divisions: regulations. Retrieved 1 August 2017, from http://www.dca.gov.my/sectors-divisions/legal-advisor/ Eriksson, C., Bluhm, G. et al. (2010) Aircraft noise and incidence of hypertension – gender specific effects. Environmental Research, 110, 764–772. Federal Aviation Administration. (2015). Aviation Emissions, Impacts and Mitigation: A Primer. Retrieved from https://www.faa.gov/regulations_policies/policy_guidance/envir_policy/media/Primer_Jan2015.pdf Froines, J.R. (2006). Ultrafine Particle Health Effects. Southern California Particle Center, California. Retrieved from http://www.aqmd.gov/docs/default-source/technology-research/ultrafine-particles-conference/preconference_2_froines.pdf?sfvrsn=2 Greiser, E., Greiser, C., & Jahnsen, K. (2011). Risk increase of cardiovascular diseases and impact of aircraft noise – the Cologne-Bonn Airport Study. ICBEN, London. Hoppe, E.A. (2011). Ethical Issues in Aviation, New York, USA: Routledge. Intergovernmental Panel of Climate Change (2007). Climate Change 2007: The Physical Science Basis. (eds.). Working Group 1 Contribution to the Fourth Assessment Report of the Intergovernmental Panel on Climate


Change (IPCC). Technical Summary and Chapter 10 (Global Climate Projections) International Civil Aviation Organization (2011). Airport Air Quality Manual. Quebec, Canada: Author. Retrieved from https://www.icao.int/environmental-protection/Documents/Publications/FINAL.Doc%209889.1st%20Edition.alltext.en.pdf International Air Transport Association. (2016). IATA Forecasts Passenger Demand to Double Over 20 Years. Retrieved from http://www.iata.org/pressroom/pr/Pages/2016-10-18-02.aspx KL Airport Services (2017). PosAviation: Cargo Handling. Retrieved 1 August 2017, from http://www.posaviation.com.my/services/cargo-handling Malaysia Airports (n.d). Safety, Health and Environmental Policy. Retrieved from http://www.malaysiaairports.com.my/?m=corp_info&c=brand&id=47 Malaysia Airports. (2015). Connecting you seamlessly to the world. Annual Report 2015.Selangor, Malaysia: Author. Malaysia Airports News (2015). MAHB achived 83.9% EBITDA growth on the back of RM1,816.1 Million in Revenue. Retrieved 1 August 2017, from http://www.malaysiaairports.com.my/?m=media_centre&c=news&id=497 Malaysian Aviation Commission. (2017a). Consumer Report March 2016 to February 2017. Kuala Lumpur, Malaysia: Author. Malaysian Aviation Commission. (2017b). Malaysian Aviation Consumer Protection Code introduced for consumers in Malaysia. Retrieved 6 July 2017, from https://www.mavcom.my/en/2016/07/18/malaysian-aviation-consumer-protection-code-introduced-consumers-malaysia Ministry of Transport (2014). Statistik Pengangkutan Malaysia 2013. Putrajaya, Malaysia: Author. Retrieved from http://www.mot.gov.my/my/Statistik%20Tahunan%20Pengangkutan/Statistik%20Pengangkutan%20Malaysia%202013.pdf Perron, S., Tétreault, L-F., & King, N. (2012). Review of the effect of aircraft noise on sleep disturbance in adults. Noise Health, 14, 58-67. Phuah, K.L. (2016, July 18). Fourteen flights delayed as Penang Airport hit by rainstorm. The New Straits Times. Retrieved form


https://www.nst.com.my/news/2016/07/159215/fourteen-flights-delayed-penang-airport-hit-rainstorm Salant, J.D. (2002, November 11). The Airline Industry and Self-regulation: Pre-9/11 Rules Barred Box Cutters. The Associated Press. Retrieved from http://archives.californiaaviation.org/airport/msg31262.html Schmidt, F.P., Basner, M., Kro¨ger, G., Weck, S., Schnorbus, B., Muttray, A., Sariyar, M., Binder, H., Gori, T., Warnholtz, A., & Mu¨nzel, T. (2013). Effect of nighttime aircraft noise exposure on endothelial function and stress hormone release in healthy adults. European Heart Journal. doi:10.1093/eurheartj/eht269 Vallet M., Gagneux J., Clairet J.M. et al. (1983). Heart rate reactivity to aircraft noise after a long-term exposure. In: Rossi G (ed) Noise as a Public Health Problem. Milan: Centro Recherche e Studio Amplifon, 965–75 World Health Organization (2006). Health Risks of Particulate Matter From Long-Range Transboundary Air Pollution. Retrieved from http://www.euro.who.int/__data/assets/pdf_file/0006/78657/E88189.pdf Zurich Airport (n.d). Night flight ban. Retrieved from https://www.zurich-airport.com/the-company/media/current-topics/night-flight-ban Zolkepli, F. (2017, February 14). Police confirm kim jong-nam killed at KLIA. The Star. Retrieved from http://www.thestar.com.my/news/nation/2017/02/14/police-confirm-kim-jong-nam-killed-at-klia/.


CONSUMER ONLINE ENGAGEMENT IN AIRLINE AND HOSPITALITY SERVICES

Leong Mei Kei

Syuhaily Osman Department of Resource Management and Consumer Studies

Faculty of Human Ecology Universiti Putra Malaysia

Introduction Growth of airline and hospitality services demand had resulted in a tremendous increase in the number of airline and hospitality services. Consumers are travelling all around the world for vacations, business trips or visiting relatives. Many consumers prefer airline services due to the time taken can be shortened compared to other transportations. Such as cars, trains and ferry. In relation, hospitality services including budget hotels, hotels and motels provide a place to stay for consumers during their travel period. A great variety of airlines and hospitality services companies provides a lot of choices to consumers. A large range of choices for airlines and hotels are beneficial to consumers because they are able to choose the best deal offered by the companies. For instance, a price conscious consumer would prefer to travel with the low cost budget airline company Air Asia due to the low prices offered. In contrast, a person who prefers services over price would prefer to stay in a higher end hotels such as the Hilton hotel. However, too many choices of companies may also confuse consumers because they do not know which company has the best deal and is most suitable for them. Therefore, building consumer online engagement is essential. Engaged consumers usually do not feel the dilemma in making decisions because they will minimize their alternatives and reduce confusion in choosing the most suitable services (Kasper, Bloemer, & Driessen, 2010). Furthermore, fully engaged consumers also tend to change less and inculcate a strong connection with the services company (Singh, Kumar, & Singh, 2010). Consumer engagement can be built either from an offline or online environment. However, the way of communicating is different (Greve, 2014). According to Greve (2014), offline engagement is a nature of engagement and one way communication which includes feedback from friends, and spreading of word of mouth. In contrast, online engagement communicates with people in many different ways. It provides individuals the favourable


occasions to engage with the company through online social media but not limited to forum discussion and interaction (Mokoena, 2013). Online engagement between service companies and consumers has been made possible due to the emergence of social media. The social media had connected the people from all over the world. According to Baruah (2012), the exposure of social media can connect people more effectively than conventional media sources such as through television, radio and newspapers. Through social media, the connection of the consumers towards the service company will form engagements, where consumer online engagement are established eventually. Cultivating consumer online engagement enables the consumers to feel secure and confident on their choice of company. Furthermore, engaged consumers can also reduce risk as they had already engaged and experienced the services provided. Nonetheless, there are a few dimensions in consumer online engagement which are affective engagement, behaviour engagement, and cognitive engagement. The consumers may engage with the airline or hospitality services differently according to the dimensions. Therefore, this research aims to examine the level of consumer online engagement towards the airline and hospitality services company. Literature Review Consumer engagement is defined as the consumer’s personal connection to a brand manifestation from the affective, behavioural and cognitive responses beyond the purchasing behaviour (So, King, Sparks, & Wang, 2016). However, consumer online engagement refers to the consumer’s personal connection with the company through online social media such as blogs, Facebook, Twitter and etc. Due to the growth in popularity of social media usage, consumer engagement can be done online. Consumer online engagement is far more effective than offline engagement. Online engagement consumers are able to have an interaction with the company. Consumer online engagement is contained of a few domains namely affective engagement, cognitive engagement (Mollen & Wilson. 2010), and behaviour engagement (Sprott, Czellar, & Spangenberg, 2010) to have a comprehensive understanding on consumer online engagement constructs. Previous researchers such as Sprott et al. (2009) and van Doorn, Lemon, Mittal, Nass, Pick, Pimer, and Verhoef (2010) believe that consumer engagement consist of behaviour domains while others (Brodie, Hollebeek, Juric, & Ilic, 2011) believe that there are more than one domain in consumer engagement. Therefore, to enhance the understanding of consumer online engagement, three domains are included. In this research, affective engagement refers to


the level of emotional endurance which the consumers experienced (Calder, Isaac, & Malhouse, 2013), behaviour engagement refers to the motivational driver that stimulates the action beyond purchase (Marketing Science Institute, 2010) and cognitive engagement refers as consumers’ active mental states experienced with the company (Hollebeek, 2013). Creating a connection between the consumers and the company is beneficial for both groups. In a published research done by Habibi, Laroche, and Richard (2014) regarding brand community engagement in social media context, had discovered that community engagement will amplify the consumer trust towards the brand. Meanwhile, prior to a consumer to engage, the consumer is required to be aware of the company and being involved with the company beforehand (Thongthip & Jaroenwanit, 2016). Thus, once the engagement is built between both the parties, trust between them will also grow stronger and eventually reduce the perceived risk and the process of decision making. Prahald (2004) believed that the connection between consumer and the company will increase the transparency of information and enhance the co-creation value. Consumers can understand the company and have a bond of a two-way communication which is the co-creation of value rather than one-way communication, such as distributing brochures and television advertising. The co-creation value is created by both of the company and the consumers where the company is able to retain the consumers based on the consumers’ reviews, feedbacks or complaints. Therefore, building consumer online engagement is essential to both parties as engaged consumers are less prone to fraud and have a reduced perceived risk while the marketers can retain the consumers. In view of the importance of examining the consumer online engagement, the level of consumer online engagement among Malaysians is also paramount. Measuring the level of consumer online engagement can enable the researcher to be aware of the current degree of consumers’ connection towards the airline and hospitality company. Even though there are a few researches conducted regarding the level of consumer online engagement, none has empirically tested consumer online engagement in airline and hospitality services sector. For instance, a published literature review paper summarized by Hollebeek (2011) had discussed on the level of customer brand engagement but the research had not been tested empirically. Similarly, Malthouse, Haelein, Skiera, Wege, and Zhang (2013) had discussed the level of customer engagement through reviewing previous researches. Hence, this research attempts to close the gap by measuring the level of consumer online engagement in airline and hospitality services empirically.


Methodology The data was collected among social media users and consumers who had experience in travelling with an airline or staying in a hotel prior to the survey. This research used the online survey platform, Survey Monkey, to distribute the questionnaires because this research targets the consumers who are active in social media. A sample of 390 respondents was collected by using convenience sampling method to acquire as many responses as possible. The data were collected by using online self-administrative questionnaire. There are three sections in the questionnaires which include demographic characteristics of respondents, pattern of social media usage and the last section is consumer online engagement. The section of consumer online engagement were adapted from Cheung, Lee, and Jin (2011) which consists of three subsections of affective engagement, behaviour engagement and cognitive engagement. The questionnaires were measured by using a 5-point Likert scale ranging from 1-Strongly Disagree to 5- Strongly Agree. The data were analysed by using Statistical Package for Social Sciences (SPSS) software to generate the tables of demographic characteristics of respondents, social media usage pattern and level of consumer online engagement. Result and Findings Demographic characteristic of respondents The demographic characteristics of respondents were presented in Table 1. Among the 390 participants, slightly more than one-third of the respondents (67.7%) were female and 32.3 percent were male. The big differences between female and male respondents may likely be due to the uncontrollable proportion among the respondents. In terms of age, the distribution of respondents were almost similar with 50.5 percent of respondents ranged from 18-35 year old and 49.5 percent of respondents were between 36-51 year old. Race distribution of the respondents detailed that more than half of the respondents (58.7%) were Malay and followed by 33.1 percent of Chinese and 5.9 percent of Indian. In terms of marital status, slightly more than half of the respondents (54.1%) were single and 44.9 percent were married. According to the income group, 32.3 percent of the respondents were earning RM1501-RM3000 every month followed by slightly more than a quarter (29.5%) of the respondents was earning less than RM1500 and 20.8 percent of the respondents were earning more than RM5001 monthly. The remaining (17.4%) were those who earn RM3001-RM5000 every month.


Social media usage pattern The respondents were asked several questions including the frequency of social media usage and average time spent on social media daily and the purposes of following the social media of the airline or hospitality services company. Based on Table 1, a majority of the respondents (96.9%) used social media everyday and a small portion of 3.1 percent of the respondents does not use social media daily. This result is in line with the research done by Hamad, Embi, and Abu Hassan (2012). The authors believe that Malaysian young adults are increasingly spending more time on social media comparing. Furthermore, in a published research carried out by Samsudin (2009) had also discovered that most of the Malaysian respondents are using social media everyday. On the other hand, approximately three quarters of the respondents (78.5%) spend more than one hour on social media in a day, and the remaining of 21.5 percent of the respondents spend an average of one hour or less on social media in a day. Meanwhile, a majority of the respondents (84.6%) follow the airline hospitality services company to gain promotional updates while vaguely more than half of the respondents (51.0%) to get informed of the latest news. However, 14.9 percent of the respondents would like to participate in the contest held by the company, while 10.5 percent and 9.7 percent liked to comment on post trip experiences and share opinions. This shows that, most of the respondents were interested with the updates of the company. Table 1: Demographic Characteristics and Social Media Usage Pattern

of Respondents (n=400)

Variables Frequency Percentage Gender Male 126 32.3 Female 264 67.7 Age 18-35 year old 197 50.5 36-51 year old 193 49.5 Race Malay 229 58.7 Chinese 129 33.1 Indian 23 5.9 Marital Status Single 211 54.1 Married 175 44.9 Divorced 4 1.0


Table 1 (continues)

Variables Frequency Percentage Income groups <RM1500 115 29.5 RM1501–RM3000 126 32.3 RM3001–RM5000 68 17.4 ≥RM 5001 81 20.8 Frequency to use social media Daily 378 96.9 2-3 times a week 9 2.3 Once a week 1 0.3 Less than once a month 2 0.5 Average time spend on social media in a day

Less than half an hour 34 8.7 1 hour 50 12.8 Between 1-2 hour(s) 93 23.8 Between 2-4 hours 105 26.9 More than 4 hours 108 27.7 *Purpose of following the Hotel or Airline To stay up-to-date with promotions of the hotel or airline company

330 84.6

To stay up-to-date with news of the hotel or airline company

199 51.0

To share opinions 38 9.7 To give post trip feedback 41 10.5 To participate in campaigns and activities held by the hotel or airline company

58 14.9

Level of consumer online engagement towards airline and hospitality service company In the current research, 21 questions were asked to measure the level of consumer online engagement in terms of the degree of affectively engaged, behaviourally engaged, and cognitively engaged. Figure 1 to 4 shows the degree of the engagement in low, moderate and high engagement level towards the service company.


Figure 1: Level of Affective Engagement Figure 1 shows the respondents’ level of affective engagement towards the airline and hospitality services company. Based on the figure, more than half of the respondents (63.3%) were moderately affectively engaged with the company while more than one-fifth (23.8%) were highly affectively engaged with the company. The remaining 12.8 percent was lowly affectively engaged with the company. Therefore, it can be observed that there were moderate to high level of affective online engagement.

Figure 2: Level of Behaviour Engagement In terms of the level of behaviour engagement, most of the respondents (73.3%) were classified as having a moderate level of behaviour engagement and followed by 16.2 percent of the respondents were lowly engaged behaviourally. The remaining 10.5 percent was classified as highly

12.80%

63.30%

23.80% 0.0%

20.0%

40.0%

60.0%

80.0%

Low Moderate High

16.20%

73.30%

10.50% 0.0%

20.0%

40.0%

60.0%

80.0%

Low Moderate High


behaviourally engaged consumers. Hence, it is speculated that the respondents in this research were having moderate levels of behavioural engagement.

Figure 3: Level of Cognitive Engagement Based on Figure 3, more than one-third of the respondents (64.1%) were cognitively engaged with the company moderately. Subsequently, 25.6 percent of the respondents have low cognitive engagement whereas only 10.3 percent were highly engaged cognitively. This shows that the overall degree of cognitive engagement were more towards low to moderate.

Figure 4: Level of Consumer Online Engagement Figure 4 displays the level of consumer online engagement towards the airline and hospitality services. Based on the analysis, it can be observed that

25.60%

64.10%

10.30% 0.0%

20.0%

40.0%

60.0%

80.0%

Low Moderate High

14.40%

77.70%

7.90% 0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Low Moderate High


more than three quarters of the respondents (77.7%) were moderately engaged online with the company. Meanwhile, only 7.9 percent of the respondents were highly engaged with the company. This results shows that the degree of consumer online engagement were moderate. Conclusion Overall, the results of the analysis have discovered moderate level of consumer online engagement among the respondents. The results also show that level of behaviour and cognitive engagement are low to moderate while the remaining affective engagement is moderate to high. This indicated that the respondents might be lowly engaged due to plenty of other airline and hospitality services available in the market. Consumers are unable to establish a strong connection bond with the company. Thus, this provide implications for both consumers and services companies with respect to the awareness on the importance of consumer online engagement. Furthermore, current study is also able to close the gap between the previous researches by examining the level of consumer online engagement in Malaysia. This is essential especially for consumers themselves as they are able to understand their level of online engagement and for the service company, they can design better ways to increase engagement among the strategies based on affective, behaviour and cognitive engagement. The level of consumer online engagement can be increased by several methods from both parties. For consumers, they can try to be involved or actively participate in events or contests held by the service company. On the other hand, service companies can organize more contests to increase consumer participation, creating more forum discussions on the social media, and posting more promotional and news updates. In addition, with the advancement of social media, services companies can hold live discussions and broadcast videos with consumers through Facebook. As a conclusion, two-way communications between both parties is essential to ensure strong connections. References Baruah, T.D. (2012). Effectiveness of social media as a tool of communication and its potential for technology enabled connections: a micro-level study. International Journal of Scientific and Research Publication, 2(5), 1-10.


Brodie, J.R., Hollebeek, L. Juric, B., & Ilic, C. (2011) Consumer engagement in a virtual brand community: an exploratory research. Journal of Business Research, 66(1), 105-114. Calder, B.J., Isaac, M.S., & Malthouse, E.C. (2013). Taking the consumer’s point of view: engagement or satisfaction. Marketing Science Institute. Cheung, C.M.K., Lee, M.K.O., & Jin, X.L. (2011). Customer Engagement in an Online Social Platform: A Conceptual Model and Scale Development. Paper presented at Thirty Second International Conference on Information System, Shanghai. Retrieved from https://www.researchgate.net/publication/220268891_Customer_Engagement_in_an_Online_Social_Platform_A_Conceptual_Model_and_Scale_Development Greve, G. (2014). The moderating effect of customer engagement on the brand image- brand loyalty relationship. Procedia- Social and Behavioural Sciences, 148, 203-210. Habibi, M.R., Laroche, M., & Richard, M. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161. Hamad, A., Embi, M.A., & Abu Hassan, H. (2012). The use of social networking sites among Malaysian universities students. International Education Studies, 5(3), 56-66. Hollebeek, L. (2013). The consumer engagement/value interface: an exploratory investigation. Australasian Marketing Journal, 21(1), 17-24. Hollebeek, L.D. (2011). Demystifying customer brand engagement: exploring the loyalty nexus. Journal of Marketing Management, 27(7), 785-807. Kasper, H., Bloemer, J., & Driessen, P.H. (2010). Coping with confusion: the case of the Dutch mobile phone market. Journal of Service Theory and Practice, 20(2), 140-160. Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: introducing the social crm house. Journal of Interactive Marketing, 27, 270-280. Marketing Science Institute. (2010). 2010-2012 Research Priorities. Marketing Science Institute, Boston, USA. Retrieved from:


http://image.sciencenet.cn/olddata/kexue.com.cn/upload/blog/file/2010/9/201091515178616316.pdf Mokoena, S. (2013). Engagement with and participation in online discussion forums. The Turkish Online Journal of Educational Technology, 12(2), 97-105. Mollen A. & Wilson H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research,63(9-10),919–925. Prahalad, C.K. & Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. Samsudin, Z. (2009). The use of online social networking sites among malaysian teenagers: what impact does it have on our classrooms? Retrieved from: http://www.unescobkk.org/fileadmin/user_upload/apeid/Conference/13th_Conference/Papers/2.D.1_Online_social_networking__Zarina_Samsudin_.pdf Singh, A., Kumar, B., & Singh, V.K. (2010). Customer engagement: new key metric of marketing. International Journal of Arts and Sciences, 3(13), 347-356. So, K.K.K., King, C., Sparks, B.A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78. Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behaviour: development and validation of scale. Journal of Marketing Research, 46(2), 92-104. Thongthip, W. & Jaroenwanit, P. (2016). The Influence of Product Involvement and Perceived Value on Customer Brand Engagement of Thai and Lao Consumer: A Case of Milk Products. Paper presented at Proceeding of 53rd ISERD International Conference Zurich, Switzerland, 30th-31st October 2016. Retrieved from: http://www.worldresearchlibrary.org/up_proc/pdf/482-147765354811-16.pdf Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.


CONSUMER BUYING BEHAVIOUR OF YOUNG ADULTS AND THEIR ATTITUDE TOWARDS

CELEBRITY ENDORSEMENT IN ADVERTISEMENT

Lee Kar Wai

Syuhaily Osman Department of Resource Management and Consumer Studies

Faculty of Human Ecology, Universiti Putra Malaysia Introduction Advertisement is an important tool used by marketers and advertisers in a persuasive way to promote and make known of their goods and services (Chittithaworn, Islam, & Thooksoon, 2011). It is a form of communication which is intended to persuade its audience to make up their mind in purchasing the advertised products or services. Besides that, it also acts as an information service tool which is used to provide and transfer information to the consumers regarding products or services. Aside from that, advertisement can be an effective medium to communicate ideas to a large amount of consumers and convince them to take certain actions or to take up habits. For example, promoting healthy eating habit or encouraging environmentally friendly behaviour to consumers. Along with the increasingly modern and high technology era, advertisements can be found in any form and anywhere. Various forms of advertisements such as printed advertisements found in newspaper, magazines and flyers, broadcasting advertisements found in TV and radio, cell phone or mobile phone advertisements, and online advertisements are broadly used to reach the audience from different places and boundaries in the world. According to a traditional hierarchy-of-effects model, advertising can bring effect leading to brand cognition and cognition about the ad advertised, this will then lead to the attitude of audiences towards the advertisement and the brand until their purchase intent (Mendelson & Bolls, 2002). However, an increasing emergence of more surplus products, related advertisements and repeated information in the market is making the market place to be very competitive. Most companies which make similar functional claims will face difficulties in differentiating their products and services (Hussainy, Riaz, Kazi, & Herani, 2008). Therefore, different attractive


advertising elements are utilized in the presentation of advertisements to attract consumers’ attention and to build up brand image. Advertisements are based on the use of elements which is intended to persuade consumers to purchase. Quite a number of endorsements whether it is celebrity or non-celebrity endorsement can be found through the TV channels, print media, radio and online social media. Celebrity endorsement has turned out to be one of the most popular forms of advertising (Choi & Rifon, 2007). In Hong Kong, the utilization of celebrities in advertising is predominant. Content analyses have discovered that celebrity endorsement was the most often utilized appeal in TV ads for youth items and was the second most frequently employed appeal in youth magazine ads (Chan, Leung, & Luk, 2013). Das, Mohanty and Shil (2008) stated that consumer decision making is commonly influenced by price, quality and advertisement. Especially youth consumers who fell in the categories of impulsive (Ketzenberger & Forrest, 2000) and compulsive buying behaviours (O’Guinn & Faber, 1989), can be affected easily in their purchases regardless of their needs or wants; leading to irrational purchases decision. Therefore, this study aims to find out the consumer buying behaviour of young adults in Malaysia and their attitude towards celebrity endorsement in advertisement. Literature Review Attitude Attitude is "a fairly persisting organization of ideals, emotions, and behavioural propensities towards socially significant objects, groups, occasions or images" (Hogg & Vaughan, 2005). Attitude structure can be described in terms of three components, which are affective component, behavioural component and cognitive component (McLeod, 2007). Affective component is the feelings or emotion involved towards the attitude object, behavioural component is the way how the attitude that we have influences how we act or behave, and cognitive component is the belief or knowledge a person has which involved towards the attitude object. Attitude towards a product is defined as an individual’s assessment of an entity, a person or an issue which is whether someone likes or dislikes something (Hogg & Vaughan 2005; Eagly & Chaiken, 1993). A research by Mehta (2000) stated that the buying interest of consumers are influenced by how much the consumers like to look at an advertisement, the value of the commercial for the brands promoted and how enlightening or truthful the advertisement is.


According to a study done by Drolet, Williams, and Lau-Gesk (2007), young adult consumers (age 18–25) have more favourable attitude towards affective ads only for hedonic products and they favoured rational ads for utilitarian products. Besides that, according to Malhotra (2015), favourable attitude towards advertisement can create emotional response in the mind of consumer, which is why the major aim of advertising is to create positive attitude towards advertisement until consumers purchase that product. Celebrity endorsement “Celebrity” alludes to an individual who is recognised to the public, such as actors, sport figures, and entertainers whose accomplishments are in the regions other than the item class endorsed (Anjum, Dhanda, & Nagra, 2012; Friedman & Friedman 1979). Meanwhile, the use of individual who enjoys public recognition and use this recognition on behalf of a consumer good by appearing it in an advertisement is celebrity endorsement (Kumar, 2011; McCracken, 1989). The power of the celebrities lies in their ability to impact the consumers, despite the fact that they are physically and socially distant from a common consumer (Choi & Rifon, 2007). Celebrity endorsements are typically considered as a puissant advertising method and the effectiveness of celebrity endorsement is usually examined within the framework of the source credibility and source attractiveness models, the match-up hypothesis and the meaning transfer model (Muda, Musa, & Putit, 2017). There is a study which asserted that celebrity endorsers produced more positive attitudes and greater purchase intentions (Atkin & Block, 1983). This statement was supported by the study of Kumar (2011). It proved that celebrities can attract more consumer attention towards the product which they are endorsing very successfully. Furthermore, Escalas and Bettman (2005) stated, consumers concatenate the symbolism related to the celebrity and the brands they endorse, in-tern transferring these meanings from the brand to themselves by actively using those brands. Therefore, it can be said that employing a celebrity in an advertisement can influence the customers to buy the product or service endorsed. However, not all the celebrities are proved to be successful in endorsing products or services (Zipporah & Mberia, 2014), as consumers who view the advertisements might not necessarily believe the message conveyed by the celebrity endorser (Low & Lim, 2012).


Consumer buying behaviour Consumer behaviour is the process of how individuals set out products and services to fulfill their wants and needs (Khaniwale, 2015). This process involves the method they use in choosing any products and services, and the result of buyer’s behaviour is the buyer’s decision towards a purchase. According to Khaniwale (2015), consumer behaviour refers to all the thought, feelings and actions that a consumer possesses in the process of making the decision on buying any product or service. Consumer behaviour is affected by a lot of variables, ranging from personal motivations, needs, attitudes and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influences of various kinds exerted by family, friends, colleagues and society as a whole (Shukla & Devi 2010). These variables will give effects on the thoughts of the consumer when they are in the process of deciding on which brand is suitable to buy, where to make the purchase, when to make the purchase, how much to allocate in this purchase and purchase frequency until they come up with a final decision answering all the questions involved in their thoughts. There have been studies done showing that consumer buying behavior can be affected by celebrity endorsement. According to Escalas and Bettman (2005), employing a celebrity in advertisement can influence the consumers’ decision in buying the products endorsed. Moreover, according to the study of Saeed, Naseer, Haider, and Naz (2014), both celebrity and non-celebrity advertisement have a positive relationship with consumer perception, where consumer perception plays a significant role in the selection of brands and products. However, according to a research done by Camilleri (2015) which looked into the information gathered about some consumer buying behaviour among young adults between age 18 to 30, the majority of respondents said they will also look for quality in a product while doing their purchases, and they usually base their purchase intention on their needs of the product. Besides that, they will do research about products before buying them; and majority of the sample population only attach the habit of buying branded products and buying the cheapest product available sometimes. Methodology This study was carried out among young adults in Selangor. The target population for the study was defined as young adults at the age in between 18


to 35 years old (following the category young adults (ages 18-35 years; n = 97), middle-aged adults (ages 36-55 years, n = 197), and older adults (aged older than 55 years, n = 49) in the study of Petry, 2002). Simple random sampling (SRS) method was used to select one district out of nine in Selangor and a shopping mall in the district (Subang Parade Mall) is randomly selected as study location. A sample of 200 respondents was selected through systematic sampling method by choosing every fifth individual who was coming out of the main entrance of the shopping mall and the number of male and female respondents was put under control using quota sampling to select 100 male respondents and 100 female respondents. Self-administered questionnaires consisting of four sections (socio-demography, attitude towards celebrity endorsement, and consumer buying behaviour) were used as the instrument of the study. The measurement for attitude towards celebrity endorsement consisted of four items adapted from by Kumar (2011), Chithra and Kothai (2014) and Jatto (2014); and consumer buying behaviour among young adults consisted of eight items adapted from Dittmar et al. (2004), Siddiqui (2014), and Ahmed and Ashfaq (2013). All the items of attitude and buying behavior were measured using five point Likert-like scale ranging from “1”= “Strongly disagree” to “5” = “Strongly agree”. Results and Discussion Socio-demographic background of respondents Table 1 shows the respondents’ socio-demographic characteristics in frequency and percentage form. The gender, age, ethnic, marital status, occupation, monthly income, and education level of respondents were discussed.

Table 1: Socio-demographic Background of Respondents

Variables Frequency(n=200) Percentage (%) Gender Male 100 50.0 Female 100 50.0 Age (years old) 20-24 146 73.0 25-29 33 16.5 30-34 21 10.5

Ethnic Malay 73 36.5 Chinese 109 54.5 Indian 18 9.0


Table 1 (continues)

Variables Frequency(n=200) Percentage (%) Marital Status Single 181 90.5 Married 19 9.5 Monthly Income Less than RM 1000 117 58.5 RM1000-RM2000 20 10.0 RM2001-RM3000 34 17.0 More than RM3000 29 14.5 Education Level SPM 4 2.0 STPM 41 20.5 Diploma 12 6.0 Degree 127 63.5 Master 10 5.0 PhD 6 3.0

Percentages of male and female respondents are the same as the number of male and female respondents is put under control using quota sampling to avoid sampling bias. In terms of the age of respondents, the number ranged from 20 to 34 years old. The highest percentage of respondents’ age was in the group between 20 to 24 years old (73.0%) which were 146 of them, followed by 25 to 29 years old (16.5%). For the ethnicity of the respondents, slightly more than half (54.5%) of the respondents were Chinese and the least were Indians, 9.0 percent. Data on marital status of the respondent presents 90.5 percent were single, and only 9.5 percent were married. None of the respondent was divorce, widow or widower. Furthermore, more than half of the respondents have less than RM1000 income which is 58.5 percent because a large amount of respondents in this study were still students. This is followed by the group whose income was in between RM2001 and RM3000, which was at 17.0 percent, and with income more than RM3000, at 14.5 percent. Among the respondents, the largest portion (63.5%) has degree level as the highest education level. SPM took the smallest proportion of respondents’ education level which occupied only 2 percent in total. This shows most of the respondents had tertiary education level. In short, more than half of the respondents for this research consisted of single Chinese young adults aged between 20 to 24 years old who were mostly students with income below RM1000.


Attitude of young adults towards celebrity endorsement Table 2 shows the result of descriptive analysis for the attitude of young adults towards celebrity endorsement in advertisements. The results show more than half of the respondents (61.0%) concurred that celebrity appearing in advertisement is attractive and only less than a quarter of respondents (17.0%) showed negative attitude towards the attractiveness of the usage of celebrity in advertisement. However, only slightly more than a quarter of respondents (27.5%) think that celebrity in advertisement is trustworthy. Although there are equal amount of respondents (35.5%) who are likely to purchase and not likely to purchase celebrity endorsed products and services, a majority of the respondents (79.0%) believed that they will not simply purchase celebrity endorsed products and services that they do not need.

Table 2: Descriptive Analysis of Attitude of Young Adults towards Celebrity Endorsement

Statement Strongly Disagree

n(%)

Somewhat Disagree

n(%)

Neutral n(%)

Somewhat Agree n(%)

Strongly Agree n(%)

I find the usage of celebrity endorsement in advertisement is attractive.

9(4.5) 25(12.5) 44(22) 80(40.0) 42(21.0)

I find the usage of celebrity endorsement in advertisement is trustworthy.

23(11.5) 53(26.5) 69(34.5) 53(26.5) 2(1.0)

I am likely to purchase products or services that have been endorsed by celebrities.

22(11.0)

49(24.5)

58(29.0)

64(32.0)

7(3.5)

Overall, I am happy buying celebrity endorsed product or services.

32(16.0) 41(20.5) 70(35.0) 47(23.5) 10(5.0)

In short, part of the young adults thinks that advertisements endorsed by celebrities can be attractive to watch, but the trust towards products endorsed


by celebrities is low and they do not really purchase products endorsed by celebrities when they are not needed. Consistent with the research done by Low and Lim (2012), consumers who view the advertisements might not necessarily believe the message conveyed by the celebrity endorser. In the examination of the issue of credibility, Wells and Prensky (1996) likewise demonstrated that, numerous consumers were not credulous of celebrities who were paid to give positive image about endorsed brands. Figure 1 shows that the attitude of young adults towards celebrity endorsement was divided into two categories, unfavourable and favourable. Respondents who reported a score from 4 to 12 were classified as having unfavourable attitude towards celebrity endorsement, and a score from 13 to 20 were classified as having favourable attitude towards celebrity endorsement. Overall, slightly more than half of the respondents (51.5%) showed favourable attitude towards the element of celebrity endorsement in an advertisement, where another 48.5 percent of the respondents had unfavourable attitude towards the use of celebrity endorsement.

Figure 1: Attitude of Young Adults towards Celebrity Endorsement Consumer buying behaviour among young adults The data in Table 4 showed a majority of the respondents somewhat agreed or strongly agreed to statements 1 to 8. The data disclosed that almost half of the respondents (48.0%) felt that they buy new products in the market because of the advertisement about it. However, a large amount of respondents (89.5%) will consider price of products and services before making purchases. Besides price, a majority of the respondents (88.5%) think that they will put quality as the first priority of product or services. More than

Attitude towards Celebrity Endorsement

Unfavourable

Favourable51.5% 48.5%


half of the respondents (63.0%) will buy products which make them feel more like the person they want to be and 51.5 percent of respondents think branded products provide more value than unbranded ones.

Table 3: Descriptive Analysis of Consumer Buying Behavior among Young Adults

Statement Strongly

Disagree n(%)

Somewhat Disagree

n(%)

Neutral n(%)

Somewhat Agree n(%)

Strongly Agree n(%)

I buy new products in the market because of the advertisement about it

23(11.5) 36(18.0) 45(22.5) 87(43.5) 9(4.5)

I consider price of products and services before making purchases.

0(0.0) 0(0.0) 21(10.5) 72(36.0) 107(53.5)

Quality is the totality of features and characteristics of a product or service that satisfies stated or implied needs.

0(0.0) 6(3.0) 22(11.0) 86(43.0) 86(43.0)

I only buy products and services from brands which I know I will get the excellent services.

1(0.5) 19(9.5) 33(16.5) 73(36.5) 74(37.0)

Branded products provide more value than unbranded products.

4(2.0) 32(16.0) 60(30.0) 61(30.5) 43(21.5)

I like to try on using products that I never had used before.

17(8.5) 38(19.0) 55(27.5) 68(34.0) 22(11.0)

I want to buy products which make me feel more like the person I want to be.

4(2.0) 21(10.5) 43(21.5) 87(43.5) 45(22.5)

I give first priority to the quality of the product or service.

0(0.0) 10(5.0) 13(6.5) 88(44.0) 89(44.5)

Overall, advertisement is the reason for respondents to purchase new products in the market. However, respondents will also look at the price and


quality of the products when deciding whether to buy it. They will only buy products and services which will offer them excellent quality. In the study of Parment (2013) also disclosed that, one of the main roles young generation look from a brand include quality. Besides that, they will choose a retailer based on rational concern instead of emotional concern. Conclusion In conclusion, the results drew up a representation of the attitudes of the sample aged between 18 and 35 years with regards to the phenomenon of celebrity endorsements, from a survey conducted among 200 respondents. The study found that although young adults show slightly more favourable attitude to celebrity endorsement, near to half of them show unfavourable attitude due to the belief that celebrity endorsement is less trustworthy. Besides that, although advertisement can attract young adults to purchase new products in the market, the result showed that they will also put the price and quality of the products in consideration when making their purchase decision. This shows that they are rational consumers instead of solely depending on the emotional arousal generated by advertisements when doing purchases. Lastly, further research would be recommended to determine whether these implications hold true for other segments and category of products as the accessibility and affordability of consumers in reaching for different products being advertised may be different. Referernce Ahmed, A., Mir, F.A., & Farooq, O. (2012). Effect of celebrity endorsement on customers’ buying behavior: a perspective from Pakistan. Interdisciplinary Journal of Contemporary Research in Busines, 4(5), 584-592. Anjum, B., Dhanda, S., & Nagra, S. (2012). Impact of celebrity endorsed advertisements on consumers. Asia Pacific Journal of Marketing and Management Review, 1(2), 22-33. Ansu-Mensah, P. & Asuamah, S.Y. (2013). Consumers’ attitude towards advertisement elements: a survey of marketing students in Sunyani Polytechnic, Ghana, West Africa. International Journal of Innovative Research in Management, 2(4), 13-24. Atkin, C. & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61.


Camilleri, D. (2015). The Effects of Celebrity Endorsements, Particularly by Footballers, on the Consumer Buying Behaviour of Young Maltese Adults. Msida: University of Malta. Chan, K., Leung Ng, Y., & Luk, E.K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179. Chithra, T.V. & Kothai, S. (2014). Consumers attitude on television advertisement. International Journal of Commerce, Business and Management, 3(6), 819-823. Chittithaworn, C., Islam, M.A., & Thooksoon, O. (2011). Belief dimensions and viewer's attitude towards TV advertising in Thailand. International Journal of Marketing Studies, 3(1), 95-107. Choi, S. & Rifon, N.J. (2007). Who is the celebrity in advertising? understanding dimensions of celebrity images. The journal of popular Culture, 40(2), 304-324. Das, B., Mohanty, S., & Shil, N.C. (2008). Basic theoretical problems in pension accounting. International Journal of Business and Management, 3(10), 104-106. Dittmar, H., Long, K., & Meek, R. (2004). Buying on the Internet: gender differences in on-line and conventional buying motivations. Sex Roles, 50(5-6), 423-444. Drolet, A., Williams, P., & Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Marketing Letters, 18(4), 211-221. Eagly, A.H. & Chaiken, S. (1993). The Pyschology of Attitudes. US: Harcourt Brace Jovanovich College Publishers. Escalas, J.E. & Bettman, J.R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389. Friedman, H.H. & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 67-71. Hogg, M. & Vaughan, G. (2005). Social Psychology (4th edition). London: Prentice-Hall.


Hussainy, S.K., Riaz, K., Kazi, A.K., & Herani, G.M. (2008). Advertising styles impact on attention in Pakistan. KASBIT Business Journal, 1(1), 28-38. Jatto, O. (2014). Consumer Attitute towards Celebrity Endorsement on Social Media. Dublin: Dublin Business School. Khaniwale, M. (2015). Consumer buying behavior. International Journal of Innovation and Scientific Research, 14(2), 278-286. Ketzenberger, K.E. & Forrest, L. (2000). Impulsiveness and compulsiveness in alcoholics and nonalcoholics. Addictive Behaviors, 25(5), 791-795. Kumar, A. (2011). Celebrity endorsements and its impact on consumer buying behaviour. Bournemouth: Bournemouth University Business School. Low, S.F. & Lim, S.W. (2012). Impacts of celebrity endorser on Malaysian young consumers: an empirical study in the sports industry. SEGi Review, 5(1), 95-114. Malhotra, S. (2015). Impact of advertising on buying behaviour of consumers: a special reference to fast food restaurants. Global Journal of Multidisciplinary Studies, 4(11), 113-125. McCracken, G. (1989). Who is the celebrity endorser? cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321. McLeod, S. (2007). Cognitive Psychology. Retrieved 11 2015, 23, from Simply Psychology: http://www.simplypsychology.org/cognitive.html Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72. Mendelson, A.L. & Bolls, P.D. (2002). Emotional effects of advertising on young adults of lower socio economic status. Retrieved 12 10, 2015, from http://www.allacademic.com/meta/p_mla_apa_research_cit ation/1/1/1/3/7/p11138_index.html. Muda, M., Musa, R., & Putit, L. (2017). Celebrity endorsement in advertising: a double-edged sword. Journal of Asian Behavioural Studies, 2(3), 21-32. O'Guinn, T.C. & Faber, R.J. (1989). Compulsive buying: a phenomenological exploration. Journal of Consumer Research, 16(2), 147-157.


Petry, N.M. (2002). A comparison of young, middle-aged, and older adult treatment-seeking pathological gamblers. The Gerontologist, 42(1), 92-99. Shukla, S.K. & Devi, A. (2010). Marketing Management - Changes in consumer behaviour of India. International conference on management of change. Siddiqui, A.N. (2014). TV ads impact on consumer purchase intention. In International Conference on Marketing. Karachi: Institute of Business Administration, Pakistan. Wells, W.D. & Prensky, D. (1996). An introduction to consumer behavior. Consumer Behavior, 1-33. Zipporah, M.M. & Mberia, H.K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 178.


Dr. Syuhaily binti Osman(Ketua Editor)


Dr. Husniyah binti Abdul Rahim


Dr. Elistina binti Abu Bakar

Prof. Madya Dr. Norhasmah binti Sulaiman Fakulti Perubatan dan Sains KesihatanUniversiti Putra Malaysia


Dr. Afida Mastura Muhammad Arif

Jurnal Pengguna Malaysia mengalu-alukan sumbangan manuskrip berkaitan isu ekonomi pengguna dan keluarga samada di dalam Bahasa Melayu atau Bahasa Inggeris. Manuskrip akan dinilai oleh Lembaga Pengarang. Sila kemukakan artikel anda berdasarkan garis panduan berikut kepada Ketua Pengarang Jurnal Pengguna Malaysia, Fakulti Ekologi Manusia, Universiti Putra Malaysia, 43400 Serdang, Selangor. Email: [email protected] Penulisan dan Kertas Kerja Manuskrip perlu ditaip selang dua baris menggunakan kertas A4 dengan 1” margin untuk bahagian atas muka surat, 1.5” kiri dan 1” kanan. Bilangan muka surat tidak melebihi 15 muka surat. Semua teks mesti menggunakan saiz 12 dan Times New Roman. Tajuk Tajuk artikel, nama pengarang dan pengarang yang lain, alamat lengkap institusi dan email perlu dinyatakan. Tajuk atau sub-tajuk menggunakan fon 14. Sila kemukakan dua salinan kertas manuskrip dan satu salinan lembut untuk tujuan pengeditan. Kata kunci Berikan antara tiga hingga lima kata kunci dan letakkan di bahagian bawah abstrak.

Jadual Kesemua jadual perlu diletakkan di akhir manuskrip selepas rujukan dan menggunakan angka Arab. Setiap jadual perlu dinyatakan dan perlu diberi penjelasan dalam teks. Ilustrasi Ilustrasi termasuk gambarajah-gambarajah dan graf-graf perlu dinyatakan di dalam teks. Kesemua foto yang sesuai perlu dicetak hitam dan putih. Ilustrasi perlu dicetak pada kertas yang berasingan. Ejaan dan pengukuran Bagi merujuk ejaan, Kamus Bahasa Inggeris Oxford dan Kamus Dewan Bahasa yang terkini hendaklah digunakan.Unit - unit metrik mesti digunakan untuk ukuran empirikal. Rujukan Rujukan ditulis mengikut gaya penulisan APA.

PENYUMBANG ARTIKEL

Jurnal Pengguna Malaysia ii

Afida Mastura Muhammad Ariff Fakulti Ekologi Manusia, Universiti Putra Malaysia Ain Nahuzeera A/P Khee King Huat Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia

Cheng Kai Wah Fakulti Ekologi Manusia, Universiti Putra Malaysia Elistina Abu Bakar Fakulti Ekologi Manusia, Universiti Putra Malaysia

Husniyah Abd Rahim Fakulti Ekologi Manusia, Universiti Putra Malaysia Iman Nadhirah Syahirah Sharin Selvan Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia

Lee Kar Wai Fakulti Ekologi Manusia, Universiti Putra Malaysia Leong Mei Kei Fakulti Ekologi Manusia, Universiti Putra Malaysia

Mohamad Fazli Sabri Fakulti Ekologi Manusia, Universiti Putra Malaysia Mohhidin Othman Halal Product Research Institute, Universiti Putra Malaysia

Nasihah Naimat Halal Product Research Institute, Universiti Putra Malaysia Norain Mod Asri, Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Norashiken Ishak Fakulti Ekologi Manusia, Universiti Putra Malaysia

Norhadizah Mohd Khalid Fakulti Ekologi Manusia, Universiti Putra Malaysia Norhasmah Sulaiman Fakulti Perubatan dan Sains Kesihatan, Universiti Putra Malaysia

Nur Zud’ Ain Mahad Azam Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Nuradibah Mokhtar Fakulti Ekologi Manusia, Universiti Putra Malaysia

Nurul Shahiera Amiera Mohamad Isa Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Shamsul Azahari Zainal Badari Fakulti Ekologi Manusia, Universiti Putra Malaysia

Suhaila Saad Fakulti Ekonomi dan Pengurusan, Universiti Kebangsaan Malaysia Syuhaily Osman Fakulti Ekologi Manusia, Universiti Putra Malaysia

Current Patterns Of Waste Segregation Behaviour At Source Among Households In PutrajayaCheng Kai Wah and Syuhaily Osman

Status Restoran Yang Mengenakan Caj Perkhidmatan Di Lembah Klang Norain Mod Asri, Suhaila Saad, Ain Nahuzeera A/P Khee King Huat, Iman Nadhirah Syahirah Sharin Selvan,Nurul Shahiera Amiera Mohamad Isa dan Nur Zud’ Ain Mahad Azam

Perceptions Of Work Environment, Locus Of Control And Financial Well-Being Among Putrajaya EmployeesNuradibah Mokhtar and Husniyah Abd Rahim

Hak Dan Perlindungan Pengguna Dalam Produk HalalNasihah Naimat, Elistina Abu Bakar, A�da Mastura Muhammad Ari� dan Mohhidin Othman

Pola Perbelanjaan Dan Tingkah Laku Pembelian Dalam Kalangan Pengguna Kedai Rakyat 1malaysia (KR1M)Norashiken Ishak, Mohamad Fazli Sabri dan Shamsul Azahari Zainal Badari

Consumer Protection In The Aviation Industry In Malaysia Norhadizah Mohd Khalid, Elistina Abu Bakar, Norhasmah Sulaiman and Mohamad Fazli Sabri

Consumer Online Engagement In Airline And Hospitality Services Leong Mei Kei and Syuhaily Osman

Consumer Buying Behaviour Of Young Adults And Their Attitude Towards Celebrity Endorsement In AdvertisementSyuhaily Osman and Lee Kar Wai

JurnalPengguna MalaysiaMalaysian Journal of ConsumerJilid 28 Jun 2017 ISSN 1511 - 998x Halaman

1

13

35

54

69

92

Jurnal Pengguna Malaysia i

125106

117

Current Patterns Of Waste Segregation Behaviour At Source Among Households In Putrajaya

Status Restoran Yang Mengenakan Caj Perkhidmatan Di Lembah Klang

Perceptions Of Work Environment, Locus Of Control And Financial Well-Being Among Putrajaya Employees

Hak Dan Perlindungan Pengguna Dalam Produk Halal

Pola Perbelanjaan Dan Tingkah Laku Pembelian Dalam Kalangan Pengguna Kedai Rakyat 1malaysia (KR1M)

Consumer Protection In The Aviation Industry In Malaysia

Consumer Online Engagement In Airline And Hospitality Services

Consumer Buying Behaviour Of Young Adults And Their Attitude Towards Celebrity Endorsement In Advertisement

Cheng Kai WahSyuhaily Osman

Norain Mod AsriSuhaila Saad

Ain Nahuzeera A/P Khee King Huat, et.al

Nuradibah MokhtarHusniyah Abd Rahim

Nasihah NaimatElistina Abu Bakar

A�da Mastura Muhammad Ari�, et.al

Norashiken IshakMohamad Fazli Sabri


Norhadizah Mohd KhalidElistina Abu Bakar

Norhasmah Sulaiman, et.al

Leong Mei KeiSyuhaily Osman

Syuhaily OsmanLee Kar Wai

Jilid 28 Jun 2017

Jurnal Pengguna Malaysia

Jilid 28, Jun 2017

ISSN 1511 - 998x