COMMUNICATION HUMANVolume 3 (Issue 1) 2020

PACA A Journal of the Paci c and Asian Communication Association PACA

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Human Communication is a publication of the Pacific and Asian Communication Association (PACA). Human Communication publishes qualitative and quantitative research that focuses on original research, theories, and/or methodologies that contributes to the understanding of human symbolic activities. Studies reporting on non-mediated contexts of the communication process that emphasizes on the theoretical and practical relevance of their findings are welcomed. The journal publishes online twice a year. There are no submission fees for this journal.

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Leeva Chung Takehide Kawashima University of San Diego Nihon University Tokyo Japan [email protected] Patricia Kearney Kristen L. Eichorn California State University Towson University [email protected]

Ann Bainbridge Frymier Carolyn J. King Miami University Geico Corporation Washington, D.C [email protected] Linda Lede rmen Caroline Hatcher Arizona State University Queensland University of Technology, Australia [email protected] [email protected] Linda L. McCroskey Ronald D.Gordon California State University Long Beach University of Hawaii at Hilo [email protected] [email protected] Diane Millete Marian L.Houser University of Miami Texas State University San Marcos [email protected] [email protected] Mary Mino Fred E. Jandt Pennsylvania State University De Bois California State University San Bernadino [email protected] HUMAN COMMUNICATION

A Journal of the Pacific and Asian Communication Association

Volume 3 (Issue 1)

Table of Contents

1 The Use of Online Financial Communication and Socially Responsible Investing as a Digital Marketing Strategy

Mohd Feroz Shah De Costa

18 The Mediating Effect of Employee’s Job Satisfaction on the Relationship between Transformational Leadership Style and Employee Well-being among Malaysian Academics

Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen, Aini Maznina A. Manaf, Syed Arabi Idid, Kamaruzzaman Abdul Manan

36 The Influence of Awareness, Attitude and Intention on Preventive Actions Taken During COVID-19 in Tanzania

Rehema Twahiry Kilagwa

53 The Usage of Pink Public Transportation (PPT) among Women Users

Saodah Wok, Akmal Arzeman, Ma Feiya, Nurfatimah Nasution Saleh, Nurul Naimah Zainal

70 The Reception of ‘Hijab Halal’ In Advertising Campaign by the Young Muslim in Indonesia

M Rizky Kertanegara

Human Communication 1 Human Communication A Journal of the Pacific and Asian Communication Association Volume 3 (No 1), pp 1-17

The Use of Online Financial Communication and Socially Responsible Investing as a Digital Marketing Strategy

Author(s): Mohd Feroz Shah De Costa Universiti Putra Malaysia

Abstract

There is a greater interest than just making money in the online stock market for millennials. Millennials believe that the goals of businesses ought to have a more authentic purpose with a balanced concern for all societies’ needs and not merely driven by profit. This paper aims to understand how the online philanthropic marketing will influence millennials’ brand attitude and purchase intention of stocks using digital platforms. A convenience sampling procedure was used to gather responses from 340 potential millennial investors and the partial least squares structural equation modeling (PLS-SEM) technique and the SmartPLS 3 tool were employed. This research incorporated the signaling theory, the heuristic-systematic model of information processing (HSM), and the consumer-company identification concept where businesses identify their brands with social entrepreneurship. This research discusses the managerial implications and contribution of philanthropic marketing via online financial communication towards millennials’ investing intention in companies that support social welfare, healthcare, and advocate charity and relief as their philanthropic marketing activities.

Keywords: Financial Communication, Integrated Marketing Communications, Philanthropic Marketing, Social Influence, Behavioural Finance

Introduction

This research paper predominantly relates to online financial communication and integrated marketing communications (IMC) in producing a comprehensive financial marketing communication strategy within the electronic trade phenomenon. There is an increasing demand for ethical investments via digital platforms such as the Environmental, social, and governance (ESG) and Socially responsible investing (SRI) due to the increasing demand from millennial individual investors. Environmental, social and governance, socially responsible investing, and also impact investing are labels that are commonly used interchangeably within the stock market business to attract different arrays of investors based on their unique social impact goals. Socially responsible investing goes one step further than environmental, social and governance by opting for investments that are ethical and another step further is the Shariah- compliant shares which are based on the religion of Islam (Zhou, 2019).

The millennial generation is selected because this generation always associates themselves with social finance, which considers socially responsible investing, social cause research, and philanthropic marketing. Social finance is considered a small field, but the growth of social finance is growing swiftly (Cooper, Evnine, Finkelman, Huntington, & Lynch, 2016). Social finance, social investing, and social investors as umbrella terms used to describe the full 2 Human Communication range of financial products, practices, and investors that consider the social characteristics of investments. Prior researchers, managers, and public-policy makers have been attentive in understanding millennials’ online behaviour mainly because the purchasing decisions of millennials are difficult to gauge and are profoundly influenced by social media (Prasad, Garg, & Prasad, 2019).

Cooper et al. (2016) and Gilbert (2012) stated that the millennial generation is generally more concerned about social responsibility when they evaluate their individual investments as compared to baby boomers whereby baby boomers are expected to transfer more than 30 trillion dollars in financial and nonfinancial assets to the younger generation. In terms of brand, millennials always relate themselves to certain brands and several studies looked into this where their respondents are reasonably familiar with known brands. These values are common and becoming a current trend of growing young millennials (Han & Guo, 2018; Moore & Zhao, 2014). Han and Guo (2018) showed that millennials are the most relevant generation to be examined in research that focused on brand and purchase intention. Therefore, this research further investigates whether there is a greater interest than just making money in the stock market for millennials that might be influenced by these integrated online financial marketing communication strategies conducted by companies listed on the stock exchange.

Problem Statement

Analysing the influence of online financial communication is a sub-field of behavioural finance and behavioural economics where it proposes psychology-based theories to explain investors’ behaviour. Previous literature has been focusing on understanding the online behaviour of the millennial generation because purchasing decisions of millennials are difficult to gauge and are greatly persuaded by social media (Prasad et al., 2019). The general purpose of this paper is to understand why millennials make certain financial investment choices and how integrated marketing communications affect their choices. Chaudhary and Bisai (2018) and Esteban-Santos, Medina, Carey, and Bellido-Pérez (2018) have stated that the millennial generation is a significant market to understand in terms of purchase intention because this generation constitutes more than one-third of the working population. Another study has shown that from 2016 to 2018, sustainable, responsible, and impact investing have increased to above 38 percent. This is an increase from $8.7 trillion in 2016 to about $12 trillion in the year 2018. Research has shown that social sponsorship is being used as a marketing communication tool to assist companies achieve their commercial goals when the sponsorship is combined with philanthropic investments (D’ Astous, Carrillat, & Przybysz, 2019). The desire to invest ethically is specifically prominent among the millennial generation where about 30 percent of investors currently own responsible investments and about half of these investors that have not begun investing are planning to begin soon (TIAA, 2018). Consequently, it is indicated that the increase of millennials’ desire positively influences their brand attitude and online purchase intention. Hence, these are the 3 specific objectives established based on the arguments put forth in the introduction section:

1. To determine the influence of philanthropic marketing on brand attitude. 2. To determine the influence of brand attitude on online purchase intention. 3. To determine the influence of philanthropic marketing on online purchase intention with the intervention of brand attitude.

In realising these objectives, this research has incorporated the variables of philanthropic Human Communication 3 marketing within the Signaling Theory, the Heuristic-Systematic Model of information processing, and the Consumer-Company Identification concept where current businesses identify their brands with social identification as a method of attracting buyers. A convenience sampling procedure was used to gather responses from potential millennial investors and the partial least squares structural equation modeling (PLS-SEM) technique and the SmartPLS 3 tool were employed.

Literature Review Philanthropic Marketing

Carroll’s 4-part corporate social responsibility (CSR) classification was formerly specified as Corporate social responsibility encompasses the economic, legal, ethical, and discretionary (philanthropic) expectations that society has of organisations at a given point in time (Carroll, 1991). This research does not investigate all four aspects of the given corporate social responsibility (CSR) classifications because an important fact was given by the same author in the paper entitled, Carroll’s pyramid of CSR: taking another look which was published in 2016. Carroll (2016) has indicated that a factor analysis conducted for the above four components and concluded that they are empirically interrelated, however, conceptually, each component is an independent component of corporate social responsibility (CSR). Therefore, based on this fact, this paper look into philanthropic marketing as an independent component and not all of the four components of corporate social responsibility (CSR). Philanthropy involves charitable giving to worthy causes on a large scale and philanthropy must be more than just a charitable donation (Investopedia, 2020). This article intends to study philanthropic marketing from the customers’ or the individual millennial investors’ perspective. For instance, a millennial investor may develop a higher online purchase intention of stocks when that specific company makes donations and advocates social services, social welfare, healthcare, and charity as its philanthropic marketing activities. While there have been numerous researches undertaken, there is still a lack of empirical studies focusing on philanthropic marketing and brand.

Signaling Theory

The signaling theory is adapted by analysing how philanthropic marketing can signal millennial investors to purchase online stocks. Spence (2002) explains signaling theory as “to essentially decrease the information asymmetry among two parties.” Connelly, Certo, Ireland, and Reutzel (2011) explained that the signaling timeline includes the signaler, the receiver, and the signal itself. There are times when it could even include numerous signallers, receivers, and or even signals. As an example, myriad individuals such as investors or bondholders which could be multiple, perhaps even competing, and signals sent by different entities. Some studies also illustrated the effects of top management financial messages toward their investors. Researchers used signaling theory to rationalise the way companies use varied methods to communicate to their stakeholders (Miller & Triana, 2009).

The Heuristic-Systematic Model of Information Processing (HSM)

This study also incorporated HSM, as several prior research have provided in-depth understandings of how online service influences consumers’ attitudes and behaviours using the HSM model (Lee, Lee, Lee, & DeFranco, 2019). Moreover, this research relates to impression- motivation which is the desire to form or hold socially acceptable attitudinal positions mainly because millennials are easily influenced by the impression of their peers. Differing to various preceding perspectives, the use of HSM and the expansion prospect of the HSM model ought 4 Human Communication to be used as a complementary model to create a dual-processing framework for use in research bearing in mind the assortment of social influence occurrences (Eagly & Chaiken, 1993). Research by Kelman (1958) has stated that social influence discusses the way in which persons alter their behaviour to meet the demands of a specific social environment. This research has interrelated HSM and social influence in terms of conformity of millennials in adhering to image impression of others towards philanthropic marketing and only investing in socially responsible investments.

Consumer-Company Identification (C-C Identification) Concept

The Consumer-Company Identification (C-C Identification) concept was used to find out the extent of how much these potential investors identify themselves with the brand of the company that they have the intention to purchase stocks of. It is about how potential investors can relate their own identity with the identity of the company that they decide to invest in. Most importantly, previous C-C Identification research relates to prior research specifically on corporate social responsibility (CSR) and philanthropy. This will eventually affect identification research such as those which have focused on interpreting employees’ relationships with their employer such as Dutton et al. (1994), members’ relationships with non-profit organisations, such as universities, theatres, and museums (Bhattacharya et al., 1995; Mael & Ashforth, 1992).

Philanthropic Marketing, Brand Attitude, and Purchase Intention

Purchase intention is defined as the antecedents that stimulate and drive consumers’ purchases of products and services (Hawkins & Mothersbaugh, 2007). As corporations focus on philanthropic marketing, previous studies have also shown that customers will be more aware of these brands and develop a certain feeling towards these brands and will eventually choose to purchase (Kotler & Bliemel, 2001). The majority of research conducted on CSR and financial performance have shown that CSR managed to create favourable responses from stakeholders (Gardberg & Fombrun, 2006; Jackson & Parsa, 2009; Orlitzky, Schmidt & Rynes, 2003). Research by Ricks (2005) showed that philanthropic marketing creates an association among a company’s sales promotion and philanthropy. The success of CSR initiatives widely depends on brand attitude and behavioural intentions (Becker-Olsen et al., 2006; Vlachos et al., 2009).

People are influenced by how driven a corporation by profits or philanthropy. Moreover, this influence is partly contributed by corporations’ characteristics (Green & Peloza, 2014; Kulczycki & Koenigstorfer 2016). It has also been classified where Tsai, Lin, and Li (2014) stated that companies expect to achieve an advantage by doing philanthropic marketing. Researchers such as Granitz and Forman (2015) are urging researchers to conduct more studies relating to investors’ behaviour because customers now often want to hear news about the brand, philanthropy, and even other users’ personal stories via social media. Brand attitude has been defined as a global evaluation that is based on favourable or unfavourable reactions to brand- related stimuli or beliefs (Murphy & Zajonc, 1993). Studies by Uhrich et al. (2014) and Kulczycki and Koenigstorfer (2016) stated that the philanthropic motivation aimed at corporate social responsibility (CSR) has a bigger impact on corporate social responsibility (CSR) marketing, brand attitude, and behavioural intentions. There are even several studies including a study by Hogarth and Scaife (2016) that reports that shareholder value will increase when a firm increases investment in philanthropy. Human Communication 5 Customers’ purchase intention is highly affected by how much they can relate to that specific brand (Pracejus & Olsen, 2004). Furthermore, Cornwell and Coote (2005) have explained that when a consumer have a strong connection with that particular brand, the better the chances of them remembering that brand. Some studies such as Berger et al. (2007) indicated that philanthropic marketing enables investors to have higher confidence in the company that they invest in. Thus, it will be interesting to understand whether philanthropic marketing can reach these philanthropic branding goals. Moreover, philanthropic marketing will also affect how people relate to the specific brand (Bigne` -Alcan ˜iz et al., 2011).

According to Lantos (2002) and Sheikh and Beise-Zee (2011), this type of marketing is considered as a form of corporate social responsibility (CSR). Profit oriented corporations will usually take on partnerships with a non-profit organisation in achieving this objective. When this occurs, corporations will then publicise this effort to the public by using specific marketing campaigns to gain awareness. This campaigns or communication effort will eventually affect positive sales and this could also enhance purchase intention. A growing trend in charity is even seen in Korea where charity is highlighted as a part of their business communication (Choi, Lee & Park, 2013).

A study by Uhlig, Mainardes & Nossa (2020) researched 544 consumers in Brazil using the structural equation modeling. Uhlig et al. (2020) concluded that of the four dimensions of CSR which are philanthropic, legal, organisational, and ethical, just the philanthropic dimension revealed an influence on their consumers' relationship intention with socially responsible companies, which suggests that the Brazilian consumer understands CSR to be synonymous with philanthropy.

It has been demonstrated that philanthropic activities communicated via online generated content leads to a more positive brand attitude (Müller & Christandl, 2019). Chomvilailuk and Butcher (2014), Liu et al. (2014), Perez and Bosque (2015), and Pratihari et al. (2018) stated that CSR initiatives have an affirmative influence on the brand. It is informed to better position the brand, they should implement more plans to communicate the philanthropic activities widely to the community. Consequently, the department of corporate communication becomes the primary department within the company in bridging this positioning gap (Eberle et al., 2013).

This literature supports the main study motivation of using philanthropic marketing to influence the brand attitude of millennial investors. Based on the discussion of previous literature, Figure 1 illustrates the research model and the following hypotheses:

H1: Philanthropic marketing has a positive influence on brand attitude. H2: Brand attitude has a positive influence on purchase intention. H3: Brand attitude will mediate the relationship between philanthropic marketing and purchase intention. 6 Human Communication

PM2

PM3 PM11

PM4 PM12

PM5 PM13 Pilanthrophic Brand Attitude Purchase Intention PM1 Marketing

BA1 BA2 BA3 BA4

Figure 1. Research Model

Methodology

The unit of analysis is individual millennial investors in the Klang Valley region in Malaysia. As defined by Strauss and Howe (1991) the millennial generation are those born between the year of 1982 to 2000. As the legal age to trade stocks online in Malaysia is 18 years old, therefore, the age range of the respondents were between 18 to 35 years old. The age range of the respondents is between 18 to 35 years old. A convenience sampling method was used as suggested by Hulland, Baumgartner, & Smith (2018). Philanthropic marketing questions which have 5 items were adapted from Tsai et al. (2014). Brand attitude had 4 items adapted from the study of Lee (2017) and finally purchase intention questions were adapted from Li, Fu, and Huang (2015). All predictor variables for this study used the 5-point Likert-type rating scale ranging from “strongly disagree” to “strongly agree”. For the criterion variable, this study used the six-point Likert-type rating scale also ranging from “strongly disagree” to “strongly agree”. It is vital to note that this study adapted measurements for each construct from only one author to avoid issues with multidimensional in the data analysis. As this study used partial least squares structural equation modeling (PLS-SEM) to analyse the data, this study required to use unidimensional constructs which means that this study is not able to mix the statements from various authors for each construct. Different research would have different dimensions of the construct and this would create major issues when using PLS-SEM to analyse the data.

Statements or items of the questionnaire as seen in Table 1 are formatted based on valid studies and were distributed first as a pre-test and a pilot study to 100 respondents to test the suitability of the statements for our context here in Malaysia. Some modification were made to the final data after the pre-test and even after the pilot study. Nunnally (1978) recommends a minimum level of 0.70 for the reliability test and the pilot study has shown that all Cronbach’s alpha of the measurements’ items have achieved a minimum desired level of 0.70.

The intercept survey method was carried out by personally approaching all the respondents using Google form on mobile phones and tablets and politely requesting them to answer the survey. This seems to be a reliable approach in gathering data as all submitted forms have to be completed without any missing data to submit the survey. PLS-SEM was applied to analyse the specified path model and SmartPLS 3 was used as the tool to run this technique. The reason for using PLS-SEM is because non-normally distributed data is rather common for the majority of marketing researchers and PLS-SEM can accommodate this type of analysis (Hair, Hult, Ringle Human Communication 7 & Sarstedt, 2017).

In social science research, it is imperative to consider the social desirability bias. Self-report measures of attitude, behaviour, and feeling have been constantly condemned mainly because respondents could answer statements in such a way as to represent themselves favourably (Hays, Hayashi, & Stewart, 1989). This is common to consider which are mainly relevant to self- reports of abilities, personality, sexual behaviour, drug use, and even philanthropy or charity as it reflects one’s favourable behaviour. This bias is important to consider to avoid respondents from over-reporting “good behaviour” or under-reporting “bad”, or undesirable behaviour. This response bias is related to the tendency of the subjects or respondents to answer questions or statements in a manner that will be viewed as favourable by others (Podsakoff & MacKenzie, 2012). The philanthropic marketing variable statements are therefore deliberated as having socially desirability bias because it could demand respondents to answer in such a way as to be viewed as more favorable to the researcher (Atila Yuksel, 2017).

Originally there were 33-items for the social desirability statements from Marlowe– Crowne Social Desirability Scale (MC–SDS) to assess whether or not a respondent was actually concerned with social approval. Over the years, several researchers have reduced the number of statements to only 5 items as suggested by Hays et al. (1989). For these socially desirable response set (SDRS) questions, there is only one correct answer for each of the five statements and if the respondent answers the statement correctly, that respondent will score 1 for that specific statement and it is not reverse coded. This research followed the cut-off score of Rahman Haghighat (2007) that set the cut-off score above 1 which represents more than one socially desirable answer. The exact cut-off level was set at 1 to get good results of having respondents who answer more transparently about their personal attitudes. The socially desirable response set items are detailed in Table 1. The socially desirable response set (SDRS) questions were used as filter or contingency questions where the respondents were asked at the beginning of the questionnaire.

Out of all the completed questionnaires received, 9 percent of the replies did not comply with the requirements of SDRS and were removed from the analysis. Hair et al. (2017) reported that when that sets are more than 250 and larger, the partial least square SEM results will be very similar. As this action has been performed before analysing the data set using partial least squares structural equation modeling (PLS-SEM) technique and the SmartPLS 3 tool, all of the SDRS items have no issue to be considered statistically inconsistent with other measurement items. Consequently, by doing this, there is no tendency of having a serious social desirability bias or problem with this self-report. 8 Human Communication

Table 1 Constructs and Items

Construct Items Adopted / Adapted from Socially Desir- 1. I am always courteous even to people who are able Response Set disagreeable. (SDRS) 2. There have been occasions when I took advantage of someone. 3. I sometimes try to get even rather than (Hays et al. 1989) forgive and forget. 4. I sometimes feel resentful when I don’t get my way. 5. No matter who I’m talking to, I’m always a good listener.

Philanthropic 1. I have a favorable impression of companies Marketing that make donations. 2. I have a favorable impression of companies that advocates social services as its philanthropic marketing activities. 3. I have a favorable impression of companies that advocates social welfare as its (Tsai et al., 2014) philanthropic marketing activities. 4. I have a favorable impression of companies that advocates healthcare as its philanthropic marketing activities. 5. I have a favorable impression of companies that advocates charity and relief as its philanthropic marketing activities.

Brand Attitude 1. The brand is pleasant. 2. The brand is good. 3. The brand is favorable. (Lee, 2017) 4. I like the brand.

Purchase Intention 1. I intend to purchase stocks online. 2. I will try to purchase stocks online. (Li, Fu, & Huang, 3. I plan to purchase stocks online. 2015) Human Communication 9 Results

Table 2 presents the results for all the direct relationships of direct effects for hypothesis 1 to hypothesis 2. The results displayed that all the hypotheses were supported. The results of the hypothesis testing for the indirect effect for hypothesis 3 is shown in Table 3. The bootstrapping analysis has revealed that the indirect effect for hypothesis 3 is supported. The indirect effects at 95 percent Bootstrapping Confidence Level Bias Corrected (BC): [LL= 0.505, UL = 0.653] does not straddle a 0 in between indicating there is a mediation and therefore this hypothesis is supported. Consequently, brand attitude mediates the relationship between philanthropic marketing and purchase intention of online shares.

Hair et al. (2017) stated that the threshold value of 0.25, 0.50, and 0.70 regularly labels a weak, moderate, and a strong coefficient of determination. The coefficients of determination (R2) values of 0.596 and 0.579 indicate that there is a medium coefficient of determination. The main factor that will influence brand attitude is philanthropic marketing which is positively related to brand attitude. This factor can rationalise 59.6 percent of the variance in brand attitude. Brand attitude is positively related to purchase intention which explains 57.9 percent of the variance in purchase intention of online shares. The last stage in Structural Equation Modelling (SEM) is to measure the effect of a certain exogenous construct on the endogenous construct when deleted from the model. This can be attained through inspecting f2 effect sizes from R2. f2 effect size can be calculated manually by taking (R2 included - R2 excluded) / (1 - R2 included). Cohen’s (1988) research explains the f2 with the values of 0.02, 0.15, and 0.35 are understood as small, medium, and large effect sizes. Table 2 displays the f2 effect sizes of 1.477 and 1.377 which confirm that the effect sizes are large.

Table 2 Hypotheses testing for direct relationships

Hypothesis Relationship Std. Beta Std. t-value Decision R2 f2 Error H1 Philanthropic 0.772 0.027 Supported 0.596 1.477 marketing -> Brand attitude H2 Brand attitude -> 0.761 0.028 Supported 0.579 1.377 Purchase inten- tion

Notes: *p< 0.01 f2: 0.02, small; 0.15, medium; 0.35, large

Table 3 Hypothesis testing for indirect relationships

Hypothesis Relationship Std. Beta Std. t-value Confidence Decision Error Level (BC) LL UL 10 Human Communication

H3 Philanthropic 0.588 0.037 0.505 0.653 Supported marketing -> Purchase intention

Notes: *p< 0.01 BC = Bias Corrected, UL = Upper level, LL = Lower Level

Discussion

The main objective of this research is to understand how online philanthropic marketing will influence millennials’ brand attitude and purchase intention of online stocks. Hence, based on the results shown, it implies that philanthropic activities are important to potential investors when deciding to purchase an online stock. This article demonstrates that there is a strong positive relationship of philanthropic marketing on the brand attitude, unlike certain research that concluded negative outcomes relating to purchase intentions or even in terms of creating market value for the company (Luo & Bhattacharya, 2006; Sen & Bhattacharya, 2001). Becker- Olsen et al. (2006) implied that philanthropic activities had positive outcomes. However, in terms of activities that were profit-oriented had opposite effects such as in the study of Becker- Olsen et al. (2006). The findings were also noticeably consistent in relevant finance research such as the study of Berger et al. (2007) that indicated philanthropic marketing enables investors to have higher confidence in the company that they invest in. Furthermore, the philanthropic marketing variable illustrates that people will relate to the specific brands as suggested by Bigne `-Alcan ˜iz et al. (2011).

A study by Abzari et al. (2014) noticed that attitudes of a consumer on a brand have a positive effect on his or her purchase intention because brand attitude is a domineering factor of purchase intention. Branding has a bigger influence on people in terms of brand attitude than consumer satisfaction. This can also be seen in the hotel industry perspective where the brand connection of the hotel guests will eventually be sustained if there is a favourable brand attitude (Tsai, 2014). A few studies related this attitude to the form of recommendation made by shoppers to their peers or impromptu purchases (Nisco & Warnaby, 2014). This includes their intentions or even buying for future purposes (Jani & Han, 2015). Other studies that had consistent results includes Aspara (2015), Bahri-Ammari et al. (2016), Hemsley-Brown and Alnawas (2016), Nisco & Warnaby (2014) where, “retail investors are prone to pick stocks that are attention-grabbing because they appear in the news, have abnormally high trading volume, or displayed extremely positive returns from the effects of philanthropic marketing.”

Previous studies by Asif et al. (2018), Kudeshia and Kumar (2017), and Kiseleva (2018) have inspected the relationship of attitude in Moscow and their intention in purchasing the subculture clothes and found out that there were positive influences. The same conclusion was uncovered as Asif et al. (2018) and Thananuraksakul (2018) whereby brand attitude was found to be a better predictor of purchase intention even though their studies were conducted in Pakistan, Turkey, Iran, and Thailand. These prior studies were able to identify that the most important factor that affected purchase intention was attitude. Human Communication 11 The results of the analysis are coherent with many other studies that looked into the relationship of attitude to purchase intention even in a different context. This includes the study of Arli et al. (2018) that precisely looked into consumers' perceived readiness to be green and subsequently and how ready to be green affects consumers' purchase intention toward green products in an emerging market. Another study by Engelken et al. (2018) has assessed the households’ behavioural motivations in Germany which also researched green technology energy discovered that attitude is one of the most important factors of purchase intention. Amaro et al. (2017) have even discovered that attitude significantly influenced the purchase intentions of online travel.

Thus, even in the context of financial communication, social finance, and behavioural finance, it is explicitly shown that brand attitude plays a crucial role in influencing the purchase intention of online stocks. Furthermore, this paper illustrates the implication and importance of encouraging philanthropic activities which is parallel in achieving the 2030 Agenda for Sustainable Development. This is adopted by all the members of the United Nations to accomplish peace and shared prosperity for everyone. The United Nations recognises that ending poverty and other deprivations must go hand-in-hand with all other tactics to enhance health and education, reduce inequality, and prompt overall economic development while tackling climate change (United Nations, 2019). By urging philanthropic activities through purchasing stocks of companies that invest in philanthropy and social finance could be the fundamental role in bridging these financial gaps.

Limitations and Delimitation

Firstly, This research was limited to Malaysian millennial investors. Secondly, the Malaysian millennial individuals selected are social media savvy and are capable of using assorted social media platforms. These individuals are potential Malaysian millennial investors that have not traded online stocks but have the intention to purchase online stocks in the future. As financial communication is defined inversely by researchers from various disciplines, this study required to ascertain a delimitation or a boundary. This article only included news or messages announced by the particular firm on their official social media accounts or pages and not by third parties such as financial analysts. This is to avoid any other financial communication manipulations from third party media sources. It does not include internal communication or the communication within the companies which are not announced or publicised to the public or potential investors specifically.

Conclusion and Implications

Consequently, this research further substantiates all the above-mentioned studies involving philanthropic marketing, brand attitude, and purchase intention. The results reaffirm that potential millennials’ favourable brand attitude has a positive effect on the purchase intention of online stocks in Malaysia. This article contributes to comprehending the objective of the study where the positive effects of online philanthropic marketing towards millennials’ brand attitude and purchase intention of online stocks in Malaysia is established.

This paper also discussed the managerial implications and contribution of philanthropic marketing via online financial communication towards millennials’ investing intention in companies that supports social welfare, healthcare, and advocate charity and relief as its philanthropic marketing activities. This is accomplished with the climbing demand of 12 Human Communication environmental, social and governance, socially responsible investing, and impact investing. Environmental, social, and governance consider the corporations’ environmental, social, and governance methods, and the traditional financial dealings. Socially responsible investing encompasses selecting investments that are considered ethical. Impact investing, on the other hand, considers assisting companies in carrying out a programme or conduct a positive project that will contribute to society as a whole. Corporations should invest more in philanthropic activities and publicise this effort to the public. By using exclusive philanthropic marketing campaigns, public relations and corporate communication managers can gain awareness. These campaigns or business communication attempts will eventually affect positive sales, and this will enrich the purchase intention of online stocks in the stock market.

There is indeed an emergence of potential investors who are interested in investing in stocks that are not only profitable but also represent their social values and personal beliefs. This paper evidently shows that the millennial generation is attracted to socially responsible investing and philanthropic marketing. Lastly, future research may want to consider studying the reason why philanthropic behaviour specifically in donating money, volunteering, and helping strangers is found to be increasing worldwide despite the slowdown in the global economy following the COVID-19 outbreak. Future research could look into whether potential millennial investors understand basic economics and financial concepts besides just having the good intentions of supporting social finance and social entrepreneurship.

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The Mediating Effect of Employee’s Job Satisfaction on the Relationship between Transformational Leadership Style and Employee Well-Being among Malaysian Academics

Author(s): Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen, Aini Maznina A. Manaf, Syed Arabi Idid International Islamic University Malaysia

Kamaruzzaman Abdul Manan Universiti Pendidikan Sultan Idris

Abstract An effective leadership style might be a key variable in ensuring that employees thrive and remain happy at the workplace, in addition to working experience. However, an employee’s well-being may also depend on their working experience, and if they are able to achieve an optimal level of job satisfaction. Thus, this study aims to identify both organisation-specific and employee-specific factors that would influence employee well-being among academics from a higher education institution (HEI) in Malaysia. Specifically, it is predicted that transformational leadership style would positively predict employee well-being, while working experience would positively influence employee well- being. We also propose that job satisfaction would serve as a mediator in the relationship between transformational leadership style and employee well-being. Using a Google form, an online survey questionnaire was distributed among academic staff from a Malaysian university to determine the relationship between transformational leadership style, working experience, job satisfaction and employee well-being (N = 218). Overall, findings indicate that job satisfaction partially mediates the relationship between transformational leadership style and employee well-being. The impact of these findings on the influence of transformational leadership style on organisational outcomes, from the context of higher education institution, will be discussed.

Keywords: Academic Staff, Employee Well-Being, Higher Education Institution, Job Satisfaction, Transformational Leadership Style

Introduction

Higher educational institutions (HEI) are continuously facing challenges as a result of societal, economic, political and environmental changes in the country, urging them to meet demands from the government and industries. Essentially, effective leadership in HEI is crucial when dealing with changes as it often involves ambiguity, uncertainty and risks. At this juncture, good leadership is important in directing HEI to respond to the change. For instance, transformational leadership style is one of most popular leadership theories and based on early work by Bass and his colleagues (e.g. Bass, 1985), it has been established that compared to other types of leadership style, transformational leadership is considered as a positive leadership style. Therefore, when employees perceive the positive impact of transformational leadership style practiced by top HEI management, it will lead to positive organisational outcomes, such as elevated levels of job satisfaction. Human Communication 19 Another important factor in ensuring that HEI employees manage challenging work circumstances and remain productive is their well-being or happiness. Well-being is always referred to life satisfaction and feelings and often interchangeably used to explain the concept of happiness and job satisfaction in workplace (Fisher, 2010). In a survey on job satisfaction conducted by JobStreet.com (2018), Malaysia is positioned at the fourth place out of seven countries in the same region, in the category of employees who are happy at the workplace. Nevertheless, although Malaysian employees are generally described as happy employees and possess good well-being, 30 percent of Malaysians are suffering from mental illness due to unhappiness in their life (Isa, Jaes, Damin, Latiff, Rahman, Maslan, A’ain & Tenah, 2019). This is confirmed by the findings released based on the 2019 World Happiness Index, where Malaysia is ranked the 80th happiest nation, a massive drop of 45 places when ranked at 35th in 2018 (Bedi, 2019). Thus, when employees perceive that their well-being is negatively impacted this may lead to mental health issues, decreased organisational commitment, higher retention rate, burnout, and lower productivity.

Several studies have examined specifically the experience of Malaysian academic staff working in higher education institutions, and how it affects organisational outcome. Permarupan, Ahmad Saufi, and Raja Kassim (2013) studied Malaysian academics in a public university and they found that HEI staff motivation, productivity and performance are very much influenced by the synergy between organisational goals and the employee’s career development opportunities. However, the quest for ranking and university global positioning have put undue pressure on Malaysian academics to fulfil their Key Performance Indicators (KPIs). In 2015, the Ministry of Education Malaysia released The Malaysian Higher Education Blueprint 2015-2025 (Higher Education) (Ministry of Education Malaysia, 2016), which was intended to provide detailed guideline in order to improve the quality of higher education in Malaysia. In addition to the core business of teaching and supervision, when conducting research Malaysian academics are to abide by many other additional requirement and pitfalls, such as ensuring that their research are published in reputable journals, to conduct consultations with industry experts, and applying for government funded grants or other sources to conduct research. However, this may place additional burden on academics in HEI if they did not receive proper support from top management in carrying out their duties. Conversely, difficulties in balancing their multiple roles may lead to plummeting job satisfaction, decreased well-being and higher levels of occupational stress. For example, studies have indicated that challenges in fulfilling their KPI were among the greatest source of occupational stress among Malaysian academics (Ismail & Noor, 2016). Others argued that being an academician is now a high pressure point, and thus robbing it from being a pleasant, rewarding and enjoyable profession (Mohd Makhbul & Sheikh Khairuddin, 2013).

Accordingly, this study attempts to establish the influence of transformational leadership style and other variables in employee well-being. Drawing upon the transformational leadership style theory, and its impact on organisational outcomes, the main research objective of this study is to examine the relationships between transformational leadership style, working experience, job satisfaction and employee well-being among academic staff from a well-known higher educational institution in Malaysia. Specifically, this study aims:

• To examine the mediating effect of job satisfaction in the relationship between transformational leadership style and employee well-being 20 Human Communication Literature Review Theoretical Framework

Transformational leadership theory is a relatively new approach on leadership behaviour and concentrates on how leaders can inspire positive change in their followers. Although early research on transformational leadership style proved to be effective in military setting and in studying political leaders, researchers have come to examine the effective use of transformational leadership in other settings as well, including education, healthcare and non-profit sectors (Bass & Riggio, 2006). The effectiveness of transformational leadership style on employees appears to transcend industries, where past studies has established the effectiveness of transformational leadership on employees from the education (e.g. Alonderiene & Majauskaite, 2016; Kateb & Ramanathan, 2019), hospitality (i.e. Kara, Uysal, Sirgy, & Lee, 2013), health (i.e. Andrews, Richard, Robinson, Celano & Halloran, 2012), and information and communication technology sectors (i.e. Jacobs, Pfaff, Lehner, Driller, Nietzsche, Stieler-Lorenz, Wasem & Jung, 2013).

A concept initially introduced by James MacGregor Burns, more layers to the original work were added by Bernard Bass. He highlighted the psychological mechanisms that explains transformational leaders, as well as the contrasting leadership style, namely the transactional leadership style (Burkus, 2010). To date, transformational leadership style is one of the most widely used leadership theory, and it is a category of leadership behaviour that strives to encourage employees to be visionary, inculcate organizational change as well as creating an evocative and satisfactory job environment for the employees (Bass, 1985).

Transformational leaders are said to influence their followers by encouraging them to be supportive of one another, and of the organisation. Transformational leadership also contributes to the personal growth of followers by providing them with idealised influence, individualised consideration, intellectual stimulation, and inspirational motivation (Bass, 1990; 2000). Based on these core components of transformational leadership, leaders attempt to successfully manage the organisation and positively influence their followers by being charismatic, being good role models, and providing support to followers through activities such as mentoring and coaching.

Numerous scholars have attempted to identify the impact of leadership style on organisational outcomes, including job satisfaction. Some researchers also believe that transformational leadership is a positive type of leadership, and when employees perceive a higher degree of transformational leadership, it leads to enhanced well-being among employees (Jacobs, Pfaff, Lehner, Driller, Nitzsche, Stieler-Lorenz, Wasem & Jung, 2013; Kuopolla, Lamminpaa, Liira & Vainio, 2008; Kara, Uysal, Sirgy & Lee, 2013; Liu, Siu, & Shi, 2010). On the other hand, destructive leadership can contribute to decreased employee productivity, as well as having a negative effect on their mental health (Schyns & Schilling, 2013). Overall, the practice of transformational leadership style seemed to produce positive organisational outcomes.

Working Experience, Job Satisfaction and Employee Well-Being

According to Sony, Chawla and Sengar (2016), working experience refers to the kind of experience an employee has during a job in a particular organisation. Working experience is an important component in organisations as it creates word of mouth amongst the workforce. If employees had bad working experience, their bad words of mouth might affect the organisation’s Human Communication 21 image and reputation. Sony et.al. (2010) asserts that experience involves almost everything that the employees see and happen to them in the office ranging from workspace, relationship between superiors-subordinates, job design to overall work environment which create an employee’s experience in the organisation.

There are conflicting findings with regards to the influence of working experience on job satisfaction. In a comparative study on restaurant industry employees in Canada and India, Gill, Sharma, Mathur, and Bhutani (2012) have established that employees with work experience were more empowered and satisfied with their jobs compared to those with less working experience. Other studies paint a more complicated picture on the role of working experience on job satisfaction. Knight, Kim and Krutsinger (2006) examined working experience among retail industry workers, within the context of organisational role. They found that those experienced role conflict negatively influenced job satisfaction, while those who experienced greater role ambiguity experienced more positive perceptions of job satisfaction. In this study, we propose that more experienced academics will influence greater job satisfaction as in longer duration of working experience tend to lead to greater perks (i.e. salary, recognition, networking). Also, senior staff should experience greater employee well-being as they are more attuned with their working environment, more familiar with their duties, have higher social support due to their wider organisational network, and more adept at achieving work-life balance. Therefore, based on these assumptions, the following hypotheses are suggested:

H1: Duration of working experience is positively associated with job satisfaction H2: Duration of working experience is positively associated with employee well-being

Transformational Leadership Style and Job Satisfaction

Previous studies have found that the use of transformational leadership style by management tend to positively influence employee’s perception of their job satisfaction, including academicians working in higher education institutions. For instance, a recent study by Syrian researchers focused specifically on the impact of leadership style among Syrian academicians working in private universities, and they found that transformational leadership style positively influenced job satisfaction (Kateb & Ramanathan, 2019). Similarly, findings from a study in Lithuania also suggest that job satisfaction among faculty members from both private and public universities is dependent on transformational leadership style and it is a positive relationship (Alonderiene & Majauskaite, 2016). Consequently, based on previous studies, we postulate that for Malaysian academics working in a higher educational institution:

H3: Transformational leadership style is positive associated with job satisfaction

Transformational Leadership Style and Employee Well-Being

Additionally, the type of leadership style practiced in organisations may also influence their employee well-being. In a study on 318 employees from six German information technology companies found that employees tend to experience higher well-being when transformational leadership is practiced, as it expresses trust, while at the same time individually challenging workers to perform to the best of their ability (Jacobs, et al., 2013). Also, Kara et al. (2013) found that in a study conducted among 443 Turkish hotel employees, transformational leadership 22 Human Communication style is more effective than transactional leadership style in fostering employee well-being, by enhancing their life satisfaction and their quality of life. Therefore, we propose that:

H4: Transformational leadership style is positive associated with employee well-being

Job Satisfaction and Employee Well-Being

Job satisfaction and employee well-being are organisational outcomes that may depend on how the HEI manages its resources as well as its employees. First, it is noteworthy to point out that leaders need to be highly concerned with their employee’s well-being. Otherwise, it may affect working performance and subsequently result in job turnover. Employees who possess low level of well-being in organisations are mainly due several factors which are closely related to leadership styles. Among the notably common factors are ineffective communication between organisational leaders and general staff, lack of employers’ attention on the employees’ welfare and lack of appreciation by superiors on notable contribution made by their workers (Isa et. al., 2019). Subsequently, low level of well-being may result in lack of job satisfaction, hence lead to stress and potentially affect employee behaviours (Rashid, Sharif, Narina, & Rosman, 2014).

Furthermore, job satisfaction among employees is crucial in higher educational institutions. Most often than not, satisfied academics contribute to higher work performance and effectiveness in teaching and learning activities, as well as the academics’ readiness in responding to changes that take place in the institutions. On the other hand, their job dissatisfaction will eventually lead to the possibility of voluntary turnover. Wong and Heng (2009) argue that higher educational institutions often face serious challenges in hiring and retaining their employees; suggesting that the job satisfaction plays a vital role in successfully doing so. Many factors have been claimed contributing to job satisfaction. Leadership style is considered as one of the significant determinants of job satisfaction (Alonderiene & Majauskaite, 2016; Bateh & Heyliger, 2014; Kateb & Ramanathan (2019).

Additionally, the relationship between job satisfaction and employee well-being has been well-established. For instance, some scholars argue that employee well-being influences job satisfaction (e.g. Mathieu, Neumann, Hare & Babiak, 2014), while others highlight that job satisfaction influences employee well-being (i.e. Sironi, 2019). In examining the influence of employee well-being on job satisfaction, scholars highlighted that well-being may have multiple impacts in regard to job-related functioning: employees who experience mainly negative emotions may suffer from burnout, boredom or workaholism, whereas employees who experience mainly positive emotions may feel satisfied or engaged (Schaufeli & Salanova, 2010). On the other hand, workers who are highly satisfied and engaged at the workplace will experience greater happiness and contentment. Researchers have established that for workers who experience low levels of job satisfaction has shown decreased well-being, and even elevated levels of anxiety and depression (Faragher, Cass & Cooper, 2005). Others highlight that both employee well-being and job satisfaction are positive determinants of work productivity (Wright & Cropanzano, 2000). In situations of high turbulence, the capability of organisations to cope with changes depends on their role in maintaining job satisfaction and employee well-being by promoting adaptability to change, and this in turn leads to a more productive workforce (Stride, Wall & Cately, 2007). In-line with previous studies, we argue that for Malaysian academics at Human Communication 23 a higher educational institution, achieving an optimal level of job satisfaction will contribute positively to their well-being at the workplace. Specifically, it is predicated that:

H5: Job satisfaction is positively associated with employee well-being

The Mediating Role of Job Satisfaction

Finally, this study attempts to extend our understanding on transformational leadership style on individual employees by focusing on the role of job satisfaction as a mediating variable. Specifically, it is predicted that job satisfaction will mediate the relationship between transformational leadership style and employee well-being, and the relationship between working experience and employee well-being. Some studies have examined the mediating role of job satisfaction in the relationship between leadership behaviours and organisational outcomes such as job performance (Yousef, 2000). On the other hand, others have established transformational leadership style as a mediating variable for leadership mindfulness and employee well-being (Pinck & Sonnentag, 2018). Finally, researchers have also established that job satisfaction serves as a mediator in the relationship between leadership style (i.e. change leadership), and organisational commitment (Wulandri, Magundjaya & Utoyo, 2015). As such, we predict similar effects by job satisfaction in the relationship between transformational leadership style and employee well-being. An effective leadership style through the practice of transformational leadership may positively affect job satisfaction, which in turn will also lead to a positive outcome on employee well-being. Therefore, the ensuing hypothesis is proposed: H6: An employee’s job satisfaction will mediate the relationship between transformational leadership style and employee well-being

Based on the existing literature review on transformational leaderships styles, working experience, job satisfaction and employee well-being, the hypotheses for this study are summarised as below:

H1: Duration of working experience is positively associated with job satisfaction H2: Duration of working experience is positively associated with employee well-being H3: Transformational leadership style is positive associated with job satisfaction H4: Transformational leadership style is positively associated with employee well-being H5: Job satisfaction is positively associated with employee well-being H6: An employee’s job satisfaction will mediate the relationship between transformational leadership style and employee well-being

Conceptual Framework and Research Hypothesis

This study predicts that academic staff perception on transformational leadership style practiced in the organization and how their working experience affects job satisfaction, which subsequently will affect their well-being at the workplace (Figure 1). 24 Human Communication

working H1 experience H2 Employee job Employee H3 sastifaction H5 well-being working experience H4

H6

Figure 1. Conceptual framework depicting relationship between research variables

Methodology Sampling

The target respondents of this study consist of academicians from a public university in Klang Valley, Malaysia. This study was part of a bigger research; where the main purpose of the research was to examine the perception of staff on the strategic direction of the university, leadership styles and implementation of flagship projects initiated by academic staff in the university (findings were detailed in a separate report). Thus, only academic staff were eligible to participate in this study. The study used stratified random sampling, where the population is divided into subcategories based on the faculty that they belonged to, and participants of the study were randomly selected to participate based on those criteria. Using the G*power software, a sample size of 214 academics was determined as adequate for this study, based on the number of predictors.

Procedure

To participate in this study, the academic staff must be employed on a full-time basis. Incomplete responses, or responses from part-time instructors or non-academic staff were excluded from data analysis. The primary method of collecting data was online. An online survey form was constructed using Google Form and distributed among target participants through their official university email and via an online announcement sent through the university mailing system from August to October 2019. All full-time academic staff with a legitimate university e-mail address had access to the university online announcement. The instrument took approximately about 15-20 minutes to complete and consent was obtained from each individual before they proceeded with completing the research instrument. After one month, an initial reminder was sent. However, since the relatively low response, a second reminder was sent. To also boost participation, there was a further attempt by the researchers to facilitate data collection by distributing 100 copies of the pen-and-paper version of the research instrument among academic staff undergoing an initiation workshop organised by the university in October. Respondents of the study were instructed to answer a series of questions on their demographic background, their perception of the university top management transformational leadership style, as well as to provide rating on their job satisfaction and well-being at their workplace. The final number of valid responses totaled up to 218. Human Communication 25

Measurement

The independent variables in this study include employee perception on top management transformational leadership style, duration of working experience, and job satisfaction while employee well-being served as the dependent variable. Job satisfaction is expected to mediate the relationship between transformational leadership style and the dependent variable (i.e. employee well-being). First, duration of working experience is measured by using a single item measurement, by examining the years in which the employee has served the current organisation (in years).

Next, transformational leadership is the leadership style that tends to transform organisations and groups. Leaders who practice this style tend to emphasise on their followers and are concentrating on motivating followers to achieve high level of performance, and in the process, assist their followers in developing their own leadership potential (Riggio, 2009). To measure transformational leadership style, this study adopted the 21-item scale created by Avolio, Bass and Jung (1995). The response items for the scale ranged from 1 (Strongly Disagree) to 5 (Strongly Agree). An example of an item from this scale is “I feel like the top management of the university always displays a sense of power and confidence”. Previous studies have demonstrated consistency for this type of measure in terms of validity and reliability (i.e. Avolio, Bass & Jung, 1995; Bass & Avolio, 2000; Bass & Riggio, 2006; Riggio, 2009).

Further, job satisfaction is the overall contentment that employees possess towards the task they are required to perform at the workplace, as well as satisfaction level with their supervisors (Hasenfeld, 2009). Others define it as feeling of pleasure derived from personalised perceptions about the execution of one’s job and values (Noe, Hollenback, Gerhart, & Wright, 2006). To measure job satisfaction, this study adopted the job satisfaction scale created by McDonald and McIntyre (1997). All ten items were also measured on a 5-point Likert scale with responses that ranged from 1 (Strongly Disagree) to 5 (Strongly Agree). An example of an item from this scale is “I receive recognition for a job well done”. They found the instrument satisfactory in terms of reliability (α = .77).

Finally, well-being generally includes global judgments of life satisfaction and feelings ranging from depression to joy (Diener, Scollon & Lucas, 2009). Researchers have examined well-being from many different perspectives including social, intellectual, psychological, emotional and economic well-being. In this study, we examine employee well-being from the social well-being perspective, and it is adapted based on the 12-item social well-being dimension of the Wellness Assessment Scale constructed by the Center for the Study of Student Life (CSSL), Ohio State University (2018). A high score in the social wellness scale reflects a socially well individuals who possess a network of support based on interdependence, mutual trust, respect and has established a sensitivity and awareness towards the feelings of others, at their work community (CSSL, 2018). To encourage response from the participant, a Likert scale using 5 response items ranging from 1 (Strongly disagree) to 5 (Strongly Agree) was used. An example of an item from the social well-being scale is “I feel a sense of belonging to my work community”.

The mean score for all constructs (i.e. transformational leadership style, job satisfaction and employee well-being) was computed by summing up all the items and averaging the scores. 26 Human Communication Before computing the mean score for each construct, reverse-coded items in the survey were transformed to enable computing the mean score accurately. Table 1 below highlights the Cronbach alpha values for the main variables of the study, and based on the values below, all scales used in the study have demonstrated acceptable internal cohesiveness and consistency (Table 1).

Table 1: Means, standard deviations and reliability of variables

Variable M SD No. of Reliability Items (Cronbach’s α) Employee well-being 3.83 0.67 10 .73 Job satisfaction 3.80 0.69 9 .73 Transformational leadership style 3.60 0.73 21 .91

Data Analysis

In this study, both descriptive and inferential statistical analysis were used. Descriptive statistics comprise of the use of frequencies, percentages, means and standard deviations. Inferential statistics consist of the zero order and partial correlations to test the relationship between the independent variables (transformational leadership style, duration of working experience), the mediating variable (job satisfaction) and the dependent variable (employee well- being) (H1-H5). To examine the mediating role of job satisfaction in the relationship between transformational leadership style and employee well-being, the hierarchical multiple regression analysis was used (H6). The one-way ANOVA analysis was also conducted to examine the effect of transformational leadership style across academic staff grouped based on their duration of working experience.

Findings and Discussion Demographic Background of Respondents

More female academic staff participated in this study (58%), with almost half was from the social sciences faculty (43%). They were also relatively young; more than half were aged below 40 years old (47%) and the age ranged from 25 to 64 years old (M = 40.63, SD = 10.16). In terms of year of service, they had served the institution for a relatively short period of time (M = 10.65, SD = 9.42); with almost half of the academic staff had served the university for less than 5 years (43%), and only one third were senior staff with more than 15 years of service (35%). From those who participated in this study, about two thirds comprise of either assistant professors (55%) or senior lecturers/teachers (18%). A majority of them were Malaysians (89%). Although most of the participants were relatively young academics, they reported that they were quite cognizant of the university mission and vision. This indicated that they were aware of the strategic direction of the university, and activities that were catered to achieve and execute those goals. Human Communication 27 Table 2 displays specific detail pertaining to the respondents’ demographic background.

Table 2. Demographic background of respondent

Demographic Category Frequency Percentage characteristic Age group 40 and below 102 47 41-50 years old 61 28 51 years and above 55 25 Faculty Social science faculties 94 43 Science faculties 55 25 Matriculation/language 69 32

Academic post Senior lecturers/teachers 55 25 Assistant professors 121 56 Associate professors 28 13 Professors 7 3 Academic fellows 7 3

Gender Male 92 42 Female 126 58

Working experience Five years or less 87 40 6-10 years 31 14 11-15 years 24 11 More than 15 years 76 35

Income bracket RM 7000 or less 81 37 RM 7001 to RM 8000 52 24 RM 8001 and above 85 39

Nationality Malaysian 194 89 Non-Malaysian 24 11

Relationship between Transformational Leadership Style, Working Experience, Job Satisfaction and Employee Well-Being

Zero-order correlation is employed to establish the relationships among the four variables in the study: transformational leadership style, working experience, job satisfaction and employee well-being. Table 3 shows that there is a weak, negative relationship between transformational leadership style and working experience (r = -.220, p < .05), and a weak, positive relationship between transformational leadership style and employee well-being (r = .364, p < .001). Further, 28 Human Communication there is a moderate, positive relationship between transformational leadership style and job satisfaction (r = .518, p < .001), and a moderate, positive relationship between job satisfaction and employee well-being (r = .450, p < .001). Finally, there is no significant relationship between working experience and job satisfaction (r = -.089, p = .201), and between working experience and employee well-being (r = .063, p = .366). Therefore, a majority of the results has established that there is empirical support for these hypotheses. Accordingly, while hypotheses 1-2 is rejected, hypothesis 3-5 is accepted. Overall, there is a significant, positive relationship between the transformational leadership style, the mediating variable (i.e. job satisfaction) and the dependent variable (i.e. employee well-being) and the relationship between all variables ranging from weak to moderate. Also, there is a negative relationship between working experience and transformational leadership style. However, there is no significant relationship between working experience with job satisfaction and employee well-being.

Table 3. Zero-order and partial correlations

Control Variable Working Transformational Job Employee experience leadership style satisfaction well-being None Working 1 experience r=-.220, 1 Transforma- p <.05 r=.518, p<.001 tional leader- r=-.089, r=.364, p<.001 1 ship p=.201 r =.450, Job satisfac- r=.063, p <.001 1 tion p=.366 Employee well-being

Job satisfaction Working 1 experience r= -.208, Transforma- p< .05 1 tional leader- r=.133, r = .182, 1 ship style p=.060 p < .05 Employee well-being

Partial correlations were also used to study the mediating role of job satisfaction in the effects of transformational leadership style, working experience, and employee well-being. The analysis reveals that when controlling for job satisfaction, the weak, positive relationship between transformational leadership style and employee well-being (r = .364, p <.001) was reduced to very weak relationship (r = .182, p < .05). However, when controlling for job satisfaction, the negligible relationship between working experience and employee well-being (r = .063, p = .366) was changed to a positive, very weak relationship although it is insignificant (r = .133, p = .06). These findings imply that job satisfaction partially mediates the relationship between transformational leadership style and employee well-being (H6), but not for working experience.

Human Communication 29 To further supplement these findings, a hierarchical regression analyses was conducted (Tables 4). Overall, the results of the regression analyses corroborate and complement the results from the zero-order and partial correlations. In Table 4, results indicate that job satisfaction partially mediates the relationship between transformational leadership style and employee well-being. There is a beta reduction from .364 to .184 t( = 2.530, p = .012). Therefore, for this analysis, there is partial support for hypothesis 6.

Table 4. Hierarchical regression analysis for transformational leadership style and employee well-being with job satisfaction as a mediator

Model Variable Unstandardized Standardized t p coefficient coefficient β 1 Constant 2.625 11.909 .000

Transformational .335 .364 5.590 .000 leadership style

F=31.248, p<.001; R=.364; R2=.133, Adjusted R²=.129; R² change=.133; F change=31.248, p<.001 2 Constant 1.930 7.575 .000

Transformational .169 .184 2.530 .012 leadership style

Job satisfaction .339 .347 4.789 .000

F=28.769, p=<.001; R=.470; R2=.221; Adjusted R²=.213; R² change=.088; F change=22.932, p<.001

Conclusion

The main objective of this study was to examine the relationships between transformational leadership style, working experience, job satisfaction, and employee well-being among 218 academics from a Malaysian public university. To test the hypotheses, hierarchical regression, zero-order and partial correlations were conducted. Findings indicate that there is no relationship between duration of working experience and job satisfaction (H1), and between duration of working experience and employee well-being (H2). However, there is a moderate relationship between transformational leadership and job satisfaction (H3), as well as a weak relationship between transformational leadership and employee well-being (H4). There is also a moderate relationship between job satisfaction and employee well-being (H5). In sum, this study also provides empirical evidence to support the assumptions that, to some extent, employee job satisfaction does partially mediate the relationship between transformational leadership and employee well-being (H6).

30 Human Communication Further, this study provides empirical support on the positive role of transformational leadership style among academics working in a higher educational institution. Findings of this study are consistent with the previous studies where transformational leadership style has been categorised as a positive leadership style that has the capability to enhance an employee’s job satisfaction and their well-being at the workplace, across diverse industries (e.g. Alonderiene & Majauskaite, 2016; Kara, Uysal, Sirgy & Lee, 2013; Kateb & Ramanathan, 2019; Schyns & Schilling, 2013). However, it is also interesting to note that in this study, transformational leadership has a negative influence on senior academics, compared to their younger counterparts. The one- way ANOVA analysis confirmed this assumption [F (2, 206) = 3.918, p < .05]. Overall, there is a significant difference in their perception on transformational leadership style based on their working experience with the organisation. Specifically, the post-hoc Tukey test indicates that junior staff with less than five years working experience (M = 3.76, SD = .81) are more inclined to perceive transformational leadership style more positively, compared to senior staff with more than 15 years of working experience (M = 3.47, SD = .73).

The latter analyses points to the complexities of individual differences in perceiving leadership style being practiced in organisations. This is also in line with previous assumptions by researchers indicating that perceptions on transformational leadership style varied based on an individual level (Yammarino & Dubinsky, 1994). In the context of higher educational institutions, for more experienced academics in this study, transformational leadership is not nearly as effective when comparing to the viewpoints from the more junior staff. This can be due to several possible reasons. First, with emphasis on visionary thinking and being concerned with the future of the organisation (through the transformational leadership style they practice), the transformational leadership approach may not appeal as much to experienced academics as it involves the willingness to change their already well-established, tried and tested practice of performing academic related tasks. Additionally, they may have acquired sufficient working experience and an extended professional network to facilitate them in performing their work tasks, and as such, individualised attention, or activities that centres on mentoring and coaching by the top management may be perceived as less vital or necessary.

Unfortunately in this study, contrary to what was predicted, duration of working experience did not significantly influence employee job satisfaction, or employee well-being. For the latter, although insignificant, the results of this study was consistent with the direction of the hypothesised relationship, where working experience is positively correlated with employee well- being. However, for the former, working experience was found to be negatively associated with job satisfaction, although the relationship is insignificant. In the context of higher educational institution, although senior staff may have achieved the desired promotion or status (i.e. rank, salary, recognition), they may also face more complex challenges in carrying out their duties in teaching and learning (i.e. higher KPI, more responsibilities, higher expectations), and this could negatively impact their level of job satisfaction. For instance, despite greater perceived rewards, it is common for senior academics to also juggle heavier responsibilities and balance multiple roles in terms of teaching, supervision and administrative duties and this could have contributed to decrease job satisfaction. However, more studies focusing on Malaysian academic staff working in HEIs are needed to corroborate and confirm this assumption, by perhaps measuring working experience in an academic setting using multi-faceted constructs instead of a single item measure that was adopted in this study.

Finally, this study highlights the mediating role of job satisfaction in the relationship between transformational leadership style and employee well-being. Put differently, the effect of Human Communication 31 leadership style on employee well-being was rendered nearly insignificant when job satisfaction is added into the equation. Thus, although leadership style matters, it is very important for organisational leaders to prioritise job satisfaction when considering employee well-being at the workplace. Even if leaders of the organisation practice effective leadership behaviour and inspire change in their workers, happiness at the workplace may not be achieved if the welfare of the workers are neglected in terms of work environment (i.e. facilities, salary and incentives) as well as the lack of support from technical and administrative staff. A post-hoc analysis of open- ended items by the academic staff to the top management of the organisation were in-line with this finding. There were suggestions from academic staff for the organisation to stress more on work-life balance, and the need to receive more technical support and involvement from other non-academic staff in performing academic related tasks such as research and teaching, which may indirectly also contribute to job satisfaction at the workplace.

Limitation and Future Research

As reiterated earlier, this study examined employee well-being, working experience, job satisfaction and perceptions on transformational leadership style among academic staff from a higher educational institution in Malaysia. However, this study was plagued with poor response rate, which is an acknowledged challenge with surveys distributed through e-mails (Sheehan, 2001). Although several attempts were made to circumvent the problem by sending repeated reminders through emails via the university online announcements, and supplementing the online survey by distributing the pen-and-paper instrument at a university-organised workshop, the number of respondents who participated in the study was still not satisfactory and barely met the adequate number of sample size required for the analysis. Thus, the findings of this study concerning Malaysian academic staff should be interpreted with caution, and might not be generalizable to all academics working in public universities in Malaysia.

Future studies should consider examining these variables from the context of other types of Malaysian employees working full-time in higher educational institutions, such as administrative, technical and support staff. As they have different work concerns, these employees may have a different perspective on job satisfaction and leadership styles, including how they perceive their supervisors and co-workers, and how these variables may interact with employee well- being. Thus, a study from this perspective may produce different results when examining non- academic staff well-being in relation to job satisfaction and transformational leadership style.

Additionally, this study only focused on a transformational leadership style, which has been acknowledged in the literature as a positive type of leadership. Future studies may consider examining other types of leadership, particularly destructive types of leadership practiced in higher educational institutions and its negative consequences on employees, such as burnout, absenteeism, work stress, turnover intention, or decreased work performance and productivity. For instance, some studies have suggested that the laissez fare leadership has been found to negatively influence leadership satisfaction (Andrews, Richard, Robinson, Celano & Halloran, 2012), while other studies found that controlling, autocratic leadership style has the lowest impact on academic job satisfaction (Alonderiene & Majauskaite, 2016).

Finally, as job satisfaction only partially mediates the relationship between transformational leadership style and employee well-being, perhaps there are other plausible employee related variables at the individual level that may mediate the relationship between job satisfaction and well-being among employees working with higher educational institutions. Future studies should 32 Human Communication consider examining the influence of other individual differences that may affect employee well- being; such as perceived social support from co-workers at the workplace, personality traits (i.e. religiosity), and individual cultural value orientation (e.g. power distance and uncertainty avoidance). As higher academic institutions are vital in producing and training competent and valuable graduates who will eventually contribute to the nation’s workforce, it is important that the university management takes into account academic staff well-being at the workplace, in order to ensure that they are able to perform their teaching and learning duties effectively and at an optimal level.

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Human Communication A Journal of the Pacific and Asian Communication Association Volume 3 (No 1), pp 36-52

The Influence of Awareness, Attitude and Intention on Preventive Actions Taken During COVID-19 in Tanzania

Author(s): Rehema Twahiry Kilagwa Muslim University of Morogoro

Abstract:

In an effort to control the rapid spread of COVID-19 pandemic, many countries have taken different measures including lockdown, movement control or shelter in place orders on their residents. However, the effectiveness of any measures taken highly depends on the participation of all members of society. Individuals’ level of awareness, attitudes and behaviour intention towards COVID-19 plays a great role in influencing them to take serious measures against the pandemic. This study aims at determining the mean levels of all selected variables; to determine the relationships between awareness, attitude, behaviour intention and preventive actions; and to analyse the mediating effect of the behaviour intention on the relationship between awareness, attitude, with preventive actions. The study employs a quantitative research design using online survey, where a total of 211 respondents participated. Results show that awareness is the highest level rated compared to other variables (87.7%). There are significant relationships between awareness, attitude, behaviour intention and preventive actions. Furthermore, the intention fully mediates the relationship between awareness and preventive actions. In addition, behaviour intention partially mediates the relationship between attitude and preventive actions. Hence, all hypotheses constructed are supported and Theory of Planned Behaviour (TPB) applies to the study of preventive actions taken during COVID-19.

Keywords: Attitudes, Awareness, COVID-19, Intention, Preventive Actions, Theory of Planned Behaviour (TPB)

Introduction

The novel corona virus disease (abbreviated COVID-19) is a disease caused by a new strain of corona virus and was first detected in Wuhan, China at the end of 2019 (Zhong et al., 2020). Several reports of previous outbreaks showed that COVID-19 has wider spread capacity than SARS (Zegarra et al., 2020). As reported by Azlan, Hamzah, Sern, Ayub and Mohamad (2020), since COVID-19 emerged, it has spread in almost all countries around the world, hence the World Health Organization (WHO) has declared it as a global pandemic. To date, there are more than 20.2 million positive COVID-19 recorded cases and the global death toll is above 740,000 (Smith, 2020), while the patients who have recovered are nearly 2.8 million (www. aljazeera.com).

Khedmat (2020) reports on the main symptoms of COVID-19 and its main clinical symptoms which include fever, dry cough, fatigue and myalgia. The virus can be transmitted through direct contact with respiratory droplets of an infected person through sneezing and coughing (Unicef & WHO, 2020). A person can also be infected through touching the contaminated surfaces and touching their face especially to some parts like eyes, nose and mouth. Human Communication 37 The first positive case of COVID-19 in Tanzania was detected and reported on 16th March 2020. The victim was a female traveller who departed the country on 3rd March 2020 to Belgium and then visited Denmark and Sweden between 5th and 13th of March 2020 (Tarimo & Wu, 2020). The number of cases later increased gradually to 509 with 28 deaths, where the last official data was released on 29th April 2020.

Given the spread of the new coronavirus and its impacts on human health, where WHO suggested on several preventive measures against the pandemic disease such as social distancing, hand wash, traffic restriction, avoiding social gatherings, home quarantine, establishment of clinical care, infection prevention and control, as well as risk communications and community engagement (Ssebuufu et al., 2020).

Similarly like other countries, after confirming the first case of Covid-19 the government of Tanzania took several strategies such as: social distancing, continuous hygiene, use of face mask and closing of schools. At the same time, the country’s president made a decision of not closing the places of worship because that is where people can get the true healing (Edwards, 2020). The virus has been associated with the devil in which it cannot stay in human body by the will of God. Thus, people were allowed to go in worship places by considering preventive measures like maintaining distancing and wearing face masks. However, all the preventive measures can be achieved if the public are aware on the appropriate controlling measures, have positive attitude and have intention of taking preventive actions against COVID-19 (Modi et al., 2020).

Some of the recent studies on protective measures against COVID-19 found that preventive measures towards epidemic diseases are associated with the level of knowledge, awareness, attitudes and individuals’ willingness on taking governments measures against the disease (Balkhy et al., 2010; Zegarra et al., 2020). That means the higher the level of awareness, the more the persons would maintain a positive attitude towards Covid-19 preventive actions and that would influence their intentions to practices (Roy et al., 2020; Zhong et al., 2020). Though there are few studies conducted in East Africa on COVID-19 preventive action but there is no study done yet in Tanzania to assess the level of awareness, attitude and behaviour intention as an influence factor on preventive measures during COVID-19 outbreak (Ssebuufu et al., 2020). Previous outbreaks like SARS and Ebola have shown that understanding more on the diseases and the controlling measures play an essential role in influencing community intention to accept the behaviour changes towards preventive measures and avoid its spread in the community (Balkhy et al., 2010). As suggested by Azlan et al. (2020), several factors such as knowledge, awareness and attitude can help to prevent the spread of COVID-19 disease.

Most of the African countries including Tanzania has poorly-equipped health settings to manage the large number of COVID-19 infection in comparison to developed countries (Ssebuufu et al., 2020). To enable the effective management of COVID-19 for a low-resourced setting country like Tanzania, there would be a need for controlling the spread by improving public awareness, correcting attitude and influencing individuals’ behaviour intention on taking preventive measures (Zhong et al., 2020).

Therefore, this study was very important for examining public awareness, attitude and intention as factors that influence public on taking preventive actions during COVID-19 in Tanzania. This would help to provide better insight to address public awareness about the disease, their attitude and the development of preventive strategies and health promotion programmes. 38 Human Communication Research Objectives

The main objective of this study is to examine the factors that influencing public on taking preventive actions during COVID-19 in Tanzania. The specific research objectives are:

1. To determine the mean levels of awareness, attitude, behaviour intention and preventive actions during COVID-19; 2. To determine the relationships between awareness, attitude, behaviour intention and preventive actions during COVID-19; and 3. To analyse the mediating effect of the behaviour intention during COVID-19 on the relationship between awareness, attitude, with preventive actions during COVID-19.

Significance of the Study

This research enhances the understanding of preventive measures taken during COVID-19 pandemic in Tanzania, through the underline Theory of Planned Behaviour (TPB). The theory helps to establish the fact that awareness, attitude and intention are critical factors towards individual action taken to prevent him/herself from COVID-19. The factors also play a major role in the adoption of the situation during COVID-19 as mentioned by WHO that the world should be prepared to live with this pandemic disease.

The research also provides an insight to the health institutions and organisations, media institutions, as well as government agencies that they will need to propagate the effort, raise awareness and change people attitude and shape their behaviour actions towards COVID-19 prevention. They are obligated to influence people by providing knowledge on the measures that they can take to prevent themselves from the pandemic.

The government should put more emphasis on COVID-19 prevention by encouraging health stakeholders to provide some preventive measures on their institutions or businesses, as their service are dealing with people and also, they may be one of the major tools for outbreak reduction. This study may also encourage the government to better prepare for the future health crises involving infectious diseases. At the same time, the results of this study will help to bring awareness to people and be able to comply with pandemic control measures.

Literature Review Theoretical Framework

This study is based on the theory of Planned Behaviour (TPB) which was formulated by Ajzen and his associates (Ajzen, 1985). The main purposes of this theory is to predict and describe behaviour according to the intented situations. Intentions to perform different behaviours can be influenced with high accuracy from attitudes towards behaviour, subjective norms and perceived behavioural control. In TPB, the combination of attitude, subjective norms, perceptions of behavioural control and the intention account for considerable variance in actual behavior (Al-Mamary et al., 2016).

TPB is an extention of the theory of reasoned action (TRA) after he added perceived behaviour control as the third variable from TRA. The theory of reasoned action was introduced in 1980 by Ajzen and his associate (Ajzen, 1985). According to him, perceived behavioural is determined by availability of skills, resources, opportunities and its importance to achieve Human Communication 39 outcomes (Asamoah, 2012; Chen & Li, 2010). Meanwhile, attitude is calculated based on cost- benefit in deciding to perform a certain set of actions and subjective norms are informed by normative beliefs about the expectation from other people (Zhang, Chen & Wu, 2018). In TPB, behavioural control has a direct influence on behavioural intention as well as behaviour performance (Al-Mamary et al., 2016).

In the context of the preventive action during COVID-19 study and under the framework of the TPB, it is assumed that if the desired actual behaviour is preventive action, then an individual intention to perform the preventive action will most likely predict the behaviour. The intention is driven by awareness of the pandemic and attitude towards the pandemic. These are factors that have a direct influence towards COVID-19 preventive actions.

Preventive Actions During COVID-19 Pandemic

Preventive action is an effort to avoid the perpetration of unhealthy, harmful, dangerous and illegal behaviours’ that abuse others (Stoop, 2018). Preventive actions can also deal with technical things related to the particular issues, which may be a product/service or to the internal management system. Several scholars including Khedmat (2020); Liang and Acharya (2020); Omer, Ali and Babar (2020) mention among the preventive measures taken during COVID-19 pandemic are washing hands frequently by using soap and running water or using sanitizer, maintaining social distance, avoiding public gatherings and crowded places, staying home or use mask when going out. Liang and Acharya (2020) on the other hand state that refraining from unnecessary travel, avoiding crowds, public transport and contact with sick people. Apart from that, Omer et al. (2020) mention social hygiene and maintaining personal hygiene as an effective COVID-19 preventive actions for the pregnant women. Furthermore, the report of UNICEF (2020) shows that people who have travel history or have any symptoms of COVID-19 should be isolated for at least 14 days at the selected and designated hospital and healthcare centres, as one of the effective measures to control the spread of pandemic disease.

Moreover, Khedmat (2020) reports on improving the immune system by eating vitamin and mineral foods as a defensive measure to be taken for COVID-19. Having fact or information about COVID-19 will also help people to reduce their fears and anxieties around the disease (UNICEF, 2020). As reported by Bender (2020), if a person feels overwhelmed, anxious or worried, the first thing he or she should know is that, he/she is not alone. Thus, he/she should find someone to talk to about his/her feelings. Such a person can be a family member, a friend, a colleague, a counselor or anyone who seems to be comfortable in reaching out to and speaking with.

Awareness of COVID-19 Related Information

Awareness is about what an individual is conscious about a particular issue, for this study it is about COVID-19 (Tan & Wok, 2018). WHO together with the government from different countries across the world have done tremendous effort to create awareness on COVID-19 using the social media, television/radio, websites and advertisements. Qazi et al. (2020) argue that raising awareness during pandemic situation by using official information sources can significantly influence people increase their protective health actions and control the spread of infection diseases.

Zuo and Liu (2014) maintain that health awareness programmes conducted by using media may be successful in making people more aware about the problem and taking some measures 40 Human Communication to reduce their chances of being infected. This is supported by Modi et al. (2020) whereby they say that the provision of periodic education and training programmes on preventive measures of COVID-19 to the public and across all healthcare professions can be useful and safe tool for raising awareness.

Zegarra, Chino and Ames (2020) report that lack of awareness about COVID-19 disease mediate insecure behaviours which affect the efficiency of prevention measures as well as the failure to decrease the rate of infected. As stated in a study conducted by Wolf et al. (2020), majority of the adults with bad conditions are lacked of awareness about COVID-19 and that leads them continue with their daily routines and plans without considering the risks. The study also reveals that people with low level of health awareness has no worry about COVID-19, no trust if they would be infected and has less preparation for an outbreak.

Furthermore, the pandemic study of Kelly et al. (2015) suggests that health officials should ensure that public are not just informed about the pandemic diseases but also receiving the accurate information that will help boost confidence in the government’s ability to prevent the infectious diseases. Bender (2020) claims that lack of accurate information during pandemic situation can cause serious problems such as spread of paranoia, fear, stigma and resulted in people not being protected or doing things that can hurt themselves and others. This leads to the following hypothesis;

H1: There is a positive relationship between awareness and preventive actions during COVID-19.

Attitude toward Actions Taken to Contain COVID-19

Attitude refers to a degree of favourable or unfavourable actions of an individual towards COVID-19. To elaborate further, attitude is the stimuli which tends to affect individual behavioural actions (Long, Ngoc Khoi, 2020). There are both positive and negative attitudes towards action taken to prevent COVID-19. The positive attitude on COVID-19 actions is strong and more beneficial when people have direct experience towards the issue.

Kabir (2018) proposes that a person with positive attitude is more optimists and responsible for good actions which normally are beneficial. Azlan, Hamzah, Sern, Ayub and Mohamad (2020) meanwhile highlight that attitude is one of the factors that determine the community willingness to accept changes and measures of preventing COVID-19 from the relevant authorities. Individuals with positive attitude towards the actions taken to control COVID-19, are motivated to use it, while negative attitude could be an obstacle towards controlling actions. As reported by Person, Sy, Holton, Govert (2004) during the SARS outbreak, attitude is one of the factors associated with panic and emotion which tends to hinder actions taken to control the spread of disease.

Thus, when community attitude towards COVID-19 are optimistic, they can be influenced to take proper preventive actions such as avoiding gathering, frequently washing hand, staying home, or wearing masks when going outside. A current study conducted by Zhong et al. (2020) assessing attitude toward COVID-19 among Chinese residents, shows positive attitude and proper actions towards COVID-19. This leads the study to propose the following hypothesis; Human Communication 41

H2: There is a positive relationship between attitude and preventive actions during COVID-19.

Behavioural Intention during COVID-19

Behaviour intention is defined as an individual readiness and likelihood to use or accept a certain product/ services (Peña & Brody, 2014). Ajzen and Fishbein (1980) in their theory of reasoned action (TRA) argue that behaviour intention is being motivated by two main factors such as attitude and subjective norms. Dachyar and Banjarnahor (2017) assert that the intention of people to carry out a certain action may determine their actual behaviour. However, an individual’s intention to use new things/idea depends on the benefit that he/she will receive from a particular product or service and the complication of using it (Al-Mamary et al., 2016). The behaviour intention to use protective measures during COVID-19 depends on the benefits that the individual will obtain from any proposed actions i.e. no harm, cheaper to obtain and use it, accessibility, more secure. As supported by Chuang, Huang et al. (2015), the intention of people to accept vaccine and take other preventive measures like frequently washing hands are related with bonding dimension of social capital. Chuang et al. (2018) also report that individual behaviour intention had significant and direct effect on actual behaviour.

At the same time, intention is motivated by several things including awareness, attitude and social influence that individual has towards the performed action (Nugroho, Najib, & Simanjuntak, 2018). Therefore, the relationship of intention with awareness and attitude is important in ensuring that the preventive actions taken against COVID-19 are beneficial and effective to the users. For these reasons, the hypotheses constructed are:

H3: There is a positive relationship between awareness and behavioural intention. H4: There is a positive relationship between attitude and behavioural intention.

H5: There is a positive relationship between behavioural intention and preventive actions during COVID-19.

Apart from the direct relationship between intention with awareness and attitude the study is also interested to find out the mediating effect of intention in the relationship between those factors and preventive actions taken during COVID-19 pandemic. As reported in the study of Azlan, Hamzah, Sern, Ayub and Mohamad (2020); Zhong et al. (2020) having more knowledge and positive attitude towards the pandemic influence the individual intention to accept the health changes proposed by the authority and that lead to performing actions. In this matter, the study contrasted two hypotheses;

H6: Behavioural intention mediates the relationship between awareness and preventive actions during COVID-19.

H7: Behavioural intention mediates the relationship between attitude and preventive actions during COVID-19. 42 Human Communication Proposed Conceptual Framework

H6

Awareness H3 H1

Preventive Behavioral H5 actions Intention during H4 COVID-19 Attitude H2

H7

Figure 1: Conceptual framework of preventive actions during COVID-19 and related variables

This paper proposes the following set of hypotheses:

H1: There is a positive relationship between awareness and preventive actions during COVID-19.

H2: There is a positive relationship between attitude and preventive actions during COVID-19.

H3: There is a positive relationship between awareness and behavioural intention.

H4: There is a positive relationship between attitude and behavioural intention.

H5: There is a positive relationship between behavioural intention and preventive actions during COVID-19.

H6: Behavioural intention mediates the relationship between awareness and preventive actions during COVID-19.

H7: Behavioral intention mediates the relationship between attitude and preventive actions during COVID-19.

Methodology

The study applies a quantitative research design using survey method. This method is chosen as it allows data to be systematically collected from a relatively large sample in a short period of time (Leeuw, Hox & Dillman, 2008). This study uses online survey questionnaire as the research instrument to obtain information on COVID-19 for the Tanzania context. It was conducted from May 18, 2020 until June 7, 2020. Human Communication 43 Population and Sampling Procedures

The population of this study is all the Internet and social media/computer/smartphone users in Tanzania. A brief description about the survey was provided in the email message and social media (i.e., WhatsApp, Facebook, Instagram) before posting the link. A total of 211 respondents participated in the study.

Measurement

This study uses online survey questionnaire as the research instrument, where the whole instrument was adapted from the COVID-19 instruments conducted by Saodah Wok, Chan Tak Jie, Nor Azura Azharuddin (2020).

The instrument consists of seven sections,Section 1: Demographic characteristics of respondents consisting of seven items such as gender, age, education level, employment status, marital status and income. Section 2: Information related to social media use consisting of four sub-sections such as media platform used contains eight items, frequency of using social media, and credibility of social media content with 11 items that is measured on a 5-point Likert scale where 1 = not at all important; 2 = not important; 3 = slightly important; 4 = very important; 5 = extremely important. It also examines the use of social media during this situation of COIVID-19 with 10 items that is measured on a 5-point Likert scale where 1= strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree and 5 = strongly agree.

Section 3: Awareness on COVID-19 with 10 items, for instance I am aware of the possibility to survive and recover from COVID-19” that is measured on a 5-point Likert scale where, 1 where 1= not at all aware, 2 = not aware, 3 = slightly aware, 4 = aware, and 5 = extremely aware.

Section 4: Attitude towards actions taken to contain COVID-19 with 10 items, for instance, “I believe that social media helps us remove anxiety about COVID-19” that is measured with a 5-point Likert scale where 1= strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree and 5 = strongly agree.

Section 5: behaviour intention during COVID-19 with 10 items like “If family member is suspected of COVID-19, I would take the person to the hospital” that is measured on a 5-point Likert scale where 1= strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree and 5 = strongly agree. Section 6: Preventive actions during COVID-19 with 10 items like “I avoid physical contacts with people suspected of COVID-19” that is measured on a 5-point Likert scale where 1= strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree and 5 = strongly agree.

The last section 7: is an open-ended question on the respondents’ experience, suggestions and recommendation on COVID-19 preventive actions as well as social media use in Tanzania regarding the pandemic.

These items used a 5-point Likert scale that was computed to form a summated mean score with a minimum of 1 and maximum of 5. To calculate the overall percentage of an item, the mean for each item was multiplied by 20, this is based on the 5-point scale which is equivalent to 100%. Thus, an overall percentage obtained by multiplying the summated mean score by 100 divided by 5 (Wok & Hashim, 2015). 44 Human Communication

Validity and Reliability

Reliability tests were carried out on selected variables used in this study. Each variable was tested against Cronbach's alpha of .70 to indicate the reliability of the items. Table 1 shows the results of Cronbach‘s alpha for the variables in this study. The variables of Cronbach's alphas are: awareness (.862), attitude (.842), behaviour intention (.826) and preventive action during COVID-19 (.796). The construct with the highest Cronbach‘s alpha is awareness with .862 and the lowest is preventive action during COVID-19 with .796. All construct scales are reliable as the Cronbach‘s alpha exceeds .70.

Table 1. Reliability for awareness, attitude, intention and preventive action during COVID-19

Variable No. Items Cronbach’s Alpha Awareness 10 .862 Attitude 10 .842 Beheviour Intention 10 .826 Preventive actions 10 .796

Data Analysis

The collected data was analysed using Statistical Package for Social Sciences (SPSS) version 22. Then, descriptive and inferential statistics analyses were applied. Descriptive analysis includes frequencies, percentages, means and standard deviations. Inferential statistics analysis includes, one sample t-test, zero-order and partial correlation as well as regression analysis.

Findings Demographic Characteristics of Respondents

A total of 211 respondents participated in this study. Table 2 shows the demographic information of the respondents such as gender, age, education level, employment status, marital status, and monthly income.

Table 2. Demographic Characteristics of the Respondents

Demographic Characteristic Categories Frequency % Gender Male 145 68.7 Female 66 31.3 Total 211 100.0 Age Group 20 and below 4 1.9 21-29 112 53.1 30-39 68 32.2 40-49 19 9.0 above 50 8 3.8 Total 211 100.0 Human Communication 45

Education level Secondary and below 2 1.0 Cert/diploma 29 13.7 Bachelor 129 61.1 Master's/PhD 51 24.2 Total 211 100.0 Unemployed 73 34.6 Employment status Employed 108 51.2 Self employed 28 14.3 Pensioner 1 0.5 Homemaker/housewife 1 0.4 Total 211 100.0

Single 112 53.1 Marital status Married 98 46.4 Divorce/widowed 1 0.5 Total 211 100.0

Less than 300,00Tsh 93 44.1 Monthly Income 300,001Tsh-500,000Tsh 23 10.9 500,001Tsh-700,000Tsh 15 7.1 700,001Tsh and above 80 37.9 Total 211 100.0

The number of females (31.3%) was about half the number of males (68.7%). Half of the respondents (53.1%) are aged between 21-29 years old, followed by 30-49 years old (32.2%), while 9.0% of the respondents belong to 40-49 years old. The few numbers of the respondents (3.8%) belong to 50 years old and the remaining 1.9% is below 20 years old. Six in ten of the respondents have bachelor degree (61.1%), followed by Master’s/PhD (24.2%), while 13.7% of the respondents are at certificate/diploma level and the least are in secondary school and below (1.0%).

For the employment status, half the numbers of respondents are employed (51.2%), while one-third of them are unemployed (34.6%), followed by self-employed (14.3%) and the remaining 0.9% are pensioners and housewife/homemakers. Half numbers of the respondents (53.1%) are single while 46.4% are married and the rest (0.5%) is divorced/widowed. Two- fifths of the respondents have monthly income of less than 300,000 Tsh (44.1%), followed by 37.9% with higher income of 700,001Tsh and above, and few of them 10.9% earn the income of 300,000-500,00Tsh. The remaining 7.1% earns between of 500,001-700,000Tsh.

Level of Selected Variables

One-sample t-test with a test value of 3 is used to identify the level of awareness, attitude, behaviour intention and preventive action during COVID-19. Table 3 shows the result of one- sample t-test for the given variables. The results reveal that majority of the respondents are aware on COVID-19 (M = 4.383, SD = 0.594; t(210) = 33.854, p=.000). As for attitude, result 46 Human Communication indicates that 74.9% of the respondents have positive attitude towards COVID-19 (M = 3.744, SD = 0.777; t(210) = 13.910, p = .000). In addition, majority of the respondents (81.0%) show the intention of taking preventive action during COVID-19 (M = 4.052, SD = 0.677; t(210) = 22.555, p = .000). For preventive action, the result indicates that 80.3% of the respondents are willing to take preventive action during COVID-19(M = 4.016, SD = 0.700; t(210) = 21.081, p = .000).

Thus, this implies that majority of the respondents are not just aware about COVID-19 but also like to hear or search information regarding COVID-19. Most importantly, they are willing to take preventive action.

Table 3. One-sample t-test for awareness, attitude, behaviour intention and preventive action taken during COVID-19

Variables (N = 211) M* SD % t** df p Mean of awareness 4.383 0.594 87.7 33.854 210 .000 Mean of attitude 3.744 0.777 74.9 13.910 210 .000 Mean of behaviour intention 4.052 0.677 81.0 22.555 210 .000 Mean of preventive action during COVID-19 4.016 0.700 80.3 21.081 210 .000

*on 5-point Likert scale: 1= strongly disagree (1-20%), 2 = disagree (21-40%), 3 = slightly agree (41- 60%), 4 = agree (61-80%), and 5 = strongly agree (81-100%). ** test value of 3

The Relationship between Preventive Action Taken During COVID-19 and Selected Variables

To answer the research objective on identifying the relationship between awareness, attitude, behaviour intention and preventive action during COVID-19, partial correlation analysis and zero-order correlation were used. The results obtained reveal that there is positive relationship between awareness, attitude, behaviour intention and preventive actions during COVID-19. There is a strong positive relationship between preventive action and behaviour intention (r = .930, p = .000) and moderate positive relationship between preventive action and attitude (r = .429, p = .000). The results also show a positive weak relationship between attitude and awareness (r = .375, p = .000), intention and attitude (r = .363, p = .000), preventive action and awareness (r = .309, p = .000), and intention and awareness (r = .297, p = .000).

These results address objective number two which support all tested hypotheses (H1, H2, H3, H4 and H5). There are positive relationships between the all tested variables ranging from weak to strong as summarized in Table 4. Thus, the results assume that the more an individual is aware of the COVID-19, the more he/she is willing to take preventive actions, the more an individual likes the concept or ideas concerning COVID-19, and the more active he/she becomes in taking preventive measures against the pandemic. Human Communication 47 Table 4. Zero-order and partial correlation of selected variables

Control Variable M** SD Preventive Awareness Attitude Inten- Variables (N = 211) action tion -none-a Preventive 4.016 0.700 1.000 action Awareness 4.383 0.594 r = 0.309 1.000 Attitude 3.744 0.777 p = .000 r = 0.375 1.000 B-inten- 4.052 0.677 r = 0.429 p = .000 r = 0.363 1.000 tion p = .000 r = 0.297 p = .000 r = 0.930 p = .000 p = .000

Intention Preventive 4.016 0.700 1.000 action r = 0.094 1.000 Awareness 4.383 0.594 p = .086 Attitude 3.744 0.777 r = 0.267 r = 0.300 1.000 p = .000 p = .000

Mediating effect of Behaviour Intention between Preventive Action taken during COVID-19 and Selected Variables

To answer the objective of identifying the mediating effect of the behaviour intention on the relationship between awareness, attitude, with preventive actions during COVID-19, hierarchical regression analysis was employed.

The results show that behaviour intention fully mediates the relationship between awareness and preventive actions, where there is a full reduction in Beta from .173 (p = .001) to .006 (p = .820). This indicates that there is a full mediating effect. In addition, behaviour intention has only partially mediated the relationship between attitude and preventive action, as the value of Beta weight has little reduction from .364 (p = .000) to .103 (p = .000).

The hierarchical regression results imply that behaviour intention does have a strong influence in the relationship between awareness and preventive action, where an individual‘s awareness on COVID-19 leads to positive intention thus resulting to high participation of the individuals on preventive action. On the other hand, behaviour intention only partially mediates the relationship between attitude and preventive action. This indicates that the individuals believe on COVID -19 preventive measures determines their willingness to take action on preventive measures against COVID-19. 48 Human Communication

Table 5. Hierarchical regression analysis for preventive action with awareness, attitude and intention

Model Variables Unstandardized Coefficients t p Standardized Coefficients

B SE Beta 1 (Constant) 1.895 .335 .173 5.648 .000 Mean of awareness .204 .078 .364 2.595 .001 Mean of attitude .328 .060 5.478 .000

F (211) =27.585, df = 2, 208, p = .000; R = .458, R2 = .210, R2 adj = .202, F change = 27.585, df 1 = 2, df2 = 208, p = .000 2 (Constant) -.096 .146 -.653 .514 Mean of awareness .007 .032 .006 .228 .820 Mean of attitude .093 .025 .103 3.728 .000 New mean of .921 .028 .891 33.213 .000 Intention F (211) = 483.537, df = 3, df2 = 207, p = .000; R = .935, R2 = .875, R2 adj = .873, F change = 1103.113, df1 = 1, df2 = 207, p = .000

Discussion

The study is conducted under the framework of the Theory of Planned Behaviour (TPB) whereby ten (7) main hypotheses were proposed. In an effort of testing the hypotheses, one- sample t-tests, zero order and partial correlations as well as regression analysis were used.

The results from the analysis of one-sample t-test addressed the first objective which is to test the mean levels for all selected variables. The results showed that majority of the respondents are aware about COVID-19 and like to hear or search information regarding COVID-19. Most importantly, they have an intention to take preventive action, as supported by (Nugroho et al., 2018).

The findings from the zero-order correlation analysis revealed that five hypotheses were suggested to address the second objective. The results reflected positive correlations between awareness, attitude, behaviour intention and preventive actions taken during COVID-19 ranging from very strong to weak. These results support previous findings by researchers such as (Chuang et al., 2015; Modi et al., 2020; Ssebuufu et al., 2020; Zhong et al., 2020; Zuo & Liu, 2014 ).

The third objective of this study was to analyse the mediating effect of the behaviour intention on the relationship between awareness, attitude and preventive actions during COVID-19. It was addressed by testing two hypotheses (H6 and H7) through partial correlation and regression analyses. The findings supported H6 as intention fully mediates the relationship Human Communication 49 between awareness and preventive action taken on COVID-19. This means that intention does have an important impact on awareness and preventive action. On the other hand, H7 is also supported where intention partially mediates the relationship between attitude and preventive action taken on COVID-19, which means that intention plays a role in affecting attitude and preventive action. The results are in line with the findings of (Abdul Kadir et al., 2019; Azlan et al., 2020; Zhong et al., 2020).

Conclusion

All the proposed hypotheses in the current study are supported by positive correlation between all variables and intention partially mediates the relationship between attitude and preventive actions and fully mediates the relationship of awareness and preventive action. This implies that the respondents’ awareness, attitude and intention do affect their action towards preventive measures taken during COVID-19 in Tanzania.

Therefore, this study concludes that the preventive actions taken during COVID-19 in Tanzania highly depends on the individual’s level of awareness, optimistic attitude as well as their willingness to take positive action towards the pandemic. This implies that health education programmes provided by the Tanzanian government through the Ministry of Health together with relevant institutions including media are helpful in raising public awareness on COVID-19 and encouraging positive attitudes which helps to influence the willingness of the people into taking preventive actions against the outbreak.

There are limitations in the current study. As the fact that this study focused solely on COVID-19 pandemic, this study employs online survey method to avoid possible transmission. Given this circumstance, this study only includes the Internet and social media/computer/ smartphone users. Due to this reason, most of the respondents are those who are employed, have higher income as well as higher education level. Thus, the absence of adequate number of respondents with low income, low education level to non-educated are needed to know their responses to the COVID-19 pandemic. Therefore, future studies should try to include them, as they are part of the community and also need to be aware and take positive actions against COVID-19 by protecting themselves.

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The Usage of Pink Public Transportation (PPT) among Women Users

Author(s): Saodah Wok, Akmal Arzeman, Ma Feiya, Nurfatimah Nasution Saleh, Nurul Naimah Zainal Abidin, Siti Nuradlina Mohamad Jumaidi

International Islamic University Malaysia

Abstract

Public transportation is a service that has been in demand among many people in Malaysia, and Kereta Api Tanah Melayu (KTM) Komuter is one of the public transportation systems. After the establishment of the KTM Komuter, the Malaysian government decided to introduce the Ladies Coach or Pink Public Transportation (PPT) by KTM in 2010 to promote the women’s rights. This paper aims to study the usage of PPT among women users and to determine the level of perceived ease-of-use, perceived usefulness; attitude, and usage of the PPT. This study employed a quantitative research design with a survey method using a self-administered questionnaire to collect data from women users of PPT. A total of 400 respondents participated in this study. Results show that most of the women users find the PPT is easy to use, useful in avoiding harassment and improving women’s safety, thus helping to reduce sexual harassment. They also like to use PPT. The best predictor for PPT usage is attitude. It is hoped that the government will enforce the implementation of the PPT to ensure women’s right to safety as well as promoting and publicising more information about PPT. Suggestions for future research are put forth.

Keywords: Pink public transportation, safety and security, women users, perceived-ease-of use, perceived usefulness

Background of the Study

Public transportation service is crucial for people to travel from one place to another to avoid unnecessary traffic congestion in the city. Nowadays, the numbers of people using public transportation are increasing because of its easy access and availability. Public transportation is being used by people of all ages: children, teenagers, adults, and senior citizens alike as it is the most preferred mode of transportation that suits people who are always on-the-go, while teenagers use the public transport as they are not eligible to own a driving license yet. The types of public transportations available in Malaysia are bus, light-rail transit (LRT), taxi service, monorail, and also train, known as Keretapi Tanah Melayu (KTM). KTM is the most preferred public transportation among people as they use it to travel back and forth to Kuala Lumpur and the outskirt areas (Azizan, Mohamed, Rahman, & Aziz, 2015).

The majority of public transport users are women who often use it frequently in their daily life (Deniz, 2016). They use public transportation to go to work and the shopping mall. It helps in reducing their transportation costs and, ultimately, their monthly expenditure. Besides, they can avoid traffic congestion, reduce stress, lessen their time spent on the road, and hopefully increase their job productivity. Therefore, the Malaysian government has taken action to 54 Human Communication provide a specific coach for women passengers, that is, Ladies Coach service by KTM in 2010, which is the first women-only coach in the country (Bachok, Osman, Murad, & Ibrahim, 2014). It is known as Pink Public Transportation (PPT) and designed with pink stickers labelled as “Ladies Only,” indicating that those coaches are for women users only. The PPT can be found at platforms 3, 4, 5, and 6 (Bachok, Osman, Murad, & Ibrahim, 2014). Boys under 12 years old are allowed to ride the PPT provided that they are accompanied by their mother, sister, or any female companion.

KTM, which has gained major support from women passengers, has the intention to increase the safety and security of women users. The PPT implementation is to improve women’s safety and security, allowing them to avoid mixing with the opposite gender. Moreover, women also see PPT as a safer place for them, for they have their own private coach, which makes them feel comfortable at all times. However, women continue to live in fear of crime and harassment on other modes of public transportation.

Problem Statement

Research on women’s perspectives of their traveling patterns and the level of fear in their journey are particularly few and limited (Sham, Soltani, Sham, & Mohamed, 2018). It seems that to the users of KTM Komuter, the pink stickers are not effective enough to be a medium of advertisement for women’s right. The fear that women encounter may affect their lifestyle, thus altering their behaviour as they avoid crime by reducing their outdoor activities and going back home early, which will impair their work contribution by limiting their productivity and socialising with other people (Deniz, 2016). If no prevention action is taken by the authority, the situation will worsen as women will have to bear the risk of becoming victims due to harassment by the males. Due to the prevalence of these problems, this study hopes to investigate the PPT usage among women regarding their perception and attitude in using it.

Objectives of the Study

The general research objective of the study is to determine the level of usage of ‘Pink’ Public Transportation among women. The specific objectives are:

1. To determine the level of perceived ease-of-use, perceived usefulness, attitude, and usage of Pink Public Transportation among women users; 2. To analyse the relationship between perceived ease-of-use, perceived usefulness, attitude, and usage of Pink Public Transportation by women users; and 3. To determine the best predictor of the usage of Pink Public Transportation by women users.

Significance of the Study

This study hopes to shed some light regarding the benefits to the public, especially the women users of PPT, of the PPT’s perceived usefulness and perceived ease-of-use. This is in-line with the Technology Acceptance Model (Davis, 1986), which measures the usage of technology and perceived ease-of-use, perceived usefulness, and attitude. In addition, this study identifies the efficiency of PPT implementation in the contexts of perception, attitude, and usage so that this special coach is recognised as being allocated to women only to boost their recognition Human Communication 55 and values. This study helps in identifying the safety and security of women users during their journey when using the PPT. Thus, the contribution and special recognition of the PPT, which has been established since 2010, is acknowledged. This is because the PPT is able to increase the value of women’s rights by providing women with safety, security, and comfort during their journey. Therefore, the decision made by the government to introduce the PPT is a wise step in achieving their aim at upholding women’s rights. Salutation is given to KTM for such a move in ensuring women’s happiness.

Literature Review Pink Public Transportation (PPT)

Pink Public Transportation (PPT) was introduced in April 2010 due to the lack of security available to women as their frequency of using the commuter railway service increased by 60 percent at that time. The PPT was introduced as a commuter railway service brand in Malaysia, managed by Keretapi Tanah Melayu Berhad (KTMB).

According to the KTMB official website, the KTM Komuter was implemented in 1995 for the residents’ benefit, specifically those living in Kuala Lumpur and suburban areas around the Klang Valley. Subsequently, the service was expanded to various states in Malaysia including Kedah, Perak, and Pulau Pinang following the completion of the Ipoh-Padang Besar Electrification and Double-Tracking Project in September 2015. Nowadays, the KTM Komuter service consists of 55 stations located in Klang Valley, with a total of 37,235 million passengers using its services as reported in 2017.

The PPT was subsequently implemented specifically for women’s advantage and comfort. It is the first and only ‘Ladies Coach’ that has been implemented in Malaysia. The PPT started operating on April 28, 2010; and it can be spotted at the Sentul–Port Klang–Sentul route. It can accommodate up to 1118 passengers per trip in both standing and seating positions. Women can spot the PPT easily as it has a different colour from the normal KTM coaches, along with pink stickers on it. The introduction of the PPT was due to the increased number of women passengers and the lack of safety and security for this group, as they need to be protected from any crimes such as pickpocket, sexual harassment, rape, and kidnapping (Azizan, Mohamed, Rahman, & Aziz, 2016).

Bachok, Osman, Murad, and Ibrahim (2014) stated that the main reason for the introduction of the PPT by the government is to reduce the prevalence of crime towards women when using the commuter railway service, especially concerning sexual harassment. This study looked into users’ perceptions of the safety and comfort levels of women while traveling on PPT.

Factors Influencing the Usage of ‘Pink’ Public Transportation (PPT) Perceived Ease-of-Use of Pink Public Transportation (PPT)

Perceived ease-of-use refers to a situation in which a person finds that they can use the technology effortlessly and helpfully (Hussain, Mkpojiogu, & Yusuf, 2016). This study aims to ascertain passengers’ perceived ease-of-use in terms of easy to use, easy to find, accessibility to women, increase in job productivity, increase in safety for women, reduce sexual harassment, ease their journey, easy for them to move around in the coach freely and comfortably, avoid fighting for a seat with men, and safe for them to take a night ride. 56 Human Communication It is found that most women agree that PPT is easy to be used every day, but it is not easy to be found as PPT only serves the Sentul–Port Klang–Sentul route rather than throughout Malaysia. Women also agree that the PPT is accessible for women, and men are not allowed to use it. However, in reality, some men still use the PPT even though the coach already has stickers or labels on it.

Bachok, Osman, Murad, and Ibrahim (2014) found that the main reason why men still use the PPT and fight for a seat with women, especially during the peak hours, is due to the limited capacity in the KTM Komuter coaches, which makes them rush into the PPT. Other than that, the stickers and labels attached on the PPT coach interior and exterior walls seem to be ineffective among male passengers, particularly foreigners and tourists, as some of the stickers are in the Malay language, which is not understood as conveying the message that the coach is meant for women passengers only. Therefore, there is a relationship between the perception of ease of use and the PPT coach usage among women, as the perception of ease of use can influence the women users of the PPT coach. This relationship indicates that the higher the positive perception that women passengers have regarding the ease of use of the PPT coach, the more they would want to use the PPT coach.

Perceived Usefulness of Pink Public Transportation (PPT)

Perceived usefulness is when the user of technology has a perspective regarding how valuable the system is for him/her to use it fully and to travel from one destination to another (Hussain, Mkpojiogu, & Yusuf, 2016). The perception of women passengers regarding the usefulness of the PPT is crucial for this study. It helps to know how useful the PPT is for women users in their daily life. Is it a comfortable and safe transportation to commute to their destinations?

This study attempts to assess women’s perception of the usefulness of the PPT coach. It can help to educate on women’s rights and to respect their right to have a comfortable, safe, and secure journey when using the PPT, which can help reduce sexual harassment and increase women’s safety even when they travel alone.

Azizan, Mohamed, Rahman, and Aziz (2016) found that the lack of manpower to guard stations, inadequate train station facilities, and passengers’ travel time affect women’s perception of the usefulness of the PPT. It is more dangerous for women to use the PPT at night. They found that crimes still occur due to low levels of enforcement by KTMB in ensuring that only women can use the PPT coach.

Due to the lack of patrolling by KTMB, women fear to commute using the PPT coach, especially at night. Sham, Soltani, Sham, and Mohamed (2018) found that instead, women prefer to commute using public transport including the PPT coach during the day time. Thus, this study envisages that there is a relationship between perceived usefulness and the PPT coach usage among women passengers.

Attitude towards Pink Public Transportation (PPT)

The attitude of women passengers towards the PPT is one of the main factors that can affect women’s usage of the PPT coach. It is important to know how they feel about the PPT to determine the relationship that exists between attitude and the PPT coach usage. Human Communication 57 Attitude towards the PPT explores possible responses regarding whether or not women passengers enjoy and feel comfortable during their journey. Issues include preference to use it more than the normal coaches which they have to share with men, their satisfaction with the PPT, and their feeling of being safe and secure while using it.

According to Deniz (2016), the safety and security of women in using public transport, especially the railway transportation system, needs to be enhanced, as many women usually commute to work or do grocery by using the public transport. Those who have experienced assault or sexual harassment either verbally or physically have lessened their usage of public transportation because they feel terrified and scared. Sexual harassment towards women in the public transport system frequently happens, especially during the peak hours in the morning and the afternoon rush hour (Ceccato & Paz, 2017). Such incidences deter women passengers from using the public transport system. As such, this study postulates that the more secure the women users feel, the higher their possibility of using the PPT coach.

Technology Acceptance Model (TAM)

Technology Acceptance Model (TAM) was introduced by Fred Davis in 1985. Any new technology will be adopted and accepted, provided it is perceived as being easy to use and it is useful to use it. Given that the PPT is rather new, the TAM model has been adapted to suit the present study. However, behavioral intention has been eliminated from the study as women in Malaysia have already started using the PPT. Furthermore, the respondents of the study consist of PPT passengers.

TAM is considered as one of the influential models to use because it measures two perceptions: perceived ease-of-use and perceived usefulness of a particular technology (Mugo, Njagi, Chemwei, & Motanya, 2017). In addition, this study also includes attitude as an additional independent variable to predict the PPT usage. Furthermore, PPT is comparative new.

Conceptual Framework The conceptual framework of the study is depicted in Figure 1.

Perceived Ease-of-Use

Perceived Usefulness Usage

Attitude

Figure 1 Relationship of perceived ease of use, perceived usefulness, and attitude with the usage of Pink Public Transportation 58 Human Communication Hypotheses of the Study

The hypotheses of this research are:

H1: There is a positive relationship between perceived ease-of-use and the usage of Pink Public Transportation.

H2: There is a positive relationship between perceived usefulness and the usage of Pink Public Transportation.

H3: There is a positive relationship between attitude and the usage of Pink Public Transportation.

Methodology Research Design

This study employed a quantitative research design with the survey method using a self- administered questionnaire as the research instrument for data collection, which took place from November 11, 2019 to December 5, 2019. The questionnaires were distributed to women users of the Pink Public Transportation (PPT) coach at the International Islamic University of Malaysia (IIUM) Gombak Campus and selected stations such as Rawang KTM Komuter station and KL Sentral station. A total of 400 respondents from both inside and outside of the IIUM Gombak Campus participated in the study.

Instrument and Measurement

The questionnaire consisted of nine sections including the demographic characteristics of the respondents, sources of information regarding the PPT, awareness of the PPT, knowledge about the PPT, perceived ease-of-use of the PPT, perceived usefulness of the PPT, attitude towards the PPT, behaviour regarding the PPT usage, and experience in using the PPT coach. However, for this paper, only demographic characteristics of the respondents, perceived ease- of-use, perceived usefulness, attitude, and behaviour on the usage of PPT were used.

Perceived ease-of-use of the PPT consists of 10 items measured on a 5-point Likert scale, where 1 = strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree, and 5 = strongly agree. An example of the items is “I think Pink Public Transportation (PPT) is easy to use.” Perceived usefulness of the PPT consists of 10 items measured on a 5-point Likert-like scale, where 1 = not useful at all, 2 = not useful, 3 = slightly useful, 4 = useful, and 5 = very useful. An example of the items is “I think Pink Public Transportation (PPT) is important to women.” Attitude towards the PPT consists of 10 items measured on a 5-point Likert scale, where 1 = strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree, and 5 = strongly agree. An example of the items on attitude is “I enjoy using Pink Public Transportation (PPT).” Behaviour regarding the usage of PPT consists of 10 items measured on a 5-point Likert scale, where 1 = strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree, and 5 = strongly agree. An example of usage items is “I intend to use Pink Public Transportation (PPT) every day.”

Human Communication 59 Perception of the ease of use of the PPT, perception of the usefulness of the PPT, and attitude towards the PPT are the independent variables while behaviour regarding the PPT usage is the dependent variable.

Validity and Reliability

For this study, only the face validity was attained through an expert opinion for the appropriate measurement of each question, with revision and correction being done accordingly. Regarding reliability, the items underwent a reliability test for each variable, of which the results are shown in Table 1. All items were reliably measured respectively, with the Cronbach’s alpha values ranging from .796 to .921. Specifically, perceived usefulness (α = .921), perceived ease- of-use (α = .796), attitude (α = .810), and behaviour towards usage (α = .921) were reliable.

Table 1 Reliability test for selected variables

Section Variable No. of Items Cronbach’s Alpha (N = 400) 5 Perceived usefulness 10 .921 6 Perceived ease-of-use 10 .796 7 Attitude 10 .810 8 Usage 10 .921

Data Analysis

Data were analysed using Statistical Package for the Social Sciences (SPSS) software for both descriptive and inferential statistics. The descriptive statistics used were frequency, percentage, mean, and standard deviation. The inferential statistics used for the study were one-sample t-test, correlation, and regression.

In addition, the percentage for the scale items was calculated by taking the mean of each item multiplied by 100 divided by 5. This is because a 5-point scale was used in the items measurement.

Results and Discussion Demographic Characteristics of the Respondents

Table 2 shows the demographic characteristics of the 400 respondents of the study. Almost three-quarters of the respondents (73.3%) were between 21 and 30 years old, followed by those below 20 years old (16.8%), and the rest (11.1%) were 31 years old and above. More than three- quarters of the respondents were Malays (76.0%), followed by Chinese (17.5%), and the rest (6.5%) were Indians and other races. Almost all of the respondents (91.5%) professed Islam as their religion, whereas devotees of other religions made up only 8.5% of the respondents. The majority of the respondents were single (84.8%), followed by married women (12.5%), and only 2.7% were either divorced or widowed. More than three-quarter of the respondents 60 Human Communication held a bachelor’s degree or above (78.8%), 15.2% were STPM/A-Level/Foundation/Diploma holders, and the rest (6.0%) completed their education up to either primary or secondary level only. More than three-quarter of the respondents (78.8%) earned a monthly income of below RM1000, 15% earned between RM1001 and RM3000, and the remaining 6.2% earned more than RM3001 monthly. More than two-third of the respondents were students (69.5%), followed by those who were employed on a full-time, part-time, or contract basis (20.4%), while the rest (10.1%) were unemployed, housewives, or retirees.

There is a variation in the frequency of using the public transportation services provided by KTM. Many of the respondents used the KTM coach only once a month (41.5%), some used it irregularly (23.7%) or once a week (20.5%), and the rest used it daily (14.3%).

The respondents are mainly young, single Malay students who are still studying at the university, doing their degree programme and getting an income of less than RM1000 per month. They rarely use the PPT, mainly once a month.

Variable Category Frequency Percentage Age (years old) 20 and below 67 16.8 21–30 293 73.3 31–40 20 5.0 41–50 8 2.0 51–60 11 2.8 61 and above 1 0.3 Total 400 100

Race Malay 304 76.0 Chinese 70 17.5 Indian 12 3.0 Others 14 3.5 Total 400 100

Religion Islam 366 91.5 Christianity 12 3.0 Hinduism 7 1.8 Buddhism 10 2.5 Others 5 1.2 Total 400 100

Marital status Single 339 84.8 Married 50 12.5 Divorced/widowed 11 2.7 Total 400 100 Human Communication 61

Level of education Primary 9 2.2 Secondary 15 3.8 STPM/A-level/Foundation/ 61 15.2 Diploma Degree and above 315 78.8 Total 400 100

Monthly income Below RM1000 315 78.8 RM1001–RM3000 60 15.0 RM3001–RM5000 20 5.0 RM5001–RM7000 2 0.5 RM7000 and above 3 0.7 Total 400 100

Employment status Unemployed 31 7.8 Full-time employment 41 10.2 Part-time employment 36 9.0 Contract employment 5 1.2 Retired 3 0.8 Student 278 69.5 Housewife 6 1.5 Total 400 100

How often you use Every day 57 14.3 public transportation Once a week 82 20.5 (KTM) Once a month 166 41.5 Others 95 23.7 Total 400 100

Perceived Ease-of-Use of Pink Public Transportation (PPT)

Overall, there is a positive perception regarding the ease of use of the PPT and it is significant (t = 22.699, p = .000; M = 4.019, SD = 0.645). Table 3 demonstrates that the majority of the respondents perceived that with the use of the PPT, it is easy for them to take a night ride (82.8%) and to avoid any harassment (82.5%), they do not have to fight for seats with men (82.3%), it increases their safety (82.0%) and is accessible for women like them (81.7%), it would ease their journey (81.3%) and make it easy for them to move around (80.6%), and it is easy for them to use it (80.1%). However, they are less confident that the PPT is easy to be found (76.7%) and will help increase their job productivity (73.9%). All the items on the PPT’s ease of use are positive and significant, indicating that the PPT makes it easy for them besides allowing them to avoid the hassle of finding seats and being safe for them, too. Therefore, the PPT should maintain its status of being easy to use with the value added on security for women passengers. Hence, this study supports the previous study on perceived ease-of-use among news technology users (Hussain, Mkpojiogu, & Yusuf, 2016). 62 Human Communication

Table 3 One sample t-test on perceived ease-of-use of pink public transportation (PPT)

No. Perceived Ease-of-Use of Pink Public M* SD % t** p Transportation (PPT) 1 It is easy for me to take a night ride. 4.140 0.966 82.8 23.608 .000 2 It would be easy for me to avoid any harassment. 4.125 0.804 82.5 27.994 .000 3 I don’t have to fight for seats with men. 4.113 0.937 82.3 23.759 .000 4 I think Pink Public Transportation (PPT) will 4.100 0.870 82.0 25.287 .000 increase safety. 5 I think Pink Public Transportation (PPT) is 4.085 0.874 81.7 24.815 .000 accessible for women. 6 It would ease my journey. 4.063 0.872 81.3 24.367 .000 7 It would be easy for me to move around in the 4.028 0.882 80.6 23.288 .000 Pink Public Transportation (PPT). 8 I think Pink Public Transportation (PPT) is easy 4.003 0.891 80.1 22.494 .000 to use. 9 I think Pink Public Transportation (PPT) is easy 3.835 0.954 76.7 17.506 .000 to be found 10 I think by using Pink Public Transportation 3.695 1.002 73.9 13.869 .000 (PPT) would help increase my job productivity. Overall Perceived Ease-of-use of Pink Public 4.019 0.645 80.4 22.699 .000 Transportation (N=400)

* On a 5-point scale, where 1 = strongly disagree (1 – 20%), 2 = disagree (21 – 40%), 3 = slightly agree (41 – 60%), 4 = agree (61 – 80%), and strongly agree (81 – 100%). ** Test value = 3

Perceived Usefulness of Pink Public Transportation (PPT)

Table 4 presents the perceived usefulness of PPT. All items are positively evaluated with an overall percentage of 86.9% and it is significant (t = 32.076, p = .000), with the mean values ranging from 4.243 (SD = 0.775) to 4.435 (SD = 0.770). The positive perception is reflected by all the items that made the women think PPT is important to women (88.7%), can improve women’s safety (88.6%), is a good implementation (87.8%), is a way of respecting women’s right (87.5%), is necessary for them (87.2%), ensures that women can travel without being disturbed (87.1%), can reduce sexual harassment (86.3%), is convenient (86.2%), will educate people on women’s right (85.1%), and it is efficient (84.9%). These findings imply that PPT is commendable in providing women with benefits, security, and their right to be protected and respected by all. The present study supports the previous study by Sham, Soltani, Sham, and Mohamed (2018) on perceived usefulness. Human Communication 63 Table 4 One-sample t-test on the perceived usefulness of Pink Public Transportation (PPT)

No. Perceived Ease-of-Use of Pink Public M* SD % t** p Transportation (PPT) 1 I think Pink Public Transportation (PPT) is 4.435 0.770 88.7 37.293 .000 important to women. 2 I think Pink Public Transportation (PPT) can 4.430 0.729 88.6 39.232 .000 improve women’s safety. 3 I think Pink Public Transportation (PPT) is a 4.392 0.791 87.8 35.228 .000 good implementation. 4 I think Pink Public Transportation (PPT) is a 4.373 0.758 87.5 36.194 .000 way to respect women’s right. 5 I think Pink Public Transportation (PPT) is 4.360 0.769 87.2 35.355 .000 necessary. 6 I think Pink Public Transportation (PPT) is 4.353 0.797 87.1 33.950 .000 needed to make sure that women can travel without being disturbed. 7 I think Pink Public Transportation (PPT) can 4.313 0.844 86.3 31.117 .000 reduce sexual harassment. 8 I think Pink Public Transportation (PPT) is 4.310 0.781 86.2 33.534 .000 convenient. 9 I think Pink Public Transportation (PPT) will 4.253 0.900 85.1 27.820 .000 educate people on women’s right. 10 I think Pink Public Transportation (PPT) is 4.243 0.775 84.9 32.076 .000 efficient. Overall perceived usefulness of Pink Public 4.346 0.606 86.9 34.180 .000 Transportation (N=400)

On a 5-point scale, where 1 = strongly disagree (1 – 20%), 2 = disagree (21 – 40%), 3 = slightly agree (41 – 60%), 4 = agree (61 – 80%), and strongly agree (81 – 100%). ** Test value = 3

Attitude towards Pink Public Transportation (PPT)

Attitude towards PPT usage is also positively evaluated (Table 5). The majority of the respondents gave a high rating for the attitude items with the mean values ranging from 3.998 (SD = 0.941) to 4.288 (SD = 0.810). In addition, the overall mean of 4.136 (SD = 0.673) is significant t( = 26.518, p = .000). The highest rating was obtained by “I like the idea of having Pink Public Transportation (PPT)” and the lowest by “I enjoy using Pink Public Transportation (PPT).” Other positive attitudinal items are that the women support PPT because it can reduce sexual harassment (84.7%) and increase the safety of women passengers (84.7%), it is a pleasant experience to use (83.8%) and comfortable (82.4%), it is preferable to the normal coaches (82.2%), it feels safe (82.2%), and it is secure (81.5%). Furthermore, they are satisfied with the PPT (80.2%) and enjoyed using it (80.0%). Overall, the women are satisfied with the various reasons mentioned above that make them happy to use the PPT. Accordingly; attitudinal aspect of the study is similar to the previous studies’ results (Ceccato & Paz, 2017; Deniz, 2016). 64 Human Communication

Table 5 One sample t-test on attitude towards Pink Public Transportation (PPT)

No. Attitude towards Pink Public Transportation M* SD % t** p (PPT) 1 I like the idea of having Pink Public Transporta- 4.288 0.810 85.8 31.781 .000 tion (PPT). 2 I support Pink Public Transportation (PPT) for 4.235 0.798 84.7 30.963 .000 it can reduce sexual harassment. 3 I recommend using Pink Public Transportation 4.233 0.852 84.7 28.945 .000 (PPT) as it can increase the safety of women passengers. 4 Overall, I feel Pink Public Transportation (PPT) 4.188 0.871 83.8 27.257 .000 is pleasant to be used. 5 I am comfortable using Pink Public Transporta- 4.118 0.852 82.4 26.240 .000 tion (PPT). 6 I prefer to use Pink Public Transportation (PPT) 4.108 0.888 82.2 24.954 .000 than the normal coach. 7 I feel safe when using Pink Public Transporta- 4.108 .865 82.2 25.614 .000 tion (PPT). 8 I feel secure when using Pink Public Transporta- 4.075 0.831 81.5 25.862 .000 tion (PPT). 9 I am satisfied with Pink Public Transportation 4.010 0.904 80.2 22.349 .000 (PPT). 10 I enjoy using Pink Public Transportation (PPT). 3.998 0.941 80.0 21.210 .000 Overall attitude towards Pink Public Trans- 4.136 82.7 26.518 portation (N=400)

* On a 5-point scale, where 1 = strongly disagree (1 – 20%), 2 = disagree (21 – 40%), 3 = slightly agree (41 – 60%), 4 = agree (61 – 80%), and strongly agree (81 – 100%). ** Test value = 3

Behaviour Regarding the Usage of Pink Public Transportation (PPT)

Items for the PPT usage are presented in Table 6, which shows that the overall rating for usage (81.2%) is significant (t = 23.380, p =.000) with the overall mean value of 4.059 (SD = 0.710). The majority of the respondents used the PPT for reasons and intentions based on their experiences such as they would recommend the PPT to women (84.9%) to avoid harassment (83.5%), it is safe (83.1%), they have a good experience (83.1%), they experience a safe traveling mode (82.8%), they intend to continue using it (82.5%) and to support PPT (81.6%), and it is secure (80.3%). However, the mean for items “I intend to make Pink Public Transportation (PPT) as my mode of transportation” (78.0%) and “I intend to use Pink Public Transportation (PPT) every day” (72.2%) received the lowest ratings on the usage of PPT. These two items were meant to evaluate their intention on the usage of PPT. Regardless, as long as the overall assessment is positive, the PPT can be considered as a special means of transportation for urban Human Communication 65 women.

Table 6 One-sample t-test for the usage of Pink Public Transportation (PPT)

No. Usage of Pink Public Transportation (PPT) M* SD % t** p 1 I recommend Pink Public Transportation (PPT) 4.243 0.831 84.9 29.907 .000 to other women. 2 I am using Pink Public Transportation (PPT) to 4.175 0.834 83.5 28.166 .000 avoid being harassed. 3 I am using Pink Public Transportation (PPT) 4.153 0.872 83.1 26.420 .000 because it is safe. 4 Generally, I have a good experience using Pink 4.153 0.970 83.1 23.754 .000 Public Transportation (PPT). 5 I experience a safe travelling mode by using 4.140 0.921 82.8 24.766 .000 Pink Public Transportation (PPT). 6 I intend to continue using Pink Public Transpor- 4.123 0.871 82.5 25.762 .000 tation (PPT). 7 I intend to support Pink Public Transportation 4.078 0.899 81.6 23.966 .000 (PPT). 8 I am using Pink Public Transportation (PPT) 4.015 0.915 80.3 22.191 .000 because it is secure. 9 I intend to make Pink Public Transportation 3.898 0.995 78.0 18.045 .000 (PPT) as my mode of transportation. 10 I intend to use Pink Public Transportation 3.610 1.127 72.2 10.821 .000 (PPT) every day.

Overall usage of Pink Public Transportation 4.059 81.2 23.380 (N=400)

* On a 5-point scale, where 1 = strongly disagree (1 – 20%), 2 = disagree (21 – 40%), 3 = slightly agree (41 – 60%), 4 = agree (61 – 80%), and strongly agree (81 – 100%). ** Test value = 3

The Relationship between Perceived Ease-of-Use, Perceived Usefulness, Attitude, and the Usage of Pink Public Transportation (PPT) among Women Users

Table 7 shows the correlation and level of significance between the dependent variable, that is, the behaviour of the women users towards the usage of PPT, and the independent variables of perceived ease-of-use, perceived usefulness, and the attitude of women users. The relationship between usage and perceived ease-of-use is positive. There is a strong positive relationship between the perceived ease-of-use among the women users and the behaviour of the women users of PPT (r = .675, p = .000). There is also a strong relationship between the perceived usefulness among women users and the behaviour towards the usage of PPT (r = .631, p = .000). Furthermore, there is a strong relationship between the attitude of the women users and the behaviour towards the usage of PPT (r = .753, p = .000). All the independent variables are positively related to one another. There is a strong relationship between the perceived ease-of- 66 Human Communication use among women users and perceived usefulness (r = .654, p = .000) and attitude (r = .737, p = .000). Also, there is a positive relationship between perceived usefulness and attitude (r = .691, p = .000).

Table 7 Correlation between behavior and factors affecting it

Variable Usage Perceived Ease Perceived Attitude (N = 400) of Use Usefulness Usage 1 Perceived Ease-of-Use r = .675 Perceived Usefulness p = .000 1 Attitude r = .631 r = .654 p = .000 p = .000 1 r = .753 r = .737 r = .691 p = .000 p = .000 p = .000 1

Summary of Hypotheses Testing

Based on the results above, it can be concluded that all hypotheses are supported and thus TAM model holds true. The findings are summarised in Table 8.

Table 8 Summary of hypotheses testing

Hypothesis No. Hypothesis Statement Remarks H1 There is a positive relationship between perceived ease-of- Supported use and the usage of Pink Public Transportation. H2 There is a positive relationship between perceived Supported usefulness and the usage of Pink Public Transportation. H3 There is a positive relationship between attitude and the Supported usage of Pink Public Transportation.

Determining the Best Predictor of PPT Usage among Women Users

The last objective is to determine the best predictor for the usage of PPT. A step-wise multiple regression analysis was performed to determine the best predictor of the behaviour towards the usage of PPT. The results in Table 9 show that attitude is the first factor that appears in model 1 (t = 22.854, p =.000). Next, model 2 shows that perceived ease- of-use is the second contributor (t = 5.569, p = .000). Besides that, model 3 shows perceived usefulness is the third contributor (t = 3.322, p = .001). Even though all three predictors are strongly correlated with the behaviour towards the usage of PPT, the best predictor is attitude. Therefore, attitude, perceived ease-of- use, and perceived usefulness are useful factors in determining the behaviour towards the usage of PPT among women users. Hence, KTM management should strive to ensure that the PPT will be implemented effectively for the safety of women users as their preference for the PPT would increase if it benefits them. Human Communication 67

Table 9 Step-wise multiple regression analysis for determining the best predictor for the usage of Pink Public Transportation (PPT)

Model Variable Unstandardized Coefficient Standardized t p Coefficient B SE Beta 1 (Constant) .772 .146 5.303 .000 Attitude .795 .035 .753 22.854 .000 F = 522.328, df = 1, 398, p = .000; R = .753, R2 = .568, R2 Adj. = .566; R2 Change = .568, F Change = 522.328, df1 = 1, df2 = 398, p = .000 2 (Constant) .456 .152 3.010 .003 Attitude .591 .050 .560 11.902 .000 Perceived .289 .052 .262 5.569 .000 Ease-of-Use F = 296.369, df = 2, 397, p = .000; R = .774, R2 = .599, R2 Adj. = .597; R2 Change = .031, F change = 31.017, df1 = 1, df2 = 397, p = .00 3 (Constant) .200 .168 .491 1.191 .234 Attitude .518 .054 .214 9.637 .000 Perceived .236 .054 4.408 .000 Ease-of-Use Perceived .177 .053 .151 3.322 .001 Usefulness F = 206.251, df = 3, 396, p = .000; R = .781, R2 = .610, R2 Adj = .607; R2 Change = .011, F Change = 11.033, df1 = 1, df2 = 396, p = .001

Conclusion

Based on 400 PPT women users, it can be generalised that the users are young, single Malay students with income of less than RM1000 and they use it once a month. The levels of perceived ease-of-use, perceived usefulness, attitude, and usage of Pink Public Transportation (PPT) are positive and they are significantly rated by the women users. Furthermore, there is a strong positive relationship between perceived ease-of-use, perceived usefulness, attitude, and the usage of PPT among women users. All the independent variables are predictors to usage of PPT; however, the best predictor for PPT usage is attitude. It can be concluded that all hypotheses are supported and, therefore, Technology Acceptance Model (TAM) holds true for PPT usage among women users.

To increase the usage of PPT further, the government needs to convey more information on the benefits of PPT which will lead to a positive attitude among women users. Therefore, KTM should maintain their safe and security with comfortable service to retain its PPT women users while male users should respect women’s rights to their own designated coach. 68 Human Communication

Limitation of the Study

The limitation of this study is that it was mainly conducted among women users at the International Islamic University Malaysia (IIUM), Gombak Campus. This is because the women outside the campus were in a rush, and hence, they answered the questionnaire in a hurry without going through the details thoroughly. Besides that, when dealing with women outside the campus, many tended to ignore and refused to answer the questionnaire as they saw it as time-consuming. Therefore, the researchers found it challenging to obtain the respondents to participate in this research.

Suggestions for the Study

Future research using TAM model should include variable, for example, intention to use for non-users of PPT. This is because non-users can help project and estimate the future of PPT women users. Publicity and public announcement should be made known to all especially to women potential users.

Future study can also tap on other variables as well such as awareness, knowledge and satisfaction of using PPT. In terms of theories, theory of planned behaviour (TPB), theory of reasoned action (TRA), satisfaction theory (ST) and social learning theory (SLT) can also be used to test the usage of PPT among women users.

It is suggested that the government needs to enhance the safety and security of the PPT by enforcing and tightening the rules and regulations to ensure that men are not allowed to enter the ladies’ coach by recruiting women as bodyguards in the coach. Another suggestion is to issue fines or summons to the men caught in the PPT to prevent harassment. Lastly, it is suggested to increase the number of advertisements of the PPT on billboards, posters, and stickers at the KTM stations. This effort will alert the passengers, especially men, on the rules and regulations on the PPT.

It is good if KTM can extend its PPT coach services to other states as well and not to restrict the services within the Klang Valley area only.

References

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The Reception of ‘Hijab Halal’ in Advertising Campaign by the Young Muslim in Indonesia

Author(s): M Rizky Kertanegara Politeknik Negeri Media Kreatif Jakarta

Abstract

The styling of the hijab has become a trend among the young Muslims in big cities in Indonesia. Various brands have sprung up to promote the uniqueness of their products. In the early 2016, Zoya became the centre of attention and controversy in the society following the use of the statement of 'hijab halal' in their latest ads campaign. This article examines how the young Muslims interpret the statement of 'hijab halal' in Zoya’s ads. Reception theory developed by Stuart Hall is implemented to guide the analysis. Five in-depth interviews that were conducted with informants using a purposive sampling method serve as the primary data and analyzed using grounded analyses. The findings conclude that the young Muslims’ reception towards ‘hijab halal’ in Zoya’s ads campaign varies from the dominant, negotiations, and oppositional code. The process of meaning-making comes from their personal experience in using hijab and literacy of advertising.

Keywords: Reception Studies, Hijab, Halal, Advertising, Zoya

Background of the Study

The styling of hijab has become a trend among the young Muslims in big cities in Indonesia. The literal meaning of hijab is the separation of relationships between men and women. Hijab is not only a cover for women and a divider between the sexes, but it is also a limitation for women (Shahab, 2004, p. 18). Although Indonesia is a country with the largest Muslim population in the world, the recent data shows that the number of Muslims reaches 207 million or nearly 88 percent of the population (Indonesia.go.id, 2016), however the use of the hijab is not as popular as today.

In Indonesia, the hijab was once part of the country's politics. In the 1970-1980s, the use of hijab in Indonesia was once unlawful in its existence in the public sphere, especially in the state schools. There were restrictions on the use of the hijab by space and time, meaning the hijab could be worn only at certain moments related to religious rituals such as praying in the mosque, ‘Eid al-Fitr / Adha celebration, and mourning. Besides, the hijab was also worn by Muslim women who had performed the pilgrimage. At that time, the hijab model was not even a fashion trend (Budiati, 2001, p. 62).

In the present time, young girls are no longer embarrassed to wear the hijab. Such positive acceptance has resulted in many hijab brands to consider producing their hijab apparel in light of the latest fashion trend so that they will not feel old-fashioned. The phenomenon of modern Human Communication 71 hijab in Indonesia is also characterised by the emergence of various communities like the hijabers community (Prihandini & Pratamawaty, 2018, p. 64).

Figure 1 Zoya’s press release on the first Hijab Halal in Indonesia

One of the many hijab brands that attract public attention since early 2016 is Zoya; a brand belongs to Shafco Enterprise. Zoya, which established in 2005, is a pioneer of Muslim hijab and apparel from the best Indonesia's designers (Zoya, 2016). In their 2016 news release, Zoya emphasises 'the first Certified Halal Hijab in Indonesia' in their latest ads campaign (see figure 1). Zoya, then, uses the proposition of 'hijab halal' in the creative strategy of their latest advertising campaign to indicate their hijab products are granted halal certification from the Indonesian Ulema Council. Nonetheless. Zoya stated that the MUI halal certificate, which they obtained, refers to the production and making process to emphasise that the hijab material does not contain any pork content (Pratomo, 2016). The impact of this statement on Zoya's latest hijab products has caused a phenomenon of controversy in the society, especially in social media, such as Facebook, Instagram, and Twitter. Figure 2 Zoya’s billboard of ‘Hijab Halal’

The use of 'halal' word in the ads has also resulted in pros and cons responses. Some people have the opinion that the promotion conducted by Zoya is fair as part of the consumer education related to halal products. Meanwhile, others think that this statement has the potential to become confusing and unsettling about the hijab they have been wearing. Despite that, Zoya explains that the primary purpose of the campaign is to educate the public about the halal fabric of which they use to produce the hijab. Moreover, this advertising campaign has also dispersed in the form of billboards (see figure 2), magazines, and social media (Wulan, 2016). Due to the prolonged controversy, the promotion of the product through the media channels has been discontinued. In responding to this case, the creative director, Sigit Endroyono, said that Zoya would try other ways in which they considered would be more effective in delivering creative ads campaign (Yulianty, 2016).

Research Question

Based on this phenomenon, this article aims at examining how the young Muslims interprete the Zoya’s 'hijab halal' in the advertising campaign.

1. What are the views of young Muslims about the hijab? 2. What are the views of young Muslims regarding halal products? 3. What are the views of young Muslims about fashion hijab? 4. What are the views of young Muslims regarding halal hijab? 5. What is the reception of the young Muslims regarding the use of ‘Hijab Halal’ statement in the Zoya’s advertising campaign?

Literature Review Cultural Studies and Reception Studies

Cultural studies are closely related to attitude, approach, and critique of culture because they focus on how a culture is influenced by a dominant culture (West & Turner, 2007, p. 393). The approach employed in this research is the reception studies where the audience is an active audience and not just accepting the message conveyed by the media. Reception studies are Human Communication 73 part of cultural studies. McQuail sees cultural studies as an emphasis on the use of media as a reflection on socio-cultural contexts and as a process of giving meaning to cultural products and experiences in everyday life. Cultural studies that form the framework for this research were developed from the British Cultural Studies (BCS), which combines the neo-Marxist theory with ideas and research methods from various sources such as literary, linguistic, anthropological, and historical criticism. Initially, this theory was developed by Raymond Williams, which was marked by the emergence of CCCS (Centre for Contemporary Cultural Studies) at the University of Birmingham (McQuail, 2005, p. 404).

Hall (1991) states that there are three ways that an audience member might decode any given message. The first is dominant or preferred readings, the message that is decoded with the same meaning as what was intended when it was encoded. Secondly, negotiated readings involve a mixture of preferred and resistant readings. Thirdly, the oppositional reading, in which the audience decodes the message contrary to the meaning intended by the producer of the text. Most importantly, Hall posits through this model that social inequality, in terms of class position, shapes these reading positions as those who are disempowered vis-a-vis those who control the media are the ones who tend to push back on the dominant meanings of texts (Hall, 1991, p. 95).

The Concept of Hijab

The Indonesian Dictionary contains definitions related to jilbab and hijab. The word 'jilbab' is a large veil that the Muslim women wear to cover the head and neck to the chest. While, the word 'hijab' contains a more general definition, which is a boundary that limits something to another. The use of the jilbab or hijab is a form of religious identity to Muslim women but it is considered old-fashioned or conservative in the age of modern society. The hijab becomes a phenomenon that is full of meaning, both theologically and socially. While the hijab is seen as a symbol of the women's confinement and domestication, it is also a symbol of identity of a community's movement (Budiati, 2001, p. 60). 3609

In the late 1990s, the term hijaber (hijab wearer) was popular and became a trend. Many Muslim women then chose to wear the hijab. However, many of them, in wearing the hijab, did not follow the conditions stated in the religion (Budiati, 2001, p. 63). The hijab is no longer a symbol of identity of the faith but it is part of the dressing accessories. Since then, the hijab has become a trend among young women, ranging from students, employees, civil servants, executives to artists. Models, colors, and materials of hijab worn are also varied. In addition, an interesting phenomenon is that the emergence of hijaber communities also consist of teenagers who wear the hijab (Suhendra, 2013, pp. 17-18). The emergence of many young designers, who specialised in Muslimah clothing, has also encouraged more young Muslim women to wear an urban style hijab. They are mostly found in malls, cafes, and other public places. Washburn argues that the Muslim women could negotiate on gender roles in their lives with meaning actively based on the use of hijab and Muslim clothing (Washburn, 2005, p. 110).

A study conducted by Fitria Handayani (2008) has categorised the hijab as three types, which are the sharia hijab, ordinary hijab, and fashion hijab. According to the author, the sharia hijab refers to the observance of an Islamic fanatic. The ordinary hijab refers to the hijab that, at the very least, already covers the hair. The fashion hijab refers to the hijab that follows a 74 Human Communication growing trend, which is heavily influenced by the media (advertising) as well as a process of imitating celebrities who wear the hijab in which the value of religion is no longer a primary basis (Handayani, 2008, p. 37).

Advertising Campaign and Creative Strategy

Advertising campaigns involve applications of advertising management, where there are stages of planning, implementing, and evaluating. This campaign process must be consistent with the function of advertising in communicating the marketing mix of a product to the public (Kriyantono, 2013, p. 104). Through advertising campaigns, brand owners hope that the audience is aware of the presence of the product, knows more information about the product, and is motivated to make a purchase. However, audiences can also reject messages in advertising campaigns because they do not comply with some values, such as prevailing social, cultural, and religious norms (Kriyantono, 2013, p. 72).

The creative strategy would be the primary guide to execute the advertisement. Belch and Belch (2009) state that the creative strategy developed and aimed at the right target audience could achieve the objective desired by the advertisers. The development of a creative strategy is based on several factors, such as the identification of the target audience, the main problems, latest issues, opportunities, major selling idea that needs to be communicated, and a variety of additional information (Belch & Belch, 2009, p. 268). In general, two main types of creative appeals, rational and emotional, can be used to develop a campaign, although mixed forms also exist. Emotional appeals are ads whose primary purpose is to elicit affective responses and to establish an image. Rational appeals, on the other hand, contain information cues such as price, value, quality, performance, components, availability, taste, warranties, new ideas, etc. For both rational and emotional appeals, different formats or execution strategies can be used. (Morissan, 2010, p. 344).

There are three creative elements in advertising according to Shimp, known as CAN. First is Connectedness, which refers to an ad that is relevant to the needs and wants of consumers when they decide to buy a product. Second is Appropriateness, which means that advertising should provide information about the product according to the current situation. The third is Novelty, which refers to creative advertising elements such as unexpectedness, uniqueness, and newness (Shimp, 2010, p. 209).

The Advertising Code of Ethics Regarding the Use of ‘Halal’ Word

As in journalism, advertising works also have a code of conduct known as the Indonesian Pariwara Ethics, which was last amended in 2014. This Code of Ethics, issued by the Indonesian Advertising Council, is a form of adherence to consumer protection and it aims to help maintain the progress of the advertising industry (Harper, 2016).

The rule of using the word 'halal' is stated in the language section, which is, the word ‘halal’ on a product may be well broadcasted after obtaining the halal certification from the authorised institution. The later section states that the word 'halal' should not be an object of exploitation. Based on this explanation, the intention of the exploitation of the word 'halal' is prohibited if the key message is to seduce, persuade, or influence the purchase process. The use of word 'halal' should be used as information or facts (Etika Pariwara Indonesia, 2014). Human Communication 75 Research Methods

This research uses descriptive qualitative method. Patton (2002) stated that the qualitative method facilitates the study of the issues in-depth and detail. Also, approaching the field without being limited by pre-defined categories thus contributing a full analysis of openness, depth, and detail (Patton, 2002, p. 14). The descriptive qualitative approach aims to describe, summarise the various situations or phenomena of social reality in a society that are the object of research, and attempt to pull that reality to the surface as a feature, character, or picture of the phenomenon (Bungin, 2007, p. 68).

According to Lofland (1971), the prime sources in qualitative research are words and actions. The rest is additional data such as documents and others. All sources that can provide sources of information could be divided into primary and secondary data (Moleong, 2014, p. 157). The primary data were obtained by conducting in-depth interviews. The researcher then selected five informants using a purposive sampling technique. The purposive sampling was used to obtain the information-rich and immersive oriented purpose. Members of this sampling usually have some characteristics and experiences that are important for the development of research (Daymon & Holloway, 2002, p. 246).

The researcher chose a homogenous purposive sample technique, in which the members consisted of individuals belonging to the same subculture or group, and had similar characteristics (Daymon & Holloway, 2002, p. 250). In this case, the sample group chosen consisted of women, aged adolescents (17-19 years), wearing the hijab and lived in the Greater Jakarta area as an informant. The informant’s criteria that the researcher used was the student of advertising major in State Polytechnic of Creative Media who came from different class years. Among those five informants, two students were from the class of 2013, two students from the class of 2014, and one student was from the class of 2015. The selection expected to provide different views, ranging from their social background, advertising literacy, and daily experience about their personal use of hijab.

Then, the researcher analysed the data using grounded analyses by applying the coding techniques, namely open coding, axial coding, and selective coding. The grounded analysis is part of a group analysis of cultural themes that reveals how research informants interpret an issue. Glaser and Strauss were the scientists who developed this analysis in which the theory was developed based on data (Bungin, 2007, p. 162). Open coding is the initial stage in sorting data. Axial coding is the stage of bringing back data in a new form, while selective coding is the selection of core categories and connecting them with other categories (Daymon & Holloway, 2002, pp. 189-190). During the data analysis process, the researcher showed the findings to the research informants as part of internal validity. Internal validity is the degree to which research findings truly reflect the research objectives and social reality of all participating informants. Also, the researcher used the confirmability criteria by showing the relationship between the findings and the source in the discussion section. Confirmability is a criterion in qualitative research that outlines research goals, expectations, and recognition of the need for reflexive thinking (Daymon & Holloway, 2002, p. 147) 76 Human Communication Findings of the Study

Based on the interviews conducted by the researcher, the results could be divided into three sections. First, the researcher gave a general overview of the informant's background. Then, the researcher described the views of informants on the jilbab, halal, fashion hijab, and hijab halal. Lastly, the researcher conducted a categorisation on the code reading of the informants regarding the 'halal' statement in Zoya's ads campaign.

General Overview of Informants

Based on the interview, the informants began to wear hijab since Junior High School (Informant 1 and 2) and Senior High School (Informant 3, 4, and 5). Their motivation to start wearing a hijab was from their desire. The informants felt it was the right time to wear the hijab as a proper Muslim. The researcher classified the parents of those informants as moderate because they did not force them to wear the hijab. An interesting fact from the informants was that they were not in a social environment were many wore the hijab, either the school or their peer-group. Even so, there were interesting facts regarding the background of the informant. The first informant, for example, came from a deeply religious background. While the fifth informant had a hijab business on a small scale.

The View towards Hijab

Five informants interviewed provided a similar answer when asked about their views on the hijab. The motivation was the main reason for thems to start wearing a hijab when they were in junior high school, at the age of adolescence (14-16 years old).

“I applied to wear the hijab when I was in junior high school, and when I went to college I got enlightenment from my campus, my parents, and also many lectures about the obligation to wear the hijab.” – Informant no.1

“Initially, it was compulsory from school, because I entered the superior class, I finally used it.” – Informant no.2

“Because of the intention of myself, gradually becomes a habit.” – Informant no.3

“Suddenly, when I went to go to senior high school, I want to wear hijab.” – Informant no.4

“Starting from entering senior high school, I already want to wear a hijab.” – Informant no.5

Their knowledge about wearing the hijab is quite general, that the hijab is a veil used for Muslim women. Their positive experience made them continue to familiarise themselves with wearing a hijab. The first informant had the experience of being seduced by the males when Human Communication 77 not wearing the hijab. While the fifth informants stated that, the hijab also protected her from harmful skin diseases such as cancer. Besides, the fifth informant said that the inner and outer beauty could obtain by wearing the hijab.

“It is an obligation for me as a Muslimah and always tries to use it according to religious rules.” – Informant no.1

“For me, the hijab has become a necessity because it makes me protected. Previously, I had experience getting tempted when I didn't use it.” – Informant no.2

“I always try to wear a hijab that covers the chest even though it is not included in the category of the syari hijab.” – Informant no.3

“For me, the use of the hijab as part of protecting myself.” – Informant no.4

“For me, the hijab is an obligation of a Muslim woman because making me more beautiful inside and out. Also, from what I learned, hijab can protect the skin from cancer.” – Informant no.5

The View towards Halal Products

The informants' understanding of ‘halal’ products is something that does not contain haram substances that usually found in foods and beverages. The first and fifth informants viewed halal in regard to cosmetics labels. They referred to brand cosmetics such as Wardah which specialised products for Muslim women. Besides, the third informant mentioned that 'halal' was usually identical to Majelis Ulama Indonesia (MUI). MUI is an institution that conducts the test and issues the Halal certificate for a product. When a product has been tested, then the Halal logo can be used as an additional label for the product information.

“Halal is something that is allowed to be consumed, which is related to food content. Also, we have to know the makeup ingredients, as well as perfume.” – Informant no.1

“The first thing that crossed my mind was something that did not contain pork oil in the process of processing and making. I am very aware of when buying food.” – Informant no.2

“Halal is something that is allowed, usually found in food and marked with a label from MUI. I am very aware of halal food because I have had experience buying non- halal candy.” – Informant no.3 78 Human Communication “From what I know, Halal is broadly not detrimental to us. If for non-halal foods such as pigs and drinks such as those containing alcohol” – Informant no.4

“Halal is something that must be realized, especially food. When choosing cosmetics, I also pay attention to whether they contain illicit substances.” – Informant no.5

The View toward Fashion Hijab

Based on the interview, the informants mostly preferred to use a simple hijab. This simple hijab refers to a rectangular design. The informants said that they did not like to follow the trends of fashion hijab (informants 1, 4, and 5). The fourth informant ever tried to wear a fashion hijab, but then she got some negative comments from her friends. The second informant admitted that sometimes she would wear a fashion hijab on certain events like a party. While the third informant preferred combining the colour of her dress with a hijab appropriately. Sometimes, she liked to modify the hijab, but still covered her chest.

“I tend to wear the usual hijab in the form of a square because it is simpler.” – Informant no.1

“I prefer a simple, one-color hijab that doesn't have much motive; except for certain moments such as party I would using trendy hijab.” – Informant no.2

“I like the rectangular pashmina model with monochrome motives. I can say it's trendy because I like to mix and match with my outfit, make my style, but keep my chest covered.” – Informant no.3

“I don't like trying new things, so I usually wear a hijab with plain motives. In the past, I once had the experience of trying on a fashion hijab style, but instead, I was given negative comments from my friends.” – Informant no.4

“I'm not the one who follows fashion, though. For example, artists make the latest hijab models, but I do not follow too much. Depending on the model, if it's looking good I might try too.” – Informant no.5

The informants preferred to wear a simple hijab design because of their role models. The first and fourth informant idolised the Indonesian celebrity figure, Dewi Sandra as a role model in wearing hijab. Dewi Sandra is a renowned artist who recently acts in many famous movies and soap operas in Indoneia. In the films and soap operas, she usually wears a simple hijab design. The fifth informant idolised Laudya Cinthya Bella, who is also the brand ambassador of Zoya, and Zaskia Mecca, a designer and artist, because she felt that their beauty became more noticeable when wearing a hijab. Human Communication 79 “I see Dewi Sandra, an artist, as a role model because of the simplicity of her hijab.” – Informant no.1

“I like to see Dewi Sandra's hijab tutorial which is simple and rarely uses motifs. It's easier for me to apply it.” – Informant no.4

“I like seeing the hijab style worn by Laudya Cynthia Bella and Zaskia Mecca because it looks more pretty and lovely.” – Informant no.5

The View towards Halal Hijab

The opinions of the informants began to vary when asked about their views on the halal hijab. Informants did not understand which part of a hijab should be called as 'halal' (informants 3), and should not be a consideration when purchasing one (informants 4). The fifth informant also assumed that all hijabs were automatically given the ‘halal’ status because the hijab is intended for Muslim women. The first informant even suggested that this would lead to contrariety due to labelling the hijab into halal and non-halal. According to her, public unrest might arise, especially among the Muslim women because of the hijab they had been wearing so far. The second informant stated that the ‘halal’ labelling was appropriate in convincing consumers. In this case, the informants did not consider the halal label on the hijab as a necessary thing.

“It is not good to do the veiling to be halal and not halal because the main fabric is the same. In my opinion, it is more important to use the syari way.´ - Informant no.1

“I think it's good because there is a lot of news about the manipulation of halal products. By stating the halalness of the product can convince consumers, although, in my opinion, it is not mandatory.” – Informant no.2

“When choosing a hijab, I don't pay too much attention to the halal label.” – Informant no.3

“Not yet my consideration in buying hijab anyway, because my knowledge is also still limited about the halal material of a hijab.” – Informant no.4

“Halal hijab is not very important for me because I think the product is surely for Muslim women. So if you want to buy hijab at the market or the mall, you will be guaranteed a halal hijab.” – Informant no.5 80 Human Communication The Reception of the 'Hijab Halal' Statement in Zoya’s Advertising Campaign.

Based on the view of the informants of the hijab, halal, fashion hijab, and hijab halal, then the reading of 'halal' word in Zoya's ads campaign also varies. Each informant has different preferred readings, which is the dominant code (informants 2 and 4), the negotiations code (informants 3), and oppositional code (informants 1 and 5).

Informants who did the dominant reading-code assume that the word halal in Zoya's ads campaign was part of their Unique Selling Proposition (USP). They learned particularly in regard to advertising strategy, that each product has unique features or benefits to prospective customers. Following Shimp's statement regarding the creative elements of advertising, namely Connectedness, Appropriateness, and Novelty, the 'hijab halal' advertising campaign by Zoya was due to the phenomenon of the Indonesian Muslim community regarding the consumption of halal products. The informant also stated that the advertising campaign conducted by Zoya provided useful information related to the halal product and could be a consideration when buying a hijab.

“I think it's good, so make sure consumers that Zoya's hijab is truly halal. In my opinion, it is natural to use halal as Zoya's USP.” – Informant no.2

“In my opinion, it is valid as selling promises. This facilitates the Indonesian muslimah society in observing the halal status of a hijab. But it gets even more complicated, later all products, not only food, will make a halal statement” – Informant no.4

The first informant who did the oppositional code found the use of the 'hijab halal' as a creative strategy was similar to other Muslimah cosmetic products such as Wardah. The informant, then, gave a negative impression, because Zoya's strategy was seen as emulating Wardah's strategy. According to her, the states of the 'hijab halal' did not grant a significant effect on purchasing decision. The fifth informant, who also contributed to the oppositional code argued more harshly. She stated that this strategy would let undesirable effects on Zoya. She got the impression that the campaign promotion of halal hijab was too harsh, excessive, and intimidating, compared to the other hijab brands that did not include ‘halal’ labelling.

“In my opinion, Zoya follows the strategy adopted by the Wardah cosmetics brand. There is no desire to buy because of that strategy. When many young Indonesian Muslim women have started wearing veils, the issue of halal hijab, in my opinion, is not quite right.” – Informant no.1

“In my opinion, it is rather arrogant and excessive because Zoya seems to want to be number one in the hijab market and intimidate other hijab products.” – Informant no.5

The third informant was the only one doing the negotiation code to 'halal' word in Zoya's ads campaign. She thought that the use of the word 'halal' was a natural thing in the language of advertising. Human Communication 81

“I am not interested in buying because I am confused about the halal part. In the release, there is halal in one of the ingredients but not the hijab itself.” – Informant no.3

Based on the opinions expressed by each informant, the researcher then mapped the informant’s preferred reading by dividing it based on their hijab experience and their literacy in advertising (see table 1). The author categorised the hijab personal experience of informants into the hijab category stated by Handayani (2008), namely ordinary and fashion hijab. Ordinary Hijab refers to a simple hijab. Meanwhile, fashion hijab refers to following fashion trends necessarily depends on the occasion.

The researcher also made a categorisation for the advertising literacy possessed by the informant into three types, namely lack, average, and good. Informants were classified into the category of Good if the informant stated that the halal message in Zoya's ads campaign was a promotional tactic and did not comply with the advertising code of ethics. While the Average category applied if the informant stated that ‘halal’ in Zoya advertisements was a natural thing as part of persuading prospective consumers. Finally, the informant would fall into the category of lack if she was not aware of the creative strategies contained in the advertisement and only saw herself as a consumer.

Table 1 The Mapping of the Informants Reception

List of Informants The Hijab Personal The Advertising The Reception of Preference Literacy (Ethics of ‘Halal’ in Zoya’s Ads Code and Creative Campaign Strategy) 1 (Class of 2013) Ordinary Hijab Good Oppositional 2 (Class of 2014) Mix of Ordinary and Lack Dominant Fashion Hijab 3 (Class of 2013) Mix of Ordinary and Average Negotiation Fashion Hijab 4 (Class of 2015) Ordinary Hijab Average Dominant 5 (Class of 2014) Ordinary Hijab Good Oppositional

The table 1 shows that informants who wear the ordinary hijab and had good literacy on advertising; make an oppositional reading code to the 'halal' message in Zoya's ads campaign. The table also shows that informants who wear a mix of ordinary and fashion hijab, and have a lack of advertising literacy tend to receive a preferred reading from the sender, then categorised into dominant code. Finally, the informant who has the negotiations code comes from her personal hijab preference in mixing the ordinary and fashion hijab, and have average advertising literacy. 82 Human Communication

Conclusion

Based on the research question, the article concludes that the informant's reception, young Muslims on the ‘halal’ message in Zoya’s ads campaign varies from the dominant, negotiations, and the oppositional code. This reception difference occurs because of their personal experience with the hijab and the level of advertising literacy.

Notes This paper presented at the 11th PACA (Pacific Asian Communication Association) conference in 2016 at Universiti Putra Malaysia.

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