Papers by Nur Iman Hashim
HALALSPHERE, 2026
Malaysia's Technical and Vocational Education and Training (TVET) sector is instrumental in culti... more Malaysia's Technical and Vocational Education and Training (TVET) sector is instrumental in cultivating a skilled workforce for the food service industry, which constitutes a significant pillar of the national economy. Notwithstanding notable advancements in policy formulation and curriculum design, assessment practices in Malaysian TVET culinary programmes remain largely theory-driven, thereby constraining their capacity to effectively evaluate and develop workplaceready halal assurance competencies. This paper outlines a proposed Competency-Based Assessment Kit (CBAK) for halal culinary TVET programmes, informed by constructivist learning principles and the Competency-Based Education and Training (CBET) approach. The framework incorporates performance-oriented assessment activities, selected halal certification components, digital assessment tools, and input from relevant industry stakeholders to improve alignment with Shariah-compliant practices. Attention is also given to the role of collaboration with halal industry actors and regulatory bodies in supporting graduate readiness across both professional practice and religious considerations. Overall, the proposed conceptual framework is presented as a reference point for enhancing halal talent development within Malaysian TVET institutions and may offer potential for adaptation in other ASEAN and Organisation of Islamic Cooperation (OIC) contexts.
BORDERLESS HALAL: UNLOCKING RESILIENCE, INNOVATION AND SUSTAINABILITY , 2025
Influencer marketing has become a critical strategy in modern business, especially within digital... more Influencer marketing has become a critical strategy in modern business, especially within digital communication and social media landscapes. This paper investigates the impact of influencer marketing on consumer purchase behavior in the Halal food sector, focusing on key factors such as influencers' credibility, attractiveness, and alignment with product attributes. These factors are essential in shaping consumer perceptions and purchasing decisions. Utilizing theoretical frameworks such as the Theory of Reasoned Action (TRA) and Social Influence Theory, combined with an extensive literature review, this study provides a nuanced understanding of how strategic influencer marketing can enhance brand visibility and consumer engagement. The findings suggest that genuine endorsements and strong alignment between influencers and product attributes significantly increase consumer trust and purchase intent, contributing to sustained business growth. This study offers valuable insights for future academic research and practical guidance for industry practitioners aiming to optimize influencer marketing strategies.
BORDERLESS HALAL: UNLOCKING RESILIENCE, INNOVATION AND SUSTAINABILITY , 2025
Malaysia has positioned itself as a global halal hub for products and services, capitalizing on i... more Malaysia has positioned itself as a global halal hub for products and services, capitalizing on its cultural and religious diversity to attract Muslim tourists from around the world. In tandem with the nation's efforts to strengthen its reputation as a leading halal tourism destination, the need to thoroughly understand and implement halal hospitality practices has become increasingly evident. This paper aims to explore the necessity of enhancing halal hospitality education in Malaysia, with the objective of reinforcing the country's position as a credible and comprehensive halal hub. Fundamentally, a comprehensive halal hospitality education is not only essential to meet the religious needs of Muslim travelers, but also to deliver a holistic, satisfying, and deeply impactful experience. Such efforts are crucial in ensuring that Malaysia continues to maintain and strengthen its role as a leader in halal tourism within an increasingly competitive global market.
International Halal Ecosystem Conference (IHC OSAKA 2025) , 2025
Malaysia's Technical and Vocational Education and Training (TVET) sector plays a crucial role in ... more Malaysia's Technical and Vocational Education and Training (TVET) sector plays a crucial role in preparing skilled talent for the halal hospitality and culinary industries, which are key drivers of the national economy. Despite commendable progress in policy and curriculum, current assessment practices in Malaysian TVET culinary programs are predominantly theoretical, limiting their effectiveness in developing practical halal competencies. This paper proposes the development of a Competency-Based Assessment Kit (CBAK) tailored specifically for halal culinary arts education. Grounded in constructivist learning and Competency-Based Education and Training (CBET) frameworks, this model integrates performance-based evaluation tasks, halal certification criteria, digital tools, and industry feedback to ensure authenticity and alignment with Shariah-compliant standards. The paper also discusses the significance of collaboration with halal industry stakeholders and regulators to ensure that graduates meet both professional and religious expectations. This conceptual framework aims to support transformative change in halal talent development within Malaysian TVET institutions and offers scalable potential across ASEAN and OIC member countries.
International Halal Management Conference (IHMC), 2025
This study explores the interrelationship between consumer awareness, purchasing decisions, and t... more This study explores the interrelationship between consumer awareness, purchasing decisions, and the strategic application of social media marketing in Malaysia's halal food sector. The primary objective is to examine how digital marketing initiatives intersect with consumer values to influence buying behaviour. A systematic review of empirical literature was undertaken to synthesise current findings and identify emerging patterns. The theoretical framework is grounded in the Theory of Reasoned Action (TRA), which offers insights into the psychological mechanisms through which attitudes and perceived norms shape behavioural intentions. The analysis reveals that factors such as religious adherence, trust in halal certification, and perceived health and quality play a pivotal role in shaping consumer awareness. When social media marketing aligns with these values, it significantly enhances product visibility and builds brand trust through interactive content and community-driven strategies. The findings suggest that halal food marketers should adopt data-informed digital approaches and foster authentic engagement to strengthen consumer loyalty and drive sustainable growth. The study offers practical guidance for halal-certified businesses, including the use of micro-targeted campaigns, culturally resonant messaging, and integrated digital promotions. Additionally, it proposes a conceptual framework to support future research on the long-term impact of social media marketing on trust and loyalty in Islamic consumer markets.
Journal of Management & Muamalah, 2025
Despite Malaysia’s ambition to position itself as a global halal tourism
hub, its halal hospit... more Despite Malaysia’s ambition to position itself as a global halal tourism
hub, its halal hospitality education system remains fragmented,
unstandardised, and insufficiently aligned with industry needs. Without a
systematic development of halal hospitality education, Malaysia risks
losing its leadership position in the halal tourism industry. This study
presents a systematic review of research on halal hospitality education in
Malaysia, aiming to map current developments, identify challenges, and
highlight future directions to enhance national competitiveness.
Following the PRISMA 2020 protocol, studies published from 2010 to
2025 were systematically retrieved from Scopus, Web of Science, Google
Scholar, and ResearchGate using predefined keywords and Boolean
operators. After rigorous screening, quality appraisal, and thematic
synthesis, 37 studies were included, revealing seven key themes:
authentic halal experience, workforce training and competency, halal
certification standards, cultural sensitivity, institutional collaboration,
innovation and digital transformation, and SME empowerment. The
findings indicate that, despite notable advancements, substantial
inconsistencies persist across institutions, and coordination among
academia, industry, and policymakers remains limited. Strengthening
Malaysia’s leadership in global halal tourism therefore requires
comprehensive curriculum reform, structured training frameworks, and
enhanced multi-stakeholder collaboration. Accordingly, this study
advocates the establishment of a national halal education framework,
underpinned by strategic support from JAKIM, the Ministry of Higher
Education, and industry partners, to ensure workforce readiness, maintain
educational quality, and promote sustainable growth in the halal tourism
sector.
hub, its halal hospitality education system remains fragmented,
unstandardised, and insufficiently aligned with industry needs. Without a
systematic development of halal hospitality education, Malaysia risks
losing its leadership position in the halal tourism industry. This study
presents a systematic review of research on halal hospitality education in
Malaysia, aiming to map current developments, identify challenges, and
highlight future directions to enhance national competitiveness.
Following the PRISMA 2020 protocol, studies published from 2010 to
2025 were systematically retrieved from Scopus, Web of Science, Google
Scholar, and ResearchGate using predefined keywords and Boolean
operators. After rigorous screening, quality appraisal, and thematic
synthesis, 37 studies were included, revealing seven key themes:
authentic halal experience, workforce training and competency, halal
certification standards, cultural sensitivity, institutional collaboration,
innovation and digital transformation, and SME empowerment. The
findings indicate that, despite notable advancements, substantial
inconsistencies persist across institutions, and coordination among
academia, industry, and policymakers remains limited. Strengthening
Malaysia’s leadership in global halal tourism therefore requires
comprehensive curriculum reform, structured training frameworks, and
enhanced multi-stakeholder collaboration. Accordingly, this study
advocates the establishment of a national halal education framework,
underpinned by strategic support from JAKIM, the Ministry of Higher
Education, and industry partners, to ensure workforce readiness, maintain
educational quality, and promote sustainable growth in the halal tourism
sector.
Social and Management Research Journal, 2025
This study examines the moderating effect of influencer marketing on the relationship between cus... more This study examines the moderating effect of influencer marketing on the relationship between customer perceptions and purchase behaviour in Malaysia's halal food sector. The rise of digital platforms, especially social media, has reshaped consumer behaviour, with influencers playing a key role in purchasing decisions. Hence, this study assesses how influencer marketing influences consumer trust, product authenticity, and purchase intentions in a culturally sensitive market. A cross-sectional survey of 404 respondents from four regions in Selangor, Malaysia, was conducted. Findings show that while customer perceptions, specifically trust and product authenticity, influence purchases, their impact varies with influencer engagement. Additionally, influencer marketing significantly moderates this relationship, reinforcing consumer trust and product credibility, and increasing purchase likelihood. These results highlight the growing role of digital endorsements in halal consumer markets, offering insights into how businesses can leverage influencer credibility. By emphasizing the intersection of cultural values and digital marketing, this study contributes to research on halal consumer behaviour.
Asian Journal of Social Science Research , 2024
This study explores consumer perceptions of halal food product purchasing behavior and the
signif... more This study explores consumer perceptions of halal food product purchasing behavior and the
significant role of marketing influencers in Malaysia. The primary objective is to understand how
these factors interact to influence purchasing decisions within the halal food sector. A systematic
literature review was conducted, adhering to the guidelines set by Petticrew and Roberts (2006),
to analyze previous studies related to the topic. The study employed foundational theories,
specifically the Theory of Reasoned Action (TRA) and Social Influence Theory, to establish a robust
framework for understanding consumer behavior dynamics. Findings reveal that consumer
perceptions are shaped by religious beliefs, brand trust, and health considerations, with marketing
influencers playing a crucial role in enhancing brand visibility and trust through authentic
connections with their audiences. The study concludes that effective marketing strategies in the
halal food sector must align with consumer values and leverage the credibility of influencers to
foster brand loyalty and drive sustainable growth.
significant role of marketing influencers in Malaysia. The primary objective is to understand how
these factors interact to influence purchasing decisions within the halal food sector. A systematic
literature review was conducted, adhering to the guidelines set by Petticrew and Roberts (2006),
to analyze previous studies related to the topic. The study employed foundational theories,
specifically the Theory of Reasoned Action (TRA) and Social Influence Theory, to establish a robust
framework for understanding consumer behavior dynamics. Findings reveal that consumer
perceptions are shaped by religious beliefs, brand trust, and health considerations, with marketing
influencers playing a crucial role in enhancing brand visibility and trust through authentic
connections with their audiences. The study concludes that effective marketing strategies in the
halal food sector must align with consumer values and leverage the credibility of influencers to
foster brand loyalty and drive sustainable growth.
10th International Conference on Management and Muamalah 2023 (ICoMM 2023) , 2023
Kertas ini membincangkan tentang pentingnya pensijilan halal dalam meningkatkan prestasi dan kele... more Kertas ini membincangkan tentang pentingnya pensijilan halal dalam meningkatkan prestasi dan kelestarian industri makanan di Malaysia. Pensijilan halal memastikan pematuhan terhadap piawaian kesihatan, keselamatan, dan kebersihan, serta menjadi keperluan penting bagi restoran tanpa mengira status agama dan bangsa pemilik sesebuah perniagaan makanan. Perniagaan makanan yang bersijil halal memiliki peluang untuk menarik pelanggan dari pasaran yang semakin meningkat, termasuk 60% pengguna Muslim dan 40% pengguna bukan Muslim di seluruh dunia. Secara asasnya, konsep halal tidak hanya berdasarkan keperluan Shariah sahaja malah ia turut meliputi aspek keselamatan, kebersihan, dan kesucian yang dikenali sebagai Toyyiban. Oleh itu, kertas konsep ini direncana untuk mengkaji kepentingan pensijilan halal bagi industri makanan di Malaysia dan kesannya terhadap prestasi dan kelestarian sesebuah perniagaan makanan. Di dalam kajian ini, faktor-faktor yang mempengaruhi keputusan perniagaan makanan dalam mencari pensijilan halal termasuk sikap pengusaha perniagaan makanan terhadap integriti halal, norma subjektif, dan kawalan tingkah laku yang dilihat akan dinilai dengan sewajarnya. Disamping itu, kertas ini juga akan mengkaji prestasi perniagaan makanan yang bersijil halal dan strategi untuk membangun kepercayaan pelanggan serta mempertahankan integriti mereka setelah berjaya mendapatkan pensijilan halal. Berkaitan metodologi penyelidikan, kaedah kajian kualitatif digunakan dalam kajian ini, dengan melibatkan temubual bersama pengurus dan penyelia perniagaan serta pegawai halal sebagai kaedah pengumpulan data utama. Teori Tindakan Beralasan (TRA) digunakan sebagai rangka kerja teoretikal untuk memahami proses pengusaha perniagaan makanan dalam mengambil keputusan berkaitan dengan permohonan pensijilan halal. Sikap terhadap integriti halal, norma subjektif, kawalan tingkah laku yang dilihat dan kesan pensijilan halal terhadap prestasi perniagaan makanan turut dikaji dalam konteks TRA. Dengan adanya kajian sebegini, ianya akan memperkuatkan lagi integriti halal dikalangan pengusaha perniagaan makanan dalam mematuhi piawaian kesihatan, keselamatan dan kebersihan sekaligus meningkatkan daya tarikan terhadap pelanggan serta menyumbang kepada pertumbuhan sektor perkhidmatan dan perniagaan makanan di Malaysia.
Korpus Dakwah dan Pendidikan Alaf Baharu , 2024
Kajian ini meneliti persepsi pengguna, tingkah laku pembelian, dan peranan pemengaruh pemasaran d... more Kajian ini meneliti persepsi pengguna, tingkah laku pembelian, dan peranan pemengaruh pemasaran dalam sektor makanan halal di Malaysia. Dapatan kajian menunjukkan bahawa persepsi terhadap produk makanan halal dipengaruhi oleh kepercayaan agama, jenama, serta kebimbangan tentang kesihatan dan kebersihan, yang secara langsung mempengaruhi keputusan pembelian pengguna. Selain itu, pemengaruh pemasaran atau influencer, dengan keaslian dan kredibiliti mereka, memainkan peranan signifikan dalam meningkatkan kepercayaan pengguna terhadap produk, serta mempengaruhi keputusan pembelian. Ini menunjukkan bahawa strategi pemasaran yang menggunakan pemengaruh yang membawa nilai-nilai bersesuaian dengan sesuatu produk dapat memperkukuhkan kehadiran sesebuah perniagaan di dalam pasaran. Secara keseluruhan, kajian ini memberikan pandangan berfakta mengenai faktor-faktor yang mempengaruhi tingkah laku pembelian dalam sektor ini dan memberikan panduan kepada pemain industri dalam merangka strategi pemasaran yang efektif untuk produk dan jenama halal mereka.
Journal of Management Scholarship, 2024
The study investigates the quality of working life among fast food restaurant employees, highligh... more The study investigates the quality of working life among fast food restaurant employees, highlighting the stress and chaos of the work environment and the perceived irrationality and arrogance of managers. The literature review identifies factors influencing quality working life, such as fair wages, recognition, promotions, and overall employee well-being. An initial survey of twenty fast food employees in Kajang Town assessed satisfaction based on salary, position, time, and environment. Results indicated that the work environment significantly impacts job satisfaction. The research is limited to fast food employees in Kajang Town, focusing on major chains like KFC, McDonald's, Pizza Hut, Burger King, and Subway. The study found that time, salary, position, and environment are critical variables affecting employees' quality of working life. Recommendations for improvement are based on Total Quality Management (TQM) principles, emphasizing employee benefits and the relationship between time and salary, and position and responsibility. The study suggests a need for more comprehensive research and emphasizes the importance of addressing employees' needs and well-being to enhance productivity and job satisfaction in fast food restaurants
CRC Press eBooks, Oct 26, 2016
Journal of Islamic Philanthropy and Social Finance
Over the last decade, there has been a growing emphasis on the creation of Islamic-related produc... more Over the last decade, there has been a growing emphasis on the creation of Islamic-related products and services. In response to this trend, hotels developed novel offerings for Muslim customers known as Muslim-Friendly Hotels. However, there has been a paucity of study on the features and implementation of Muslim-Friendly Hotels in the hotel business. As a result, the goal of this study is to better understand the practise of Muslim-Friendly Hotels in Malaysia. A focus group discussion was conducted in this preliminary study to get a knowledge of the practise and issues connected with using the MFH concept in hotel operations in Malaysia. In total, six panels were part in the discussion. The debate was recorded, and the dialogue, as well as the remarks made throughout the discussion, were transcribed, and then categorised based on the questions raised during the discussion. In general, this research discovered three issues in implementing Muslim-Friendly Hotels in Malaysia, includi...
Journal of Islamic Philanthropy and Social Finance
The increasing demand over Shariah compliant services since past one decade has significantly con... more The increasing demand over Shariah compliant services since past one decade has significantly contributes to the development of Islamic hotel business in Malaysia. Several factors such as the increasing number of global Muslim population, high disposable income among Muslims and high awareness on getting Shariah compliant services becoming the main contributors to the growing of this business segmentation. However, it is reported by many scholars that this business segment is still not stable since there are loopholes mentioned by previous scholars found in the operational side of Islamic hotel business. Concerned to determine the extent to which this business segment is still not stable, several journal articles was selected and reviewed by this research. It is hope that this paper will be able to provide a comprehensive information related to the inadequacy in the Islamic hotel business in Malaysia and at the same time serving as an idea for future research in this area of interes...
Muslim-Friendly Hotels in Malaysia
The purpose of this study is to evaluate how tourists respond to the service provided by Hop-On H... more The purpose of this study is to evaluate how tourists respond to the service provided by Hop-On Hop-Off Tour Bus service in Kuala Lumpur. This study has incorporated with two objectives, namely 1) to assess the relationship between service quality and tourist satisfaction, and 2) to determine the most influenced service quality attributes when using Hop-On Hop-Off Tour Bus service in Kuala Lumpur. SERVQUAL model has been adopted to assess the relationship between independent variables and dependent variables. This study has employed descriptive survey from quantitative method where questionnaires were distributed to the users of Hop-On Hop-Off Tour Bus service in Kuala Lumpur. 200 respondents were approached to have them evaluate the service quality while 151 questionnaires were qualified for data analysis stage by using SPSS ver. 24. The findings of correlation analysis have concluded that all five dimensions of service quality is positively correlated to customer satisfaction. Reg...
ABSTRACT/ABSTRAK Keinginan untuk berhenti didefinisikan sebagai proses seseorang pekerja yang ber... more ABSTRACT/ABSTRAK Keinginan untuk berhenti didefinisikan sebagai proses seseorang pekerja yang berniat untuk meninggalkan pekerjaan sediaada atau kesediaan seseorang pekerja untuk keluar dari organisasi. Secara jujurnya, kelebihan dan kemahiran seseorang pekerja tidak boleh didapati atau sama dengan pekerja baru. Oleh itu, ia menjadi satu keperluan untuk mengekalkan seseorang pekerja yang berkualiti adalah penting bagi majikan dan organisasi untuk menghadapi cabaran dalam persaingan global yang semakin sengit hari ini. Pusingganti pekerja sudah menjadi isu yang sangat penting bagi kebanyakan organisasi dan mendapat perhatian kerana melibatkan prestasi organisasi. Walaubagaimanapun, untuk mengekalkan pekerja, pihak organisasi tidak dapat melepaskan diri dari mendedahkan tenaga kerja mereka ke tahap tekanan kerja yang lebih tinggi untuk mencapai matlamat dan sasaran yang tinggi. Oleh itu, objektif utama kajian ini dijalankan adalah untuk mengenalpasti hubungan antara budaya organisasi,...
Guru merupakan penyumbang kepada kualiti pendidikan dan pemangkin kepada produktiviti tenaga sumb... more Guru merupakan penyumbang kepada kualiti pendidikan dan pemangkin kepada produktiviti tenaga sumber manusia di negara ini. Guru mempunyai peranan yang besar dalam menjalankan tugas dan tanggungjawab sebagai pendidik seiring dengan keperluan negara. Menurut Presiden Kesatuan Perkhidmatan Perguruan Kebangsaan, tahap tekanan dalam kalangan guru di negara ini semakin membimbangkan ekoran tugas guru yang semakin banyak. Selain itu, ramai guru yang terpaksa berhadapan dengan perubahan demi perubahan dalam sistem pendidikan sehingga menyebabkan wujudnya beban yang melampau. Tekanan merupakan masalah yang harus diberi perhatian kerana ia seringkali dikaitkan dengan prestasi kerja, kesihatan dan tahap produktiviti individu atau pekerja. Oleh itu, objektif utama kajian ini dijalankan adalah untuk mengenalpasti faktor-faktor yang menyumbang kepada tekanan kerja dalam kalangan guru di Sekolah Menengah Kebangsaan Tunku Abdul Rahman Putra. Seramai 73 orang pekerja telah diberikan borang soal seli...
Workplace Stress, Organizational Commitment and Turnover Intention of Sushi King Restaurant Employees' in Kuala Lumpur and Selangor Outlets
Service employees interact with various types of guest daily and they are often exposed to stress... more Service employees interact with various types of guest daily and they are often exposed to stressful conditions caused by problematic guests or egregious guests’ behaviour. The purpose of this study is to assess how workplace stresses contribute to employee level of commitment to their organization as well to know how workplace stresses and organizational commitment influence turnover intention of employee. By using quantitative approach, the experiences of 280 respondents, currently working as waiter and waitress at Sushi King outlets in Kuala Lumpur and Selangor were analyzed for the study. Through a series of descriptive and inferential statistic, some meaningful insights of the issues of interest were obtained. The finding clearly revealed that the relationship exists in the relationship of “workplace stress and organizational commitment”; “workplace stress and turnover intention” and “organizational commitment and turnover intention”. The results also show organizational commitment moderate the relationship of workplace and turnover intention. The findings of this study make a contribution to the food and beverage management literature by providing valuable knowledge and understanding regarding workplace stress, organizational commitment and turnover intention. Since majority of the respondent in this research said that they are experienced high level of workplace stress, it is organization task to find solution on how to reduce their employees stress at work in order to retain their workforce in nowadays competitive business activity. For the employee, moving out or turnover will not be the best solution for the problems related to the workplace stress since the economic situation moves slowly lately. Keywords: workplace stresses, organizational commitment, turnover intention
The Concept of Shariah Compliant Hotel Business in Malaysia
Online Journal of Research in Islamic Studies, Nov 26, 2019
This paper concerned with the concept of Shariah Compliant Hotel (SCH) business which nowadays ar... more This paper concerned with the concept of Shariah Compliant Hotel (SCH) business which nowadays are widely promoted by Malaysian government to cater the growing of Muslim travelers market. Based from the observation, it can be said that the uniform concept of SCH in Malaysia is still not exist to guide the operation of SCH businesses in Malaysia. Moreover, the suggestion from several past researchers regarding the formation of the standardized concept of SCH business to guide those parties who involved in SCH business in Malaysia make this topic relevant to be discussed further. Therefore, several past research related to the topic of SCH business was reviewed in order to find out the major attributes and requirements to becoming the real SCH business. Hopefully, the information provided by this paper will able to assist in the next action towards formatting the concept of SCH business in Malaysia.