Plastic bags are used by many people because they are inexpensive, lightweight, durable, and waterproof. Plastic bags, on the other hand, do not break down and can pollute the environment if not handled properly. Indonesia produces a lot of plastic waste and is one of the top ten countries that has a problem with plastic waste. In this study, we used three months of data of real transactions from a grocery store. This study shows how the decision tree can identify patterns on plastic bag usage at a small grocery store by using demography and products purchase. The attribute weights showed that in the hometown, the total of several products bought were the factors that affected the use of plastic bags.

This study aims to evaluate tourists' reviews of gastronomy tourism expressed in Google reviews according to the CAC model (Cognitive, Affective, and Conative), and to examine the inter-correlations between CAC model components. The study was applied to traditional restaurants in Amman downtown. The research then extracts the main themes from the textual reviews as well as a sentiment score of an affective image of traditional Amman downtown restaurants. The results of machine learning experiments suggest that the proposed approach can identify traditional restaurant reviews in Amman downtown into CAC model components. The results also show that the Random Forest algorithm performed best in the cognitive and cognitive dimensions, whereas the Neural Network algorithm performed best in the affective dimension. ML classifier revealed that most of the reviews were classified as cognitive (such as the type of food, and services) while the remaining reviews were classified as affective (such as pleasure and arousal) and conative (such as intention to recommend, and positive word of mouth) respectively. The highest probability of the cognitive components was the traditional food topic reflecting the unique image of Jordanian traditional food. Affective images formed by users were mainly positive emotions, indicating that the destination image spread well.

Bali's culture is synonymous with its inhabitants' practice of celebrating religious holidays. Hindu women in Bali often purchase ritual equipment. This research aims to identify the determinants of impulsive buying among Hindu women in the retail industry, as well as the impact of Customer Relationship Management (CRM) on managing this behavior. The research method used is quantitative, with a sample size of 250 respondents analyzed using Smart PLS. The results show that the hedonic shopping value has a favorable and substantial influence on impulsive purchasing, as does the desire to buy impulsively. Self-control has the potential to adversely moderate the effect of the desire to acquire on impulsive purchasing. Hedonic shopping value is important to consider, thus marketing programs should accommodate the hedonic shopping value that Hindu women in Bali seek when shopping for Galungan (yadnya) preparations.

The banking sector around the globe has witnessed a huge development in its services and products. The electronic banking services are considered as a competitive advantage for the banking sector. The purpose of this paper is to evaluate the effectiveness of e-banking service quality on customer satisfaction in the context of Saudi Arabian commercial banks. Both quantitative and qualitative research methods were used in the study. A sample of 308 customers from the banking sector participated in this study. The researchers have developed a self-structured questionnaire to collect the relevant data. In addition, secondary data was gathered from published sources, including websites, journal papers, and publications of the chosen commercial banks. The findings of this study show that the eight service quality dimensions; reliability, transactional efficiency, customer support, service security, ease of use, performance, satisfaction with service quality and service content have a significant impact on the level of user's satisfaction with e-banking in the Saudi Arabian commercial banks.

The purpose of this study is to investigate the impact of using artificial intelligence applications on the performance of accountants and audit firms. The final sample for this study comprises 38 audit firms. This study uses a survey-based methodology in the context of Saudi Arabia. The results of the multiple regression revealed that the audit firms using artificial intelligence applications perceive them as useful instruments that increase the performance of accountants and audit firms. They can reduce the cost, effort, and time of the audit process, achieve a competitive advantage for the audit firms, help auditors better determine materiality, achieve a competitive advantage, improve the performance of the audit team, carry out the continuous audit process better than the traditional audit, enable auditors to select audit samples with high efficiency, improve the quality of control procedures on electronic transactions and files used by the client, contribute to the management of operations and tasks with more sophisticated and intelligent mechanisms, increase the efficiency and effectiveness of the audit process and the efficiency and effectiveness of planning and supervising the audit process, reduce uncertainty and audit risk. The results reported by this study can be valuable for the accounting and auditing professions, audit firms, and standards and auditing regulators to deeply understand the extent to which artificial intelligence applications influence the performance of accountants and audit firms.

Financial technology, also known as Fintech, continues to transform the financial services sector globally. Fintech adoption has been delayed in some places, particularly in the Middle East, despite the potential positive benefits. This study investigates the mediating effect of perceived ease of use on the relationship between seamless transactions, financial risk, legal risk, security risk, perceived risk, and the intention to use financial technology in Middle Eastern countries. Data was collected from 500 respondents from five Middle Eastern countries (Jordan, Kuwait, Saudi Arabia, Qatar, and the United Arab Emirates) using a structured questionnaire, and partial least squares structural equation modelling (PLS-SEM) was used to test the research model. The findings demonstrate that perceived ease of use strongly mediates the links between seamless transactions, financial risk, legal risk, security risk, perceived risk, and the intention to use financial technology. The study shed light on the significance of perceived ease of use in influencing people's intention to utilize financial technology as well as the function it serves in minimizing the effects of perceived risks. The findings of this study could be useful for financial technology companies operating in Middle Eastern countries, policymakers, and researchers interested in the adoption of financial technology.

Digital entrepreneurship can be a potential alternative solution for addressing challenges faced by young people and future workers in Asia. Additional studies are required to enhance comprehension of digital entrepreneurship given the insufficiency of research conducted in this domain. This research seeks to uncover possible determinants that could impact the desire to engage in digital entrepreneurship, with a specific focus on personal traits, resilience, and the level of educational services. The participants in this study are university students as they represent the potential future workforce and potential digital entrepreneurs. A total of 517 sample data (212 Malaysian, 305 Indonesian) were collected through online surveys towards students in Malaysia and Indonesia. The study used a brief version of The Big Five Personality Traits, CD-RISC resilience scale, Liñán & Chen entrepreneurship intention scale, and Parasuraman, Zheitaml, Berry SERVQUAL to gather data. To analyze the data, the study employed structural equation modeling. The results suggest that the intention to pursue digital entrepreneurship is affected by both an individual's openness to experience and their resilience. Additionally, the study revealed that service quality is a factor that affects both digital entrepreneurship intention and resilience. This study provides new understanding of digital entrepreneurship intention antecedents and implies that improvement on education quality service can foster student’s intention to digital entrepreneurship and their resilience.

This paper examines speakers’ systematic errors while speaking English as a foreign language (EFL) among students in Arab countries with the purpose of automatically recognizing and correcting mispronunciations using speech recognition, phonological features, and machine learning. Accordingly, three main steps are implemented towards this purpose: identifying the most frequently wrongly pronounced phonemes by Arab students, analyzing the systematic errors these students make in doing so, and developing a framework that can aid the detection and correction of these pronunciation errors. The proposed automatic detection and correction framework used the collected and labeled data to construct a customized acoustic model to identify and correct incorrect phonemes. Based on the trained data, the language model is then used to recognize the words. The final step includes construction samples of both correct and incorrect pronunciation in the phonemes model and then using machine learning to identify and correct the errors. The results showed that one of the main causes of such errors was the confusion that leads to wrongly utilizing a given sound in place of another. The automatic framework identified and corrected 98.2% of the errors committed by the students using a decision tree classifier. The decision tree classifier achieved the best recognition results compared to the five classifiers used for this purpose.

The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands across markets. This development has been driven by the unparalleled increase in influencers’ presence on social media platforms, which has generated new venues for companies to connect with their desired demographic and interact with them in a more genuine and significant manner. Understanding the factors that drive the effectiveness of influencers has become increasingly important for both marketers and researchers. Numerous studies have been conducted on the topic of celebrity endorsements. However, the use of "traditional" celebrities is losing its appeal in the digital era of social media, as brands increasingly turn to social media influencers instead. Nonetheless, there is still a lack of understanding about how marketers can effectively utilize this new marketing phenomenon. This study aims to examine the role of trustworthiness, expertise, and information quality of social media influencers in shaping consumer purchase intention, with a specific focus on the mediating role of brand attitude. A total of 309 complete responses were collected via convenience sampling between January and February 2023 then the model examined by using SPSS and AMOS software. The results showed that all attributes of the influencers are affecting brand attitude as well as purchase intention, while brand attitude partially mediated the relationships. Implications, limitations and future research have also been discussed.

The study aimed at bridging or reducing the knowledge gap between digital marketing dimensions and customer’s happiness, by diagnosing both the level of digital marketing adoption and the level of customer’s happiness achievement, determining the nature of the relationship between digital marketing and customer’s happiness, and recognizing the level of effect and contribution of digital marketing dimensions in achieving customer’s happiness. This is based on the main idea that digital marketing activities are the main basis for achieving customer’s happiness, when designing digital services. Opinions of (360) customers in Amman five-star hotels were surveyed and viewed to achieve this direction, by designing and distributing a questionnaire. The most important results of the study showed that all digital marketing dimensions positively affect customer’s happiness, as well, the level of using dimensions of both digital marketing, and achieving customer happiness is lower than the required level, by five-star hotels in Amman. The most important recommendations were using of distinguished digital channels tools to respond to attract customers, such as the use of advertisements that accustom customers to use of products or services based on virtual reality or through the applications that use live streaming marketing system (photos or video) in order to bring customers close to what services the hotel offers. Using creative, and effective methods in communicating with customers through human emotions to create delicious marketing for customers, which makes them engaged with the offers they receive, whether through e-mail or SMS. Interest in providing real and effective content to digitally marketed service, in order not to create a gap between hotel and its customers as a result of the mis-match between what is advertised and what is actually provided. Determining success indica-tors of a hotel digital marketing campaigns by knowing customer’s feelings and their happiness (i.e. through customers’ positive feedback).