The Impact of E-Payment Systems in the Selection of Cinema among the Undergraduate Students using Analytic Hierarchy Process Model

Abstract

Cinema is a place for audiences to gather to admire the piece of film by various producers. The preference for cinema is high especially for undergraduate students in Malaysia. Undergraduate students visit the cinema as a form of entertainment and bonding with the fellow students. The main purpose of this study is to propose a hierarchy structure to identify the priority of the decision criteria, which are ticket price, location, parking, comfortable seat, sound system, cleanliness, lobby, meal service and e-payment system among undergraduate students using Analytical Hierarchy Process (AHP) model. In this study, we aim to identify the impact of E-payment system in the selection of cinema among the undergraduate students using AHP. This study also intends to determine the most preferred cinema among TGV Cinemas (TGV), GSC Cinemas (GSC) and mmCineplexes. The findings indicate that the five most important criteria are cleanliness, comfortable seat, sound system, E-payment system and ticket price while GSC is the most preferred cinema among undergraduates. This paper is significant as it determines the most preferred cinema and the most influential criteria in the selection of cinema based on the proposed hierarchy structure with AHP model. Besides, e-payment system has been identified as one of the influential criteria in the selection of cinema among the undergraduate students.