HUMAN FACTORS AND ROAD SAFETY COMPLIANCE: A CASE STUDY AMONG ENTREPRENEURSHIP AND BUSINESS STUDENTS AT UNIVERSITI MALAYSIA KELANTAN

This study examines the role of human factors in road safety among students of the Faculty of Entrepreneurship and Business (FEB) at Universiti Malaysia Kelantan (UMK). Road accidents remain a major issue among young drivers, particularly students, due to factors such as driver fatigue, speed compliance, driver distraction, and visibility conditions. The research aims to address the knowledge gap concerning how these factors specifically affect university students, a demographic often overlooked in road safety studies. A questionnaire was employed as the data collection instrument within a quantitative research design. A total of 331 students from FEB participated in the study using a combination of convenience and stratified sampling approaches. The Statistical Package of Social Science (SPSS) version 30 was used to assess the relationships between variables through Spearman’s Correlation and to describe the demographic background of respondents using descriptive analysis. The findings revealed significant effects of driver fatigue, speed compliance, driver distraction, visibility conditions, and road safety. Driver distraction and limited visibility were identified as the main contributors to road accidents. The study highlights the importance of targeted interventions, including road safety education, awareness campaigns, and infrastructure improvements, in reducing road safety risks among university students.