Professor Samsinar is the Vice Chancellor of Universiti Tun Abdul Razak (UNIRAZAK). As the Vice Chancellor, she has spearheaded a transformative journey for the institution, collaborating with management to reshape its academic landscape and institutional ethos. Her visionary leadership has fueled a renaissance at UNIRAZAK, fostering innovative programs, forging strategic partnerships, and prioritizing research excellence.

Additionally, she is an active and productive researcher in consumer behavior, family decision-making, branding and brand index, tourist behavior, entrepreneurship, and supply chain management. She has published and presented her research findings in major national, regional, and international journals and conferences. She has co-authored books and wrote chapters in several books. She also has several patents in construct measurements and won Gold, Silver, and Bronze Medals at UPM’s Invention and Research Exhibitions.

Professor Samsinar is an exemplary leader whose transformative vision and steadfast dedication have propelled UNIRAZAK to new heights. Her tenure as Vice Chancellor has reshaped the institution and inspired a culture of academic excellence and innovation. Through her visionary guidance, UNIRAZAK continues to thrive as a beacon of scholarly pursuit and societal impact, leaving an indelible mark on the landscape of higher education.