Page 120 - MARSIUM'21 COMP OF PAPER

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2.5 RESEARCH FRAMEWORK MODEL AND HYPOTHESIS

Figure 1: Research Framework

Based on the research's goals, a conceptual framework was provided. The figure presented the research's framework. Website
Characteristics includes Internal Link, External Link, Total Daily Page Views, and Google Indexed Pages as dependent variable with website
findability based on Global Traffic Rank as independent variable. This research was to test the relationship between website findability based
on Global Traffic Rank and the (a) number of Internal links; (b) number of External Links; (c) number of Google Indexed Page & (d) Total
daily page view.

H1: There is a positive correlation between website findability with number of Internal Link on a website
H2: There is a positive correlation between website findability with number of External Link on a website
H3: There is a positive correlation between website findability with number of Google Indexed Page on a website
H4: There is a positive correlation between website findability with number of Total Daily Page View on a website

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
A research design is a methodical strategy and framework for carrying out research (Malhotra, 2009). The research design provides
guidance, describing precise methods and methodologies for gathering important data to answer research questions. This study aims to test
the relationship between website findability based on Global Traffic Rank and the (a) number of External links; (b) number of Internal Links;
(c) number of Google Indexed Page & (d) Total daily page view on a website.
Since the goal of this study is to test hypotheses and analyze the correlation between dependent and independent variables, it is
categorized as conclusive research using a descriptive research design. Dependent variables refer to the (a) number of External links; (b)
number of Internal Links; (c) number of Google Indexed Page & (d) Total daily page view and independent refer to website findability based
on Global Traffic Rank. Furthermore, this descriptive research is a cross-sectional design that incorporates data collecting only one sample
is drawn at a time, and the researcher is familiar with the difficulties to be solved.
The workflow of this study began with some discussion on the research issue. The second stage is to determine the study aims of
the research for the subject of study. Following that, the researcher would define the research's area, importance, and definition of key terms.
Secondary data, including journal and article papers from the online platform and the UTM repository, are used to support this study in the
third step to create the literature review, framework of the study, and hypothesis. The next step is to define the research problem statement.
Following that, a study of the research designs, population and sample, sampling techniques, procedure of data collection, research
instruments, and data analysis was conducted to ensure that this study could be completed. Moreover, this study will be using content analysis
as a method for data collection, and the data will be analyzed and interpreted either manually using web analytical tools. Also, the study will
proceed to analyze and describe the research outcome, make recommendations, and draw conclusions. Finally, a comprehensive final report
is generated.

3.2 POPULATION AND SAMPLING
According to Lodico et al. (2006), the population can be defined as the broader group to whom the researchers want to generalize
their findings. This signifies that a sample will be selected from the entire population. The population for this study was made up of all 263
hotels in Province Bali, Indonesia. The hotels website was chosen based on criteria such as the hotels have official websites that able to be
analyzed by web analytic tools. This study focuses on 132 hotels that have official website pages and able to be evaluate on web analytical
tools, such as alexa.com, seoquake.com, websiteoutlook.com.

3.5 RESEARCH INSTRUMENT
Because they are used to gather data for analysis, research instruments play a significant role in study design. In this work, content
analysis was used as a research instrument. The term "content analysis" refers to a research approach that is based on the actual subject and
fundamental features of medium. To examine the application of key SEO techniques in increasing the findability of hotel website through

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