Page 132 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

■ 3.0 METHODOLOGY

Research Design
The purpose of this study is to 'Understand Purchase Intention of University Students Towards the Healthy Snack Product'
amongst AHIBS students. As per Malhotra (2009), research design remains the framework for implementing a marketing
research study that clarifies the necessary technique for obtaining information required to address the marketing research
problem as well as structure. Besides, this remains a crucial guideline for researchers to obtain the conceptual framework, as
well as data collection plus analysis in order to complete the research.
The study design may be classified into two major categories: Conclusive and exploratory, which can similarly be casual or
descriptive research. Furthermore, descriptive research was classified as either the cross-section design or the longitudinal
design.
Population and Sample
This study's demographic is marketing students at Azman Hashim School Of Business, Universiti Teknologi Malaysia, Skudai, Johor
Bahru. Population, as per Walliman (2011), does not refer to the number of individuals. It refers to the total number of things
or cases under investigation. According to Tailor (2005), a sample can be defined as a subsection of the population. Sample size
is the total number of items included in the investigation. Students from various backgrounds are classified according to gender,
study year age, and race.
The proportion of the sampling units required for the sample is referred to as the sampling size. Similarly, it refers to the number
of potential samples, which denotes the number of samples that can be obtained from the whole. The sample method utilized is
convenience, as per Krejcie and Morgan's tables (Krejcie and Morgan, 1970). For instance, the Marketing learner population
at AHIBS, UTM is roughly 260 students; hence 155 participants were chosen to participate in the questionnaire survey, as per
Krejcie and Morgan's (1970) table.

Data Collection
Data collection for research is usually carried out through primary and secondary data collection methods. Data collection
techniques under this method are also different. The main data collection method is used to collect data directly from participants
or participants in the surveyed phenomenon (Walsham, 1995). These are all direct surveys conducted by researchers (Saunders,
2011). Based on the research, data was acquired using the primary data.
Primary data remains the first data acquired and is very authentic since it comes from the primary source of goods. Its primary goal
is to propose solutions to the researchers' problems. Natural observation, experimentation, focus groups, personal interview,
surveys, and many other first-hand approaches are used to acquire information. Cross-sectional data were collected as primary
data, which might be obtained using a variety of methodologies including experimental, observational, interview, and
distribution surveys (Faruket al., 2007).

Primary data will be collected in the form of questionnaires for this project. The primary data will be collected using a
questionnaire.
Research Instrument
The questionnaire approach was the primary research tool for this study. The questionnaire is created in accordance with the
study's objectives. The surveys were given to AHIBS students at Universiti Teknologi Malaysia at random. It is divided into
six sections: A, B, C, D, E, as well as F. More information on the contents of a questionnaire can be found in the section below.
Part A concentrates on the participant's demographic background, which comprises gender, study year, age, as well as race.
Besides, the data collected in this section was analysed using frequencies and percentages.
Sections B, C, D, E, as well as F used a five-point Likert Scale from one to five to evaluate independent factors such as brand
association, brand awareness, brand loyalty and perceived quality as well as a dependent variable such as Marketing learners'
purchase intention. Each part has four to five questions that must be answered. Respondents may specify their level of agreement
using a five-point Likert scale.
Data Analysis
After collecting and analysing the relevant data, the researcher might put it to the test by designing a study using the hypothesis
presented. Data for this research was compiled using the Google form created by the researcher. All data was obtained via an
online questionnaire plus then transferred to the Partial Least Squares (PLS-SEM) with SmartPLS. The SmartPLS was utilized
to examine the link between independent variables (brand association, perceived quality, brand loyalty and brand awareness) as
well as the dependent variable (consumer purchase intention) (brand loyalty).

■ 4.0 DATA ANALYSIS

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