Page 183 - MARSIUM'21 COMP OF PAPER

■ 3.0 RESEARCH METHODOLOGY

3.1 Research Design

The research design refers to the overall strategy that researcher choose to integrate the different components of the study
in a coherent and logical way (De Vaus, D. A.,2006). In this study, conclusive research design was used. Conclusive research
design is helpful in providing a reliable or representative picture of the population through the application of valid research
instrument. Conclusive research design has 2 categories which are descriptive research and causal research. The descriptive
research design will be used for this study. Descriptive research is aimed at casting light on current issues or problems through
a process of data collection that enables researcher to describe the situation more completely (Fox, W. & Bayat, M.S. 2007).

3.2 Sampling Technique

Non-probability sampling is defined as a sampling technique in which the researcher selects samples based on the
subjective judgment of the researcher rather than random selection. In this study, judgmental or purposive sampling will be
used. This sampling technique is the most appropriate because researcher choose and selected respondents who have purchase
experience buying the Arasa shrimp paste.

3.3 Population and Sample

Population is the entire group of what researcher want to draw conclusion while sample is the specific group where the
researcher will collect the data from them. In this study, five-to-one ratio will be used to calculate the sample size. According
to Tabachnick and Fidell (2007), five-to-one ratio calculates the minimal size from the number of variables to be examined.
Table below shown the following equations:

Independent variables (4x5) + (5x5) + (3x5) + (3x5) = 75
Dependent variables (3x5) = 15
Demographic (4x5) = 20
Minimun number of sample = (IV + DV + Demographic)
= (75+15+20)
The total minimum number of respondents = 110

Based on the calculation above, the minimum sample of respondents is 110 respondents. However, researcher success to
receive the number of respondent exceed the minimum number of sample size. The total of the respondents in this research is
120 respondents.

3.4 Data Collection Method

In this study, the primary data were collected through questionnaire. Primary data is the data that are collected firsthand
by the researcher for a specific research purpose or project. The respondents will be given questionnaire through Google Form.

3.5 Research Instrument

This research used quantitative technique that involved 5 Likert scale questions. There are six section in the
questionnaire that consist of Part A, Part B, Part C, Part D, Part E and Part F. Section A is the demographic information that
consist of 4 questions. Section B is consisting of 4 questions that related to packaging color of Arasa shrimp paste on customer’s
purchase intention while Section C consist of 5 questions that related to packaging material of Arasa shrimp paste on customer’s
purchase intention. Besides that, section D have 3 questions related to packaging graphic of Arasa shrimp paste on customer’s
purchase intention and section E is the last section of independent variable which consist of 3 questions regarding of packaging
size and shape of Arasa shrimp paste on customer’s purchase intention. Last but not least, section F is the measurement of
dependent variable that consist of 3 questions that concerning about customer’s purchase intention towards Arasa shrimp paste.
Respondent are required to choose from the list option and the answer is based on Likert scale which include the level of
agreement from “strongly agree” to “strongly disagree”.

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