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177 Fatin Nazurah (2022)

3.2 POPULATION AND SAMPLING

This research was targeted at youth people aged 15 until 25 years old who live in Malaysia. From the survey, researcher obtains 166 respondents
and only accept 150 respondents or 90% of response rate. These is because some of respondents were failed to answer all questions or shows
some error. This shown that they are not read the question properly. Target sample will be representative the effect of using animation characters
in brand elements, brand advertising and brand awareness

3.3 RESEARCH INSTRUMENT

The researcher uses quantitative data to obtain information. Quantitative is a formal, objective, systematic procedure in which numerical data
are used to derive knowledge about the world (Bums & Grove, as stated in Cormack 1991.o.140). An investigation of a social or human issue
that is centered on testing a theory made of variables, quantified numerically, and examined statistically to establish if the theory's prediction
generalizations hold true (Creswell, 1994). The survey questionnaire is consisted of three parts. The questionnaire has 3 sections, which is part
A, B, C, D and E. Part A consists of seven simple questions about the respondent’s information (age, gender, education, race). Part B contains
6 questions about the relationship between animation characters and purchase intention. Part C contains 5 brand elements questions. Part D
contain 6 questions about brand awareness and Part E contain 3 questions about b. Likert scale been used to determine the strength of the
answer contain with levels of agreement from 1 (strongly disagree) to 5 (strongly agree) Considering the amount and the nature of data for this
research it is necessary to use statistical tools

3.4.1 Research Measures

In this study, the researcher uses descriptive statistic, correlation, and multiple regression. The Software that been used is SPSS and Excel.
According to Iqbal Hasan (2004: 185) Descriptive analysis is a form of research data analysis to test generalizations of research results based
on one sample. This descriptive analysis is done by testing descriptive hypotheses. Suryoatmono (2004) states that descriptive statistics are
statistics that use data in a group to explain or draw conclusions to the group in form of mode, mean, median, variance, range, standard
deviation, frequency, and percentage. According to Pallant (2007, p. 126), correlation analysis is used to determine the degree and direction of
a linear relationship between two variables. When one variable is ordinal and the other is an interval or a ratio, Spearman's coefficient is utilised
(Bryman & Bell, 2011). Due to the ordinal and interval/ratio types of data in this paper, Spearman's coefficient is used. Regression analysis is
one statistical approach that use mathematically or functionally to defines the relationship between a response variable and its predictors.
Modelling, estimate, inference, and prediction are the four core elements of regression analysis. Additionally, it is advantageous for measuring
the predictors' influence on the response variable and forecasting its value.

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