Page 240 - MARSIUM'21 COMP OF PAPER

218 Geby Firstania Rolanda Rambe (2022)

2.5 HYPOTHESIS DEVELOPMENT

Here are the relationships and hypotheses that have been recognised as being relevant to the investigation.
H1: There is a considerable positive and significant effect between Brand image toward pyrchase intention

Brand Image

Mystery

Sensuality H1 Purchase
Intention

Intimacy

2.6 CHAPTER SUMMARY

The study will be conducted to identify the influence of brand image toward purchase intention among Indonesian women who are
costumer of Makeover product. This chapter demonstrates the purpose of this study being conducted based on the objective that were
developed from the problem statement of this study. The study’s scope reveals the overall purpose, place and respondents involved in
conducting this study. Furthermore, this chapter reveals the significance and the limitation encountered in the implementation of conducting
this research. Finally, operational, and conceptual definition for the variables used in this study were given to provide better understanding.

■ RESEARCH METHODOLOGY

3.0 INTRODUCTION

This chapter explained and detailed the research technique, which is a critical component of the research. To fulfil the research's objective,
the literature review and conceptual framework serve as the foundation for the remainder of this chapter. It identifies the respondents and the
research's objective. The processes covered the study design, the research procedure, data collecting, the research instrument, the population
and sample size, and finally, data analysis utilising a variety of techniques.

3.1 RESEARCH DESIGN

The term "research design" refers to the approach used to comprehensively integrate the many components of research projects. The research
design is critical because it enables the researcher to plan for the basis of doing the research by defining the frameworks for the variables to be
analysed in the study. The researcher employs a quantitative research approach in this study, employing a descriptive and causality research

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