Page 241 - MARSIUM'21 COMP OF PAPER

219 Geby Firstania Rolanda Rambe (2022)

design. Sugiyono (2012) asserted that quantitative approaches emphasise the empirical statistical interpretation of data gathered by votes,
questionnaires, and surveys, or by computationally changing already existing statistical data.
Simple linear regression analysis was employed for the analysis. Simple linear regression analysis techniques are used to describe the
relationship between independent and dependent variables. In this study, simple linear regression analysis is performed to determine the effect
of transformational leadership as an independent variable on work culture as a dependent variable. This study makes use of an online
questionnaire. The questionnaires will be delivered via Google forms to female customers of Make Over Product who are between the ages of
18 and 40. The reason for using online surveys is that they can be conveniently accessed by electronic communication, independent of the
respondent's geographic location, and they may be instantly delivered, filled out, and collected by the respondent. Olcklers (2011) assert that
questionnaire methodologies enabled respondents to participate anonymously, hence increasing participant transparency and reducing the
researcher's bias based on responder personal information.
The questionnaires in this study are based on the brand image attribute created by (Cho, 2011) that consist of three components: mystique
(cognitive experiences), sensuality (sensorial experiences), and intimacy (emotional experiences). The author utilised the scale item developed
by (Theory of Planned Behavior, 2022) Structural Equation Model – Partial Least Square (SEM PLS) will be used to examine the hypothesis
by using Smart PLS Softwere to process and analyze the data taken from respondents.

3.2 POPULATION AND SAMPLING

The population of this research focuses on respondents of Indonesian female who are between 18 – 40 years old and customer of Make
Over. However, because the researcher does not know the exact number of the total population, the researcher will use the Lemeshow formula
to determine the number of samples that will be used as respondents in this study. Based on the calculation of the Lemeshow formula, it can
be concluded that the total sample that will be used as respondents in this study is 165repondents
Convenience sampling is used in this study to choose participants since it is convenient to use and pandemic factors also influencing the
researcher to choose this type of sampling methods, which helps to overcome many of the drawbacks associated with testing. According to
Alvi (2016) convenience sampling tends to be a popular choice for students as it is cost effective and a simple option compared to other
sampling techniques. The research finds it easier to recruit participants, however the potential of bias is stronger than in a random survey, as
each member of the group would not have an equal opportunity of getting involved in the sample. Results obtained could not have been
generalizable to the whole population.

3.3 RESEARCH INSTRUMENT

The data collection instrument for this study will be a questionnaire comprised of three components. The questionnaire items will be prepared
in accordance with the brand image attribute defined by (Choo,2011) consist of three components: Mysteries (cognitive experiences),
Sensuality (sensorial experiences), and Intimacy (emotional experiences). The author utilised a scale item established by to determine purchase
intention. (Chaudhry et al, . The questionnaire for this research consists of three parts, namely sections A, B and C, as shown in the table below.

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