Page 297 - MARSIUM'21 COMP OF PAPER

276 Chen (2021)

2.5 RESEARCH FRAMEWORK AND MODEL

Aesthethic Values (H1)

Perception towards Perceived value
Social Value (H2)
other ethnics towards Petronas

Religious Values (H3)

3.0 RESEARCH METHODOLOGY

This study used cultural values in the Petronas CNY advertisement to study the relationship between interethnic relation and
Petronas impression in Malaysia. This criteria is selected because of its ability to investigate the influence of cultural values and
racial relation. The cultural values that considered to study in this research is : (a) aesthetic value, (b) social value and (c) religious
value. All these introduced items will be measured in ranking-scale in the questionnaire. Respondents have to rank the choices in
order based on their perception towards the Petronas Chinese New Year festive advertisement. The target population of this study
is people from Kajang, Selangor. Based on the statistic of Kajang population 2010, there are over 345,647 people in Kajang,
Selangor. For the analysis methods, we will use the Julian Pallant as our guide to analyze and calculate the results based on the data
collected.

3.1 RESEARCH DESIGN

The research design of this study is descriptive quantitative research design. This study use survey method in collecting
data from prospect respondents.

3.2 POPULATION AND SAMPLING

The population that this research take place is the respondents citizen from Kajang, Selangor. There are total of 176,206 males and
166,451 females. The ethnic groups are 209,824 Malay & Bumiputera, 65,992 Chinese, 33,536 Indian and other. The total
population are 342,657 as recorded in July 2010. The reasons that this area choose as the population for this research is that it is
easier for researcher to distribute and collect data. Thus, the questionnaire will be distributed to the respondents by using convenient
sampling.

By using the sample size calculation method, with confidence level at 90% aand margin of error of 8%. The calculated ideal sample
size for this population is approximately 106 respondents. Formula below shows the calculation of the ideal sample size

Then, 106 sets of questionnaire will be distributed among the accessible sampling from the population of students in Kajang through
WhatsApp, Facebook Messenger, and WeChat by using Google Form.

3.3 RESEARCH INSTRUMENT

The instrument that researcher uses to collect data is through google survey form. This is because due to the pandemic we cannot
deliver hard copy of questionnaire to respondents. Therefore, we are delivering the survey form through social media platform such
as WhatsApp.

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