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This chapter provides overall elements related to the influencers’ marketing and Generation Y and Z’s purchase
decision with literature reviews. Theoretical framework was generated while research methodology is discussed in the next
chapter.

■ 3.0 RESEARCH METHODOLOGY

The researcher had constructed the theoretical framework in the previous chapter, which shows the independent
variables (content quality, consistency, and good strategy) and dependent variables (content quality, consistency, and good
strategy) (purchase decision). The methods used in the study is covered in this section.

The goal of this chapter is to look at how research is done. The way of conducting this study, covering sample size
determination, population employed, kind of statistical analysis, type of sampling methodology, formulation of the research
design, data collecting method, and appropriate statistical structure, will be discussed deeper.

The sample size will be selected depending on the population size, and the suitable sampling strategy will be adopted
to guarantee a smooth data gathering procedure and accurate data collection. The statistical analysis will be selected in order
to answer the research question and attain the research goal. Based on the appropriate theory and references from other
researchers and writers, the form of the data analysis will also be clearly outlined in this chapter.

3.1 RESEARCH DESIGN
Researchers use study design as a guideline or strategy to guarantee that the data they collect is suitable and relevant.
Research design, according to Malhotra (2009), is a structure or design for doing a marketing research study. It lays out the
steps for obtaining the data required to organize or solve marketing research challenges. It is essential for the research to offer
specifics on each stage required for the investigation. The research design refers to how a study attempts to respond to the
research questions posed by the problem and purpose. This should detail the data sources, how the data will be acquired, and
how it is being processed, as well as any limits or restrictions (Saunders, Lewis, & Thornhill, 2016).

According to Saunders et al. (2016), the procedure through which a study aims to comprehend something is referred
to as the research purpose. There are four different sorts of studies. Exploratory, descriptive, explanatory, and evaluative studies
are all types of research. One of these goals can be pursued, or a combination of goals can be pursued. Exploratory studies are
wide research projects that sought to explain questions like "What" and "How. The sort of data used in exploratory research is
qualitative data, as well as the exploratory research approach is less structured and more dynamic. Conclusive research design,
on the other hand, tends to refer to a study that draws findings for decision-making by examining hypotheses and correlations
among variables (Neelankavil, 2015). Nevertheless, descriptive, and causal research might be classified as conclusive research
designs. Descriptive research looks at sample characteristics, whereas a causal study looks at the cause-and-effect relationship
between factors. (Omair, 2015). The influence of one or more factors on the value of other factors is assessed in a causal study,
that's often employed in experimental studies (Jefferys, 2018). Cross- sectional and longitudinal studies are two types of
descriptive research. Cross-sectional papers look at multiple samples at the same time, whereas longitudinal studies look at a
certain sample throughout the study process (Omair, 2015).
This study was conducted according to the conclusive research design which consists of descriptive research and
cross-sectional design to study the relationships between content quality, consistency, good strategy, and purchase decision.

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