Page 528 - MARSIUM'21 COMP OF PAPER

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, the researcher picked a conclusive design with a unique cross-sectional design as that of the research design. This
design is helpful for the research examining the relationship between customer satisfaction and other variables (Food quality, service quality,
physical environment and perceived value). The researcher used the survey technique to obtain data. Cross-sectional research also makes it
possible for researchers to adopt structured and formal research methodologies along with the method and features of quantitative analysis
(Josefsen et al., 2010).

3.2 POPULATION AND SAMPLING

The study's target population is low and middle class. In addition, this research is limited by persons who utilize or eat the Warung
Mak Mah service. It is to obtain more precise data on Warung Mak Mah's customer satisfaction. The researcher chose Non- probability
sampling because it may be conducted in a variety of reasonably inexpensive ways. Purposive sampling, alternatively referred to as judgment
sampling, refers to the purposeful selection of an informant based on the informant's characteristics. Purposive sampling, when compared to
other sample methods, is the most appropriate method for this research. It is a nonrandom strategy that does not require theoretical models
or predefined sample size. Said, the researcher determines what information is needed and then seeks out capable and ready individuals to
provide a level of knowledge or history (Lewis & Sheppard, 2006). Delivering a good question, the researcher ensured that a qualifying
question is included to identify whether the consumer has used the services of Warung Mak Mah.

Additionally, the researcher utilized the Cohen Table to generate the acquired data. Cohen Statistical Power Analysis is one of the
most often used methods in the behavioral sciences for calculating the required sample size (Cappelleri et al., 1994). According to the table
of statistical power analysis, a sample size of 118 is required for four independent variables (Cohen, 1992). The researcher included
approximately 10% of respondents in this study to adjust for responders who did not return the survey forms and other restrictions. As the
research evaluated, multiple regression analyzes and significance tests were used at α=0.01 with the F test multiple R2.

3.3 RESEARCH INSTRUMENT

Due to the Movement Control Order (MCO) on the COVID-19, this research has disseminated the questionnaire online utilizing
the Google Forms questionnaire tool. The questionnaire is structured into two sections. The first part dealt with the respondent's demographic
background. Section two shows 22 factors related to food quality, service quality, physical environment, customer perceived value, and
customer satisfaction. The first part uses a nominal scale and the second part uses a Linkert scale. The questionnaire is sent via Whatsapp.
The researcher performs the pre-test before the questionnaire is established. This purpose is to construct a questionnaire that evaluates the
questionnaire's potential effectiveness. Pre-testing assists in identifying improper terminology in question phrasing, inappropriate order,
flaws in question-wording, layout, and instructions, and other issues that could result in respondents being unable to respond to particular
questions, according to (Ikart, 2019). A minimum of 30 responders is required to conduct the pre-test. Next, the researcher then completed
the pilot study. This may begin with assessing the probability of success of proposed strategies for participant recruitment and retention.
Finally, expert reviews are typically used in conjunction with questionnaires to determine their validity. At the same time, previous
evaluations attempted to assess the efficiency of expert reviews in resolving questionnaire issues (Yan et al., 2012). This study had conducted
an academic expert validity to evaluate the items measures. The expert was be picked from the field of Marketing and Management, Dr.
Thoo Ai Chin

■ 4.0 RESEARCH FINDING

4.1 Profile of Respondents

This study plan to collect the respondent demographics based on the gender, age, education level. Table 2 is the demographic data
to be collected in this study.

Table 2: Demographic Profile data

Demographic Frequency Percentage (%)
Gender

507