Page 553 - MARSIUM'21 COMP OF PAPER

532 Nor Khairena binti Khalid (2022)

More recently, Gundala (2010) defined shop image as the prominent features of a specific store that customers judged and
contrasted based on the value of each attribute. Apparently, in recent times, various academics have placed a strong emphasis on shop image
in order to comprehend its significance in the current retail business context (Theodoridis and Chatzipanagiotou, 2009; Silva and Giraldi,
2010; Biswal and Sreekumar, 2011; Kumar and Manjunath, 2012; Lin and Liao, 2012).

H4: To determine if there is a positive relationship between Store Image and Purchase Intention of customers’ adoption in the
sewing garment industry.

2.3 Research Framework Model

Figure 1 shows the conceptual framework of this research.

Figure 1: Research Framework

⬛ 3.0 RESEARCH METHODOLOGY

3.1 Measurement

This research design will use a quantitative method. Quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected. The data collected through questionnaires, surveys, or by manipulating pre-existing
statistical data using computational techniques. Quantitative research focuses on gathering numerical data and generalizing it between people
or explaining specific phenomena (Babbie, Earl R, 2010). Z Alzayat (2016) that measurable and quantifiable is the quantitative approach
used to collect data.

3.2 Population And Sampling

Gathering objects that have information is known as the population that the researcher is looking for. In general, the population is
selecting the target population relevant to the research problem. The sample represents the total number of components included in the
research study. The following calculations were made to identify the most suitable sample size for the Malaysian population. Referring to
the previous study, Tabachnick and Fidell (2007), a five-to-one ratio determines the minimum measure of the number of variables to be
tested. For example, for this study, this research required 123 respondents according to the number of items.

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