Page 674 - MARSIUM'21 COMP OF PAPER

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The research conceptual framework can be seen in Figure 1. For academic and business purposes, the purpose of the test is to examine the
relationship between the independent variable and the dependent variable. Adopting from Kotler's Black Box model (as cited in Yi Eileen
Ling & Wen, 2013), the framework of the variables in Figure 1 was used to highlight the marketing stimuli that affect customer decision-
making when it comes to moviegoing.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
This study employs a quantitative approach to data collection. Based on the size of the sample, and statistical analysis, this design was used
to quantify data and provide conclusive verification. A quantitative study's results are assessed based on the questionnaires given to
participants. For gathering information, statistical data is used.

Collection of data and subject selection are being examined using an exploratory approach. It helps researcher gain a better understanding of
the subject matter and identifies important variables for further study. The purpose is to look for possible correlations between multiple
variables. It is the researcher's goal to find a link between the dependent variable (movie consumption decision-making) and the independent
variables (trailer, critic reviews and word of mouth).

3.2 POPULATION AND SAMPLING

Undergraduate students in particular at UTM Skudai are the focus of this study's population. In December of 2021, UTM had a total of 15
526 undergraduates. The total number of students enrolled at UTM is 29, 619. By using a convenient sampling method, the questionnaire
will be given to the respondents. According to the results of the sample size, there will be 100 people in the sample. Next, 100 sets of
questionnaires have been distributed to students at UTM Skudai via WhatsApp and an online Google Form.

3.3 RESEARCH INSTRUMENT

This study was conducted using a quantitative approach (Likert scale questions), which was deemed the most appropriate. The survey is
divided into sections, which is part A, B and C. The respondent’s general information on movie consumption were list out in seven
straightforward questions in Part A. Part B, on the other hand, enclosed 17 questions about independent variables (trailer, critic reviews
and word of mouth) and dependent variable (decision making on movie consumption in cinema). The researcher also asked about
demographic information of respondent in Part C. The set of questionnaires are asking the respondents to tick from the given selection. On
the five-point Likert scale, responses are rated according to how strongly they agree, disagree, neutral, agree, or disagree strongly with the
statement they are meant to support or refute.

Level Scale
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5

Table 3.0: Five-point Likert scale

The use of a quantitative approach (Likert scale questions) was considered most suitable for this study. The target respondents for the research
questions are either men or women aged above 18 years old, and the target population in UTM Skudai is made up of people of various races.
They will be contacted via surveys provided online. The alternate way of approaching the research target responder is through social media
platforms such as WhatsApp and Telegram since they are familiar with this technological method, and it is the fastest and most efficient way
to approach and gather demographic data from the respondents. The following calculation is used to get the right number of samples drawn
from the Malaysian population. The variable must have a five-to-one ratio, which is the minimum sample size to be evaluated (Tabachnick
and Fidell, 2007).

Independent Variables = (IV1 items x 5) + (IV2 items x 5) + (IV3 items x 5)
= (6 x 5) + (6 x 5) + (5 x 5) = 85

Dependent Variable = (DV x 5)
= (3 x 5) = 15

Minimum number of samples = (IV + DV)
= (85 + 15) = 100 respondents

In this research, the Statistical Package for Social Science (SPSS) version 27.0 software is applied to determine the collected data.

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