Page 745 - MARSIUM'21 COMP OF PAPER

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2.3 Research Framework Model

Independent Variable

Direct Marketing
Dependent variable

Social media
Consumer buying
behavior

Advertising

Sales promotion

Figure 1: Research framework for the impact of promotional strategies towards consumer buying behaviors

Figure 1 illustrate the research framework for this research. Direct marketing, social media, advertising, and sales promotion are the four
main independent variables, with consumer buying behavior as dependent variable. The purpose of this research is to determine the
relationship between the promotional strategy and consumer’s buying behaviors at Pustaka Azhar.

■ 3.0 RESEARCH METHODOLOGY

3.1 Research Design

In this research, the researcher uses descriptive research design. This type of research design allows the researcher to have an insight about
why and how of research. Based on the objective of this research, the main question of the study requires the researcher to determine what
the impact of promotional strategy and to understand how promotional strategy influence consumer buying behavior at Pustaka Azhar. In
this research, researcher is using quantitative research design in conducting the research. Based on the objective of this research, the main
question of the research requires the researcher to determine what the impact of promotional strategy and to understand how promotional
strategy influence consumer buying behavior at Pustaka Azhar.

3.2 Sampling Technique

In this research, researcher use non-probability sampling. In non-probability sampling, the researcher randomly chooses the respondents
for the research. In this research, the researcher chooses judgmental or purposive sampling. This type of sampling technique is the
most suitable for this research because the researcher only chooses the respondents that have buying experience at Pustaka Azhar.

3.3 Population and Sample

Population is the entire group that the researcher wants to draw the conclusion. While a sample is the specific group that the researcher will
collect their data. According to Tabachnick and Fidell (2007), the one-to-five ratio calculate the minimal size from the number variables to
be examined. The following are the equation:

Independent Variables = (2*5) + (3*5) + (3*5) + (3*5) = 55
Dependent Variables = (3*5) = 15
Demographic = (5*5) = 25
Minimum number of samples = (IV + DV + Demographic)
= (55 + 15 + 25) = 95 respondents
The total minimum number of respondents = 95

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