Page 759 - MARSIUM'21 COMP OF PAPER

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The population of a research represents a set of persons, items, or people in general to whom the study's findings can be applied. The
researcher is then responsible for collecting data from the population and present the findings (Cohen, L., Manion, L., & Morrison, K., 2011).
The population of this research are people from Temerloh, Mentakab, and Jerantut, Pahang. According to Pahang State Pocket Stats (2020),
the total population in these three districts in 2019 are 295.2 thousand. Questionnaire will be distributed to the respondents through
WhatsApp/ Facebook/ Telegram by online Google Form within six-week period (from 12 November 2021 to 23 December 2021).

3.4 SAMPLING TECHNIQUE

The sample technique utilised in this study is non-probability sampling. Nonprobability sampling also refers to techniques in which
researchers choose sample elements depending on research goal, subject availability, subjective judgement, or a number of other non-
statistical reasons rather than a predetermined probability (Guo & Hussey, 2004). According to Etikan (2016), the most common reason
researchers use nonprobability sampling is that it is less expensive and can often be implemented more quickly. As a result, researchers used
this strategy in this investigation because random probability sampling is impractical due to time and expense constraints.

Next, non-probability sampling technique used for this research is judgemental sampling. Judgemental sampling (also known as Purposive
Sampling) is a sort of nonprobability or non-random sampling in which the researcher chooses units to sample based on prior knowledge
or professional judgement. The method of selecting a sample through judgemental sampling entails the researchers carefully selecting and
choosing each individual to be a part of the sample. Since this sample members are not chosen at random, the researcher's knowledge is
critical in this sampling procedure. According to Etikan, Musa, and Alkassim (2016), the researcher's aim in employing this sample technique
is to obtain information easily from the population. Thus, researcher choose this samples because respondents are selected based on
researcher’s knowledge and judgment by using screening question. Through this method, a set of questionnaires will be given to existence
customers who live in Temerloh, Mentakab and Jerantut district through Google Form as this is the convenient way to approach the target
audience as Malaysia has standard operating procedures (SOP) during this pandemic period. According to Hair et al. (2010), the minimum
sample size should be 100. Thus, the target sample size for this study was 120 respondents.

3.5 RESEARCH INSTRUMENT

The questionnaire was constructed based on the review of the past literature. For this study, a quantitative technique (5 Likert scale questions)
was deemed most appropriate. Part A, B, C, D, E, F and G are the sections of the questionnaire. Part A includes a screen question asking
whether the respondent has ever purchased the Kasih Bonda Mee Kuning product. Part B consists of five easy questions about the information
provided by the respondent. Part C, on the other hand, included six questions related to respondent brand awareness with 'Kasih Bonda Mee
Kuning' towards purchase intention. Part D featured three measurement items related to respondent's brand association with Karisma Jaya
Enterprise towards purchase intention. Part E followed, with four questions about respondent perceived quality with 'Kasih Bonda Mee
Kuning' towards purchase intention. Part F featured five measurement items related to brand loyalty with 'Kasih Bonda Mee Kuning' towards
purchase intention. Finally, Part G was questioned concerning customer purchase intention towards 'Kasih Bonda Mee Kuning' brand. The
series of questions asks respondents to choose from a list of options. The strength of an answer is determined using a Likert scale, which
includes levels of agreement such as "strongly agree," "agree," "neutral," "disagree," and "strongly disagree."

3.6 QUESTIONNAIRE DEVELOPMENT

The questionnaire was divided into six primary sections: Respondent’s information, Brand Awareness, Brand Association, Perceived Quality,
Brand Loyalty and Customer’s purchase intention. The questionnaire is listed as shown in Table 2.
Table 2: Questionnaire Development

Variable Items Citation
(Jalilvand et al., 2011),
Brand Awareness 5 (Ardiansyah & Sarwoko, 2020)

Brand Association 3 (Jalilvand et al., 2011)
(Brzozowska-woś, 2013),
Perceived Quality 4 (Jalilvand et al., 2011)

(Suki, 2014),
Brand Loyalty 5 (Jalilvand et al., 2011)

Customer’s Purchase Intention 3 (Brzozowska-woś, 2013)

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