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3.7 PLANNING AND DATA COLLECTION

A structured research instrument was used to collect information from customers. Between November and December of 2021, data will be
collected. All current customers were invited to be respondents in this research. Among the existing customers were residents of Temerloh,
Mentakab and Jerantut districts, family members, relatives, co-workers, and social media networks from the researcher's various social media
platforms. Participants were sent the questionnaire through WhatsApp/ Facebook/ Telegram and a variety of social media channels. The
questionnaire was completed using an online Google form. A welcome message explained the study's aim, what participants should expect,
the confidentiality provision, and the length of time it will take to complete the survey.
3.8 PILOT STUDY

The research instrument will be put to the test two months before the actual research investigation. Pilot studies are important because they
allow the researcher to assess the usability and quality of the questions. The pilot research aids in the detection of design flaws (Cooper &
Schindler, 2014, cited in Nyatlo, 2018) and provides an early indication of the quality of the most likely outcomes. The survey's title is " The
Influence of Brand Equity on Customer’s Purchase Intention: A case study of Karisma Jaya Enterprise”. For the study, a total of 30 people
will be considered. The researchers double-checked the survey questions and ease of completion, as well as the time it took to complete the
survey. To complete the survey, participants were approached via WhatsApp and social media channels.
3.9 DATA ANALYSIS METHOD

The data is analysed using the Statistical Package for Social Science (SPSS) programme. The reliability test, normality analysis, descriptive
analysis, and multiple regression analysis are utilised to construct a broad statistical analysis.

3.9.1 RELIABILITY TEST

The degree to which a test is constant and steady in analysing what it is designed to evaluate is known as reliability testing. As a result,
the reliability test identifies the percentage of random error in the data that has been obtained. It is derived by taking the highest score
for a repeated variable of interest, with the greatest score indicating the most trustworthy data. Cronbach alpha is used to measure the
internal consistency of brand awareness, purchase intention, and brand loyalty in order to assess reliability. According to George and
Mallery (2003), ratings above 0.7 are desirable and acceptable, whereas scores below 0.5 are questionable (Nyatlo, 2018). A score of
0.7 or above was required for the scale to be considered reliable.

3.9.2 NORMALITY TEST

The normal distribution, also known as the "bell curve," is a basic concept in statistics. The simplest technique to assess normality is to
plot the data and see if it fits a bell-curve form, or to look at the skew of a data set to see if it's symmetrical. In this study, the normalcy
test is utilized to measure skewness and kurtosis. According to the rule of thumb provided by Hair et al., the skewness and kurtosis values
for the data set must be between +1 and -1. (2007). The data is generally dispersed if it falls within that range of values.

3.9.3 DESCRIPTIVE ANALYSIS

Descriptive statistics are practises that classify, analyse, and show data using graphs, tables, and numbers (Argyrous,2011). In Chapter
4 of this report, which was processed using SPSS, the results will be presented in tables and figures.

3.9.4 MULTIPLE REGRESSION

Multiple regression analysis is used to examine the relationship between one dependent variable and independent variables. Multiple
regression is based on correlation and allows a more sophisticated exploration of the interrelationship among the set of variables. A
significance value or p-value that is less than 0.05, it indicates that that there is a relationship between independent variable and dependent
variable. Beta value is used to determine the strongest predictor influencing the dependent variable. Adjusted R2 supposes that every
independent variable in the model explains the variation in the dependent variable.

■ 4.0 DATA ANALYSIS PLAN AND FINDINGS

The study's findings are presented in this chapter. The demographic analysis in this chapter begins with gender, age, race, area, and
educational level. The findings are then reported using descriptive analysis, normality analysis, reliability analysis, and multiple regression
analysis after the discussion. The findings of the hypothesis testing are summarized at the end of the chapter.

4.1 SURVEY RESPONSE RATE

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