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CHAPTER III RESEARCH METHODOLOGY
A. The Research Scope
The research will be on the customer value, customer satisfaction and trust
in brand toward customer loyalty of Coca-Cola.
1. The respondent for this research will be concentrate on the customer of Coca-Cola in North Jakarta.
2. The place of the research will be at North Jakarta, and duration of this research has been starting since March 2012.
As the independent variables in this research are customer value X1, customer satisfaction X2 and trust in brand X3 and dependent variable in
this research is the customer loyalty Y.
B. Sampling Method
The population in this study is the consumers who buy and consume Coca-Cola in North Jakarta at the time of the research, and here the researcher
does not restrict the respondent from certain district. Malhotra 2009:369 defines population as the aggregate of all elements, sharing some common set
of characteristics that comprises the universe for the purpose of the marketing research problem.
Sugiyono 2009:115 defines a sample as part of the amount of data and the characteristics possessed by the population. With a presumption or
perception of consumers obtained through a questionnaire with some form of
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questions that are closed. Meanwhile, Cooper 2006:434 defines sample as the process of selecting some elements from a population to represent that
population. Malhotra 2009:370 defines sample as a subgroup of the elements of the
population that selected for participation in the research. When a large population, and researcher may not learn all there is to the population, for
example because of time and effort, then researchers can use samples drawn from that population. These methods in taking sample using non probability
sampling, means the sampling techniques that do not use chance selection procedures. Rather, they rely on the personal judgment of the researcher.
Collecting sample method that has been used is convenience sampling, it means a nonprobability sampling technique that attempts to obtain a sample of
convenient elements. The selection of sampling units is left primarily to the
researcher to choose the kind of sample that used. Malhotra, 2009:377.
Based on the theory of Roscoe 1975 in Uma Sakaran 2007 guidelines
on determining the sample are as follows:
a. Sample size should be between 30-500 elements b. If the sample is broken down further into sub-sample MaleFemale,
Elementaryjunior High school, etc. must be a minimum number of sub till 30.
c. In the multivariate research multiple linear regressions the sample size should be several times larger 10 times than the number of variables to
be analyzed.
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d. A simple experiment for research, with strict controls, sample size between 10-20 elements.
The criteria of sample that used are the customers of Coca-Cola in North Jakarta. In order to become proportionally, so the researcher take 60 samples
that is 20 times the number of variables to be analyzed.
C. Data Collection Method
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