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C. Kind of Data and Data Collection Method
1. Kinds of Data
Data collection methods used in this study is as follows: a. Primary Data
Primary data are data obtained directly from the object of research through field research. According to Cooper and Schindler
2006:89, primary data is the data the researcher collects to address the specific problem at hand the research question.
Primary data are original data collected by researchers to answer research specifically Istijanto, 2009:44.
b. Secondary Data Secondary data is the data that are indirectly obtained from the
research. According to Cooper and Schindler 2006:89, Secondary data is the result of studies done by others and for different purpose
than the one for which the data are being reviewed. According to Istijanto, 2009:38 secondary data is the data that
has been collected by others not by their own researchers to other purpose. Secondary data in this research were obtained from other
parties relating to the issues, such as library research, by reading literature books of library in UIN Jakarta either in the Faculty of
Economy and Business or the main library, literature on the internet, scientific journals, magazines and literature books of libraries in the
university in Jakarta.
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2. Data Collection Method
Data used in this study are primary data. Primary data is data obtained directly from the source first. Data collection is done by:
a. Questionnaire primary data Questionnaire is a plan for observing behavior or recording data
Cooper, 2006:86 Questioner is a formalized set of questions for obtaining
information for respondents. It has three specific objectives Malhotra, 2009:330.
Three specific objectives Malhotra, 2009:330 1 The overriding objective is to
translate the researcher’s information needs into a set of specific questions that respondents are willing and
able to answer. 2 A questionnaire should be written to minimize demands imposed on
respondents. It should encourage them to participate in the entire interview, without biasing their responses.
3 A questionnaire should minimize response error. These errors can arise from respondents who give inaccurate answers or from researchers
incorrectly recording or analyzing their answers. The questionnaire for this research will be filled out by
respondents and will include questions about the variable Celebrity Athlete Endorsement, Brand Awareness, Brand Association, and Brand
Personality of consumer isotonic drink of Pocari Sweat to determine the extent to which it affects the purchase intention of Pocari Sweat.
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