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CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This resecrh was conducted to analyze the influence of green advertising and green product to consumer involvement and affect purchasing decision of
Ades Mineral water. The research will be conduct at Syarif Hidayatullah State Islamic
University Jakarta, its implementation in June 2013 until the completion writing, determination of the target is consumer who have purchased Ades Mineral water.
The case studies of Ades Mineral Water student Universitas of Indonesia in Depok because University of Indonesia as green campus that have pysical
building and 170 ha green lanscape buffer, 30 ha wafer ecosystem, 100 ha city forest are inculding conservation forest, supporting facilities and infrastructur
environment buffer of 12 ha. University of Indonesia also establish the green metric ranking of world universities in april 2010 to provide detailed profiles of
participating who wish to make the necessary step to promote suistainable operation.
This research used a method quantitative causal research that aims to clarify the effect independent variabel Green Advertising X
1
and Green Product X
2
to dependent variable Consumer Involvement Y and Purchasing Decision Z.
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B. Sample Collection Method
The sample is a portion of the existing population. In this study the sample used is a student of the University of Indonesia in Depok expected they already
understand about this research, so as to provide the answers that best fit the field study done. The respondent is a student of the University of Indonesia in Depok
who had done a purchasing decision on Mineral water products Ades. Sampling conducted in this study using the method of Purposive sampling,
which the population elements are purposively selected based on the judgement of the researcher. The resercher, exercising judgement or expertise, chooses the
elements to be included in the sample, because reserarcher believe that they are representative of the population of interest or are otherwise appropriate Malholtra
2003: 322. The sample used in this study as many as 100 respondents.
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C. Data Collection Method
1. Primary Data Research Data obtained directly from the source directly based on
the questioner that will be shared to the consumer of mineral water product Ades. Primary Data in this study are data obtained directly from
the respondent in the form of answers and comments on the research questions and statements in the questionnaire. The questionnaire about
Green Advertising, Green product, Consumer Involvement, and purchasing decision on Ades Mineral Water. Respondents were asked to
fill out a questionnaire on the answer sheet provided. Then the questionnaire answer sheet collected, selected, processed, and analyzed by
researchers. 2. Secondary Data
Secondary Data is data that is obtained indirectly through the media middleman. Secondary Data used in this study come from a variety
of sources that can be obtained, namely from journals, books, thesis earlier, and internet media research topics related to search and collect a
wide range of reading materials and recognize an existing theory.
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D. Data Analysis Method
To find out how Green Advertising and Green products influence the Consumer Involvement and impact on the purchasing decision Ades Mineral
Water, then it can be measured using the likert scale. Likert scale is widely used rating scale that requires the respondents to indicate the degree of
agreement or disagreement with each of a series of statements about the stimulus objects Malholtra K Naresh 2003:256.
Table 3.1 Likert Scale ratings
Researcher decides do not use one point of Likert Scale “Neutral” because the aim of researcher for reducing error when evaluating the result
of questionnaire that will be distribute. According Malholtra K Naresh 2003:266 in Scale Evaluation has measurement error, which result in the
measurement or observed score being different from the true score of the characteristic being measured.
Description Research
Strongly Agree 4
Agree 3
Disagree 2
Strongly Disagree 1
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Factor potential sources of error in measurement: a. Characteristic of the individual that influence the test score, such as
intelligence, social desirability, and education b. Short term or transient personal factors, such as health, emotions,
fatigue c. Situational factors, such as the presence of other people, noise, and
distraction d. Sampling of item included in the scale: addition, deletion, or changes
in the scale items e. Lack of clarity of the scale, including the instruction or the items
themselves f. Mechanical factors, such as poor printing, overcrowding of items in
the questionnaire, and poor design g. Administration of the scale, such as differences among interviewers
h. Analysis factor, such as differences in scoring and statistical analysis Next the data obtained by use of a questionnaire, to which his
analysis results will be presented in the form of a table. The results in the form of a table are analyzed based on variable Green Advertising and
Consumer Engagement towards Green products as well as their impact on the purchasing decision Ades Mineral Water.
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