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defined as the consumers of isotonic drink of Pocari Sweat that will be used for researching, with distinction of Sex, Age, Jobs, Income per month
within customers in Zona Futsal Ciputat, and here the author does not restrict the respondent from certain district.
2. Sample
Sample design is part of the research design process. Samples are selected using non probability convenience sampling by means of sample
units drawn easily be reached anywhere and anytime. Abdul Hamid, 2007: 30.
A sample is a member of the selected population using a specific procedure that is expected to represent its population Sugiyono, 2007:57.
Sample is a subgroup of the elements of the population selected for participation in the study Maholtra, 2009:373.
Sample is a subject of the population that should represent that entire group. Or the sample is a subset of the population, and the sample
unit pertains to the basic level of investigation Burns, 2005: 334. The criteria for the respondents are:
a. Pocari Sweat consumers b. The age under 19 years, between 19-25 years, and over 25 years.
In the development of these study 97 questionnaires has been distributed to Pocari Sweat consumers.
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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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In this questionnaire there are two parts, namely: 1 Part I: Concerning the respondent data those are name, gender, age,
jobs and monthly income. 2 Part II: On the list of questions that will be filled by the respondent.
Figure 3.1 Questionnaire Design Process
PRETEST THE QUESTIONNAIRE ARRANGE THE QUESTIONS IN PROPER ORDER
REPRODUCE THE QUESTIONNAIRE DETERMINE THE QUESTION WORDING
DECIDE ON THE QUESTION STRUCTURE DESIGN THE QUESTIONS TO OVERCOME THE
RESPONDENTS INABILITY AND UNWILLINGNESS TO ANSWER
SPECIFY THE INFORMATION NEEDED
SPECIFY THE TYPE OF INTERVIEWING METHOD
DETERMINE THE CONTENT OF INDIVIDUAL QUESTIONS
Source: Malhotra, 2009:331
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b. Literature Study A secondary data collection technique is the study of literature,
which is studying how factors that affect consumer preferences for products in various literature, including search data from Internet sites
electronic library and books relating to completed research data.
D. Likert Scale
The score of questionnaire assessment figures resulted in this study is according to the Likert scale described in the methods used to measure
attitudes, opinions, and perceptions of a person or group of persons on a social phenomenon Sugiono, 2007:96.
This study use a Likert scale measuring agreement and disagreement of respondents in response to the proposed statement. Likert scale is a
measurement with five response categories ranging from “strongly disagree”
to “strongly agree”, which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the
stimulus objects Maholtra, 2009: 306. Likert scale is most frequently used variation of the summated rating
scale Cooper, 2006:370. Likert scale is used to answer the statement of researchers has five
categories as presented in the table below:
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Table 3.1 Likert Scale
Strongly Disagree
Disagree Doubtful
Agree Strongly
Agree Assessment
1 2
3 4
5 Weight
Source: Donald Cooper, P.,2006, Marketing Research, 1
st
edition, McGraw-Hill, p.371.
This requires that reversing the scale score the categories assigned to the negative statements by the respondents. Note that for a negative statement,
an agreement reflects an unfavorable response, whereas for a positive statement, agreement represents a favorable response. Accordingly, a
“strongly agree” response to a favorable statement and a “strongly disagree” response to an unfavorable statement would both receive score of five
Malhotra, 2009:306.
E. Data Analysis Method
The method used in this study is the analysis by using two kinds of tests that are divided into:
1. Validity and Reliability Test
a. Validity Validity is a characteristic of measurement concerned with the
extent that a test measures what the researcher actually wishes tool reflect true differences among participants drawn from a population
Donald Cooper, 2006:765. Internal validity is when the conclusion drawn about a demonstrated experimental relationship truly implies
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cause. Internal validity is ability of the research instrument to measure what it is purposed to measure. External validity is when an observes
causal relationship can be generalized across persons, settings, and times Donald Cooper, 2006:312. According to Ghazali 2005:45 the
validity test is used to measure the legality of a questionnaire. Test validity used to measure the legal valid or invalid of a questionnaire. A
questionnaire is said valid if the questions on the questionnaire are able to reveal something that will be on the questionnaire measure. The
total score on test validity of said valid if the number of scores 0.30 Sugiono, 2007:178. With calculating the correlation between each
question with a total score using the product moment. With r = 0.03 then the question said to be invalid.
b. Reliability If a measure has been declared invalid, then the next step is to
measure the reliability of the instrument tool. According to Cooper and Schindler 2006:352, a characteristic of measurement concerned
with accuracy, precision, and consistency; a necessary but not sufficient condition for validity if the measure is not reliable, it cannot
be valid. Reliability is concerned with estimates of the degree to which a measurement is free a random or unstable error. Reliability
can be defined as the extent to which measures are free from random error Maholtra, 2009:315. If a measurement tool has been declared
invalid, then the next step is to measure the reliability of the tool. As a
