Scope of Research Determine of Sample Method

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CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research

This study aims to test hypothesis about variable service quality, brand image, customer satisfaction, and customer loyalty of Al-Azhar Cooperative. Scope of research for this studies are as follows: 1. The focus of the author in this study is the influence of variables service quality and brand image towards customer satisfaction that impacts on customer loyalty. 2. The location and the object to be examined are member and non-member Al-Azhar Cooperative that located in Jl. Sisingamangaraja Komplek Masjid Agung Al-Azhar, Kebayoran Baru, South Jakarta, Telephone : 021-72788801 021-7253324 period February – August 2014. 3. In this study consisted used two variables are exogenous variables and endogenous variable. Exogenous variable in this research is service quality given symbol X1 and brand image given symbol X2. Endogenous variable in this research is customer satisfaction given symbol Y1 and customer loyalty given the symbol Y2.

B. Determine of Sample Method

1. Population The population in this study is the member and non-member Al-Azhar Cooperative, here the researcher does not restrict the respondent from gender and age. Population is area generalization consist of objects and 34 subjects that have certain quality and characteristic designed by author for learned and at the next pulled the conclusion. Sugiyono, 2009:115 According to Malhotra2004:314population is the aggregate of all the elements that share common set of characteristic and that comprise the universe for the purpose of the marketing research problem. 2. Sample Technique According to Sugiyono 2009:116 sample is a part of total number and characteristic that owned by its population. According to Malhotra 2004:314 sample is a subgroup of the elements of the population selected for participation in the study. Element is the object about which or from which the information is desired Malhotra, 2004:315. The sample technique will be used is convenience sampling. According to Malhotra 2004:321 convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements. Because, non probability sampling relies on the personal judgment of the researcher rather than chance to select the sample elements. The researcher can arbitrarily or consciously decide what elements to include the sample Malhotra 2004:320 The researcher takes 60 samples respondent, because accordingto Sugiyono 2010:74 guidelines to determining 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, ElementaryJuniorHigh School, etc. must be a minimum number of sub until 30. 35 c. In the multivariate research multiple linear regressions the sample sizeshould be several times larger 10 times than the number of variables tobe analyzed. d. A simple experiment for research, with strict controls, sample sizebetween 10-20 elements.

C. Data Collection Methods